Page 1

Sector Guide AUGUST 2017

SERVICED RESIDENCES GUIDE 2017


Island Conversion COMFORTABLE HOME AWAY FROM HOME

Perfect for families, The Club Residences by Capella Singapore offers a personal Club Concierge service 24/7. Located mere moments away from major business hubs, the luxurious accommodation is a stone’s throw away from the bustling city centre and shopping districts. The Club Residences offers a wide range of amenities and services to fulfil your daily, recreational and business needs. Stay a minimum of 6 months* to enjoy: • Complimentary arrival and departure transfers by a limousine • Welcome gourmet hamper • Morning refreshments at The Clubhouse • One-time moving service rebate • Complimentary Sunday Brunch for 2 at The Knolls *Terms and conditions apply

To arrange for a private preview of your exquisite long stay experience, please contact the Club Sales Managers at +65 6591 5071 / theclub.singapore@capellahotels.com. The Club Residences by Capella Singapore 1 The Knolls Sentosa Island Singapore 098297 theclubcapellasingapore.com


SERVICED RESIDENCES

SECTOR GUIDE

CONTENTS F E AT U R E S OUR GUEST: WHY SERVICED 02BEAPARTMENTS STILL WIN OUT

Web-based accommodation sharing business Airbnb has grown to be one of the world’s most celebrated startups, but it is still yet to break into the business travel market. HRM Magazine takes a critical look at the advantages serviced apartments still have over both hotels, and one of the world’s biggest disruptors.

W

elcome to HRM Magazine’s Annual Serviced Residences Sector Guide, where we give you the lowdown on the latest trends that matter in this key part of the HR industry. Our first feature delves deeper into the Airbnb phenomenon, and the ways it is seriously disrupting the business models of traditional hotels and accommodation providers. But serviced apartments still retain a crucial edge over their counterparts when it comes to the business travel segment. We share why these properties are still the number one choice for HR departments looking to dispatch employees overseas for both short and long-term assignments Our second feature is an exclusive chat with Richard Tan, VicePresident of Serviced Suites, Pan Pacific Hotels Group. Tan offers an update on the serviced apartment industry in Asia in the wake of last year’s Brexit and US Presidential Elections: two massive geopolitical events that have shaped the global workforce mobility agenda in 2017

PUBLISHED BY

12OPTIMISM AMID UNCERTAINTY

Despite a turbulent 2017 so far, Richard Tan, VicePresident, Serviced Suites, Pan Pacific Hotels Group, says the serviced apartment sector is well placed to experience growth in Asia-Pacific.

PA R T N E R P R O F I L E S This specialist HR Sector guide was brought to you with the support of the following supporting partners.

05 06 08 10

THE ASCOTT LIMITED

15

THE CLUB RESIDENCES BY CAPELLA SINGAPORE

16 18 20

FRASERS HOSPITALITY GROUP

PARK AVENUE HOTELS & SUITES OAKWOOD PREMIER OUE SINGAPORE

PARKROYAL SERVICED SUITES SINGAPORE

Proudly owned by Diversified Group of Companies

HRM Asia Pte Ltd 60 Albert Street, Albert Complex #16-08 Singapore 189969 Tel: +65 6423 4631 Fax: +65 6423 4632 Email: info@hrmasia.com.sg

02

MCI(P) 028/07/2017 ISSN 0219-6883

©HRM Asia Pte Ltd, 2017. All rights reserved. Republication permitted only with the approval of the Editorial Director.

FAR EAST HOSPITALITY PAN PACIFIC SERVICED SUITES

AUGUST 2017

SECTOR GUIDE

HRM ASIA.COM

01


F E AT U R E

S E R V I C E D A PA R T M E N T S

BE OUR GUEST:

WHY SERVICED APARTMENTS STILL WIN OUT Since starting in 2008, web-based accommodation sharing business Airbnb has grown to be one of the world’s most celebrated startups. But it is still yet to seriously break into the business travel market. HRM Magazine takes a critical look at the advantages serviced apartments still have over both hotels, and one of the world’s biggest disruptors

