Up Close & Personal with CEO Mohd K Rafin and Founder/COO Sonia Anya Tay of CUBE Boutique Capsule Hotels.
A Game-Changer in Boutique Hospitality
In the ever-evolving world of hospitality, innovation and guest experience are key differentiators. Few have embraced this philosophy, like CUBE Boutique Capsule Hotels, a pioneering concept that seamlessly blends affordability, comfort, and social interaction. We sat down with CEO Mohd K Rafin and Founder/COO Sonia Anya Tay to delve into their latest venture, CUBE Social@Boat Quay, and the broader vision for the future of boutique capsule hospitality.
Personal and Leadership Insights
Q: What inspired the creation of CUBE Social@Boat Quay, and how does it differ from your previous concepts?
Sonia Anya Tay: We wanted to build more than just a place to sleep. CUBE Social@Boat Quay is designed to foster connections among travellers. Unlike our earlier CUBE capsule hotels, which prioritized privacy and efficiency, this concept revolves around social integration—providing spaces where guests can meet, share experiences, and create new friendships.
CEO Mohd K Rafin and Founder/COO Sonia Anya Tay of CUBE Boutique Capsule Hotels
Q: How has your journey in hospitality shaped the vision for CUBE Boutique Capsule Hotels?
Mohd K Rafin: With over 40 years in luxury hospitality, I’ve witnessed the shifts in traveller expectations. The demand is not just for a comfortable stay; it’s about providing an experience. Sonia’s consumer branding and finance expertise helped us shape CUBE as a brand that delivers value-driven hospitality without compromising on quality.
Q: Was there a defining moment in your career that shaped your approach to guest experiences?
Sonia Anya Tay: Travel itself has been our most prominent teacher. The evolution of hospitality worldwide made us realise that personalization and social engagement were lacking in the budget travel segment. That’s where we found our niche.
Q: What challenges did you face launching CUBE Social@Boat Quay, and how did you overcome them?
Mohd K Rafin: The significant challenges included manpower, working with contractors, and regulatory hurdles associated with heritage buildings. We tackled these with careful planning, selecting the right partners, and balancing quality with affordability to stay within budget while maintaining high standards.
Guest Experience and Design Concept
Q: Who is the ideal traveller for CUBE Social, and how does the property cater to them?
Sonia Anya Tay: Our guests are typically tech-savvy, independent travellers aged 20 to 45 who love cultural exploration. Many come from ASEAN, South America, and beyond. We’ve designed our spaces with high-speed Wi-Fi, chic social lounges, and an engaging atmosphere that fosters interaction.
Q: How does CUBE Social balance affordability with premium hospitality?
Mohd K Rafin: We offer elegant social spaces, complimentary all-day coffee/tea, and a fully stocked amenities bar while keeping capsules budget-friendly. Every capsule includes plush mattresses, 300-thread count linen, sound insulation, temperature control, and ample storage, ensuring a premium feel.
Q: What’s the thought process behind the design elements?
Sonia Anya Tay: The heritage shophouse setting plays a significant role in the guest experience. We’ve preserved historical architecture while enhancing it with modern amenities. The property spans three floors and offers 72 capsules, private rooms, and a wheelchair-accessible space.
Q: How does the hotel foster social interaction while maintaining privacy?
Mohd K Rafin: Social areas like Level 3’s bar, alfresco lounge, and verandah encourage mingling, while pull-down rollers and sound insulation in capsules ensure guests have their private sanctuary.
Q: What sustainability initiatives have been implemented?
Sonia Anya Tay: Sustainability is embedded in our operations. We use energy-efficient lighting and refillable toiletries and provide trust-based amenity bars stocked with eco-friendly essentials like recyclable slippers, reusable combs, and compressed face towels.
Expansion and Business Vision
Q: How do you select locations for CUBE properties?
Mohd K Rafin: We prioritize heritage-rich conservation areas—our properties in Chinatown, Kampong Glam, and Boat Quay immerse guests in Singapore’s cultural legacy.
Q: What do you look for in potential joint venture partners?
Sonia Anya Tay: We seek partners who own heritage shophouses or buildings in prime locations and share our commitment to asset enhancement and sustainable growth.
Q: Why are destinations like Bali, Vietnam, and Penang attractive for expansion?
Mohd K Rafin: These regions boast rich heritage, thriving tourism, and government support for conservation. The challenge lies in navigating regulatory frameworks and property ownership laws, but we see immense potential.
Q: What are the key factors shaping the future of capsule hotels in Southeast Asia?
Sonia Anya Tay: The rise of budget-conscious travellers, digital nomads, and solo explorers is fueling demand. Smart technology, eco-conscious design, and strategic flight connectivity will dictate success.
Q: Where do you see CUBE Boutique Capsule Hotels in the next five years?
Mohd K Rafin: We aim to expand into key travel hubs across Southeast Asia and Australia, enhancing guest experiences with seamless check-ins, smart technology, and immersive stays while staying true to our heritage preservation mission.
Final Thoughts
CUBE Boutique Capsule Hotels has redefined the capsule hospitality landscape with a blend of social engagement, affordability, and premium comfort. With a strategic vision for expansion and an unwavering commitment to innovation and sustainability, CUBE is set to transform heritage properties into thriving, community-driven hospitality experiences.
For more information, visit CUBE Boutique Capsule Hotels and experience the future of social hospitality firsthand.
Written by: Michelle Warner
