Front-line stories Differentiated services ISSUE 16.11
SERVICED RESIDENCES GUIDE 2016
11/10/16 11:15 AM
SERVICED APARTMENTS NEWS SINGAPORE
OAKWOOD PREMIER OUE SINGAPORE TO OPEN IN MID-2017
ASCOTT WINS TOP HONOURS AT WORLD TRAVEL AWARDS
Oakwood Asia-Pacific is partnering with OUE Limited to manage the new Oakwood Premier OUE Singapore at OUE Downtown building in Singapore’s central business district. Opening in mid-2017, this will be the second Oakwood-branded property in Singapore after Oakwood Studios Singapore, which opens next month. The management agreement with OUE Limited will see Oakwood run the day-to-day operations of Oakwood Premier OUE Singapore. Oakwood Premier OUE Singapore blends urban style with nature-inspired elements to create an intimate oasis for international travellers. A contemporary interpretation of the concept of “a home away from home” is reflected in the interiors of the property’s 268 rooms. “We are delighted to be opening an Oakwood Premier property in our home location of Singapore, and look forward to establishing this as a flagship product in our portfolio of award-winning serviced apartments,” said Dean Schreiber, managing director of Oakwood Asia Pacific Ltd. “Our accelerated pace of development saw us adding 26% of new properties to the existing portfolio of Oakwood Asia Pacific in 2016 alone, and we expect to continue on this blistering pace over the next few years.”
CapitaLand’s serviced residence business unit, The Ascott Limited, recently received the award for “Leading Serviced Apartment Brand” in Asia, Hong Kong, Indonesia and Vietnam, at the 2016 World Travel Awards ceremony for Asia and Australasia. Voted by travellers and travel professionals globally, the World Travel Awards are widely considered as the most important awards of the travel industry. “Being voted the number one serviced residence brand in Asia, and recently the leading brand in Europe and the Middle East, motivates us to further push
FRASERS HOSPITALITY GROUP EXPANDS MALAYSIA FOOTPRINT Oakwood Asia-Frasers Hospitality Group, a division of Frasers Centrepoint Limited, will be launching its first Gold-Standard serviced residence in the federal administrative centre of Malaysia with the opening of the 253-unit Fraser Residence Putrajaya in 2019. This will add to Frasers’ growing portfolio in Malaysia, which is targeted to increase to eight properties totalling more than 2,400 units by 2019. Only 20 minutes from the Kuala Lumpur International Airport, Putrajaya is located next to Cyberjaya, a fully integrated high-tech business district known as the “Silicon Valley” of Malaysia, where a growing number of multinational corporations have established global offices. Putrajaya is well-linked to other commercial and residential areas within the Klang Valley through major expressways.
the boundaries of excellence,” said Tony Soh, Ascott’s Chief Corporate Officer. “We thank all our staff for their passion in caring for our guests to ensure they have an extraordinary experience, and for upholding Ascott’s reputation as a world class brand. “We will continue to stay on top of industry trends, be it embracing technology, tailoring our customer experience and transforming our business model to place Ascott in an even stronger position for the years ahead.”
LONG-STAY OPERATORS REMAIN OPTIMISTIC POST-BREXIT The Brexit decision for the UK to leave the European Union has not affected the outlook of UK serviced apartment operators. In a new Operator Sentiment Tracker survey, more than 75% of operators said they were not making any changes to expansion plans post-Brexit. Although overall corporate demand softened in the first half of 2016, half of the operators surveyed reported no change in demand. One-third of respondents were expecting a slight drop in occupancy and average daily rates (ADR) for 2016, compared to 2015. The outlook for ADR, however, was healthier with 34.5% of respondents expecting year-end figures for 2016 to be up from those of last year. The survey, conducted by the Association of Serviced Apartment Providers (ASAP) and
Savills, also found that the UK was expected to be a key market for the majority of operators for the rest of 2016. James Foice, CEO of the ASAP, said, “It’s very encouraging to see that, while 2016 is proving to be a challenging year for operators in terms of the anticipated weakening in both occupancy and the ADR, there is overall optimism for the sector in the longer term. “It’s especially good to see the majority of operators confidently continuing with their expansion plans post Brexit.”
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STORIES FROM THE FRONT OFFICE Extended-stay serviced residences get to know their guests a lot more intimately than hotels, and service staff have to provide a personal touch in all their interactions with residents. HRM Asia speaks to properties in Asia about what they do to ensure their guests feel at home Kelvin Ong
all them “people who know what they want”, “demanding guests”, or even “divas”. These serviced apartment properties have seen them all. Residents’ requests range from the quirky (only allowing specific room attendants to clean their room), to the downright inappropriate (one guest wanted to sun-bathe naked outside). Then there are times of emergency, such as when a resident of Rembrandt Towers Serviced Apartments in Bangkok was sent
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to hospital for urgent treatment with only minutes to spare. Had the property’s staff been thirty minutes slower, this guest would very likely have lost his life that day. These are just some of the riveting and rarely-heard about happenings that take place behind the closed doors of serviced apartments that staff have to deal with on a daily basis.