B Y YA M I N I C H I N N U S WA M Y

02

HRM ASIA.COM

SECTOR GUIDE

AUGUST 2017


T

ravel accommodation is frequently seen as a mixed bag; something to be approached with equal parts wariness and trepidation. It’s a sentiment often reflected in popular culture, from the iconic motel shower murder scene in the film Psycho, to the famous lyrics of the Eagles’ Hotel California describing a hotel where “you can check out any time you like (but you can never leave)”. Nonetheless, most hotels can be relied upon to deliver a basic standard of quality, along with safety, security, and stability – important considerations when HR is sending its employees off to unknown foreign locales. A guest can expect a standard template of amenities when checking into a hotel room: bed, bathroom, desk, mini-bar, breakfast buffet, and daily housekeeping at the very least; room service and laundry if they’re willing to shell out a little more. The shared option? Airbnb, in contrast, promises character and homeliness at a fundamental level. No two homes are the same – likewise, neither are any two Airbnb listings. It’s also potentially less severe on the wallet. By functioning in the sharing economy, a platform like Airbnb can slash overhead expenses, making it a cheaper prospect than hotels, and not just for backpackers or tourists. If a listing on Airbnb meets certain requirements – from small details like having

AUGUST 2017

an iron and bathroom essentials, to smoke detectors and laptop-friendly workspaces – it is marked with an icon that denotes it as being “business travel ready”. The diversity and scale of Airbnb listings equates to flexibility for guests. But while flexibility might be fine for an individual traveller planning a holiday, it may not be ideal if you’re a HR professional organising multiple stays, across multiple locations, for multiple seniority levels of employees. For a start, not all of Airbnb’s business travel listings offer “standard” hotel amenities like housekeeping or breakfast. In fact, many Airbnb hosts expect travellers to clean up after themselves, because these are actual homes, owned and possibly lived in by people who aren’t temporary guests. Likewise, security and safety can be a mixed bag. One listing might have a stateof-the-art electronic security system, while another is located in a building where people like to prop the common door to avoid locking themselves out. Is the WiFi down? Or the water? Hopefully the host can get through to their internet provider or a plumber sooner, rather than later. Of course, these things can and do happen in hotels and serviced apartments as well, but professional hospitality providers tend to have dedicated, in-house maintenance and housekeeping teams whose top priority is guests’ comfort.

SECTOR GUIDE

HRM ASIA.COM

03


F E AT U R E

S E R V I C E D A PA R T M E N T S

Consider the Kuala Lumpur-based HR manager with a software team that needs to be deployed to Singapore for a 10-week client project. For that length of time, renting an actual home might seem a more workable prospect. But this is not always an option: in Singapore, for example, the minimum rental period for private homes is three months, and few landlords are willing to work on leases that are any shorter than a year. There are also pesky things like utility bills and maintenance that tenants – the deployed employees, in this case, or maybe even the HR manager – have to deal with. It’s in this “in-between” space that serviced apartments prove valuable. “Serviced apartments bridge the gap between hotels, which cater mainly to short stays, and the traditional rental market,” says Kevin Goh, Chief Operating Officer of The Ascott Limited, which hosts a portfolio of nine serviced apartment properties in Singapore – including residences in Raffles

Place and the one-north campus. “Besides providing the services and facilities available in hotels, our serviced residences offer more space, comfort and privacy.” Goh adds that serviced residences are also a practical, wallet-friendly option for long-stay guests. “Instead of incurring a higher cost of booking multiple rooms in a hotel, companies and families are able to save on accommodation expenses by housing larger groups in a serviced apartment where each member can still enjoy the privacy of individual bedrooms.” The increased space, privacy and independence that serviced apartments provide may be negligible for a CEO dropping by an overseas office for two days, but can be significantly more conducive for employee productivity and morale for both larger groups and longer stays. Project groups don’t have to feel like they’re tripping over the same colleagues they’ve had to spend the whole work day with. Relocated employees, especially those travelling with families, can focus on acclimatising to a new country and finding more permanent accommodation. The ability to cook your own food – or even just having a proper fridge to store milk or leftover take-out (let’s face it – mini-bars struggle to keep more than one or two drinks cold at a time) – may seem like a small detail, but it’s a significant cost-saver, and one that allows fish-out-of-water employees some control over what is an otherwise foreign environment. Ultimately, by providing amenities like fully-equipped kitchens and housekeeping, a serviced residence can serve as a comfortable, though temporary, home, but one that doesn’t necessitate changing the sheets or vacuuming the carpet every week. “To create the ideal ‘home away from home’ experience, we focus a lot on the comfort, security, and spaciousness of a home but with the amenities and conveniences of a hotel,” says Andrew Yee, General Manager of Pan Pacific Serviced Suites Orchard, which has two properties in the central Beach Road and Orchard areas of Singapore. “These include sleek designer furnishings, separate lounge and bedroom, and a fully equipped kitchenette with premium appliances and washer/dryer facilities in every suite. “With our residents staying on a long-term basis, we have taken measures to ensure that both properties for Pan

