Fragrance Hotel

What Fragrance Hotel does

Fragrance Hotel is a Singapore-based budget hotel brand operated by GP Hotel Management Pte Ltd, a private limited company founded in 1998 and headquartered at 456 Alexandra Road, Fragrance Empire Building. The brand comprises 8 properties across Singapore (Balestier, Classic, Kovan, Lavender, Oasis, Ocean View, Rose, Viva) totaling approximately 357 rooms, with room configurations ranging from Standard Double/Twin to Superior, Deluxe, Triple, and Loft options. All properties provide air-conditioning, cable TV, coffee/tea facilities, and complimentary Wi-Fi. The company's parent, Global Premium Hotels Limited (GPHL), operates a broader portfolio of 24 hotels with nearly 2,000 rooms, including the Fragrance brand and three international-brand hotels under partnership with Accor (ibis budget Singapore, ibis Styles Singapore Albert, Mercure Singapore Tyrwhitt).

The business model is direct-to-consumer accommodation: room rentals are booked through the fragrancehotel.com website, walk-in arrivals, and the GPHL Digital Key App (available on iOS and Android, deployed at Balestier, Rose, and Oasis). Revenue is generated from nightly room rates supplemented by promotional packages — Night Owl (walk-in, 9pm–12pm next day, Mon–Thu) and Advanced Purchase (non-refundable, minimum 1-night stay). Pricing is not publicly disclosed; rates require direct booking inquiry. The proprietary GPHL Digital Key App enables mobile check-in up to 3 days before arrival and contactless room access via smartphone, with TREVO providing an alternative email-link check-in workflow. Customer segments include leisure travelers, business travelers, and families/groups seeking affordable, centrally located accommodation. Certification includes SG Clean (Singapore Tourism Board, 2021) and PDPA compliance.

Revenue is not publicly disclosed. The company has no disclosed funding history, operates as a private limited company with no stock ticker, and shows no merger, acquisition, or leadership-change activity in the input data. Marketing is conducted through the official website, email, social media, and the mobile app. Fragrance Hotel's strategic positioning is as a recognized household-name budget accommodation provider in Singapore, leveraging its Accor partnership to extend into mid-scale international-brand management.

Name

Fragrance Hotel

Legal name

GP Hotel Management Pte Ltd

Website

https://fragrancehotel.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Fragrance Hotel is a Singapore-based budget hotel brand (founded 1998) operating 8 properties with ~357 rooms under GP Hotel Management Pte Ltd. It serves leisure, business, and family travelers seeking affordable, centrally located accommodation, with room bookings via website, walk-in, and mobile app.

Ownership category

akta.pro rank

Product category

Budget Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

Keywords

• Budget hotel accommodation
• Hotel chain operations
• Hospitality services
• Mobile check-in platform
• Hotel booking services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Hotel Room Accommodation: Room rental revenue from multiple Fragrance Hotel properties across Singapore. Guests book rooms via direct website, walk-in, or third-party platforms. Standard nightly rates with promotional packages like Night Owl (late check-out 12 noon) and Advanced Purchase (non-refundable discounted rate).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fragrance Hotel operates a chain of 8 budget hotel properties across Singapore under parent company Global Premium Hotels Limited (GPHL). The chain offers affordable accommodation in city and city-fringe locations with multiple room configurations from Standard Double/Twin to Superior, Deluxe, Triple, and Loft options. All properties include standard amenities (air-conditioning, cable TV, complimentary Wi-Fi, tea/coffee facilities), and select properties offer contactless mobile check-in via the proprietary GPHL Digital Key App. The chain also offers promotional packages including Night Owl (walk-in late stay) and Advanced Purchase (discounted non-refundable booking).

Product overview

Fragrance Hotel is a Singapore-based budget hotel chain operated by GP Hotel Management Pte Ltd, offering 8 hotel properties island-wide. The portfolio includes properties in Balestier (Balestier, Classic, Rose, Oasis), Lavender, Kovan, Ocean View, and Viva locations. Room types range from Standard Double/Twin to Superior and Deluxe configurations, with select properties offering unique options like Theme Rooms, Superior Triple, and Loft units. All properties feature standard amenities including air-conditioning, cable TV, tea/coffee making facilities, and complimentary Wi-Fi. The company also offers a proprietary GPHL Digital Key App for mobile check-in and digital key access at select properties (Balestier, Rose, Oasis), alongside promotional packages like Night Owl and Advanced Purchase rates. GPHL also manages international Accor brands including ibis budget Singapore, ibis Styles Singapore Albert, and Mercure Singapore Tyrwhitt.

Differentiator

Problem solved

Functional benefit

Brands

• GPHL Digital Key App: Mobile check-in and digital room key application allowing guests to check in remotely and access rooms using their smartphones. Available at Fragrance Hotel Balestier, Rose, and Oasis properties.