CUSTOMER SERVICE FEATURE
High-powered clientele At The Ascott Limited, which owns three serviced apartment brands – Ascott, Citadines and Somerset – across 101 cities globally, service staff or “hosts” will tend to guests’ every need and want, even going grocery shopping for them in some instances. “Regardless of their profile, we will take care of whatever needs to be done to help them feel completely at home,” says Tony Soh, Chief Corporate Officer, The Ascott Limited, whose guests include top executives, government dignitaries, industry leaders, and celebrities. Such a high-powered clientele comes with a list of demands that are many times out of the ordinary. In the past, hosts have had to find an eco-friendly laundry service provider that uses only toxin-free technology, planned customised weekend trips to neighbouring countries, and even hired a private helicopter on behalf of guest seeking an aerial city tour. “While these unique requests are often challenging to fulfil, we will always go the extra mile to get the job done, no matter how unusual or difficult,” says Soh. “Even if we are unable to meet a specific request, we will try our very best not to disappoint our guests by offering the next best alternatives.”
treat guests the same way they would like to be treated”, says Arthur Kiong, CEO of Far East Hospitality. “Our employees are encouraged to go above and beyond in creating an environment that guests can call their ‘home away from home’,” says Kiong. One employee was so prepared to serve with what Kiong calls the “Yes, I can” mindset that they went out of their way to personally buy and cook a meal for a guest who had just undergone an operation. The staff member chose a particular type of fish known for its wound-healing properties to help aid the guest’s recovery. This unwavering level of service is even more paramount today with the growing trend of “bleisure” travellers around the world – business travellers who like to combine their work trips with leisure activities, such as sightseeing. “Business travellers across industries are no longer looking at basic accommodation offerings with business elements such as WiFi and business centres, but they’re also looking at accommodation options that allow them
to engage in fun activities throughout their stay, something serviced apartments can specifically offer,” says Kiong.
Personal touch Elsewhere, Pan Pacific Serviced Suites has witnessed a steady growth in the number of multinational clients visiting Singapore from a wide range of industries including oil and gas, banking and finance, pharmaceuticals, and even military services. The property caters largely to long-stay professionals from large organisations in these sectors, says Richard Tan, VicePresident, Serviced Suites, Pan Pacific Hotels Group. Fittingly, its service culture is based on nurturing a sense of belonging that makes residents feel welcomed and appreciated. Tan shares the story of a married couple who stayed at one of Pan Pacific’s serviced properties in Singapore. The wife was due to give birth in a month’s time, so they requested for a service associate to care for her around the clock. A female “personal assistant”, as
Quirky requests Far East Hospitality, whose portfolio of serviced apartments includes Orchard Scotts Residences, Village Residence and the newly-opened Oasia Residences in Singapore, is also no stranger to unusual requests. The hospitality group once hosted a guest who never left the apartment for their entire stay, requesting fast-food delivery for all their meals. There was also the guest who sunbathed nude to avoid tan lines, and a guest who only wanted a room on the lowest possible floor due to a fear of heights. No matter how quirky or unconventional some of the requests can be, employees are encouraged to “always ISSUE 16.11 SUPPLEMENT
service personnel are called at Pan Pacific, was then assigned to the motherto-be for two weeks, where she provided personalised service as an after-work caretaker, preparing meals, and taking care of her needs. Another resident asked concierge for a travel itinerary to Brazil, 12 time zones away. Instead of providing a generic one quickly put together, a personal assistant took the time to research and plan an itinerary customised to this guest’s specific needs, complete with tips on transport, accommodation and recommendations on activities in the South American country. “Our associates are well-trained to stay calm and firm when faced with challenging requests,” says Tan, adding that every employee has to clock in at least 75 hours of training per year. Although Pan Pacific associates are taught to accommodate these demands, they also have the power to explain to guests “what can, and cannot be done”. Furthermore, Tan says there are holistic training sessions conducted regularly for front office staff, focusing on non-customer-facing job functions such as housekeeping, security and engineering, to ensure that they have “an all-rounded understanding of the property’s operation”.
Different hats For Oakwood Asia-Pacific, which operates 28 branded properties in 15 cities across Asia, associates are selected based on how closely they fit the company’s requirement of being “multiskilled”. Craig Bond, Vice President of Operations, says that as an extended stay service, guests typically stay longer and form more of a relationship with both the property and its staff. “So it’s important for us to empower our people to be multi-skilled across the various business units and functions,” he says. The operator, which is scheduled to open its first branded property in Singapore next month (as well as the Oakwood Premier OUE Singapore mid4
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next year), also sends employees for its extensive “Gold Standards” training, where they learn about Oakwood’s service values of “going above and beyond”. Bond recalls how one long-stay guest, who had relocated from the US to one of Oakwood’s Japanese properties, was pleasantly surprised with how the staff member who checked him in the night before also served him breakfast the next morning. He went up to the residence’s lounge the following afternoon and there she was again with a magazine. “He couldn’t believe that because usually in all the hotels that he had stayed in, he will only have that one level of interaction with each staff member. He couldn’t believe that in just three days, he had interactions with the same person in three different areas,” says Bond. “What sets us apart from other offerings in the serviced apartment arena is that we very much do not have a dedicated role for each employee,” he adds.
Maintaining demeanour In Bangkok, Rembrandt Towers Serviced Apartments also practises the age-old mantra that “the customer is always right”. Rembrandt’s Manager of Apartments Raakesh O. Khanna recalls how a guest once asked for a room with a kitchen because there wasn’t one in his original booking, which was a studio room. Front office then upgraded him to a onebedroom apartment fitted with a kitchen. But he says the guest was still unhappy about the new room as he came down every night to complain that his room was too huge and that he felt “lonely” in it. “He wanted specifically, a studio room with a kitchen, but we don’t have such an offering,” says Khanna. So front office dealt with the situation as best as they could without losing their cool, just as they have been trained. “We always tell our associates and colleagues that no matter how demanding the guest is, you have
to maintain your demeanour,” says Khanna. “Even if the guest has had a long flight or are having a bad day – and they tend to raise their voice – the best way to deal with them is in a very calm way. “Listen, let the guest finish what they are saying, and then explain to them how we can help.” When staff handle such difficult residents well, Khanna notes that oftentimes, they can come around completely, even becoming one of the property’s most loyal guests.