04

AUGUST 2017

“SERVICED APARTMENTS BRIDGE THE GAP BETWEEN HOTELS, WHICH CATER MAINLY TO SHORT STAYS, AND THE TRADITIONAL RENTAL MARKET” Airbnb itself seems aware of this shortcoming in its offerings. Bloomberg recently reported that the company is working on a special tier called Select, geared towards higher-paying travellers. Airbnb has declined to comment on these reports, but Bloomberg’s sources suggested that these listings would offer amenities similar to those found in upscale hotels, and be personally inspected and curated by Airbnb.

Home away from home

HRM ASIA.COM

SECTOR GUIDE

Pacific Serviced Suites in Singapore are thoughtfully designed with well-appointed and defined spaces for work and rest. “To us, the comfort of our residents comes first.” Goh agrees, adding, “In the hospitality business, it is the people who make the difference. Ascott staff around the world work hard to ensure the wellbeing of our guests as we create memorable home-awayfrom-home experiences.”

The future Serviced residences aren’t necessarily premium options for higher level executives. MetroResidences is an Airbnb-style platform for corporate clients,that lists over 400 privately-owned condominium units across various developments in Singapore. Specifically targeting the mid-tier segment, MetroResidences listings range in location from the central town area to trade hubs like Pasir Panjang. “You could call us Airbnb for business travellers – we occupy the space between it and serviced apartments,” says Alicia Cheong, management associate at MetroResidences. “We semi-manage the apartments and curate the details of each listing, from pricing, furnishing, maintenance, right down to photography.” Homeowners hand over their house keys for at least six months, and MetroResidences’ team curates a specific standard quality of furnishings and amenities, including WiFi, kitchenware and linen. Serving only corporate clients, the platform stands apart from Airbnb in having its own in-house, mobile maintenance, and housekeeping teams to ensure that its listed properties are kept clean and functional. The MetroResidences platform adds to the offerings of a sector that is likely to see increased demand in the coming years – PricewaterhouseCooper’s Talent Mobility 2020 and Beyond report notes that employee mobility is expected to have risen by 50% over the decade to 2020. Short-term assignments of a few months are becoming more popular, especially in the eastern part of the world. Hotels and Airbnb aren’t going anywhere, but in a landscape of increasing short-term deployments, the conveniences and cost savings of serviced residences remain tough to beat. yamini.chinnuswamy@hrmasia.com.sg


THE ASCOT T LIMITED

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 owner-operator with more than 300 properties in over 100 cities spanning more than 25 countries 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 for assignments. The company’s three awardwinning brands - Ascott, Citadines and Somerset, cater to different lifestyle needs, and further ensures there is a suitable apartment for every executive. All three brands of serviced residences are in Singapore. If you are finding accommodation here for yourself or for your colleagues, choose from

a total of seven properties. Ascott Orchard, the latest addition to the company’s portfolio, is a 220-unit serviced residence located in the heart of Orchard Road and has interiors inspired by fashion. The interior décor is tastefully furnished in a beige and brown palette that soothes the senses, offering a sanctuary with homely comforts found in every turn.

Ascott Raffles Place offers 146 luxurious serviced suites, offering discreet and personalised service in an exclusive environment. The property frequently welcomes top executives, government dignitaries and industry leaders. Citadines Fusionopolis and Citadines Mount Sophia cater to savvy, independent travellers who want high-quality accommodation that provides the flexibility to pay

PROFILE

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 such as F&B outlets, entertainment centres and international schools are nearby, catering to the needs of individuals and executives with families. Beyond the prime location, the residences are WiFi-enabled and come with complementary internet access, plus a smartphone with complimentary 3G data plan and free local and IDD calls to selected countries, offering excellent business connectivity and maximum comfort. Executives will not return 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 to help them settle in quickly. 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 has been renowned for around the world.

