Cube Social Boat Quay Offers New Premium Capsule Hotel Experience

CUBE Boutique Capsule Hotels, a homegrown operator of capsule hotels, has recently launched its newest property, CUBE Social @ Boat Quay. This will be their fourth property in Singapore and comes with a brand new family-friendly concept. Situated at the top two floors of shophouses at 70/71/72 Boat Quay, the property is managed and owned by AM Real Estate.

The company was founded in 2016 by husband-and-wife business partners Benedict Choa and Sonia Anya Tay. Sonia is also the Chief Operating Officer of the company. The other three properties under CUBE Boutique Capsule Hotels are Capsule @ Kampong Glam, Capsule @ Smith Street, and Family @ Chinatown.

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CUBE Social @ Boat Quay offers 72 capsule beds, with a combination of queen and single bed options, as well as 13 private rooms ranging from 118 to 323 square feet, specially designed for families. It also has a separate section with 20 beds exclusively for women, catering to female travelers who value privacy.

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Despite the concept of capsule hotels not being new, CUBE has positioned itself as a premium brand, focusing on design and social experiences to attract guests, says Mohd K Rafin, CEO of CUBE Hospitality.

Sonia adds that their approach goes beyond providing a place to stay, but also offering a unique experience and a sense of community. This is why amenities such as a bar lounge and outdoor seating areas have been included in CUBE Social @ Boat Quay, offering guests views of the Singapore River, Civic District, and CBD. The hotel also features a private soundproof telephone booth.

Since opening in November, CUBE Social @ Boat Quay has attracted a diverse mix of guests, ranging from tech-savvy youths to business owners and entrepreneurs who enjoy networking. Rafin says they are often attracted by the affordability of a capsule hotel, its prime central location, and the opportunity to interact with like-minded individuals.

Tay highlights the integration of technology at the new capsule hotel, including digital keys and the use of online platforms such as Telegram to facilitate communication between staff and guests. As someone who has spent much of her career in hotel development for international hospitality groups, Rafin believes that innovation is crucial in the continuously evolving hospitality industry.

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He says, “New innovative concepts are constantly entering the market to cater to the growing needs of guests. And we believe that within the capsule hotel segment in Singapore, there is a gap in the market to serve guests who want more than a basic capsule or hostel stay.”

CUBE Social @ Boat Quay provides a bar lounge serving all-day refreshments. (Photo: CUBE Boutique Capsule Hotels)

According to Tay and Rafin, CUBE Social @ Boat Quay caters to ‘on-the-go’ travelers. “[Our guests are often outside exploring] the city all the time, only returning to their accommodations at the end of the day,” explains Rafin.

“At CUBE Social, we not only fulfill their basic needs but elevate them as well,” adds Tay. “Based on guest reviews, they appreciate the premium capsule accommodations, safety and cleanliness; and the vibrant, community-oriented atmosphere in our shared spaces.”

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The opening of CUBE Social @ Boat Quay aligns with the company’s goal of introducing innovative hospitality concepts that appeal to modern travelers. “CUBE Social @ Boat Quay strikes a perfect balance between affordability and premium hospitality,” says Tay. This inspiration comes from her personal experiences and business acumen. Her stay at the Marriott Hotel in New York City played a significant role in shaping her vision for CUBE Boutique Capsule Hotels.

Given Singapore’s high property prices and rising hotel room rates, especially in heritage and conservation areas, she saw an opportunity to provide affordable accommodation without compromising on quality. This allows guests to enjoy essential amenities such as high-speed Wi-Fi, sound insulation, and eco-friendly toiletries during their stay. The boutique capsule hotel also has an amenity bar offering complimentary amenities, including in-room slippers, combs, compressed face towels, and eye masks.

At CUBE Social @ Boat Quay, room rates start at around $85 per night, and stays typically last three to four days. Sonia and Rafin say that CUBE Social @ Boat Quay is popular among travelers who prefer to explore the city, rather than staying in the hotel all day.

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CUBE Social @ Boat Quay has 72 capsule beds and 13 private rooms (Photo: CUBE Boutique Capsule Hotels)

Future expansion plans

Aside from its capsule hotel properties, the company also has CUBE Family Boutique Capsule, a family-centric hotel concept, and the recently launched CUBE Social product. Located in various historical enclaves in Singapore, each property reflects the company’s vision of experiential tourism. According to Rafin, culturally-rich locations such as Chinatown and Kampong Glam, allow guests to immerse themselves in local heritage.

“We focus on location because we want our guests to immerse themselves in the culture and community that these locations have to offer,” says Tay.

In the near future, the company plans to refine its business model in Singapore while expanding further into the region. “Our goal is to stabilize our local capsule hotel operations over the next few months, and we expect to open two new locations later this year,” adds Tay.

Sonia’s confidence in the local market is backed by an average monthly booking rate of around 90% across all four properties since the opening of CUBE Social @ Boat Quay. The increasing demand for the capsule hotel segment, along with the overwhelmingly positive feedback from guests, has exceeded the company’s expectations, says Rafin. “This shows that there is a market willing to pay more for a capsule space that is tastefully and elegantly furnished and serviced.”

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The company has set its sights on popular Southeast Asian destinations such as Bali, Vietnam, and Hong Kong. They hope to establish a network of CUBE Social and CUBE Boutique Capsule hotels in these countries in the next few years.

To achieve this goal, the group is open to forming strategic partnerships or joint ventures with building owners of heritage shophouses or prime locations. Rafin adds, “Our goal is to unlock the full potential of these iconic properties through asset enhancement, both in Singapore and internationally.”