Thailand’s Aspira Hospitality has launched a new brand designed to compete in the country’s economy hotel sector, reports Travel Daily Media.
According to the article, the new 'Studio by iCheck' brand is an extension of the existing iCheck boutique brand. It will be marketed as a collection of 'budget chic' hotels.
"Our iCheck boutique brand was designed to compete with the large international operators at a fraction of their management fees," Cedric Tardivel, Aspira's vice president of sales & marketing tells Travel Daily Media.
The brand has plans to open 10 hotels by the end of 2015, the first of which will be in Bangkok, with a second expected to follow in Krabi.