CUBE Social @ Boat Quay offers new premium capsule hotel experience

Homegrown capsule hotel operator CUBE Boutique Capsule Hotels has opened CUBE Social @ Boat Quay, its fourth property in Singapore, and introduced a new family-friendly concept. The property is located at the top two floors of shophouses at 70/71/72 Boat Quay, which are managed and owned by AM Real Estate.

CUBE Boutique Capsule Hotels was founded in 2016 by husband-and-wife business partners Benedict Choa and Sonia Anya Tay. The latter is also COO of the company. Its three other capsule hotel properties are Capsule @ Kampong Glam, Capsule @ Smith Street, and Family @ Chinatown.

CUBE Social @ Boat Quay features 72 capsule beds, with a mix of queen- and single-bed options, as well as 13 private rooms of 118 to 323 sq ft that are designed for families. The capsule hotel also offers a separate section with 20 beds for women only, catering to female travellers who value privacy. 

While the concept of capsule hotels is not new, the CUBE has positioned its accommodation and service offerings at the premium end, and with a stronger emphasis in terms of design and guest programming on social experiences, says Mohd K Rafin, CEO of CUBE Hospitality.

Mohd K Rafin, CEO of CUBE Hospitality, and Sonia Anya, COO and co-founder of CUBE Boutique Capsule Hotels (Photo: Samuel Isaac Chua / EdgeProp Singapore)

This approach goes beyond offering guests a place to stay but providing a unique experience during their visit and a sense of community, says Tay. This is why some of the in-house amenities at CUBE Social @ Boat Quay include a bar lounge and outdoor seating areas on the property’s verandahs with views of the Singapore River, the Civic District, and the CBD.

CUBE Social @ Boat Quay is also the first of the group’s four properties to offer a private soundproof telephone booth for guests. 

Since it opened its doors last November, the new hotel has attracted a diverse mix of guests, from tech-savvy youths to business owners and entrepreneurs who enjoy networking, says Rafin, who adds that they are often drawn to the affordability of a capsule hotel, a prime central location, and the chance to interact with like-minded individuals.

Additionally, Tay highlights the integration of technology within the new capsule hotel, introducing features such as digital keys and the use of online platforms like Telegram to foster communication between staff and guests. 

As a veteran of the hospitality industry, and having spent much of his career in hotel development for international hospitality groups, Rafin is a staunch believer in the need for innovation within the industry as consumer trends and preferences are continuously evolving.

“New innovative concepts constantly enter the market to cater to the growing needs of guests. And we believe that within the capsule hotel segment in Singapore there is a gap in the market to serve guests who want more than a basic capsule or hostel stay,” he says.

CUBE Social @ Boat Quay offers a bar lounge serving all-day refreshments (Photo: CUBE Boutique Capsule Hotels)

A balance between affordability and quality 

The opening of CUBE Social @ Boat Quay is in line with the company’s overarching goal of introducing innovative hospitality concepts that appeal to modern travellers, says Tay. “CUBE Social @ Boat Quay strikes a perfect balance between affordability and premium hospitality.”

She adds that the inspiration for providing this type of premium capsule accommodation was a combination of personal experiences and business acumen. For instance, her stay at the Marriott Hotel in New York City played a pivotal role in shaping her vision for CUBE Boutique Capsule Hotels.

Given Singapore’s high property prices and rising hotel room rates, especially in heritage and conservation areas, she saw a chance to provide affordable accommodation that does not compromise on quality, offering guests essential amenities including high-speed Wi-Fi, sound insulation and eco-friendly toiletries during their stay. The boutique capsule hotel also has an amenity bar offering complimentary amenities, including in-room slippers, combs, compressed face towels, and eye masks.

At CUBE Social @ Boat Quay, room rates start from around $85 per night, with stays typically spanning three to four days.

According to Tay and Rafin, CUBE Social @ Boat Quay caters to travellers “on the go”. “[Our guests are often outside exploring] the city all the time, only returning to their accommodations at the end of the day,” explains Rafin.

“At CUBE Social, we not only fulfil their basic needs but elevate them as well,” adds Tay. “Based on guest reviews, they appreciate the premium capsule accommodations, safety and cleanliness; and the vibrant, community-oriented atmosphere in our shared spaces.” 

The hotel has 72 capsule beds as well as 13 private rooms (Photo: CUBE Boutique Capsule Hotels) 

Growing the brand at home and abroad

Apart from its mainstay capsule hotel business under its CUBE Boutique Capsule Hotel brand, the company also has a family-centric hotel concept called CUBE Family Boutique Capsule, as well as the recently launched social-focused product CUBE Social.

Situated in various historical enclaves in Singapore, each capsule hotel property reflects the company’s vision for experiential tourism. Culturally rich areas such as Chinatown and Kampong Glam allow guests to immerse themselves in local heritage during their stay, says Rafin.

“We prioritise location because we want our guests to infuse themselves into the culture and community that these locations have to offer,” says Tay.

Looking ahead, the company will continue refining its business model in Singapore while expanding further in the region. “Our goal is to stabilise our local capsule hotel operations over the next few months, and we expect to open two new locations later this year,” adds Tay. 

Her confidence in the local market is backed up by the monthly average booking rate across all four properties at about 90% since the opening of CUBE Social @ Boat Quay.

The evolving demand for the capsule hotel segment, coupled with overwhelming positive feedback from guests, has exceeded the group’s expectations, says Rafin, adding: “This shows that [there is] a market willing to pay more for a capsule space that is tastefully and elegantly furnished and serviced.”

The company has set its sights on popular neighbouring Southeast Asian destinations, including Bali, Vietnam and Hong Kong. Rafin reveals that, over the next few years, they aim to establish a network of CUBE Social and CUBE Boutique Capsule hotels across these countries.

To fulfil this objective, the group is open to strategic partnerships for franchising or joint ventures with owners of heritage shophouses or buildings in prime locations. Rafin adds: “Our goal is to unlock the full potential of these iconic properties through asset enhancement, both in Singapore and internationally.”