The Ascott Limited Tel: (65) 6272 7272 Email: enquiry.singapore@the-ascott.com Website: www.the-ascott.com Visit www.the-ascott.com for more details and join as an Ascott Online Member to enjoy exclusive rates AUGUST 2017

SECTOR GUIDE

HRM ASIA.COM

05


PROFILE

PA R K A V E N U E H O T E L S & S U I T E S

Small things that matter at Park Avenue

D

esigned with the comfort of business travelers 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 Best Business Innovation Award by Singapore Tourism Board, Certificate of Excellence 2017 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 Park Avenue Rochester showcases 351 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 is the first mover in Singapore’s hospitality industry, adopting robotics innovation to take on manual work, such as transporting linen and bottled water for room service 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 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. Wellappreciated 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.

Park Avenue Hotels & Suites Sales Office: 2 Changi Business Park Avenue 1 Singapore 486015 Email: parkavenue@uel.sg Web: www.parkavenueintl.com Central Reservation Hotline: 6830 8360 Central Reservation email: pareservations@uel.sg

06

HRM ASIA.COM

SECTOR GUIDE

AUGUST 2017


Park Avenue Ad - HRM copy.pdf 1 10/7/2017 10:54:36 AM

A proud recipient of

C

M

Y

CM

MY

CY

CMY

K

Located in key business districts, the properties under Park Avenue Hospitality Group is a premier destination for its vibrant diversity of facilities and business opportunities. Park Avenue Hospitality Group features over 788 contemporary hotel rooms and serviced suites that offers comfortable living spaces for discerning travellers. Park Avenue Rochester is also a proud recipient of the ‘Best Business Innovation’ from the Singapore Tourism Award 2017. The hotel is the first mover in Singapore’s hospitality industry, adopting robotics innovation to take on manual work, allowing our staff to deliver higher quality of service to our guests.

Our Properties Park Avenue Rochester • Park Avenue Changi Park Avenue Clemenceau • Park Avenue Robertson

Central Reservations: +65 6830 8360 Email: pareservations@uel.sg


PROFILE

OAKWOOD PREMIER OUE SINGAPORE

A relaxing home with all the luxuries of a five-star hotel

L

ocated in the heart of Singapore’s vibrant Central Business District, Oakwood Premier OUE Singapore is a luxury serviced apartment situated within the mixed-use development OUE Downtown. Well connected to the city’s major entertainment and cultural districts, and strategically located within walking distance to Tanjong Pagar, Raffles Place and Downtown MRT stations, residents will find Oakwood Premier OUE Singapore an ideal base from which to explore the city or live like a local, with convenient access to offices, retail options, the city’s attractions, and a comprehensive range of dining establishments. Comprising a total of 268 luxuriously furnished units, Oakwood Premier OUE Singapore offers a mix of studio, one- and two-bedroom apartments. Blending urban style with natureinspired elements, the Oakwood Premier serviced apartments are designed to give sophisticated travelers a relaxing home, with all the luxuries of a hotel, complete with a range of premium facilities and amenities. These include the 74-seater Se7enth restaurant with in-room dining options, The Oakwood Executive Club lounge, a contemporary lobby bar, an outdoor infinity pool and jacuzzi, high-speed internet connectivity, a round-the-clock fitness center, a boardroom with meeting facilities, a residents’ lounge, and an outdoor barbeque.

