TA Global launches Paradox, a Canadian hospitality brand
April 28, 2022

TA Global introduces the Paradox collection of hotels and resorts as part of its global expansion

The hospitality sector is currently undergoing a critical period of transformation as technology and social media are rapidly changing the way people travel and interact, says Tiah Joo Kim, chief executive officer of TA Global (TAG) Berhad.

According to him, the peak of the Covid-19 pandemic was a global catalyst for a resurgence of interest in authentic human connection and a greater expectation of personalised hospitality.

It was an opportune time for the property developer and hotelier to realign and reinvent the business proposition to meet and adapt to the market's current needs and desires.

TAG has a large global hotel portfolio that spans five countries on three continents, including Australia, Singapore, Thailand, China, and Canada.

It recently debuted the much-anticipated Paradox collection of hotels and resorts.

Paradox is a Canadian-born boutique hospitality brand that is inspired by the tastes and desires of today's travellers.

"Passionate about what we do, our team has a strong understanding of every aspect of the hospitality business, from concept development to operations. We strongly believe that a distinct identity rooted in the local culture is crucial for a successful hotel group," Tiah said.

According to him, the Paradox brand will break away from traditional hospitality norms with a series of quirky, cultured, and highly experiential offerings that capture the true spirit of each city where a Paradox hotel is located.

Tiah said the genesis of the Paradox Hotel Group stemmed from a thorough examination of this evolution.

"We have always wanted to consolidate our hotels, and the time to embark on this meaningful journey is right now. Our global teams possess decades of experience and an established network of industry partners, have developed and operated numerous high-profile hotels across the world.

"We strive to be at the vanguard of curating inspiring and exceptional experiences for our travellers, so it was imperative to not only come out with our distinct brand but also create something that would exceed expectations by challenging the industry status quo," he said.

The distinctive Paradox concept will make its debut in Vancouver, Canada, with the opening of its flagship hotel, the Paradox Hotel Vancouver, next month.

The brand will also expand in Southeast Asia, with Paradox Resort & Residences Phuket (which opened in January 2022) and Paradox Singapore Merchant Court at Clarke Quay (opening next month).

Tiah said that Summit Lodge Boutique Hotel and Aava Hotel in Whistler have also joined the Paradox portfolio.

"With five hotels and resorts located in distinct destinations around the world, Paradox Hotel Group provides an exciting journey of brand discovery for its international guests," he said.

TAG plans to steadily expand Paradox's international presence in the next decade, launching new boutique lifestyle hotels and resorts in taste-making destinations around the world, drawing on its 20-year experience as a global hotelier and developer of some of the most exclusive properties across North America, Australia, and Southeast Asia.

Tiah stated that the transition to a single cohesive brand positioning will not jeopardise each Paradox hotel's unique heritage and distinct personalities, as most have received global recognition from the hospitality and travel industries.

"We are confident that the diversity of our Paradox hotel, resort, and lifestyle-hospitality offerings will serve as an immersive gateway to culturally enriching destinations worldwide," he said.

According to Tiah, all Paradox destinations will channel the true spirit of Canadian hospitality – manifested through thoughtful design, best-in-class facilities and guest services, and bespoke dining and gathering concepts.

Curated to highlight the different characteristics of each respective location, the multifaceted experience will differ from one destination to another; celebrating the individuality and vibrant perspective each city offers.

Sharing the brand inspiration behind Paradox, head of brand experience, Lorraine Simonds depicts Paradox as playfully refined and curiously unconventional.

"The name Paradox aptly embodies the duality of this new genre of lifestyle-oriented hotels we are creating. They are tasteful and well-designed while remaining approachable, witty, and clever. More importantly, Paradox holds the foundational belief in placing authentic human-to-human relationships first.

"We strive to demonstrate how selfless, thoughtful, and everyday acts of grace can inspire, elevate and add a touch of delightfully unexpected whimsy to everyday moments, and touch the lives of everyone we meet," she explained.