Attentive care But it was a health scare that turned a guest of Citadines Salcedo Makati in The Philippines, part of The Ascott Limited, into one of the property’s biggest fans. Ascott’s Soh shares the story of how this particular guest was so touched by the level of care he received from the property’s manager that he wrote a letter to the group’s CEO, singing the manager’s praises. The guest had felt a problem in his heart to the point of almost fainting. So he asked a staff member to bring him to the nearest hospital. Pauline, the manager on duty, then ensured that he was swiftly driven to the nearby Makati Medical Centre. During the next few hours, the manager would communicate constantly with him on the phone. She then went across to the hospital after work to personally hand over all the guest’s personal belongings, and purchased a few items that he would need during his hospital stay. She even stayed there for more than an hour just to make sure he was comfortable. As if all that was not enough, Pauline also arranged for the guest’s wife to be picked up at the airport and transferred to the apartment. “Our Ascott colleagues pay great attention to guests’ needs, and we strive to lend our assistance whenever possible. No task is too difficult for our hosts,” says Soh.
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FAR EAST HOSPITALITY PROFILE
About Far East Hospitality F
ar East Hospitality Holdings (Far East Hospitality), a premier hospitality assets owner and operator, is a 70-30 joint venture formed in 2013 between Far East Orchard Limited (a listed company under Far East Organization) and The Straits Trading Company Limited. In the same year of its formation, Far East Hospitality through its wholly-owned subsidiary Far East Hospitality Investments (Australia) Pte Ltd, completed a 50-50 joint venture with Australia’s Toga Group. With the joint ventures, Far East Hospitality has established itself as a regional hospitality owner and operator with a sizeable overseas network. It now has a combined portfolio of more than 13,000 rooms under management close to 90 hotels and serviced residences in seven countries – Australia, Denmark, Germany, Hungary, Malaysia, New Zealand and Singapore. Far East Hospitality’s stable of nine unique and complementary brands – Adina Apartment Hotels, Medina Serviced Apartments, The Marque Hotels, Oasia Hotels, The Quincy Hotel, Rendezvous Hotels, Travelodge Hotels, Vibe Hotels and Village Hotels
Far East Hospitality For more information, visit www.stayfareast.com
One Bedroom Suite Living — Orchard Scotts Residences & Residences – present excellent opportunities for cross-selling initiatives across the different brands and geographic markets, offering guests with a greater diversity of choices and locations. Far East Hospitality also owns 13 hospitality assets in Australia, Denmark and Germany. Far East Hospitality’s stable of nine unique and complementary brands – Adina Apartment Hotels, Oasia Hotels, The Quincy Hotel, Rendezvous Hotels, Travelodge Hotels, Vibe Hotels and Village Hotels & Residences – offers guests with a great diversity of choices and locations. Far East Hospitality’s key markets are Singapore and Australia. In Singapore, the holding company’s hospitality management arm, Far East Hospitality Management, operates the city-state’s largest hospitality portfolio comprising of 11 hotels and nine serviced residences. Backed by more than 50 years of real estate development and management expertise with a proven
track record in hospitality asset enhancements and operations, Far East Hospitality Management has carved a strong presence in Singapore specialising in the mid-tier to upscale hospitality sectors with its unique style of “Singaporeinspired hospitality”. This pragmatic hospitality approach anticipates and addresses the needs of today’s new generation of discerning travellers by providing comfort in specific segments without spending on excesses that they may not need. Taking a customerfocused approach, Far East Hospitality segments its brands based on travellers’ profiles. For instance, Quincy promises a stylish and upbeat environment that caters to its profile of social connectors guests; while the Village brand caters to urban explorers who desire to “live like a local” as its properties are located in the ethnic enclaves of Singapore. Rendezvous draws its inspiration from its surrounding arts & heritage district, suited for guests who
Orchard Scotts Residences appreciate a multi-sensory art experience. Oasia brand epitomises a restorative respite in the city that inspires and empowers guests to journey well while travelling. Far East Hospitality’s other portfolio includes the Far East Hospitality serviced residences – Orchard Scotts Residences, Orchard Parksuites, Regency House and Far East Plaza Residences that aim to provide convenience and comfort to business executives. As part of the Far East Hospitality’s expansion plan, the group recently launched the Oasia Hotel Downtown and Oasia Suites Kuala Lumpur, in addition to the flagship Oasia Hotel Novena. The new Oasia Residence, Singapore was launched in October to cater to the growing demand of serviced residences in the west coast.
