With over 20 years of experience in pleasure kindness, Knuepfer joined SHG earlier this year, based in Singapore to support the company’s geographical expansion plans. His tenure as Mandarin Oriental Group’s place vice president and general director follows. Knuepfer may be recognizable for his part in a popular video from March 2023 that showed him announcing the shutdown of Mandarin Oriental Singapore for a remodelling. He wrote personal letters to different high-end hotel public managers in Singapore asking them to take care of the guests.
Hotel Fort Canning’s filing is a part of SHG’s international development plan, which includes its access point into Asia. Founded in 2011 by companies Antonio Gonzalez and Nazih Hafez, SHG operates over 85 facilities in 25 states, with a collection embracing hotels and resorts, restaurants, beach clubs, bars, health centres, spas and more.
It is renowned for its creative F&, B concepts that incorporate pleasure elements. SHG was just behind the release of the world-famous Sushisamba F&, B model in Singapore. In August this year, SHG acquired a majority interest in Hong Kong-based Maximal Concepts, one of Asia’s most awarded F&, B parties known for its product Mott 32.
In 2021, SHG launched Mett, its iconic hotel company, with the entry of Mett Hotel &, Beach Resort Bodrum in Turkiye, followed by Mett Hotel &, Beach Resort Marbella-Estepona in Malaga, Spain.
The addition of Mett Singapore to the lodge investment is a significant milestone for the business. Singapore will be the foundation for the agency’s more growth into Asia, with high-demand places like Thailand, Indonesia and the Island even in its places, shared Knuepfer.  ,
A NEW, MODERN LUXURY
SHG’s desire grow in Asia is driven by the region’s foundational role in shaping hospitality standards. ” Hospitality was born in Asia”, said Knuepfer, who has lived in Singapore since 2008. ” As a hotelier who has worked across Europe, the US and Asia, I’ve found that Europe teaches the skill set, in the US you learn marketing and sales, but true hospitality you learn in Asia, which embodies the graciousness of service, kindness, and respect”.
Knuepfer explains why this is the ideal time for SHG to expand into Asia:” Asia has traditionally focused on traditional luxury. Mett Hotels &, Beach Resorts is, in contrast, adopting “modern luxury,” a concept that is now becoming more and more popular all over the area, to create a distinctive identity.
” Modern luxury is relaxed luxury”, Knuepfer explained. ” You may not want someone by your side all the time, constantly calling you’ sir’ or ‘ madam.’ In a traditional hotel, you might hesitate to go to breakfast in gym clothes, but with modern luxury, you shouldn’t be constrained by rules and regulations”.