Strategic Partnership | Smart Order and Swing & Pillows Forge Alliance to Drive Digital Transformation

On October 28th, Smart Order and Swing & Pillows, Malaysia's premier co-living chain, announced a strategic partnership.

This collaboration marks a significant milestone in the shared commitment of both companies to drive the digital transformation of the global hospitality industry.

With global tourism on the rise, hotels are facing increasing pressure to adapt to a rapidly changing market. As a result, many are joining hotel chains to leverage economies of scale and enhance their brand recognition. Smart Order and Swing & Pillows have joined forces to accelerate this trend, combining their expertise to create a more efficient and digitalized hospitality industry. By leveraging GFG's robust supply chain and Smart Order's cutting-edge SaaS technology, the partnership aims to empower hoteliers and enhance the overall guest experience.

Smart Order's Property Management System (PMS) has already been adopted by over 500 rooms within the Swing & Pillows portfolio. By March 2025, all 10,000 rooms will be fully integrated into the Smart Order PMS, enabling efficient operations and data-driven decision-making.

Smart Order and Swing & Pillows will join forces to create a robust ecosystem that will drive the digital transformation of the Southeast Asian hospitality industry. Starting from property management systems (PMS), the partnership will gradually expand to encompass various aspects, including chain management, marketing, finance, and supply chain. By integrating Smart Order's advanced PMS technology with Swing & Pillows' extensive network, the partnership will empower local hoteliers with the tools and resources needed to enhance operational efficiency, elevate guest experiences, and achieve sustained growth.

"Swing & Pillows has always been committed to providing innovative solutions that benefit both property owners and tenants," said Ken Lee, CEO of Aspirasi Gua Sdn Bhd. "By leveraging technology, we've been able to consistently enhance our service offerings and maintain a competitive edge in the market. We believe that our partnership with Smart Order will further empower us to expand our reach in the Southeast Asian hotel market, providing our chain hotels with the technological tools they need to operate more efficiently and deliver exceptional guest experiences."

“The synergy between Smart Order’s advanced PMS technology and Swing & Pillows’ robust presence in the Malaysian hotel market is poised to greatly influence the hospitality industry,” said Shen Aixiang, Founder and CEO of Smart Order. “With our shared vision of empowering hoteliers globally, this partnership represents a significant milestone. By leveraging GFG’s extensive hotel network and Smart Order’s innovative SaaS solutions, we aim to create a smarter, more efficient hospitality ecosystem and provide a one-stop management solution for global hospitality industry. We are looking forward to promoting the digitalization of the hotel industry to a more intelligent direction through technology through this cooperation.”

Following the official partnership, Smart Order and Swing & Pillows will reshape the global hospitality landscape, setting a new standard for innovation and efficiency in the international hotel chain industry.

About Swing & Pillows

Swing & Pillows, a brand under the GFG Property Group, has achieved remarkable growth in recent years, operating over 120 hotels with more than 10,000 rooms. The company was recognized as the Best Hotel & Accommodation Management and Best Chain Hotel in 2024.

In 2021, the Group acquired the renowned rental platform iBilik.com and launched its co-living hotel brand, Swing & Pillows, offering convenient accommodation solutions for both tenants and tourists. Demonstrating remarkable growth, GFG has expanded its hotel portfolio exponentially in recent years. Within just three years, the Group has successfully operated over 120 hotels, boasting a combined inventory of more than 10,000 rooms.