[HONG KONG, September 10, 2024] – ALOHA Asia Pacific Limited today unveiled the expansion blueprint for its boutique lifestyle brand, “AURA.” Over the next 36 months, ALOHA plans to add 5 to 7 new AURA properties in meticulously selected, undiscovered destinations within Asia Pacific that are free from over-development. This move is designed to cater to the growing demand among post-pandemic travelers for deep immersion, privacy, and unique cultural experiences.
Unlike the large-scale resorts and business hotels under the main ALOHA brand, the AURA brand will focus on small-scale, highly customized properties. Each AURA hotel will contain only 30-50 rooms, with designs that intensely emphasize integration with the natural environment, utilizing locally sourced sustainable materials. Service will be highly personalized through a “Resident Advisor” model, replacing traditional hotel service protocols.
ALOHA’s Chief Development Officer revealed, “We have initially identified several exciting destinations, including a remote island in Japan’s Seto Inland Sea, an eco-conservancy in Palawan, Philippines, and a secluded site in New Zealand’s South Lake region. We are not looking for landmarks; we are looking for land with stories to tell. The expansion of AURA will follow a light-asset management contract model, and we are already in advanced discussions with several family offices and private equity funds who are bullish on this concept.”
This expansion plan further enriches ALOHA’s multi-brand strategy, enabling it to cover a broader spectrum of guests, from large-scale resorts to luxury boutique hideaways.