PETALING JAYA (March 22): TA Global Bhd has announced the launch of the Paradox collection of hotels and resorts on March 21. Paradox is a Canadian-born boutique hospitality brand, and the brand stands out from traditional hospitality norms through a series of quirky, cultured and highly experiential offerings.

Paradox will make its debut in Vancouver, Canada, with its flagship hotel, Paradox Hotel Vancouver, set to open its doors in April this year. The brand will also be introduced in Southeast Asia, with Paradox Resort & Residences Phuket that was recently opened in January and Paradox Singapore Merchant Court at Clarke Quay in April. 

In a statement, TA Global chief executive officer Tiah Joo Kim said the hospitality sector is currently going through a key moment of transformation as technology and social media are quickly changing the way we travel and interact with others. The company recognised a shift was occurring in how people engage with each other and also with the built environment. 

Tiah said: “Paradox Hotel Group was born out of an extensive study of this evolution. We have always wanted to consolidate our hotels, and now is the time to embark on this meaningful journey.” 

“This transition to one cohesive brand positioning will not compromise the unique heritage and distinctive personalities of each Paradox hotel, most of which have already gained global recognition from the hospitality and travel industry. 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; truly exemplifying the strength and momentum behind our ambition to be recognised among the top boutique hotel brands in the coming years,” he added.

Also joining the Paradox portfolio are independently branded properties such as Summit Lodge Boutique Hotel and Aava Hotel in Whistler. 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.