Standard International gives itself a 25th birthday present

With the Standard brand hitting a milestone 25th anniversary this year, leadership figured it was the right moment to launch a sibling brand and in November announced StandardX with the first property opening in Melbourne in February 2024.

Standard International CEO Amber Asher told Hotel Investment Today that there will be a steady rollout of the brand with opportunities currently being explored in Bangkok and East Austin, Texas. Standard currently has 22 hotels open (2,209 rooms) and tentatively expects to reach 30 hotel (3,124 rooms) by the end of 2025.

“The goal is to open in locations that are not quite CBD,” Asher said. “Additionally, in the next 15 months, we’re opening The Standard in Singapore, as well as a significant European push with Lisbon and Brussels. So, we’re keeping very busy.”

The 125-room StandardX, Melbourne, in the hip Fitzroy neighborhood, will be the first of what the group calls a classic Standard experience “retailored to fit rough-and-ready modern travel.” It will include three F&B experiences, including a guests-only rooftop, as well as The Box retail concept for everyday essentials and snacks.

Hotel Investment Today asked Asher more about the concept, positioning, pipeline and more.

Hotel Investment Today (HIT): What is the inspiration for the brand?

Amber Asher: We’ve gone global since opening The Standard, Hollywood (the first hotel 25 years ago) and with each new property (Bangkok, Ibiza, London) we’ve become increasingly elevated.

As we approach our 25th anniversary this year, the timing felt right to create a new brand. The StandardX, Melbourne is for the spontaneous, next-gen traveler who is eager to explore a culturally rich area in a major city that may not traditionally be on the radar for travelers. We’re placing emphasis on the exploration of these cities we’ve carefully selected. For The StandardX, Melbourne, Fitzroy aligned nicely due to the Little Band punk scene roots and we injected that edgy bohemian aesthetic into the hotel.

The StandardX, Melbourne has 125 rooms; BANG, an all-day Thai diner, a rooftop with wraparound views, for guests; and The Box, a cabinet of curiosities for guests to purchase takeaway bites and drinks, unique gifts, basic necessities, and more.

HIT: What differentiates StandardX from its comp set?

Asher: We’ve distilled The Standard experience to its very essence... the X-Factor – a feeling that captures the very spirit of travel. That means less frills – and you’re able to check in and check out the city. The price point is lower and each of the rooms carry a smaller footprint. You’re given what you need, a few unexpected surprises and that’s it.

HIT: Will Standard International simply manage or will it own or jv?

Asher: Our owner and developer (in Melbourne) is DealCorp, who have been involved with Melbourne’s real estate landscape for decades. The StandardX, Melbourne is an entirely new build.

HIT: What’s in the pipeline and what are the expectations for growth?

Asher: It will be a steady rollout, and we’re potentially exploring The StandardX concepts in Bangkok and East Austin. The goal is to open in locations that are not quite CBD.

HIT: Who is in the comp set and what is the projected ADR?

Asher: We’re aiming for around A$250-350 (US$160-$225) per night. We pave our own path and don’t necessarily look at a comp set when we envision new concepts. Our continued growth is a testament to that.

HIT: What are the bigger challenges to make StandardX successful?

Asher: It all comes back to how the guest feels. Whether it’s choosing the right restaurant concept, décor or programming we want our guests – whether they’re local to Fitzroy or visiting – to feel they’re welcomed. What we’re offering is specific and intentional and you’ll feel that the moment you step through our doors.