Singapore-based economy hotel operator, RedDoorz, has launched a new economy lifestyle hotel brand, SANS, as part of its strategy to build the largest new-age hospitality company in South-east Asia.

SANS, inspired from the Indonesian word “santai” which means to “chill”, aims to provide a vibrant and cosy stay experience at an affordable cost, with properties to feature trendy furnishings and amenities.

The brand will debut in Indonesia next month, with an expansion of five more new properties targeted by year end.

RedDoorz will also embark on a major rebranding exercise in 2021 to reposition the company as a multi-brand accommodation platform. The company said that it plans to add new accommodation products to its platform across economy lifestyle, mid-scale and extended stay segments, on top of its existing budget hotel brand and co-living service, KoolKost.

As part of the rebranding, the company will also roll out a new redesigned app and rebranding campaign in the first quarter of 2021.

The new app will allow users to browse the company’s portfolio of accommodation brands, and will also be complemented by a new loyalty programme, which can be used to earn and redeem discounts, and access exclusive partner offers and benefits.

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