MARKETING has begun for a new first-class hotel in Singapore that will be managed by Hong Kong-based Shangri-La Hotels and Resorts. The 543-room Traders Hotel, Singapore, aimed at a particular category of business traveller, will also introduce a new brand name for the Asian hotels and resorts group. Shangri-La operates 27 hotels and resorts. Traders Hotel director of sales Jack Chua said from Singapore: ''Sales missions and marketing have started. We will be targeting business travellers and leisure travellers in ASEAN, and North Asia, including China, Taiwan, South Korea, Japan and Hong Kong.'' The topping off of Traders Hotel was carried out several weeks ago by Goh Soo Siah, chairman of Singapore property developer Cuscaden Properties, and Mark Heywood, general manager of the hotel. It is scheduled to open early next year. Traders Hotel will be part of a property development that includes a 20,000-square-metre retail complex, Tanglin Mall, and a business and commercial centre called the Orchard Spring. The new headquarters of the Singapore Tourist Promotion Board will also be on the same site. Tanglin Mall will comprise boutiques, department stores, a supermarket, restaurants and a food court. It will be linked to the new hotel by a landscaped pedestrian walkway. The Traders brand name, denoting a first-class hotel, was modelled on the successful prototype, Traders Hotel in Beijing, which forms part of the China World Centre. Shangri-La has been encouraged to establish the Traders brand throughout Asia largely because of the appeal of the Traders Hotel in Beijing. According to the managing director and chief executive of Shangri-La Hotels and Resorts, David Hayden, the Traders Hotel was a ''result of this success and, in response to market changes, we decided to develop the Traders product further, fulfilling a growing demand for customised accommodation throughout Asia''. This new hotel development comes as increasing numbers of business travellers visit Singapore. A survey by the Singapore Tourist Promotion Board shows growth in business visitor arrivals surpassed the increase in holidaymakers at a rate of nearly nine per cent. Most business visitors were from the US, Hong Kong and France. Mr Chua said the new product would mainly be different from other hotels in terms of pricing, food and beverage outlets and room size. ''Room rates have not been finalised, but they will be in the range of S$230-S$260 (HK$1,173-$1,326) and the room size will be 28 square metres,'' Mr Chua said. He said the food and beverage outlets would include a lounge bar, a cafe and poolside bar, and a 130-seat restaurant. A business centre, recreation facilities, parking, car rental, laundry and tour arrangements are among other services and facilities at the hotel. There will be a health centre, pool and sauna, roof garden and outdoor jacuzzi. Accommodation will include one presidential suite, 12 one-bedroom suites, 14 studio apartments, four family apartments, 61 executive club rooms, 440 superior rooms and three rooms for the handicapped. Rooms will feature, among other facilities, mini-bar and refrigerator, writing desk and tea and coffee-making facilities. Traders Hotel is being built at an estimated cost of S$106 million.