Future Shapers: Choy Yuin Yi Of Masteron Group On Elevating The Hospitality Experience

For Choy Yuin Yi, A Director of the Masteron Group of Companies, the whole process of hotel development is an enjoyable pursuit.
Choy Yuin Yi

Choy Yuin Yi, A Director of the Masteron Group of Companies.

Towering above the pre-war shop lots in Kuala Lumpur’s Petaling Street area, the Four Points Hotel by Sheraton is the clearest stamp of approval that the previously sketchy corner that was the city’s Chinatown is now one of its most vibrant and happening.

Despite being the tallest building in the area—barring the uber-tall Merdeka 118 tower nearby—it does not impose itself on the area and instead blends in with its clean brickwork and industrial look that welcomes visitor who enters the quarter from the iconic Merdeka Roundabout nearby.

Instrumental in the whole process of its development, hotelier Choy Yuin Yi from Masteron Group is absolutely proud of this hotel. 

“The Four Points Hotel by Sheraton in Chinatown Kuala Lumpur is located in one of the most culturally rich areas of the city,” she said. “The aim of the Masteron Group when building the hotel was to honour the cultural heritage of our surrounding area through our design and F&B concepts.

“This respect for the community that the Group is parking itself in, offers guests a more bespoke experience. This enhances the attractiveness for guests to stay in our property and explore the neighbourhood.” 

For Yuin Yi, each site has its own unique characteristics that play a crucial role in determining what type of property that is suitable to be built there, instead of imposing our idea on a site and hoping that it bends to fit a particular concept one might have in mind.

A site situated in a heritage area is more suited to be leisure-focused as opposed to a pure business hotel, and a small land footprint is not suitable towards a luxury hotel which requires the luxury of space.

“We then select a brand in a suitable category based on their brand propositions and the value that they will bring to our developments,” she said.

Location is everything when it comes to business and that consideration similarly drives Yuin Yi in her own search for a good hotel. “The first thing I look for when booking a hotel is a good location,” she said. “Whether I’m travelling for work or leisure, I’d always want to stay close to where my meetings are scheduled or to the attractions that I plan to visit.”

This is especially true when travelling. Not everyone has the time – or would want to – get into the intricacy of navigating in an unfamiliar city and all the other hassle that comes with it.

Choy Yuin Yi

Choy Yuin Yi with the Samsung Galaxy Z Fold5.

Being part of the Mariott Bonvoy loyalty program also helps makes that decision easier with the brand’s wide range of hotels within its portfolio to choose from and the many benefits that it offers its members such as early check-in, late check-out, and not to mention its generous rewards program.

Most importantly however is that these hotels are all governed by strict brand standards.

“I can rest assured that I will be guaranteed a certain level of service and that the hotel product and facilities will be in good quality and condition,” Yuin Yi said.

She finds enjoyment in the whole process of hotel development, right from the feasibility stage where she works closely with the development teams of hotel management companies to decide on the type of product and brand for our hotel, to the design stage where she works with Masteron Group’s in house project team together with the hotel company’s technical team.

“Crafting the experience and journey of our target guests—right up to the completion of the building—I get to see our vision and ideas for the property come to life,” she said. 

Being involved the whole way gives her a detailed eye that provides a solid foundation that will allow for that trademark good service to guests. “Good service means to exceed guests’ expectations, by anticipating and meeting the unique needs of each guest,” Yuin Yi explained.

All that hard work pays dividends with the glowing remark the hotel is getting online, with guests giving glowing remarks on the hotel’s location – first and foremost – as well as its service with one traveller remarked as “impressive” and “up to the highest standards”.

Proof to the pudding, as they say.

Not resting on her laurels, Yuin Yi now has her attention on two other hospitality projects “in the immediate pipeline”. Excited about this project she’s been working hard on, but she’s not about ready to reveal it just yet.

“So watch this space!” she said.

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