KUALA LUMPUR: HOLIDAY Villa Hotels & Resorts is strengthening
its presence in Kuala Lumpur with a new city-centre property, positioning the
hospitality group to tap into the expected recovery in tourism demand under the
extended Visit Malaysia campaign, which runs through 2027.
The group has taken over Crown Regency Serviced Suites on Jalan P.
Ramlee and will rebrand it as Holiday Villa Hotel Suites Kuala Lumpur by early
next year, adding a flagship asset in the capital's commercial and tourism
district.
The upgraded property will offer 103 suites, comprising one-, two-
and three-bedroom units, catering to business travellers, families and
long-stay guests seeking accommodation in the heart of Kuala Lumpur.
Holiday Villa Hotels & Resorts chief executive officer and
managing director Nina Karina Tan Sri Azman Shah said the group is refurbishing
and upgrading the property to enhance its positioning and guest experience.
She said the Kuala Lumpur opening forms part of Holiday Villa's
broader expansion strategy, which includes partnerships with international
hospitality operators and growth through management and licensing agreements.
"We currently operate 28 hotels across five countries, and we
continue to expand in key cities with high demand rates as we grow our regional
hospitality portfolio," she told Business Times.
Nina said the group's expansion strategy is being supported by its
strategic partnership with GreenTree Inns (GTI) Hotel Management Group, the
parent company of New York Stock Exchange-listed GreenTree Hospitality Group
Ltd.
Under the partnership, the first GreenTree Hotel in Malaysia is
scheduled to open in Permas Jaya, Johor, in the fourth quarter of this year.
The more than 200-room property is being developed by Malpakat Leisure Group,
which also owns the four-star, 345-room Holiday Villa Johor Bahru City Centre.
The partnership has also gained traction in China, with the opening
of the 360-room five-star Holiday Villa Xilin Mountain Hotel in Guizhou and a
city-centre hotel in Weihai, Shandong, in 2025. The partners have since
expanded their footprint further with the launch of Holiday ViVilla Hotel, Miao
Village in Guizhou, and CitiVilla Tianjin Hotel in Beichen, Tianjin.
"Our strategic partnership with GreenTree Hospitality Group
continues to support our expansion strategy, allowing us to strengthen our
footprint in key markets while delivering consistent quality and value to our
guests," Nina said.
Next year, the partnership will open Holiday Villa Spring Resort
& Villas Nanyue, in Hengyang, Hunan, and Holiday ViVilla Hotel Shanghai by
Holiday Villa in Shanghai.
In Malaysia, Holiday Villa Terengganu is slated for a soft opening
by the end of 2026.
The group is understood to be in discussions with several developers
and investors to expand the Holiday Villa brand through hotel management and
licensing agreements in Malaysia and other Asian cities and resort
destinations.
Established in 1987 with its first resort in Cherating, Pahang,
Holiday Villa Hotels & Resorts has expanded into an international
hospitality group with properties across Malaysia, Indonesia, Qatar, Saudi
Arabia and China.
The expansion comes as Malaysia prepares for stronger tourism growth
under the extended Visit Malaysia campaign, with the government targeting 47
million international tourist arrivals and RM329 billion in tourism receipts.
Tourism Malaysia chairman Datuk Manoharan Periasamy recently told
Business Times that extending the campaign through 2027 could enable Malaysia
to surpass its original tourism targets.
He said Asean remains Malaysia's largest visitor market,
contributing about 70 per cent of total arrivals, followed by China and India.
There are currently more than 700 weekly flights connecting Malaysia
and various cities in China, and discussions are underway with airlines to
further increase frequencies in response to growing demand, he said.
While higher airfares and geopolitical tensions had temporarily
dampened international travel, Manoharan said booking trends are improving as
conditions stabilise.
He added that domestic tourism continues to provide a strong
foundation for the industry, with Malaysians maintaining robust travel activity
following the pandemic.
Official data showed domestic tourism expenditure rose 13.6 per cent
to RM121.3 billion in 2025, while total domestic visitor trips increased 11.5
per cent to 290.1 million.
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