Van de Goorbergh believes consistency and sincerity in service and quality will win trust over time. — Photos: LOW BOON TAT/The Star
A SERVICED residence near the iconic PETRONAS Twin Towers in Kuala Lumpur is undergoing a quiet transformation under new ownership, with a focus on comfort, long-stay service and practical hospitality.
Formerly known as Fraser Place, the property along Jalan Perak is now home to Cormar Suites, owned by Dutch businessman and former chef Cornelius van de Goorbergh.
Fraser Place ceased operations in mid-2020 during the Covid-19 pandemic.
When the management contract ended, control of individual units returned to owners, including van de Goorbergh, who held 40 units at the time.
The rooms span from cosy studios to expansive penthouses with home-like comfort.
Rather than exit during a sluggish market, he chose to double down by acquiring more units from other owners, then refurbishing and consolidating them under a single name.
“I could have sold the units at a loss or I could build it up to how I want it.
“I chose the latter and decided to put my own brand on the building,” he told StarMetro.
He now oversees 110 rooms and is continuing to grow the brand.
About 70% of the units have been refurbished so far, with van de Goorbergh testing most of the fixtures himself.
The swimming pool offers stunning views of Kuala Lumpur’s skyline of soaring skyscrapers.
“I’ve sat on every chair. If I can’t sit for two hours, I won’t expect my guests to.”
He said Cormar Suites was not aiming to compete with five-star brands but instead promises spacious rooms, consistent service and value-driven pricing.
He drew on his past experience as a professional French chef and frequent traveller, to shape his management approach.
“If you do not like the food yourself, you cannot serve it.
“I can sleep in my own hotel room and eat my own food here.
The Parry Road cafe at Cormar Suites prepares its own artisanal pastries, handmade pasta and pizza.
“That is the number one rule I like to ensure is upheld when I am checking on things,” he added.
Upon checking-in, guests are welcomed with small touches such as bottled water, apples, cookies and cold towels.
All service requests are handled through a mobile app rather than a traditional in-room phone.
“Hotel phones are not the best way anymore; an app is more practical and convenient,” said van de Goorbergh.
Each room has 10 bottles of water to minimise guest inconvenience.
If they need extra, they can just text the front desk.
Two rooms are also kept vacant at all times as a buffer for emergencies, late check-outs or flexible check-in requests.
The gym at Cormar Suites is fully refurbished for guests’ comfort.
“We never overbook,” said van de Goorbergh.
“It is expensive to keep rooms vacant, but you never know what is going to happen and we try to give optimal service.”
He said hotel rules should serve the guest, not the industry.
“I do not believe in 3pm check-ins and noon check-outs. If the room is ready, why not check guests in,” he said.
Suite sizes range from 500sq ft studios to 4,500sq ft penthouses, with about half equipped with washing machines.
Daily rates range from RM260 to RM460, depending on the season, while monthly stays range from RM5,500 to RM12,000.
About 30% of the occupancy comprise long-stay guests, including expatriates and families.
Guests are greeted in the lobby with thoughtful touches like cold towels and refreshments.
With its location just three minutes walk from the KLCC area and five minutes from Pavilion Kuala Lumpur, van de Goorbergh said the property made a popular choice for both locals and international visitors.
“Our facilities, location and competitive pricing also attract many urban Klang Valley families seeking a staycation getaway,” he said.
For food and beverage, guests at Cormar Suites have several options.
Within the property is the Parry Road cafe, named after the nearby colonial-era street (now known as Jalan P. Ramlee).
The building also houses two tenant restaurants, including Beta, a Michelin-starred modern Malaysian fine-dining venue, and a Middle-Eastern eatery.
Just across the road is Dark Horse, a bar and grill also owned by van de Goorbergh.
Other facilities include a fully refurbished gym, a rooftop pool and a hot-and-cold bath setup that is currently undergoing upgrading works.
Building a standalone brand without international backing is no easy task, but van de Goorbergh believes that consistency and sincerity will earn trust over time.
“I am not trying to be a five-star brand.
“But if your location is right, your prices are fair and your service is excellent, success will follow,” he said.
