OUE REIT Transforms Underutilised Spaces at HSO

Located in the vibrant Orchard Road shopping belt and close to major medical hubs, Hilton Singapore Orchard ("HSO") has long been a key beneficiary of both leisure and medical tourism. However, revenue contributions can be variable due to seasonal factors, particularly when the hotel lacks support from #MICE (Meetings, Incentives, Conventions, and Exhibitions) and corporate travellers.

Recognising this, OUE REIT took the opportunity during the asset enhancement to appoint Hilton Group as our hotel operator, repurpose the hotel's underutilised spaces, and transform it into Orchard Road's largest event venue—a prime destination specifically designed for higher-yielding MICE events and the growing demand from #Bleisure travellers, who combine business with leisure travel.

Spanning over 2,400 square metres, HSO's flexible event spaces now cater to a diverse range of functions, from large-scale conferences to intimate breakout sessions and small meetings. With strong brand recognition, a global sales distribution network, and an extensive membership programme, HSO has diversified its guest mix and capitalised on Singapore's evolving tourism landscape. This strategy is particularly vital as tourist spending on accommodation in Singapore has shown slower growth in non-event years, when the pipeline of concerts and national events is lighter.

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