Accommodation facilities The well-appointed studio

08

HRM ASIA.COM

One-bedroom apartment apartments range from 28 to 32 square meters. Tastefully furnished for comfortable living with essentials for mid- to long-term stay, the studio apartment features a kitchenette with microwave, Bluetooth sound system, a Samsung tablet and a mobile phone. A complimentary selfservice launderette is also available. Ranging from 30 to 58 square meters, the luxuriously furnished one-bedroom apartments offer superior comfort with exquisite touches with well-appointed amenities including a fullyequipped kitchen, 2-in-1 washer/ dryer, Bluetooth sound system, a Samsung tablet and a mobile phone. Elegantly appointed with

SECTOR GUIDE

AUGUST 2017

a spacious layout, the twobedroom apartments range from 70 to 98 square meters and is inclusive of a fully- equipped kitchen, dishwasher, washer, dryer, Bluetooth sound system, a Samsung tablet and a mobile phone. Se7enth Restaurant: Helmed by Executive Chef Dickson Fung and his team, Se7enth offers contemporary international dining. In-room dining services are available to give residents the full “hotel” room service experience should they wish to dine in private. The Bar: Offering a curated selection of cocktails, spirits and premium wines, as well as delicious bar bites, The Bar works seamlessly as an informal meeting point,

aperitif spot or post-dinner night cap.

The Oakwood Executive Club: The private poolside executive club lounge is exclusive to residents with club privileges. Residents are also invited to enjoy complimentary breakfast and free-flow evening cocktails and canapés, as well as use of the Executive Boardroom.

Oakwood Premier OUE Singapore Address: 6 Shenton Way, OUE Downtown 1, Singapore 068809 Tel: +65-6812 6000 Email: general.opsg@oakwoodasia.com Website: OakwoodAsia.com/SingaporeCentralBusinessDistrict Facebook and Instagram: @OakwoodPremierOUESingapore


LUXURY LIVING IN THE HEART OF THE CITY Blending urban style with nature-inspired elements, Oakwood Premier OUE Singapore’s serviced apartments are designed to give sophisticated travelers a relaxing home, with all the luxuries of a hotel.

6 Shenton Way, OUE Downtown 1, Singapore 068809 T: +65-6812 6000 | F: +65-6812 6059 | E: general.opsg@oakwoodasia.com OakwoodAsia.com | @OakwoodPremierOUESingapore AUSTRALIA | CHINA | INDIA | INDONESIA | JAPAN | MALAYSIA | PHILIPPINES | SINGAPORE | SOUTH KOREA | THAILAND | VIETNAM

3july_HRM Asia ad .indd 1

7/4/17 1:57 PM


PROFILE

PA R K R O Y A L S E R V I C E D S U I T E S S I N G A P O R E

Refurbished lobby and suites unveiled

P

ARKROYAL Serviced Suites, Singapore, has unveiled a rejuvenated lobby and 90 stylish suites that offer a brand new stay experience to its guests. Guests can look forward to a fully-furnished suite that is designed specially with extended-stay travellers in mind. Each elegantly-decorated unit 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. 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

10

HRM ASIA.COM

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. After work or play, unwind with a book or watch a film on the LCD television and enjoy the home entertainment system. 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 meals or try their hand at cooking some local dishes. You can always speak

SECTOR GUIDE

AUGUST 2017

to the concierge for some easy recipes to get you started. To relax and rejuvenate, take a dip at the resort-style swimming

pool and jacuzzi or enjoy being pamperd at the award-winning St. Gregory wellness spa. Guests also have the option of working out in the well-equipped 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 guests connect with the local culture. You can immerse yourself in the exciting sights and sounds of the city right at your doorstep – explore the colours of ethnic enclave Kampong Glam, savour the local delicacies of Bugis or enjoy a cool cocktail in the trendy watering holes on Bali Lane. Guests can also discover hidden gems in Singapore with our mobile app PARKROYAL Picks, which features tips written by travellers, locals, and our very own PARKROYAL people. At PARKROYAL Serviced Suites, Singapore, we are your local connection to the heart of the city, where all your needs will be met.

For more information Tel: 6296 2511 Email: enquiry.prssin@parkroyalhotels.com Web: parkroyalhotels.com/servicedsuites


F E AT U R E

SERVICED RESIDENCE TRENDS

OPTIMISM AMID UNCERTAINTY Despite a turbulent 2017, RICHARD TAN, Vice-President, Serviced Suites, Pan Pacific Hotels Group, says the serviced apartment industry is well-placed to remain among the top business accommodation providers in Asia-Pacific

12

HRM ASIA.COM

SECTOR GUIDE

AUGUST 2017


With the current economic conditions, what have been some of your challenges as a serviced apartment provider?