Products and services

• Fragrance Hotel-Balestier Budget hotel property at 255 Balestier Road with 48 rooms across 5 floors, offering Superior Double, Superior Plus Twin, Deluxe Twin, Superior Triple, Superior Loft, and Deluxe Loft room types. Located 5 minutes drive from Novena MRT and 10 minutes from Orchard Road.
• Fragrance Hotel-Classic Hotel property at 418 Balestier Road with 48 rooms across 6 floors, providing Standard Double, Superior Double, and Deluxe Double room options. Located 10-minute drive from Orchard Road and 25-minute drive from Changi Airport.
• Fragrance Hotel-Kovan Budget hotel at 760 Upper Serangoon Road with 43 rooms across 4 floors, offering Standard Double/Twin, Superior Plus Double, and Deluxe Double rooms. Located 8-minute walk from Kovan MRT Station with connections to Little India and Chinatown.
• Fragrance Hotel-Lavender Hotel at 51 Lavender Street with 35 rooms across 6 floors, featuring Standard Double, Superior Double, Deluxe Double, and Theme Double rooms. Located 5 minutes walk from Lavender MRT Station and 10 minutes from Little India.
• Fragrance Hotel-Oasis Hotel at 435 Balestier Road with 35 rooms across 6 floors, offering Standard Twin, Superior Double, and Superior Twin rooms. Located in Balestier District, 25-minute drive from Changi Airport.
• Fragrance Hotel-Ocean View Hotel at 432 Pasir Panjang Road with 47 rooms across 5 floors, providing Standard Double/Twin, Superior Plus Double, Deluxe Double/Twin, and Deluxe Plus Double rooms. Located in South-Western Singapore near Kent Ridge Park.
• Fragrance Hotel-Rose Hotel at 263 Balestier Road with 68 rooms across 6 floors, offering Standard Double, Superior Double, Deluxe Double, and Deluxe Plus Double rooms. Located in Balestier conservation district undergoing rejuvenation.
• Fragrance Hotel-Viva Hotel at 75 Wishart Road with 33 rooms across 3 floors, featuring Standard Double, Superior Double, and Deluxe Double rooms. Located near Mount Faber, 10-minute walk from HarbourFront MRT Station and VivoCity Mall.
• GPHL Digital Key App Mobile check-in and digital key application enabling guests to check in remotely up to 3 days before arrival, use phone as digital room key for contactless access, and submit passport verification via selfie. Available at Fragrance Hotel Balestier, Rose, and Oasis via App Store and Google Play.
• Night Owl Promotion Late check-in promotion valid from 9pm to 12 noon the next day, Monday to Thursday excluding eve of public holidays and public holidays. Available for walk-in guests only at all Fragrance Hotel properties.
• Advanced Purchase Promotion Discounted rate for advance bookings with minimum 1-night stay. Promotion is non-refundable and available across all Fragrance Hotel properties.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered core and supporting.

• AccorcoreStrategic or Co-development PartnerGlobal Premium Hotels Limited operates in partnership with Accor to manage international brand hotels including ibis budget Singapore, ibis Styles Singapore Albert, and Mercure Singapore Tyrwhitt, expanding the hospitality portfolio beyond the homegrown Fragrance Hotel brand.
• TREVOsupportingTechnology or IntegrationDigital check-in partner enabling guests to complete pre-arrival registration via email link without downloading the GPHL Digital Key App. TREVO platform supports mobile check-in workflow and identity verification.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• ST Signature: ST Signature is a Singapore-based capsule/co-living hotel concept targeting budget travelers, digital nomads, and short-stay guests. It overlaps with Fragrance's value-tier positioning but with a smaller, more urban-format footprint.
• CUBE Hotel: CUBE Hotel (and related boutique capsule concepts) are emerging Singapore budget/boutique offerings serving younger, design-conscious budget travelers. It overlaps with Fragrance on price point while differentiating on branding and experience.

Direct peers

• OYO Rooms: OYO is a global budget hotel aggregator/franchisor with active presence across Southeast Asia including Singapore. It targets the same value-tier traveler as Fragrance, often converting independent budget hotels into standardized branded inventory.
• ibis budget Singapore: ibis budget Singapore is operated under GPHL's own Accor partnership, making it a sister brand. It competes head-to-head with Fragrance in the Singapore budget tier with similar standardized room product and rate positioning.
• Value Hotel: Value Hotel is a Singapore-based budget hotel chain operating multiple properties at similar price points and locations to Fragrance Hotel. It targets the same budget-conscious domestic and regional travelers with comparable limited-service offerings.
• Hotel 81: Hotel 81 is Singapore's largest budget hotel chain with multiple properties island-wide. It is the closest direct competitor to Fragrance Hotel, targeting the same price-sensitive leisure, business, and group travelers with similar value-tier room product and similar locations across Singapore.
• RedDoorz: RedDoorz is a Southeast Asia-focused budget hotel brand and aggregator operating across Singapore, Malaysia, Indonesia, and the Philippines. It competes with Fragrance for the same value-tier traveler in Singapore and across the region.
• Travelodge Hotels Asia: Travelodge operates select-service hotels across Asia-Pacific including Singapore. While positioned slightly above Fragrance, it competes for the same mid-to-budget business and leisure traveler in Singapore with comparable limited-service amenities.

Broad incumbents

• Park Hotel Group: Park Hotel Group operates multiple hotel brands in Singapore across mid-scale to upscale tiers. While pricing sits above Fragrance, it competes for a portion of the same business and leisure travelers choosing Singapore hotels in the value-to-mid range.

Others

• Airbnb: Airbnb is a global alternative accommodation platform with significant supply in Singapore. It is not a hotel operator but competes directly with Fragrance for budget-conscious leisure travelers seeking short-stay accommodation in Singapore.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fragrance-hotel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fragrance Hotel