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PARKROYAL SERVICED SUITES, SINGAPORE
Your Local Connection P
ARKROYAL Serviced Suites Singapore is strategically located within minutes from various business and leisure amenities. Embark on new adventures in a melting pot of cultures that combines the best of business, heritage and food in the vicinity, accentuated by a diverse host of experiences ranging from the authentically local to the refreshingly modern. Guests can hop onto the MRT train within walking distance to enjoy easy access to the whole island of Singapore or drive down to the Central Business District, which is a mere 10-minutes away. A stay at PARKROYAL Serviced Suites Singapore promises to be unforgettable, with 90 suites and apartments that are designed specifically with extended-stay travellers in mind. Every room is spacious yet intimate, providing the right mix of style, comfort and functionality. On top of that, guests can also enjoy inspiring panoramic views of the city skyline or the sea. After work or play, unwind with a book or watch a film on the LCD television and home entertainment system.
For more information, visit Tel: +65 6296 2511 Email: email@example.com www.parkroyalhotels.com/servicedsuites
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Daily chores are made easier as every suite comes with a personal washer-cum-dryer. To complete this refined living experience, a stylish kitchenette allows guests to prepare their favourite home-cooked meals or try their hand at cooking some local dishes. You can always speak to the concierge for some easy recipes to get you started. To relax and rejuvenate, take a dip at the resortstyle swimming pool and Jacuzzi or enjoy pampering at the award-winning St Gregory wellness spa. Guests also have the option of working out in the wellequipped gym and aerobics studio or participate in other activities such as yoga and aerobics. The concierge team is always ready to share
their extensive knowledge of the city and make recommendations on how to enjoy authentic local experiences to help our residents connect with the local culture. Within walking distance, a host of cultural and heritage shops and activities await. Soak in the atmosphere along Haji Lane or take a look at some artefacts from the Malay Cultural Centre and plan a visit to Kampong Glam. For retail therapy, stroll through the amazing line-up of stores at Raffles City and Bugis Junction,
or head to Suntec City and indulge in a myriad of entertainment offerings. For something more unique, explore the vibrant streets of Arab Street and Little India and find an amazing selection of ethnic goods. With an abundance of leisure and lifestyle options nearby, your journey to the heart of Singapore is no more than a short walk away. At PARKROYAL Serviced Suites Singapore, we are your local connection to the heart of the city, where all your needs will be met.
The city’s best kept secret Wilby Residences
Designed for your comfort, Wilby Residences offer a span of 318 serviced apartment units in Singapore. Wilby Estate International boasts of well-founded experience in serviced apartment management for 35 years and counting. In line with our core value to provide luxuriant stay experience, Wilby Residences became the first serviced residence in Singapore to offer PURE Certified allergyfriendly apartments. Our properties are ideally situated in two prime locations to meet any business needs, holidays, short or long- term accommodation in Singapore. Both offer comfortable living spaces and efficient work environments for work, life and play. With a team of dedicated and experienced service professionals, guests can naturally be assured of exceptional support throughout their stay.
Wilby Central Wilby Central has 138 serviced apartment units enviably located in the Bras Basah - Bugis district where all life’s luxuries and
necessities are simply a stroll away. The 20-level building offers stylishly designed studio and two-bedroom apartments furnished with modern amenities and furnishings surrounded by entertainment venues, shopping malls and cultural centres. Nestled on Queen Street, Wilby Central provides an ideal accommodation for both business and leisure travellers in the heart of Singapore. As part of the continuing efforts to promote a quality living environment for guests, Wilby Central is fully equipped with Plasmacluster Ion Generators from Sharp that break down unpleasant odours and eliminate allergens to create an oasis of well-being. Enjoy the ease of access travelling and exploring other parts of Singapore by the nearest Mass Rapid Transit (Bras Basah MRT). With vibrant interiors and convenience at your doorstep, experience this luxury living at your urban home in the city.
Wilby Bukit Timah
Embrace laid-back comfort tucked among the greeneries in Wilby Bukit Timah. Blessed with lush sceneries and generous spaces, it’s the perfect home for expatriates and their family members. Concealed from the city buzz, Wilby Bukit Timah provides 180 serviced apartment units in one and three-bedroom options completed with balconies. Situated along Wilby Road in the upmarket residential area of Singapore along with quick access to the city, getting to work, grocery-shopping or dining out is a breeze. Take a stroll to Turf City where
you will find a delectable range of restaurants and supermarkets or hop onto our shuttle bus traveling through Holland Village and the city centre for an array of café and bars. Designed to meet any work or domestic needs, enjoy a read while soaking in the Jacuzzi or lounge by the pool to relax and unwind those blues. With facilities such as tennis courts and a gymnasium decked with a range of equipment and weights, fire up your body with variation of workouts. Away from the hustle and bustle, immerse in the tranquil of your home at Wilby Bukit Timah.
Wilby Residences Wilby Bukit Timah 27 Wilby Road, Singapore 276300 Tel: 6305 0505 Email: firstname.lastname@example.org Wilby Central 15 Queen Street, Singapore 188537 Tel: (65) 6868 1888 Email: email@example.com Web: wilbyresidences.com
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Some secrets are meant to be shared. A luxurious concoction of great comfort, intimate moments and impeccable service. It was meant to be a secret, until now.
The cityâ€™s best kept secret. wilbyresidences.com
A member of Tan Chong International
Wilby Bukit Timah 27 Wilby Road Singapore 276300 +65 6305 0505 +65 6468 0497 firstname.lastname@example.org
Wilby Central 15 Queen Street Singapore 188537 +65 6868 1888 +65 6868 1898 email@example.com
ASCOTT INTERNATIONAL MANAGEMENT
Discover Your Second Home with Ascott T
he Ascott Limited is a Singapore company that has grown to be the world’s largest international serviced residence owneroperator with more than 290 properties in over 100 cities spanning across the Americas, Asia-Pacific, Europe and the Middle East. The company’s global presence means that executives need only work with one party for their accommodation needs wherever they travel to. The company’s three award-winning brands - Ascott, Citadines and Somerset, cater to different lifestyle needs, and further ensure there is a suitable apartment for every executive. All three brands are in Singapore. If you are finding accommodation here for yourself or your colleagues, choose from a total of six (seven in December!) properties. Ascott Raffles Place offers 146 luxurious serviced suites, offering discreet and personalised service in an exclusive environment.
