Singapore group to bring ‘entry-level’ luxury to London with new hotel

Ong Chi Ching, executive director of KOP Group, says the new property will bring an “entry-level” luxury to London’s five-star hotel scene when it opens later this month.

Located in Earl’s Court, Ellen Kensington marks the Singaporean investment group’s second UK venture, following its purchase of Charlton House in Shepton Mallet, Somerset, last March.

The boutique bolthole is set to elevate its portfolio, delivering a high-end experience that aims to rival some of the capital’s larger luxury hotels. Guests can expect a traditional English design with Chinoiserie touches throughout the 105 rooms, as well as an Asian-fusion restaurant, cigar bar, spa treatments and 24/7 concierge.

However, unlike many hotels in London, Ellen Kensington does not carry a high price tag.

“The five-star scene is very crowded in London,” Ching tells TTG Luxury. “But every one of these well-known luxury hotels is in the £1,000 a night category. And then, you have the older five-star hotels, where owners don’t want to renovate, so they have to drop to the £600-800 space.”

Ching says she noticed a gap in the market for a luxury hotel beneath this price point that could offer equal, if not better, levels of service. Rates at Ellen Kensington start at £260 per night, making it significantly less expensive than other five-star accommodations in London.

“We are an entry-level five-star hotel,” she explains. “You might not have the huge room, but we are very sensitive and empathetic to your needs. This puts us higher than the four-star category.”

KOP Group has plenty of experience in the hospitality sector, with its leisure arm, Montigo Resorts, already owning two luxury properties in Indonesia.

It’s also no stranger to the UK, with the group previously having managed 10 Trinity Square (now a Four Seasons property) at Tower Hill, as well as the Cranley Hotel in Kensington and Chelsea.

KOP returned to the UK in March 2023 to acquire and renovate Charleton House in Somerset, which was previously owned by Duncan Bannatyne.

As KOP’s five-star comeback in the UK, Ellen Kensington is determined to make a strong first impression. Ching, who is originally from China, emphasises that the hotel will pride itself on strong Asian heritage, where guests will receive extremely attentive service in a plush ambiance.

“In Europe, I think that the service is going down,” she says. “Asia gives the best standard of hospitality – that’s where we shine.

“For example, if you’re a bit early upon arrival, you can go to the reception and ask to check in an hour beforehand,” she says. “Asian people, generally speaking, make sure the guest is well taken care of. We are hosting, and they are our VIPs.” To ensure this hospitable ethos pervades the London hotel, Ching appointed Asian general manager, Helen Tan, who has vast experience working in the East.

“I need the management to understand my vision, which is why we have an Asian general manager. She will pick whoever she feels is open enough to receive that culture and give it back to the guests,” she explains.

This Asian heritage will also be evident in Ellen Kensington’s spa offerings, which will be inspired by the Montigo Wellness experience that already exists at its Somerset and Indonesian properties.

“We are strong in our spa offerings, so we would like to do manage that in-house too,” says Ching. Ellen Kensington has plans to introduce six ’ryokan rooms’ with plush tatami mats and beauty treatments, and has also applied for permission from the local authorities to install a sauna and steam room. Ching hopes that the property, which will be one of the few in the neighbourhood to provide spa facilities, will also become popular with locals.

“What about those months when you don’t want to go on holiday? It’s a little getaway. It will set us apart from the other townhouse hotels in the area.”

Ching adds that Montigo Resorts has plans to expand into other countries too, noting Ireland as a destination she’d love to explore. She insists, however, that English-speaking nations are always easier, adding, “I like to invest in countries where I know the language!”

EMMA DOONEY, Luxury Travel Reporter