Q

Demand has softened further over the last few months as the global economy continues to be weak. An increased supply of serviced apartments and alternative accommodation options have added pressure to an already competitive landscape where supply is likely to outpace demand in the near future. As a serviced suites provider, we are still retaining our market share and holding up against our competitors in the industry.

We’re more than halfway through 2017, and with populism taking over countries like the US and UK – protectionism on labour has been on the rise. This has reduced international mobility of employees. Has the serviced apartment industry in Asia felt the impact of this?

Q

2017 is not very different from 2016, which was a tough year for corporate travel, with many businesses tightening their spending and adopting a wait-and-see attitude to the outcome of major political events such as the US Presidential Election and Brexit. While there are no events of similar significance this year, the geopolitical situation is still uncertain and there remains a general sense of cautiousness across most sectors. Intra-regional travel in Asia-Pacific is slightly more optimistic, and we believe that Pan Pacific Hotels Group will benefit from that as the bulk of our portfolio is in this region and the key source markets for both our Pan Pacific Hotels and Resorts and ParkRoyal Hotels & Resorts brands are from within Asia. For our serviced apartment business in Singapore, we have observed an increase in assignees from China and Southeast Asia.

How do you foresee these trends further developing in 2018? Will international travel rise next year, or will things remain uncertain and volatile?

Q

While corporates will continue to be under pressure to achieve cost efficiencies (which leads to shorter stays), there will always be a demand for international assignments. As a data point, PricewaterhouseCoopers has predicted that by 2020 there will be a 50% increase in overseas assignments undertaken, and by the same year, it is also predicted that multinationals will have assignees in 33 different countries on average. As these employers expand the search for new customers, they will push into emerging markets especially in Asia, where corporate travel spending is expected to grow four times as fast as the US and more than twice the rate in Europe over the next decade. China will continue to be one of Pan Pacific Hotels Group’s most important source markets. Our Pan Pacific online storefront on Alitrip, combined with our investments in digital marketing resources at Shanghai, give us direct access to Chinese consumers and a platform to showcase our global properties to them. AUGUST 2017

SECTOR GUIDE

HRM ASIA.COM

13


F E AT U R E

SERVICED RESIDENCE TRENDS

How often do you communicate with your corporate clients and what sort of conversations have you had this year? What have been some of their concerns, especially since research shows corporate budgets are falling?

Q

Having constant communication with our corporate clients and adjusting to their changing needs (and budgets) is critical to us remaining competitive. While corporate budgets may be tightened, our clients value flexibility from us, for example in terms of furnishing or lease terms, and we do our best to accommodate these. It’s equally important to listen closely to what they value most. Free, high-speed WiFi comes up often on our corporates clients’ priority lists, followed by a compact apartment layout, such as with a one-bedroom suite. More corporate travellers and business people are travelling without their families while on work assignments, which are also getting shorter due to the tighter budgets.

Compared to 2016, what have been your main objectives this year?

Q

We’re constantly enhancing our digital presence to make the booking process as easy and seamless as possible for our customers. More than just a booking channel, it’s one of our most important brand touchpoints and this year, we have focused on creating, publishing and promoting fresh content which give travellers real insights to the destination.

“2017 IS NOT VERY DIFFERENT FROM 2016, WHICH WAS A TOUGH YEAR FOR CORPORATE TRAVEL, WITH MANY BUSINESSES TIGHTENING THEIR SPENDING AND ADOPTING A WAIT-AND-SEE ATTITUDE ”

Q

What are your business strategies to combat these patterns?

The “hybrid” model of hotels and serviced apartments we are operating under our Pan Pacific brand in China, as well as in Hanoi and Yangon, has given us a good niche and the opportunity to convert hotels to long-term stays at our serviced suites. This helps us to grow organically. In China, Pan Pacific enjoys a strong brand presence and familiarity with our properties in the key cities of Tianjin, Xiamen and Ningbo, and we are expecting moderately strong growth in these cities. The co-existence of a hotel in the vicinity of the serviced suites allows us to offer additional services and comforts, which helps to sustain a longer stay at the latter. While in the past, fully equipped serviced apartments were considered only for relocation and extended stays of more than a week or two, the line between hotels and serviced apartments has now blurred. In this light, experience ratings have also become more important in helping guests make a choice about where to stay, so we have made it a priority to protect our reputation not just offline but also online as one of our key customer retention strategies. We’re proud to have maintained our high ratings on sites such as TripAdvisor.com, where Pan Pacific Serviced Suites Beach Road Singapore is consistently ranked in the top ten among more than 300 hotels in Singapore, while Pan Pacific Ningbo is currently in second place.

