1. 4 TO 5 HOTELS
IN SINGAPORE
BYRANT LIM | JULI TENG | GLEN CHAN | KOK SUH TYNG | TAN SIOW YUN
Wednesday, March 28, 12
1

2. PRESENTATION
INDUSTRY OVERVIEW
[.OUTLINE.]
BUSINESS MODEL
KEY DIFFERENCES BETWEEN
PEOPLE
UNIQUE SELLING
PROPOSITION
PROMOTION
PHYSICAL
ENVIRONMENT
PLACE
PRODUCT
(FLOWER OF SERVICE)
SERVICE EXPERIENCE
RECOMMENDATIONS
Wednesday, March 28, 12
2

3. INDUSTRY : 4 TO 5
ANALYSIS
Wednesday, March 28, 12
HOTELS IN SINGAPORE
3

4. INDUSTRY OVERVIEW
• Since the launch of the 2 integrated resorts in 2010,
the outlook of the hotel landscape in Singapore has been positive.
• Average sales per outlet increased in 2010.
• The sales figure is expected to grow by a 6% constant value CAGR
over the forecast period.
•
Wednesday, March 28, 12
4

5. TRENDS
: 4 TO 5
HOTELS IN SINGAPORE
RISE OF
BOUTIQUE
HOTELS
HIGHEST VALUE
SALES GROWTH
IN CHAIN HOTELS
ONLINE
BOOKING
IMPROVING
ECONOMY
Wednesday, March 28, 12
5

6. COMPETITIVE
LANDSCAPE
ATTRACTIVE SPECIAL PROMOTIONS
•Special packages to sustain consumer interest in
a highly competitive environment
•Formula 1 motor racing, Singapore’s National Day
LUXURY HOTELS STILL HOLDING THE LEAD
•Luxury hotels continue to sustain the interests of consumers
•Boutique hotels are slowly making themselves a close
competitor to the hotel chains
Wednesday, March 28, 12
6

7. SETTING THE
CONTEXT
Wednesday, March 28, 12
7

8. PERCEPTUAL
MAP OF LUXURY HOTELS
IN SINGAPORE
Price
Raffles Hotel
Conrad Centennial
Mandarin Oriental
InterContinental Singapore
Hilton Singapore
Fairmont Hotels and Resorts
Swissotel The Stamford
Quincy Hotel
Rating of
service
quality*
New Majestic Hotel
The Club Hotel
Wanderlust Hotel
Studio M Hotel
M Hotel
The Scarlet Hotel
Hotel Re!
* Quality of service is determined by reviews on forums online
Wednesday, March 28, 12
8

9. BUSINESS : QUINCY & SWISSÔTEL THE STAMFORD
MODEL
Wednesday, March 28, 12
9

10. BUSINESS
MODEL
: THE QUINCY HOTEL
•BOUTIQUE HOTEL: Owned by by Far East Hospitality
•Singapore’s first all-inclusive boutique hotel featuring
state of the art details
•HOTEL GUEST COMPOSITION:
•Business Travelers
•Leisure Travelers (Stay-cation)
who seek utmost privacy and exclusivity
Wednesday, March 28, 12
10

11. BUSINESS
MODEL
: SWISSÔTEL THE STAMFORD
•HOTEL CHAIN: Owned by the Fairmont Raffles
Hotels International, Swissôtel Hotels & Resorts
•HOTEL GUEST COMPOSITION:
•Corporate business travelers
•Tourists with mid to high disposable income
•Seasonal guests
Wednesday, March 28, 12
11

12. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
USP
12

13. USP : THE QUINCY HOTEL
• Small, personal boutique
experience
• Modern Design
• All-inclusive service
‣ Breakfast, Lunch &
Dinner
‣ Complimentary cocktail
‣ Complimentary mini-bar
‣ Limousine Service
‣ Laundry
‣ Internet
‣ “Value for Money”
Wednesday, March 28, 12
13

