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.