Product innovation critical for staying ahead

By THE STAR

PRODUCT innovation has become the strategy of many property companies to stay ahead of their competitors.

Since 2003, Country Heights Holdings Bhd managing director Tan Sri Lee Kim Yew has been promoting the healthy living concept through the Palace Health Sanctuary health-screening programme.

Country Heights Medical Tourism Sdn Bhd, a 60% subsidiary of Country Heights, has since signed up more than 10,000 members for the programme, including members from Indonesia, the Middle East and Europe.

The holistic healthcare programme that combines health screening, sports living and health retreat in a five-star hotel environment is a first in the region.

Supported by the relaxed ambience of the 480-room Palace of Golden Horses hotel, the members get to enjoy the rejuvenating spa as well as activities such as golfing.

With medical and health tourism picking up momentum and becoming a significant contributor to the national economy, the future looks good for such a programme.

Last year, a total of 296,687 health tourists visited the country and generated revenue of more than RM200mil.

With the Government’s Malaysia My Second Home programme, the foreign market offers a good potential for such schemes.

The good response to the medical package gave Lee another idea: to launch the sports living lifestyle concept within its residential projects in various parts of the country.

At its sports living enclaves, Country Heights emphasises quality recreational and sports facilities, including for badminton, basketball, tennis and swimming.

A master plan has been drawn up to establish at least one sports living centre in every state nationwide in the next six to eight years.

Each centre will be built on a land area of between 50 and 100 acres and there will be some 500 residences built around the fully equipped sports centre.

Lee said plans were afoot to launch the scheme in Pajam, Neeri Sembilan, and Ayer Keroh, Malacca.

He said the 489-acre Kolej Heights Utara project would be a fusion of kampung-style architecture and urban sophistication; embodying country-style living in an exclusive sporty neighbourhood.

The integrated development comprises bungalow lots, commercial lots, super-link homes, and shop houses.

The clubhouse provides a complete range of sports and leisure facilities – a swimming pool, children’s playground, badminton courts, a gymnasium, table tennis, an e-library and reading room, an outdoor basketball court, snooker and games room, a mini football field, a multi-purpose hall, restaurant, pool terrace, roof terrace garden and saunas.

To promote good neighbourliness, interconnected linked-gardens with jogging and cycling paths are one of the key features of the project.

Members of the club have access to all current and future Country Heights Sports Living Clubs throughout the country.

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