14. USP : SWISSÔTEL THE STAMFORD
• Swiss Global Hotel Group of
Deluxe Hotels & Resort
• Modern & Contemporary
• Strategically Located at
heart of City Centre
• Paranomic View of city
skyline
• Conveniently Accessible to
major transportation nodes
Wednesday, March 28, 12
14

15. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
PRODUCT
15

16. Information
Consultation
Payment
Billing
CORE
Exceptions
Order Taking
Hospitality
Care-taking
Wednesday, March 28, 12
16

17. Information
Consultation
Payment
Billing
CORE
Exceptions
Order Taking
Hospitality
Care-taking
Wednesday, March 28, 12
17

18. Information
Consultation
Payment
Billing
CORE
Exceptions
Hospitality
Care-taking
Wednesday, March 28, 12
Order Taking
• Food & Beverage
• Amenities
• Entertainment
• Transport
18

19. HOSPITALITY : THE QUINCY HOTEL
FOOD&BEVERAGES
• Room rates inclusive of 3 meals & happy hour drinks
• Rooms’ Minibar - fully stocked & replenished daily
Buffet breakfast spread
Lunch & Dinner ala-carte offerings
Wednesday, March 28, 12
19

20. HOSPITALITY : THE QUINCY HOTEL
FOOD&BEVERAGES
• Room rates inclusive of 3 meals & happy hour drinks
• Rooms’ Minibar - fully stocked & replenished daily
Wednesday, March 28, 12
19

21. HOSPITALITY : SWISSÔTEL THE STAMFORD
FOOD&BEVERAGES
• 11 Exquisite Restaurants
•5
Wednesday, March 28, 12
Bars
20

22. HOSPITALITY : THE QUINCY HOTEL
HOTEL AMENITIES
•
•
•
•
Complimentary high-speed Internet access
iMac stations at the lobby
Recreational 12th level: Indoor Infinity pool, Gym, Steam room & Sauna
Complimentary Laundry Services per room, per night
Wednesday, March 28, 12
21

23. HOSPITALITY : THE QUINCY HOTEL
HOTEL AMENITIES
•
•
•
•
Complimentary high-speed Internet access
iMac stations at the lobby
Recreational 12th level: Indoor Infinity pool, Gym, Steam room & Sauna
Complimentary Laundry Services per room, per night
Wednesday, March 28, 12
21

24. HOSPITALITY : SWISSÔTEL THE STAMFORD
HOTEL AMENITIES
• Spa & Wellness facilities
• 2 Outdoor pools, 6 Tennis Courts
• Well-equipped Fitness club
Wednesday, March 28, 12
22

25. HOSPITALITY : SWISSÔTEL THE STAMFORD
HOTEL AMENITIES
• Spa & Wellness facilities
• 2 Outdoor pools, 6 Tennis Courts
• Well-equipped Fitness club
• Full-fledged Business Centre
Wednesday, March 28, 12
22

26. HOSPITALITY : SWISSÔTEL THE STAMFORD
HOTEL AMENITIES
• Spa & Wellness facilities
• 2 Outdoor pools, 6 Tennis Courts
• Well-equipped Fitness club
• Full-fledged Business Centre
• Wireless Internet Access only in lobby
• Room internet services are payable
Wednesday, March 28, 12
22

27. HOSPITALITY : THE QUINCY HOTEL
ENTERTAINMENT
• Qool Activities ‣ Yoga Sessions
‣ Baking Sessions
• “Movie Night” by the pool
Wednesday, March 28, 12
23

28. HOSPITALITY : THE QUINCY HOTEL
ENTERTAINMENT
• Qool Activities ‣ Yoga Sessions
‣ Baking Sessions
• “Movie Night” by the pool
Wednesday, March 28, 12
23

29. HOSPITALITY : THE QUINCY HOTEL
ENTERTAINMENT
• Qool Activities ‣ Yoga Sessions
‣ Baking Sessions
• “Movie Night” by the pool
Wednesday, March 28, 12
23

