PETALING JAYA: KiN Hotel Group, a Singapore-based hospitality and lifestyle company, sees Malaysia as one of the most important markets in the group’s long-term growth strategy.
The group’s entry into Malaysia marks a significant milestone in its long-term Southeast Asian expansion strategy, with Kuala Lumpur identified as its first strategic market outside Vietnam.
Alongside Vietnam, Malaysia is a core pillar of KiN Hotel Group’s expansion plans, and the group targets more than 4,000 rooms across the country by 2029.
“Beyond room count, our ambition is to create a strong case study for what modern hospitality can look like. We want to contribute to the conversation around how hotels are designed, operated and invested in,” KiN Hotel Group co-founder and group chief business officer Benny Ong told SunBiz.
“Not just from a design perspective, but by rethinking what actually constitutes a high-quality hotel experience today.“
KiN Hotel Group began building its hospitality presence in Vietnam in 2023 and has since grown into a next-generation hospitality platform with a portfolio of more than 14 properties, including KiN Hotel Onsen, KiN Hotel Central Park and KiN Hotel Edition Thi Sach.
Early this year, KiN Hotel Group announced its venture into Malaysia with its first five-star property – Maya Hotel on Jalan Ampang, Kuala Lumpur, after securing a long-term lease agreement to renovate and manage the existing hotel.
KiN Hotel Group’s agreement with the owner of Maya Hotel, Selangor Dredging Bhd, grants it a 10-year lease with a five-plus-five-year renewal option.
The Maya Hotel renovation is estimated to cost more than US$5 million (RM19.8 million) and will be carried out in phases to minimise disruption to guests. The 22-storey property currently houses 284 rooms, though Ong notes that some may be converted to expand the hotel’s amenities.
“Rather than defaulting to demolition and rebuilding, we believe many properties already contain strong architectural foundations, unique stories, and valuable spatial characteristics. The opportunity is to unlock that potential intelligently while avoiding the traditional four- or five-star hotel playbook that may no longer reflect what modern travellers actually value,” he said.
“We believe this approach is often more sustainable, more capital-efficient, and ultimately creates more distinctive hospitality experiences.
“Ultimately, the impact we want to have is helping investors, developers, and landlords invest more intelligently – creating hotels that command strong performance because guests genuinely want to stay there, not because they are the cheapest option in the market,“ Ong said.
Elaborating on plans for Hotel Maya, Ong said KiN Hotel Group’s first priority is bringing the property’s core infrastructure back to modern five-star standards.
He said the hotel’s water systems, heating, guest comfort and all the essential foundations must perform flawlessly.
“From there, our biggest investment will be in the facilities beyond the room itself. We believe this is increasingly what differentiates a hotel today.
“We will be significantly expanding the wellness and fitness offering, growing it to roughly three times its current footprint. This includes upgraded fitness facilities, hot- and cold-therapy experiences, recovery-focused wellness spaces, and services designed to help guests recharge and reset.
“The next focus is on communal spaces and food and beverage experiences. We want to create vibrant spaces that people actively choose to visit, supported by strong local partners and concepts that add to the overall experience,“ Ong said.
Finally, KiN Hotel Group will upgrade the rooms in line with the Essential Luxury Philosophy – better sleep, thoughtful lighting, personalised comfort and the details that genuinely improve a guest’s stay.
“Ultimately, every investment decision comes back to one question – does it meaningfully improve the guest experience? If it does, that is where we invest,“ Ong noted.
Elaborating, he said Hotel Maya represents an important milestone for KiN Hotel Group.
“Across our portfolio, we operate more than 30 boutique hotels, primarily in Vietnam, but this marks our first entry into Kuala Lumpur and our first five-star property.
“That said, the DNA of KiN Hotel Group has never been defined by star ratings.
“We have never believed that luxury is simply a function of room size or the number of facilities a hotel offers. What matters is how a hotel makes people feel.”
Ong stressed that from thoughtful design and facilities that matter to spaces that encourage creativity, connection and wellness, those principles remain consistent across every KiN Hotel Group property.
“Travel should be exciting, but it should never feel isolating. When guests arrive in a new city, we want them to experience the adventure of discovering somewhere new while still feeling welcomed, comfortable, and at ease.
“A hotel plays a significant role in any journey. It is where people begin and end their days, where they recharge, reflect, and create memories.
“Our goal is to ensure that wherever guests travel, they feel connected to the city, connected to the people around them, and. most importantly, at home,“ Ong said.