The Ascott Limited +65 6272 7272 Email: firstname.lastname@example.org Web: www.the-ascott.com
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Citadines Fusionopolis and Citadines Mount Sophia cater to savvy, independent travellers who want high quality accommodation that provide the flexibility to pay for the services they require. Designed for those with families, the three Somerset residences, namely Somerset Bencoolen, Somerset Liang Court and Somerset Orchard, feature more children-friendly facilities such as playgrounds, playrooms and swimming pools. These fully-furnished serviced residences in Singapore are centrally located and within close proximity of the Central Business District. A plus for executives as it saves them much travelling time. Conveniences like F&B,
entertainment centres and international schools are nearby, catering to the needs of individuals and executives with families. Beyond prime location, the residences are WiFi enabled and come with complementary internet access, plus a smartphone with a complimentary 3G data plan and free local and IDD calls to selected countries. Executives will not come back to just an accommodation. Instead, they return to familiar faces, welcoming
surroundings and the assurance that their needs will be taken care of. There are even lifestyle activities which residents can enjoy, including city tours and workshops on local culture. These are just some of the ways Ascott goes the extra mile to make executives’ stay a memorable one. What’s here to stay, though, is the unique warmth and familiarity of home that the leader of the serviced residence industry is renowned for around the world.
Ascott Orchard Singapore Opens 1 December 2016 Visit www.the-ascott.com for special opening promotion, join as an Ascott Online Member to enjoy exclusive rates
Ascott Returns to Orchard Road Ascott Orchard Singapore – Opening December 2016 Ascott The Residence is bringing back the buzz on Orchard Road after more than 30 years. The new fashion-inspired Ascott serviced residence will be the definition of luxurious living for the global business and leisure traveller. We look forward to welcoming you to the trendiest accommodation in the heart of Orchard. Ascott Orchard Singapore
Ascott Raffles Place Singapore
Citadines Fusionopolis Singapore
Somerset Liang Court Singapore
Our Serviced Residences in Singapore Ascott Orchard (opening December 2016) • Ascott Raffles Place • Citadines Fusionopolis • Citadines Mount Sophia • Somerset Bencoolen • Somerset Liang Court • Somerset Orchard
From the spacious exclusivity of Ascott, to the vibrancy of independent city living at Citadines, or the pampering touches for the family at Somerset, there is a serviced residence designed to make you feel at home. Because life is about living.
Enjoy Ascott’s Best Rate Guarantee | www.the-ascott.com | +65 6272 7272
With three award-winning serviced residence brands, we welcome you to enjoy our renowned hospitality in more than 290 properties in over 100 cities spanning more than 25 countries across the Americas, Asia Pacific, Europe and the Middle East.
Ascott ad-210x268-HiResFA(3).indd 1
CHANGING NEEDS Serviced apartments see a wide range of travellers through their doors each year, including well-travelled consultants; single business leaders on both short and long-term assignments, and even families. HRM Asia looks at how properties differentiate their services to give each guest a memorable and fulfilling experience.
cross Asia-Pacific, more and more business-related travel is taking place, not just into and out of the region, but also between the markets within it. The high-growth emerging markets, combined with the established business centres of Singapore and Japan mean that even in an uncertain global economy, more business is being done in Asia-
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Pacific than ever before. For serviced apartment providers, that has meant an overall increase in clientele. But that growth has not been uniform across the typical categories of guests that properties tend to rely on. There are now some very different types of guests utilising these homes away from home: well-heeled consultants
are mixing with younger, first-time expatriates; and single business leaders are staying in the same properties as relocating families, with school-age children and sometimes even pets. Add to that the growing number of â€œb-leisureâ€? travellers who prefer serviced apartments to hotels and you have a complex list of wants and needs.
Catering to all of those, without spoiling the experience of any one type of guest, requires a unique balancing act. Serviced apartment operators have had to build up their planning and strategy arms to successfully straddle the lines between their core customer bases. As experts explain to HRM Asia, it hasn’t been easy, but the rewards for guests have made the extra effort worthwhile.
