Frasers Hospitality doubles down on wellness-led living

As travel behaviour continues to evolve, ASAP Operator Member Frasers Hospitality is repositioning itself around a broader ambition: not just to accommodate guests, but to help them live better.


James Foice, ASAP CEO, recently met with Eu Chin Fen, Chief Executive Officer, Frasers Hospitality, and Chief Operating Officer Chew Hang Song, to discuss their clear shift away from traditional hospitality models towards a more holistic, experience-led approach - one shaped by hybrid working, digital nomadism and changing generational expectations.


Frasers Hospitality’s approach is anchored in five core pillars: learning, connected, wellness, experiencing and impacting. Together, they form what the company describes as a philosophy of “enriched living” - supporting guests not just in where they stay, but in how they grow, interact and engage with the world around them. For a new generation of travellers, more mobile, experience-driven and less tied to ownership, this aligns closely with shifting expectations of what accommodation should deliver.


At the heart of this evolution is a rethinking of space and purpose. Across Frasers Hospitality’s brands, apartments are becoming more efficient - sometimes as compact as 25m² - but carefully designed with distinct living zones. The new generation of traveller comes with less baggage – literally – while seeking to live, to work, and to be themselves in another city. This way, space is less significant than comfort, experience and flexibility.


Meanwhile expanded communal areas act as extensions of private space. Concepts such as lounges that transition from breakfast areas to coworking hubs and evening social spaces reflect a move towards multi-functional living environments. At the same time, properties are increasingly rooted in their local context, with design, programming and experiences - from cultural tours to curated dining - bringing the surrounding neighbourhood into the guest journey.


Frasers Hospitality was launched in 1998 offering hotel-level service with apartment flexibility. People appreciate the service, but it is the flexibility that keeps the offering one step ahead. A genuine understanding of the new generation of guests through focus groups and constant feedback means everything is carefully designed to appeal. A truly Instagram-able café, open all day, takes the place of a hotel breakfast that is finished by 10am – surely more appealing to a late rising digital nomad. 


But the most significant shift is Frasers Hospitality’s deepening focus on wellness as a core proposition rather than an add-on. Moving beyond traditional gyms and spas, the organisation is introducing dedicated wellness suites in some of their upscale apartments (more about this to follow!) featuring infrared saunas, cold plunge pools and advanced therapies, designed as immersive, memorable experiences. Alongside this, more accessible wellness touches and partnerships with local providers ensure the concept scales across different price points.


In conclusion, Frasers Hospitality is tapping directly into the hospitality sector’s biggest shift: from accommodation to lifestyle platform.


Wellness, in this context, is no longer a facility - it’s a strategic differentiator, embedded across design, service and experience. Crucially, it’s being positioned alongside connection, learning and purpose, reflecting a broader demand for stays that feel meaningful rather than transactional.


For the serviced accommodation sector, this reinforces a clear direction of travel. The most competitive operators will be those who design around how people actually live today, blending work, leisure, wellbeing and community. The opportunity is not just to offer more, but to offer it intelligently: flexible spaces, local integration, and experiences that resonate.


Pictured below: Frasers Hospitality Chief Operating Officer Chew Hang Song; ASAP Communications Director Becky Hoyle; ASAP Chief Executive Officer James Foice; Frasers Hospitality Chief Executive Officer Eu Chin Fen.

