Great World Residences, formerly known as Great World Serviced Apartments, has announced a brand refresh following a refurbishment of its apartments and facilities.
Led by its internal design team, Great World Residences began revamping its apartments in 2019 to meet the changing needs of business travellers.
“Business travel has evolved, and people now seek more than just a place to stay — they want a place to live, work and connect,” says Darren Cher, senior general manager of Great World Residences. “We’ve refreshed everything from our interiors to our amenities with the focus on creating a community, not just a serviced apartment.”
The residents’ lounge has been converted into a co-working space, complete with a Starbucks self-serve kiosk.
Great World Residences is a part of the Great World mixed-use development. The development comprises a six-storey shopping mall, two 18-storey office towers and the 35-storey serviced apartment tower.
Great World Residences houses 304 units ranging from one-bedroom apartments sized from 800 sq ft to four-bedroom apartments spanning 2,200 sq ft. As a short-stay serviced apartment complex, units must be taken up for a minimum period of seven days per stay.
The refit includes renovation of all apartments and a refresh of its common facilities. (Photo: Great World Residences)
More business travellers accompanied by families
The majority of the residents staying at Great World Residences are corporate clients, says Cher. “Our clients come from industries including tech, banking and finance, maritime and fast-moving consumer goods. Some of our long-term listings can be one- to two-years long.”
“There’s been a real shift towards blended living, where business and leisure travel intersect,” continues Cher. “Because many of our residents are staying longer, they sometimes travel with their families or even pets and need more than just a traditional hotel room.”
Hence, Great World Residences is supplying complimentary necessities for infant-care such as highchairs, cots and children’s cutlery.
Selected rooms are also fitted out for children. Single murphy beds can be converted into study desks for schoolwork. Alternatively, they can be used as a separate office for child-free tenants. Each unit comes with complimentary Wi-Fi.
Monthly rates start from $10,800 for a two-bedroom apartment and $13,800 for a three-bedroom apartment.
Staying in a serviced apartment can be preferable over renting a condo unit, adds Cher. It can be more affordable than hotel rooms of the same size while offering the conveniences of a condo unit such as a kitchen.
“Serviced living has evolved beyond being just an alternative to hotels,” explains Cher. “It’s now the preferred choice for many, especially long-stay business travellers and those seeking more personalised, flexible living options.”
Great World Residences is also capitalising on retail synergies with the neighbouring Great World shopping centre, offering residents discounts with selected participating outlets. Both developments are owned by Allgreen Properties.
Centrally located in the prime River Valley precinct, the property enjoys connectivity to shopping, dining, and entertainment options at nearby lifestyle enclaves such as Robertson Quay, Clarke Quay and Tiong Bahru.
Great World is also connected to the nearby Great World MRT Station along the Thomson-East Coast Line via an underground walkway.
Darren Cher: “Business travel has evolved, and people now seek more than just a place to stay — they want a place to live, work and connect.” (Photo: Great World Residences)
Open to expansion
Another goal of the company’s rebranding efforts is to cement Great World Residences as its flagship serviced apartment property and exemplify what the management team is capable of.
“We have demonstrated our expertise in operating a serviced residence for the past 25 years. Why just leave it at one property?” asks Cher. “We are open to expansion opportunities in Singapore and Malaysia should they present themselves, whether it’s through investment acquisitions or management contracts.”
However, one area Cher is definitely cautious of expanding into is in long-stay serviced apartments. With a required minimum stay of three months, he feels that the pool of potential tenants would be too limited.
“The vast majority of our tenants — close to 60% — stay for less than three months,” explains Cher. “Some of those who do stay longer were due to delays or unforeseen circumstances. They may not have been able to commit to the minimum period [at the start of their stay].”