Brand recognition One valuable strategy that many properties and groups of properties have relied upon is the building of a single brand across their residences. This aims to keep the things that all types of travellers appreciate at top of mind when considering their accommodation choices. Far East Hospitality, for example, trades heavily on its “Singaporeinspired“ hospitality. Arthur Kiong, CEO of Far East Hospitality, says this strong customer-focused approach is guided by four principles. “They are: providing guests with comfort during their stay without excess; providing attention and great service to guests without any pretension; focusing on the hotel’s aesthetics without being ostentatious; and remaining relevant to our guests’ needs with a touch of elegance,” he says. Fraser’s Hospitality also aims to be recognised as a strong accommodation choice catering to a wide variety of travellers. Choe Peng Sum, CEO of Frasers in Singapore, says the company is dedicated to anticipating and exceeding the evolving needs of business and leisure travellers, largely through its internal culture of continuous innovation and different brand identities. “This is made evident by our brand properties that are specifically catered to different demographics, including Fraser Suites, Fraser Place and Fraser Residence for business executives with extended stays; Modena by Fraser for the ‘road warrior’ business travellers who are constantly on-the-go; Capri by Fraser for the rising millennial travellers; Malmaison for those with a flair for
design and style; and Hotel du Vin for travellers looking for a quintessential British hospitality offering,” he says. Choe adds that regardless of the individual property, the broad Frasers brand means all guests can look forward to a high benchmark standard of service and function. “Our serviced apartments are thoughtfully designed and come in a choice of sizes ranging from studios to four-bedroom and penthouses,” he says. “We are also located across key cities which will allow them to stay at a familiar place wherever they are, be it for business or leisure.” Far East Hospitality also offers a range of brand styles to hone in on different traveller types. “We adopt a distinctive approach of conceptualising our brands based on our guests’ psychographics, a departure from the traditional star-rating system,” Kiong says. “For example, our Village brand seeks to provide authentic experiences for discerning travellers, allowing them to ‘live like a local’ in Singapore. “Meanwhile, Oasia, through its three wellness pillars – Refresh, Refuel, and Recharge – encapsulates and delivers the quintessence of wellbeing that enables each guest to accomplish more during their trip.”
No impacts Both property groups say there are few, if any, impacts when different types of business travellers choose the same serviced residence brand. “We (Far East Hospitality) observe that serviced residences and residences with services appeal to guests who are looking at mid-term to long-term stays and seeking a home away from home,” Kiong says. “They present an effective solution as well great value, with services ranging from housekeeping services and fullyequipped serviced offices and kitchens, to free shuttles to key central business district locations.” Choe says Fraser’s Hospitality also puts a great deal of effort into ensuring
every guest feels well-taken care of, regardless of their age or forward travel plans. “A wide variety of services and a full suite of lifestyle facilities are provided to meet the needs of all types of guests,” he says. “The different brand properties and the locations we are situated in are testament to our dedication to meeting the needs of all types of guests.”
The things everyone agrees on Of course, the things that bind serviced apartment residents together are far greater than the differences between each category of traveller. There are some things that all guests can agree are important inclusions in the serviced apartment offer, regardless of whether they are a road warrior-type or a young family on their first international move. Choe says this comes down to making guests feel welcome and relaxed. “All guests want to feel welcomed and welltaken care of, and have their individual demands met to create a memorable experience,” he says. “At Frasers Hospitality, every guest’s touchpoint and every guest’s encounters with staff are met with ‘service intuition’. We also strive to make our guests feel at home, with gestures including arranging pillows and slippers just the way the guests like them.” Kiong adds that Far East’s Oasia brand offers an important wellness focus that travellers of all shapes and stripes appreciate. “The expansion of our Oasia brand comes at an opportune time to tap on the growing tourism market fuelled by Asia’s fast-growing middle class,” he says. “We believe that the brand’s clear focus on health and wellbeing resonates with both our business and leisure guests. “Given the change in time zones, travel delays, and multiple meetings, business travel often leaves travellers with few opportunities for wellness. Travellers want to keep up with their health routines and diets, and we make it possible for our guests to ‘journey well’ during their trips.” ISSUE 16.6 SUPPLEMENT
THE CLUB RESIDENCES BY CAPELLA SINGAPORE
Modern living set amid natural surroundings B
usiness executives relocating to the little red dot with their families can look no further than The Club Residences by Capella Singapore, a tropical paradise well hidden in the city of skyscrapers. The ultra-luxury residence, exuding an elegant and contemporary look as designed by renowned architect Sir Norman Foster, serves as a beautiful contrast to the natural forestry on Sentosa Island. Famed for its unrivalled and award-winning personalised service, The Club Residences offers an impressive suite of 81 longstay lodging, each having panoramic views of the South China Sea or the lush summer gardens. Whether one is looking for an intimate accommodation from its 72 exquisitely designed suites and penthouses, or a lavish sanctuary from its spacious nine manors with private pools – of which the largest
The Club Residences by Capella Singapore 1 The Knolls Sentosa Island Singapore 098297 Tel: +65 6591 5071 Email: email@example.com Web: www.theclubcapellasingapore.com
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unit has a 5,640 square feet span – this resort-style living is designed perfectly for a quiet retreat from the hustle and bustle. A hallmark of The Club Residences experience is the luxury of preferential service provided by the professional team of Club Executives available round-the-clock, seven days a week. Catering to every household’s needs from last minute requests to the planning of surprise birthday parties, nothing is impossible with the Club Executives. As a comfortable home away from home, The Club Residences aims to provide not only the best service but also a wealth of recreational and business facilities for
its residents including a spacious Clubhouse for private parties, fitness centre, babysitting services professional housekeeping and high security. Residents also have the privileged access to the hotel’s luxe offerings such as its cascading swimming pools and the award-winning Auriga spa and, 24-hour in-room dining service to satisfy any late night cravings. The heart of The Club Residences is the Clubhouse which is also a special place where a strong sense of belonging is built. Regular family and community engagement activities including movie nights, a game of billiard or festive
celebrations, as well as daily continental breakfast service, take place at this executive club lounge. Sitting on 30 acres of lush greenery, The Club Residences offers an inspiring natural setting, just moments from Singapore’s financial and shopping districts. It is also just a stone’s throw away from popular marinas such as Marina at Keppel Bay and One Degree ONE°15 Marina Club. Universal Studios Singapore, KidZania, Sentosa Golf Club, Sentosa beaches as well as a plethora of activities and attractions are available for weekend enjoyment on the island itself.