30. HOSPITALITY : THE QUINCY HOTEL
ENTERTAINMENT
• Qool Activities ‣ Yoga Sessions
‣ Baking Sessions
• “Movie Night” by the pool
Wednesday, March 28, 12
23

31. HOSPITALITY : THE QUINCY HOTEL
ENTERTAINMENT
• Qool Activities ‣ Yoga Sessions
‣ Baking Sessions
• “Movie Night” by the pool
Wednesday, March 28, 12
23

32. HOSPITALITY : THE QUINCY HOTEL
HOTEL TRANSPORT
• Free Airport Shuttle by hotel’s Limousine Service
Wednesday, March 28, 12
24

33. Information
Consultation
Payment
Billing
CORE
Order Taking
• Reservation
• Membership
Exceptions
Hospitality
Care-taking
Wednesday, March 28, 12
25

34. ORDER-TAKING : THE QUINCY HOTEL
HOTEL RESERVATION
Wednesday, March 28, 12
26

35. ORDER-TAKING : SWISSÔTEL THE STAMFORD
HOTEL RESERVATION
Wednesday, March 28, 12
27

36. Information
Consultation
Payment
Billing
CORE
Exceptions
• Special Requests
• Handling Special Communications
Wednesday, March 28, 12
Order Taking
Hospitality
Care-taking
28

37. EXCEPTIONS : THE QUINCY HOTEL
SPECIAL REQUESTS
• “Pink of Health” for Medical tourists
• Added Convenience
‣ Priority Check-in
‣ Guaranteed room for booking made 24hrs before
‣ Guaranteed extension of stay
• Extra Care ’24/7 Assist-on-Call’ Service
Wednesday, March 28, 12
29

38. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: THE QUINCY HOTEL
Compliments
30

39. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: THE QUINCY HOTEL
Complaints
31

40. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: SWISSÔTEL THE STAMFORD
Compliments
32

41. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: SWISSÔTEL THE STAMFORD
Compliments
32

42. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: SWISSÔTEL THE STAMFORD
Complaints
33

43. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: SWISSÔTEL THE STAMFORD
Complaints
33

44. EXCEPTIONS
HANDLING SPECIAL
COMMUNICATIONS
Wednesday, March 28, 12
: SWISSÔTEL THE STAMFORD
Complaints
33

45. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
PLACE
34

46. LOCATION : THE QUINCY HOTEL
•Perfect location for guests
seeking tranquility yet
convenience to shopping district
•Close proximity to:
•Orchard Road
•Mount Elizabeth Hospital
•Paragon Medical Centre
Wednesday, March 28, 12
35

47. LOCATION : THE QUINCY HOTEL
•Perfect location for guests
seeking tranquility yet
convenience to shopping district
•Close proximity to:
•Orchard Road
•Mount Elizabeth Hospital
•Paragon Medical Centre
Wednesday, March 28, 12
35

48. LOCATION: SWISSÔTEL THE STAMFORD
•Crossroads of Singapore’s
business, shopping and cultural
districts
•Prime location directly above City
Hall MRT Station
•Perfect location for guests
seeking utmost convenience to
all parts of Singapore
Wednesday, March 28, 12
36

49. LOCATION: SWISSÔTEL THE STAMFORD
•Crossroads of Singapore’s
business, shopping and cultural
districts
•Prime location directly above City
Hall MRT Station
•Perfect location for guests
seeking utmost convenience to
all parts of Singapore
Wednesday, March 28, 12
36

50. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
PROMOTION
37

51. PROMOTIONS : THE QUINCY HOTEL
• Lower occupancy rate over the weekends
•"Qool Weekend” – 10% discount
• Targets locals seeking stay-cations
• Close proximity to Mount Elizabeth Hospital
•"Pink of Health” – 15% discount
• Targets medical tourists
•"Supersavers”
•15% discount when customers book 14
days prior to their stay
Wednesday, March 28, 12
38