14

HRM ASIA.COM

SECTOR GUIDE

To support this, our ParkRoyal Picks mobile app, which we developed in partnership with a technology start-up to offer more than 1,000 curated guides in cities where ParkRoyal properties are present, continues to be available for free download on all Apple and Android devices. Beyond brand presence, we are also continuously innovating and investing in research to strengthen our customer base. A mobile app for our guest loyalty programme, Discovery, was launched last year and we’re building on that momentum to roll out a new customer relationship management platform this year, which will offer sharper insights into customer trends and behaviour. We have taken guest feedback into consideration to develop a suite of new brand benefits which will give them even more reasons to stay with us.

In terms of product features, what are some cool, new elements or properties across Asia that you have introduced this year?

Q

ParkRoyal Serviced Suites Singapore was renovated in March to offer a brand new stay experience to its residents. The property, which opened in 1979, is Singapore’s first serviced suite apartment and after a threemonth rejuvenation of its lobby and

AUGUST 2017

90 rooms, it now features stylish suites with modern amenities such as an LCD television, in-room wireless Internet access, a fully-equipped kitchen, and an in-room self-service launderette. Each elegantly furnished unit also offers inspiring panoramic views of the sea or city skyline. We are also opening a property in Malaysia next year in Johor. Located in Iskandar in close proximity to medical and healthcare services, educational institutions and entertainment facilities, Pan Pacific Serviced Suites Puteri Harbour will be the first serviced suites we are operating under the Pan Pacific brand in Malaysia.

Moving forward, what other mobility trends do you foresee will emerge, and how will disruptors like Airbnb continue to change the market?

Q

Amidst rising costs for foreign manufacturers in mainland China, some international businesses are relocating to Vietnam, where, besides the traditional textile sector, there is a burgeoning electronics sector which is attracting billions in foreign investments. Korean giant Samsung, for instance, will be building a new $2 billion complex in Ho Chi Minh City. Many new developments will focus on servicing the short stay segments of one day to two weeks. The world is now more global and demand for short-term project work will continue to rise. The rotation of graduates, for example, is getting more popular. At the same time, long-term assignments including the traditional expatriate package are expected to wane. Alternative accommodation providers like Airbnb and One Fine Stay will continue to expand and enter more markets, especially emerging ones. This rapid growth could be tempered by local restrictions such as in Singapore, where there are currently guidelines in place to curb rentals on a short-term basis. While Airbnb is increasingly targeting corporate travellers to try to grow this side of its business, some corporates may favour serviced apartments for reasons of transparency and consistency of service and quality.


THE CLUB RESIDENCES BY CAPELLA SINGAPORE

PROFILE

Island living at its best

T

he Club Residences by Capella Singapore is said to be the cream of the crop in the Singapore Residences industry. As part of an award-winning Capella Hotel Group, The Club Residences is dedicated to providing unrivalled and impeccable service to its residents. As a comfortable homeaway-from-home, the ultra-luxury residence exudes an elegant and contemporary look as designed by renowned architect Sir Norman Foster. Cast off worldly cares as you enter a peaceful world set upon a hill where peacocks and kingfishers can be found. Restore your senses and enjoy the charming company of those who warmly welcome you home. Retreat to a leisurely paced life amid an old world charm with the modern conveniences and efficient services of a world-class hotel – all just minutes away from the city. Be it a short-stay guest or a long-term resident; every guest will have exclusive access to the preferential service of the private Club Concierge. Available roundthe-clock, the Club Executives

will gladly provide you with customised concierge services to make every stay enjoyable and carefree. Strategically located in Singapore’s premier entertainment

destination Sentosa Island, the resort-style lodging is nestled within the abundance of natural forestry – a landscape uncommonly seen in Singapore – as well as being a mere stone’s throw away from the city’s biggest financial and business districts. The Club Residences offers an impressive suite of 81 accommodation options, each having panoramic views of the South China Sea or the lush summer gardens. Whether one is looking for an homely accommodation from its 72 exquisite suites and penthouses, or a lavish sanctuary from its spacious nine manors with private pools – of which the largest unit has a 5,640 square feet span – this resort-style living is designed with everyone in mind. Complete with the facilities AUGUST 2017

and service of a luxury hotel, The Club Residences also features a 24-hour fitness centre and in-room dining, breakfast at its Clubhouse, a relaxing outdoor pool, as well as within walking distance to the Forbes Five-Star Auriga spa. Residents can also expect professional housekeeping service, high security, as well as hourly babysitting service upon request.

