Frasers Hospitality expands Capri by Fraser brand
In line with the plan to meet the rising demand from millennial travellers, Frasers Hospitality, a division of Frasers Centrepoint, is expanding its Capri by Fraser brand footprint with the opening of Capri by Fraser Berlin.
Capri by Fraser Berlin marks Frasers Hospitality’s seventh operating Capri-branded property globally and the second in Germany.
Frasers Hospitality is on track to expand the brand to a total of 16 cities over the next four years.
These cities include Leipzig, Shenzhen, Wuhan, Jakarta, Johor Bahru, Balikpapan, Kalkara and Gurgaon.
“We are thrilled by the positive response to the Capri by Fraser brand across the globe.
“It was created to cater to the evolving lifestyle needs of millennial travellers.
“Millennials are choosing Capri by Fraser as the brand offers them holistic lifestyle and wellness options, reassuring safety and a prime location.
“As one of the largest generations in history, millennials are currently spending an average of $200 billion on travel each year, and their travel spending is set to increase as they enter their prime working and spending years.
“We look forward to strengthening the Capri by Fraser network in the coming years to tap into the growing demand for quality accommodation options that are tailored to this target market,” said Choe Peng Sum, chief executive, Frasers Hospitality.
Research has shown that Millennial travellers demand authenticity which is underpinned by culture originality.
Capri by Fraser Berlin, located in the city centre, is designed to meet this demand.
The 143-unit hotel residence draws inspiration from its strategic location in Scharrenstraße, Berlin’s historic centre.
This is conveyed through a unique design concept that taps into a plethora of historical influences in the creation of modern, stylish and urban living spaces.
Within the unique property is an archaeological excavation site that was discovered by chance during construction, which is now carefully preserved and showcased through a glass floor.
Swings are installed above the excavation site to offer guests a playful and novel way of engaging with this historical landmark.
In addition, the apartment decor adopts the same approach by juxtaposing symbols of modernity, such as current city maps, with historical graphics of iconic buildings.
Furthermore, the ceiling structure of Capri by Fraser Berlin takes cues from classic architectural styles, and is accented by rich gold and warm colours that create a relaxed, convivial ambience.