Country Comfort® Reinvents Hotel Franchising with New Model

Fair and Transparent Model Offering Attractive Yields

20 March, 2014 – SINGAPORE – Country Comfort®, an upper midscale hotel brand of SilverNeedle® Hospitality,
is set to reinvent the hotel franchising business with a modern model
that is fair and transparent providing a compelling investment proposition. Based
on the simple principle of aligning its economic interests with those of its
franchisees, SilverNeedle® Hospitality as a franchisor will strive for an ideal partnership
with franchisees by being one of the few hotel franchisors to pass on
all savings from negotiating the lowest possible costs for all furniture, fittings
and equipment (FF&E) with its suppliers, directly to the franchisees.

“As franchising is one of the best ways for hotel owners and
investors to grow a hotel chain, we want to offer an attractive and cost-effective
model that stretches yields,” said Sean Flynn, Executive Vice President, Brands at
Singapore-based SilverNeedle® Hospitality. “As a franchisor, we take a long-term view of
aligning our economic interests with the franchisees’ so we will be one of
the few hotel franchisors that will not make any money off the franchisee’s capital

SilverNeedle® Hospitality aims to take the Country Comfort® brand,
already familiar in Australia and New Zealand, to other parts of Asia Pacific,
specifically Southeast Asia, North and South Asia. The group is in discussions with
interested franchisees in Japan, Malaysia, Macau, Vietnam and Australia.

SilverNeedle® Hospitality’s team of franchising experts has also scoured the
globe for the best-quality FF&E at the lowest costs for franchisees,
thereby maximising their yields. The FF&E cost of a Country Comfort room will be
25% lower than the average FF&E cost of a midscale hotel room according to the
2013/2014 HVS Hotel Development Cost Survey.

“With a combined experience of 48 years in hotel franchising, our
team has learnt the best way to ensure a fruitful franchisor-franchisee
relationship is to help the latter enjoy the highest yield possible,” said Flynn. “With
quality fittings at a reasonable cost, franchisees stand to enjoy higher occupancy as
our offerings gain traction with the busy and budget-conscious business traveller.”

Quality fittings in the Country Comfort® franchise
include the SilverNeedle® DreamWeave Sleep System™ comprising the highest quality pillow-top
mattress with gel-infused memory foam, Egyptian Cotton 300 thread count per
inch linens and a selection of premium pillows. 

Guests will also enjoy an energising high pressure shower
experience, with limitless hot water and quality bathware from the high-end German
brand, Bravat. To top it off, a complimentary healthy continental breakfast will
leave guests refreshed to face the next day’s challenges in line with Country
Comfort®’s new brand promise: Rest Today for a More Productive Tomorrow.

By providing only what the guests need – the best in category
sleep experience, an excellent shower experience and nutritious breakfast at a
reasonable rate – and removing what they do not need and do not wish to pay for,
SilverNeedle® Hospitality is confident that occupancy will be greater than its
competitors because of the premium experience in a midscale segment. This, coupled
with the low FF&E cost, will make Country Comfort® a franchise that provides one of
the best yields. To view the Country Comfort® prototype, please go to:

SilverNeedle® Hospitality rebranded the 28-year old Country Comfort® in
October 2013 with a new brand promise and a refreshed brand identity and
introduced the Fair Value Promise™ that includes free Wi-Fi, free local calls and
great value on IDD calls, lobby retail products priced just 30% above local
convenience stores and laundry and dry cleaning at 20% above street pricing. 

To further enhance the brand experience, Country Comfort® has
created signature auditory and olfactory experiences with a standardised Country
Comfort® collection of playlists designed to suit the different moods of the day
together with an exclusive signature scent that will be diffused to the hotels’ key

For more information, please visit

For further information please contact:

Chia-Peck Wong
Director Corporate Communications
SilverNeedle® Hospitality
Tel: +65-6645-9405

About SilverNeedle® Hospitality:

SilverNeedle® Hospitality is an innovative and progressive integrated hospitality investment, management and development company, with a focus on mid to upscale hotels and resorts that are intelligently designed and operated for the professional and leisure needs of the business traveller. SilverNeedle® Hospitality currently operates more than 60 managed and licensed properties with three properties under development, together accounting for more than 4,000 keys in Asia Pacific. Headquartered in Singapore, SilverNeedle® Hospitality has regional offices in Bangkok, Sydney and Bangalore.

The Nadathur Group, an investment firm owned by Nadathur S. Raghavan, cofounder of NASDAQ-listed Infosys Technologies, founded SilverNeedle® Hospitality. For more information, please visit