Come Home to Paradise ISLAND LIVING WITH A TOUCH OF LUXURY Marrying contemporary finishing with the prestigious Capella experience, The Club Residences delivers a comfortable home away from home. Located just moments away from major business hubs and Orchard Road, the resort-style lodging offers a wide range of amenities and services to fulfil your daily, recreational and business needs. With a minimum stay of six months with your family in any Suite, Penthouse or Manor at the Best Available Rate, enjoy complimentary arrival and departure transfers, exciting food and beverage perks at Capella Singapore, a pampering treatment at award-winning Auriga spa and more. Terms and conditions apply. To arrange for a private preview of your exquisite long stay experience, please contact our Club Sales Managers at +65 6591 5071 / firstname.lastname@example.org.
The Club Residences by Capella Singapore 1 The Knolls Sentosa Island Singapore 098297
OAKWOOD STUDIOS SINGAPORE
Kiss goodbye to the expected S
tylish apartments with eclectic tech-enabled spaces, Oakwood Studios Singapore is more than an address. Catering to the dynamic lifestyle of urban travelers, Oakwood Studios Singapore’s prime location and thoughtfully curated spaces allows one to seamlessly alternate between work and leisure. Nestled just off Orchard Road – the city’s prime shopping belt, residents are within walking distance to an array of shopping, dining and entertainment options, as well as one of Singapore’s top medical centres, Mount Elizabeth Hospital. The property is strategically located within a 10-minute walk to Orchard MRT station, a 10-minute drive to the CBD and 20-minute drive to Changi International Airport. The first Oakwood branded serviced apartment in the garden city, Oakwood Studios Singapore offers travelers a casual and unpretentious space to work, live and thrive. Designed for the millennial mindset, Oakwood Studios Singapore boasts of a
trendy, upscale serviced apartment that caters to the expectations and lifestyle of mobile customers who seek connectivity, productivity and stylish design. The brand-new Oakwood Studios Singapore features 98 units of Studios, One- and Two-Bedroom apartments. Customised for travelers on mid to extended stays, each apartment has tastefully appointed décor, comes with a fully-equipped
kitchen complete with kitchenware, cutlery and full furnishings. Ideal for seasoned city dwellers and those setting foot in a new city, the curated apartments and services provide a comfortable environment for business and leisure. In addition, a residents’ lounge, perfect for coworking or a casual gettogether, a rooftop gym, barbeque pit and swimming pool provides the perfect
setting to wind down after a long day’s work. Quirky designs and little elements of surprise await at every turn for a truly memorable experience at Oakwood Studios Singapore. Lush landscaping in the recreational and public areas deliver pockets of calm and create an oasis of relaxation and rejuvenation in the heart of the city. Bask in the city’s urban and vibrant scenes at Oakwood Studios Singapore, home to exciting adventures and independent explorations. The property opens its doors in December 2016.
Oakwood Studios Singapore 18 Mount Elizabeth Singapore 228514 Tel: (65) 6885 1948 Email: email@example.com www.oakwoodasia.com/singapore-orchard
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LOUIS KIENNE™ SERVICED RESIDENCES – HAVELOCK PROFILE
A fusion of the best in style and comfort L
OUIS KIENNE Serviced Residences in Singapore represents the wellconnected, modern lifestyle – an upscale concept designed for cosmopolitan travelers and seasoned city dwellers for business and leisure stays. Managed by Ariva Hospitality, this modern 96-unit high-rise residential haven is perfectly tucked in one of Singapore's oldest heritage community. Centrally located at just a 25 minutes drive from the airport, the Central Business District as well as shopping and entertainment belts of Orchard Road and Robertson Quay are only just minutes away. Residents can easily
access any part of the island via several bus services available at the Residences' door-step, or a short walk to Tiong Bahru MRT station. Essential amenities, such as supermarkets, banks, medical care and a wide variety of delicious local dining options are all available within the vicinity as well. Customised for individuals or families on long or extended stays, all apartments are tastefully appointed in decor and stylishly designed for spacious, comfortable living. Our amenities include a modern and fully equipped kitchen and premium quality beds. There is also a free
‘Handy’ Smartphone for guests to surf the internet / GPS while roaming the city, and also make free local calls and international calls to selected destinations. For recreation, guests will be delighted to head up to the sky-deck facilities for breeze and sunshine by the pool, or even host a BBQ with family and friends. Morning perks include Continental breakfast available daily and served at the Guest Lounge overlooking the pool. Personalised services include our friendly Concierge, housekeeping serviced by regular staff who are familiar with residents' habits, and 24-hour managed security.
