The Wagington: Staying ahead in Singapore's booming pet market

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This week we’re excited to bring you an interview with Singapore’s oldest luxury pet hotel, The Wagington. Read how this pioneering institution has stayed on top of one of Asia’s fastest-growing pet markets.

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IN TODAY’S ISSUE

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Not many hotels are inspired by a skateboarding bulldog.

Singapore’s oldest luxury pet hotel, The Wagington, was created in tribute to Bobo, who once rolled daily through its colonial-style halls.

“The real ambassador and inspiration of the hotel was actually our late skateboarding bulldog, Bobo. You’ll see him all over the hotel, we have bulldog sculptures and art,” said spokesperson Olivia Higgins.

“He just made people happy. Whether they were older people or toddlers chasing Bobo on the skateboard, everyone smiled. He was always there at the hotel - we called him the real manager,” she said.

Founded in late 2014, The Wagington was Singapore’s first five-star pet hotel that offered a considerable upgrade to traditional pet boarding.

Singapore’s premier luxury pet hotel has a sense of history. A converted British colonial-era barracks fronted by tall white columns, it boasts 27 luxury suites, a spa, a salon, fitness centre and daily gourmet meals.

And the opulence doesn’t stop there.

“We’ve got our own signature scent, chandeliers, great lighting, mood is important. We want it to feel like a home: warm and inviting,” said Higgins.

SINGAPORE: A BOOMING PET MARKET

Singapore’s pet care market is one of South East Asia’s fastest-growing pet markets, shaped by urban living and an increasingly experience-driven consumer base. 

🐩 Singapore is a highly developed island state with the highest GDP per capita in Asia (US$92,930 compared to the U.S.’s US$89,110)¹ .

🐩 Interestingly, Singapore’s average spending per pet (US$195 in 2024) still trails South Korea’s US$360 and Hong Kong’s US$1,100, indicating plenty of room for growth² .

🐩 Unlike suburban households with yards, most Singaporean pet owners live in high-rise apartments, which limits at-home activity for pets.

Given this, it is little surprise that Singaporeans are willing to splash out on premium pet services like The Wagington.  

“Urban owners want curated experiences for their pets,” agreed Higgins.

HIGH-END SERVICES

The Wagington’s prices clearly cater to affluent pet owners. For example:

🐕️ Grooming: starts at S$50 (US$39), depending on breed and size;

🐕️ A dip in the bone-shaped pool: S$28 for 60 minutes;

🐕️ Daycare costs S$8 to S$11 per hour, depending on dog size;

🐕️ Extras: Too busy to drive? Try the chauffeur-driven limo service. Skin feeling lacklustre? Pooches can try spa treatments like the Signature Dead Sea Mud of Jordan.

🐕️ For regulars, there’s the W Club. Memberships range from Gold (if you spend S$1,000), Platinum (S$5,000), and Diamond (S$15,000) and come with increasing discounts.

It’s little wonder that The Wagington’s customer base requests VIP treatment, from specific brands of water to round-the-clock monitoring via app. The staff try to go the extra mile for the pets, Higgins said.

“We had two dogs that were really afraid of lightning and thunder,” she said. “Our caretaker, who lives at the hotel, took the pets and let them sleep in his room on their little beds.”

CHALLENGES AND OPPORTUNITIES

Despite its luxury positioning, The Wagington faces a common challenge in Singapore’s price-conscious market.

🐈️ Price competition in Singapore has increased, driven by the growing number of high-end pet boarding hotels. Other premium pet hotels include Sunny Heights, Pawsh Club and The Luxe Meownor. That said, The Wagington’s first-mover advantage also means its brand is the most established.

“People assume [the pricing] is unattainable because we’re in Dempsey Hill (the former diplomatic quarters during the British colonial era) and have a luxury image. But if you look at the pricing, it’s not that different from competitors,” Higgins said.

🐈️ Another challenge is the expansion of pet preferences. “We’re seeing more unique breeds, especially cats,” said Higgins. In response, The Wagington is looking to expand its offerings, including wellness services and potential new locations.

🐈️ Looking ahead, another key challenge for The Wagington is not only to maintain its share of the Singaporean market, but to grab a bit of growing pet-related tourism in the Asia-Pacific region (forecast to reach US$2.6 billion by 2029).

Driven by pet owners’ increasing desire for ‘experiential travel’ with their pets, pet care and travel are expected to become more entwined. The region’s pet care market hit an estimated US$29 billion in 2024, with a projected 4% CAGR through 2029, again faster than in North America and Europe^2,3 .

Ultimately, said Higgins, the goal is to offer not just luxury, but bespoke services. As we all know, every pet is unique.

And perhaps no one is more unique than beloved and much-missed Bobo, the skateboarding bulldog.

_{1. International Monetary Fund, GDP per capita, current prices, accessed May 13, 2025}

_{2. Euromonitor International, Asia Pacific’s pet care market projected to reach USD$29 billion in 2024 (2024)}

_{3. Euromonitor International, Pawsome Journeys: Pet Travel Opportunities in Asia Pacific (2024)} 

IN THE NEWS

🇺🇸 Freshpet reports Q1 loss ● Freshpet reported a first-quarter net loss of US$12.7 million, compared to net income of US$18.6 million a year earlier, due to “economic challenges”.

🇺🇸 Elanco Animal Health reports Q1 earnings ● Elanco Animal Health reported first-quarter revenue of US$1,193 million, down 1% year on year on a reported basis following unfavorable impacts from the aqua divestiture and foreign exchange rates. 

🇺🇸 Merck Animal Health announces US$895-million investment into manufacturing and R&D centre ● Merck Animal Health and the state of Kansas have announced a US$895 million investment in manufacturing and research & development facilities in De Soto, Kansas.

🇺🇸 🇨🇳 Dogness Announces entry into US$6-million private placement ● Dogness, a developer and manufacturer of Dogness-branded, OEM and private label pet products, has entered into a private placement transaction for US$6 million. 

🇺🇸 PEDIGREE launches sauce for dogs ● The PEDIGREE brand has launched PEDIGREE DRIZZLERS Sauce, a mealtime sauce for dogs. 

🇮🇳 Vetic to raise US$26 million ● India-based pet care startup Vetic is set to raise INR224 crore (approximately US$26 million) in a funding round led by Bessemer Ventures.

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