52. PROMOTIONS: SWISSÔTEL THE STAMFORD
•Boost weekend occupancy rate
•Gourmet Getaway
- Targets locals who seek culinary
experience at the 16 restaurants & bars
•Endless Weekends
- Targets the local working
professionals looking to recharge
themselves over the weekends
•Catered to families
•Kids Room Special
- Targets the local families who want to
enjoy quality time together at a hotel with
child-friendly facilities
•“Advance Savers”
•Book 21 days in advance to enjoy 15% off
regular rates
Wednesday, March 28, 12
39

53. PROMOTIONS: SWISSÔTEL THE STAMFORD
•Strategic location
•Singapore Night Race Early Bird
- Targets locals who want a piece of the
Formula One Race action
•Catered to businessmen
•Business Deal
- Targets overseas businessmen who want to
work in the privacy and comfort of Swiss
Executive Rooms and the Lounge with businessfriendly amenities
Wednesday, March 28, 12
40

54. LOYALTY : SWISSÔTEL THE STAMFORD
PROGRAMS
•ResPlus:
•Frequent Booking Program
- Reward reservation makers from corporations
•Multi-Tier Loyalty Programme:
•Swissotel Circle
- Reward individual travellers
Wednesday, March 28, 12
41

55. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
PEOPLE
42

56. PEOPLE : THE QUINCY HOTEL
•Basic Training
•Trained to handle special requests
• e.g. 24/7 “Assist-on-call” service
“We want to surprise you upon check-in until when you check out.”
- Mr Franck Hardy, Hotel Manager, Quincy
Wednesday, March 28, 12
43

57. PEOPLE : SWISSÔTEL THE STAMFORD
•Swissôtel Trajectories (Talent Management Programme)
•Partnership with top training centres to work out training
modules
•Live the hotel philosophy
•Serve with charm and efficiency
•Swiss touch (Passion for perfection)
Wednesday, March 28, 12
44

58. PEOPLE : SWISSÔTEL THE STAMFORD
•Ovation Rewards (Corporate Incentive)
•Reward employees with exemplary performance
•Redeem accommodations across Fairmont, Raffles and
Swissôtel brands
Wednesday, March 28, 12
45

59. FRONT-DESK
RECEPTION : THE QUINCY HOTEL
Observations from site visits:
•Well groomed
•Front desk personnel dressed in suits
•Friendly and enthusiastic frontline
crew
•Well-staffed reception: 3
•Short check-in process: 3-5min
Wednesday, March 28, 12
46

60. FRONT-DESK
RECEPTION : SWISSÔTEL THE STAMFORD
Observations from site visits:
•Immaculately dressed
•Differentiated dress code according to
functions
•Professional and polite
•Well-staffed reception: 4
•Short check-in process: 2-4min
Wednesday, March 28, 12
47

61. COMPARISON:
KEY DIFFERENCES
Wednesday, March 28, 12
PHYSICAL
ENVIRONMENT
48

62. PHYSICAL : THE QUINCY HOTEL
ENVIRONMENT
• Distinctive facade that departs from
the norm
• Bold color palette of anodized steel
and shimmering modular windows set it
apart from its neighbours
• Cost $24 million to develop and
furnish
Wednesday, March 28, 12
49

63. PHYSICAL
ENVIRONMENT
: SWISSÔTEL THE STAMFORD
• Designed by renowned
architect Leoh Ming Pei
• World’s sixth tallest hotel
(73 storeys)
• Iconic cylindrical spire
• Last renovated in 2006
Wednesday, March 28, 12
50

64. INTERIOR : THE QUINCY HOTEL
• Modern and chic design
• Apple iMac computers are
displayed at the reception area to
give it a cool and modern touch
• Warm and comfortable lighting
• Inviting music
• Soothing scents
Wednesday, March 28, 12
51

65. INTERIOR : SWISSÔTEL THE STAMFORD
• Timeless, classic and slightly oriental design
• Tasteful color theme of earthy tones
• Panel display with a uniquely Singapore touch
• Spacious
• Brightly lit
Wednesday, March 28, 12
52