At LOUIS KIENNE, we create the time and space for introspection; relaxation, self-discovery, and better living. For enquiries on, visit www.stayariva.com
LOUIS KIENNE™ Serviced Residences – Havelock 554 Havelock Road, Singapore 169639 Tel: (65) 6591 9888 Fax: (65) 6591 9889 Email: Louis-Havelock@stayariva.com
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PARK AVENUE HOTELS & SUITES
Small things matter at Park Avenue D
esigned with the comfort of business travellers to Asia in mind, Park Avenue Hotels & Suites are located in key business districts, close to bustling shopping zones in the central, western and eastern parts of Singapore. Centred on the philosophy that small gestures make a big difference, Park Avenue staff strive to be thoughtful and attentive to the guests’ needs. At Park Avenue, we focus on the one real thing that makes a difference: How do the guests feel when they stay there? When you’re miles away from home, we know how much you desire a balanced lifestyle. This is why every Park Avenue property is built around this promise of being your kind of space - where you enjoy a holistic lifestyle that balances work, life and play. And because of this, all our properties are sited close to entertainment and business hubs. Offering quality service and understanding the needs of
our guests is our priority. The number of accolades received, such as the Certificate of Excellence 2015 by TripAdvisor, World Luxury Hotel Awards 2015 & 2014, Singapore Prestige Brand Award and Excellent Service Award, reflect our commitment to the hospitality industry. With these achievements, Park Avenue strives to make its mark with its strong vision for growth and service offerings.
Park Avenue Rochester
For more information, Park Avenue Hotels & Suites Sales Office: 2 Changi Business Park Avenue 1 Singapore 486015 Email: firstname.lastname@example.org Web: www.parkavenueintl.com Central Reservation Hotline: 6830 8360 Central Reservation email: email@example.com
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Executive Deluxe — Park Avenue Changi
Park Avenue Rochester showcases 311 chic business hotel rooms and suites for discerning travellers. Surrounded by the lush greenery of Rochester Park, the hotel is close to MRT stations and minutes away from business districts like one-north and International Business Park. To enhance
its service offerings and competitive edge, Park Avenue Rochester undertakes a pilot project to utilise robots in its operations, such as transporting linen and bottled water for room service as well as delivering luggage and food to guestrooms.
Park Avenue Changi Park Avenue Changi offers comfortable living spaces in the heart of Changi central. Located near Expo MRT station, the 251 contemporary business hotel rooms and suites, modern furnished gym and relaxing pool keep guests pampered and occupied.
Park Avenue Clemenceau Park Avenue Clemenceau is situated in one of Singapore’s most enviable spots, next to the riverside with a wide range of dining and entertainment
Executive Premier — Park Avenue Rochester options. It is also a short distance to the Central Business District. Guests will enjoy a colourful stay at one of the 150 serviced suites where every day brings new surprises in the most delightful ways.
Park Avenue Robertson Park Avenue Robertson features a variety of 31 serviced apartments and five townhouses. Well-appreciated for its spaciousness and tropical charm, Park Avenue Robertson has also preserved cherished yesteryear elements like a pre-war shop house façade while offering a myriad of modern amenities.
FRASER HOSPITALITY PTE LTD
Experience the Fraser Difference
Fraser Place Robertson Walk, Singapore
rasers Hospitality Group Pte Ltd is the hospitality arm of Frasers Centrepoint Limited that owns and operates properties under Frasers Hospitality and asset-manages third-party properties under Frasers Hospitality Trust. Since its inception in 1998, Frasers Hospitality has grown from
Frasers Hospitality 491B River Valley Road, #14-04 Valley Point, Singapore 248373 Central Reservations (Singapore): +65 62 700 800 or Singapore Toll-free: 1800-FRASERS (372 7377) Fax: +65 64 150 519 Email: reservations.singapore@ frasershospitality.com Web: frasershospitality.com
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an initial 412 residences in Singapore to 139 properties, over 80 key gateway cities and more than 22,800 keys worldwide across Europe, Middle East, Africa, North Asia, Southeast Asia and Australia. In 2014, Frasers Hospitality Trust was launched as the first global hotel and serviced residence trust to be listed in Singapore, comprising Frasers Hospitality Real Estate Investment Trust and Frasers Hospitality Business Trust. Collectively, the Initial Portfolio has a total of 2,364 hotel rooms and 842 serviced residence units valued at $1.96 billion. Frasers Hospitality operates serviced, hotel residences and boutique lifestyle hotels across five brands that cater to different market segments: • Fraser Suites, Fraser Place
and Fraser Residence; Gold-Standard serviced residences cater to the extended-stay needs of business executives. • Modena by Fraser; modern lifestyle serviced residences designed for ‘road warrior’ business travellers who are constantly on the go.
• Capri by Fraser; a designled and high-tech hotel residence for the ‘always on’ lifestyle needs of Millennial travellers. • Malmaison; a collection of boutique stylish hotels in iconic buildings and individually designed guest rooms with flair and imagination for travellers who dare to be different. • Hotel du Vin; a collection of classic and elegant hotels with trademark bistros, caters to travellers looking to experience a quintessentially British hospitality. A globally awarded leading hospitality group, Frasers Hospitality aims to anticipate and exceeds customers’ evolving expectations through continuous innovation and intuitive service to deliver memorable experiences. It is on track to achieve 30,000 keys by 2019.
vibrant cosmopolitan living with its chic and stylish décor. Each property is located in the energetic heart of the city, often moments from key business districts.
FRASER RESIDENCE Contemporary & Minimalist Fraser Residence is a private sanctuary in a prime location. Contemporary and calm, the tasteful serenity Mercedes-Benz Living @ Fraser at Capri by Fraser, Changi City / Singapore
Discover exclusive privileges with our guest recognition programme
Work. Play. Travel. Shop. Eat. All things we enjoy more when they come with an element of surprise. Whatever the reason you’re in town, start your journey from a launch pad of exploration: Oakwood Studios Singapore. Stay for a week at Singapore’s most electrifying new serviced residence, and you’ll be ready to
KISS GOODBYE TO THE EXPECTED
OPENING IN DECEMBER 2016
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