More News & Views

by Becky Hoyle 27 May 2026
ASAP Operator Member Frasers Hospitality has announced a series of senior leadership appointments across its UK and German portfolio, reinforcing the company’s focus on operational excellence, internal talent development and delivering high-quality guest experiences across its European properties. The appointments support continued growth in Scotland, strengthen leadership in Germany and support the future launch of Capri by Fraser, Kensington / London, scheduled to open in 2027. The changes include: Sabine Ranft promoted to Area General Manager UK and General Manager of Capri by Fraser, Kensington / London Cristina Nuche promoted to General Manager of Fraser Suites Edinburgh Kristina Papaiova appointed Residence Manager at Fraser Suites Glasgow Sandy Goethel promoted to Deputy General Manager at Capri by Fraser Leipzig The appointments reflect Frasers Hospitality’s continued investment in leadership development, with Sabine Ranft, Cristina Nuche and Sandy Goethel all progressing into promoted roles within the business. Sabine Ranft takes on the newly expanded role of Area General Manager UK alongside her position leading the forthcoming Capri by Fraser, Kensington. Since joining Frasers Hospitality in 2018, she has held senior leadership positions across the brand’s German portfolio, most recently as Cluster General Manager for Capri by Fraser in Berlin and Leipzig, before relocating to London earlier this year. Cristina Nuche steps into the role of General Manager at Fraser Suites Edinburgh, bringing more than 20 years of hospitality experience across international hotel brands including Marriott International and IHG. In Glasgow, Kristina Papaiova has been appointed Residence Manager at Fraser Suites Glasgow following a career spanning hospitality operations, serviced apartments and tourism finance across Scotland. Meanwhile, Sandy Goethel has been promoted to Deputy General Manager at Capri by Fraser Leipzig after serving as Operations Manager at the property since 2022. Rebecca Hollants Van Loocke, Chief Operating Officer of Frasers Hospitality for EMEA, said: “These appointments reflect the depth of talent across Frasers Hospitality and our commitment to developing strong leaders within the business. Investing in our people remains central to delivering exceptional guest experiences and supporting the long-term success of our portfolio. I have every confidence in their ability to lead our teams into this next chapter of meaningful growth.” Frasers Hospitality properties are distinguished by their central city locations, generously proportioned apartments and functional in-room amenities, including kitchenettes. Combining the flexibility and independence of residential living with hotel-style services, the hotel residences enable guests to live comfortably whether staying for a short visit or an extended period. 
by Becky Hoyle 25 May 2026
Rising numbers of RV parks and campgrounds near U.S. host cities for the 2026 FIFA World Cup are making inventory available online ahead of the tournament, according to new analysis from ASAP Supplier Member RMS and outdoor hospitality booking platform Spot2Nite. The data suggests the number of RV parks listed within 50 miles of U.S. World Cup host cities has increased significantly compared with the same period last year for the tournament window between 10 and 20 June 2026. The findings point to growing efforts by outdoor hospitality operators to improve visibility and online bookability as accommodation providers prepare for demand linked to one of the world’s largest sporting events. The research also comes amid signs that hotel demand in some host markets may be developing more slowly than originally anticipated. Industry commentary in the U.S. has highlighted factors including international travel uncertainty, pricing pressures and the release of previously held room allocations as contributors to softer-than-expected early booking trends in some cities. Against that backdrop, RV parks and campgrounds could play an increasingly important role in the wider accommodation mix for travelling fans. According to the data, pricing varies considerably across host-city markets. Cities including Boston, San Francisco, Los Angeles and Philadelphia are currently showing higher average nightly rates during the tournament period, while markets such as Dallas and Kansas City remain comparatively lower priced. Houston was identified as one of the largest and most diverse markets in the analysis, with a broad range of pricing across listed properties. Adam Seskis, CEO of RMS, said operators should continue to monitor booking trends closely as tournament demand evolves. “With demand expected to shift as teams progress and fan travel plans change, operators will need to stay agile on pricing and availability throughout the competition,” he said. He added that visibility and ease of booking would be key differentiators for operators looking to benefit from World Cup-related demand. RMS said RV park and campground operators near host cities should review pricing strategies, distribution channels and booking systems ahead of the tournament period.
by Becky Hoyle 22 May 2026
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by Becky Hoyle 27 May 2026
ASAP Operator Member Frasers Hospitality has announced a series of senior leadership appointments across its UK and German portfolio, reinforcing the company’s focus on operational excellence, internal talent development and delivering high-quality guest experiences across its European properties. The appointments support continued growth in Scotland, strengthen leadership in Germany and support the future launch of Capri by Fraser, Kensington / London, scheduled to open in 2027. The changes include: Sabine Ranft promoted to Area General Manager UK and General Manager of Capri by Fraser, Kensington / London Cristina Nuche promoted to General Manager of Fraser Suites Edinburgh Kristina Papaiova appointed Residence Manager at Fraser Suites Glasgow Sandy Goethel promoted to Deputy General Manager at Capri by Fraser Leipzig The appointments reflect Frasers Hospitality’s continued investment in leadership development, with Sabine Ranft, Cristina Nuche and Sandy Goethel all progressing into promoted roles within the business. Sabine Ranft takes on the newly expanded role of Area General Manager UK alongside her position leading the forthcoming Capri by Fraser, Kensington. Since joining Frasers Hospitality in 2018, she has held senior leadership positions across the brand’s German portfolio, most recently as Cluster General Manager for Capri by Fraser in Berlin and Leipzig, before relocating to London earlier this year. Cristina Nuche steps into the role of General Manager at Fraser Suites Edinburgh, bringing more than 20 years of hospitality experience across international hotel brands including Marriott International and IHG. In Glasgow, Kristina Papaiova has been appointed Residence Manager at Fraser Suites Glasgow following a career spanning hospitality operations, serviced apartments and tourism finance across Scotland. Meanwhile, Sandy Goethel has been promoted to Deputy General Manager at Capri by Fraser Leipzig after serving as Operations Manager at the property since 2022. Rebecca Hollants Van Loocke, Chief Operating Officer of Frasers Hospitality for EMEA, said: “These appointments reflect the depth of talent across Frasers Hospitality and our commitment to developing strong leaders within the business. Investing in our people remains central to delivering exceptional guest experiences and supporting the long-term success of our portfolio. I have every confidence in their ability to lead our teams into this next chapter of meaningful growth.” Frasers Hospitality properties are distinguished by their central city locations, generously proportioned apartments and functional in-room amenities, including kitchenettes. Combining the flexibility and independence of residential living with hotel-style services, the hotel residences enable guests to live comfortably whether staying for a short visit or an extended period. 
by Becky Hoyle 25 May 2026
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