66. 5 CLIENT
PROFILES
Wednesday, March 28, 12
53

67. 5 CLIENT PROFILES
Wednesday, March 28, 12
54

68. THE QUINCY
EXPERIENCE
Wednesday, March 28, 12
55

69. THE
EXPERIENCE
DATE: 16 – 17 MAR 2012
Positive Experience
Negative Experience
Wednesday, March 28, 12
56

70. THE
EXPERIENCE
ARRIVAL
Car park location unknown
(Information not shown on website)
AdequateZo
tol ne
era of
nc
e
Desired
Quick check-in procedure
Personally escorted to room
Low
Wednesday, March 28, 12
High
57

71. THE
EXPERIENCE
Package catered for relaxing experience
Wednesday, March 28, 12
58

72. THE
EXPERIENCE
HOTEL ROOM
Disappointing city view
Room smaller than expected
Low%
Wednesday, March 28, 12
High%
59

73. THE
EXPERIENCE
Molten Brown toiletries
Spacious work table with multiple power outlets
iPhone dock
Cables connecting laptop to television
Wednesday, March 28, 12
60

74. THE
EXPERIENCE
FACILITIES
Modern, clean, well-maintained
Overcrowded
Low%
Wednesday, March 28, 12
High%
61

75. THE
EXPERIENCE
Co-Users
Mostly singles & couples
Locals, businessmen, medical tourists
Noisy kids, families
Low%
Wednesday, March 28, 12
High%
62

76. THE
EXPERIENCE
MEALS
Quick service
Willing to comply to special requests
(dinner sent to room)
Low%
Wednesday, March 28, 12
High%
63

77. THE
EXPERIENCE
THE BAKING WORKSHOP
Entertaining and patient instructor
3 eagle-eyed staff assisting participants
Low%
Wednesday, March 28, 12
High%
64

78. THE
EXPERIENCE
BILLING & POST-PURCHASE
Fast check-out process
Complementary parking
Follow-up email
Low%
Wednesday, March 28, 12
High%
65

79. THE
EXPERIENCE
SERVICE RECOVERY
Faulty Toilet flush
Blocked view
Forgotten iPhone
Low%
Wednesday, March 28, 12
High%
66

80. RECOMMENDATIONS
Wednesday, March 28, 12
67

81. RECOMMENDATIONS : SWISSOTEL THE STAMFORD
1. Upgrade of amenities
2. Improve traffic flow in lobby
3. Customer Relationship Management
(CRM)
Wednesday, March 28, 12
68

82. RECOMMENDATIONS : SWISSOTEL THE STAMFORD
1. Upgrade of amenities
PROBLEMS:
•Mismatch of Swissôtel’s positioning as a hotel catering
to business travelers
•Hotel rooms with run-down amenities
•Free room Wi-Fi services currently not available to all
hotel guests
RECOMMENDATIONS:
•Improve amenities and facilities
•Provide free Wi-Fi services to all hotel guests
Wednesday, March 28, 12
69

83. RECOMMENDATIONS : SWISSOTEL THE STAMFORD
2. Improve traffic flow in lobby
PROBLEMS:
•Ambiguous service function indicators
•Guests confused
•Cluttered outlook, compromising ambiance
RECOMMENDATIONS:
•Clear signage at hotel lobby
•Enable hotel to channel staff to other useful segments
Wednesday, March 28, 12
70

84. RECOMMENDATIONS : SWISSOTEL THE STAMFORD
3. Customer Relationship Management (CRM)
PROBLEMS:
•Low brand resonance
•Customers do not feel involved in the brand
•Underutilization of social network platforms
(Facebook, forums, tripadvisor)
RECOMMENDATIONS:
•Engage customers
•Consistently address customers concerns on
platforms like Tripadvisor
Wednesday, March 28, 12
71

85. QUESTIONS?
RAISE YOUR HAND
Wednesday, March 28, 12
72