Arrange for your private preview of the residences by contacting the Club Sales Managers today. Address: 1 The Knolls Sentosa Island Singapore 098297 Contact Number: +65 6591 5090 / 5015 / 5092 Email: theclub.singapore@capellahotels.com Website: www.theclubcapellasingapore.com

SECTOR GUIDE

HRM ASIA.COM

15


PROFILE

F R A S E R S H O S P I TA L I T Y

Options galore at Frasers Hospitality

F

rasers Hospitality Group 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. The group has grown from an initial 412 residences in Singapore to 140 properties, over 80 key gateway cities and more than 23,400 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

16

HRM ASIA.COM

a total of 2,364 hotel rooms and 842 serviced residence units valued at $1.96 billion. Fraser 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: A GoldStandard serviced residence which

SECTOR GUIDE

caters to the extended-stay needs of business executives; Modena by Fraser: A modern lifestyle serviced residences designed for “road warrior” business travellers who are constantly on the go; Capri by Fraser: A design-led 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 which caters to travellers looking to experience a quintessentially British hospitality A globally-awarded leading hospitality group, Fraser Hospitality aims to anticipate and exceeds customers’ evolving expectations though continuous innovation and intuitive service to deliver memorable experiences. It is on track to achieve 30,000 keys by 2019.

491B River Valley Road #16-01 Valley Point Singapore 248373 Global Reservations: +65 6898 0800 Central Reservations Singapore: +65 6270 0800 Singapore Toll-free: 1800-372-7377 Website: www.frasershospitality.com Fax: +65 6866 5181 Email: reservations.singapore@ frasershospitality.com AUGUST 2017


PROFILE

FA R E A S T H O S P I T A L I T Y

Experience homegrown hospitality

F

ar East Hospitality is a leading operator of hotels and serviced residences in Singapore. All nine serviced residences in Singapore, as well as Sri Tiara Residences in Kuala Lumpur, Malaysia, are designed with the discerning traveller in mind. Whether travelling alone, visiting with a partner, or enjoying a vacation with family, guests experience comfort with the discreet and thoughtful housekeeping service and roundthe-clock security. Its serviced residences portfolio comprises three distinctive brands: Oasia, Village and Far East Collection. The Oasia brand represents a restorative respite in the city that inspires and empowers guests

18

HRM ASIA.COM

to journey well when travelling through three wellness pillars – Refresh, Refuel and Recharge. The first Oasia serviced residence located in the West Coast of

SECTOR GUIDE

AUGUST 2017

Singapore opened in October 2016. Oasia Residence, Singapore sits on the fringe of the city’s bustling science and technology cluster. Exemplifying a tranquil

home away from home which combines prime location, good value and attentive service, Oasia Residence, Singapore appeals to astute business travellers who seek wellness within the comfort and familiarity of a city. The Village brand reflects the uniqueness of the urban neighbourhood where the property is located. The brand delivers memorable experiences that enable guests to live like a local through three brand pillars – eat like a local, play like a local and explore like a local. Village Residence Clarke Quay and Village Residence Robertson Quay are in close proximity to trendy restaurants and pubs along the Singapore River and the Marina Bay financial district. The culturally rich Chinatown is also minutes away for guests who want a taste of the local heritage. Village Residence Hougang and Village Residence West Coast are situated in the residential suburbs offering an authentic all-encompassing heartland experience away from the hustle and bustle of the city. Each property in the Far East Collection has a unique character and is located within or close to vibrant urban centres. The four properties under the Far East Collection brand offer convenience and attentive service, in a wide range of options, for travellers who want to stay at the heart of the city. Orchard Scotts Residences caters to families with young children while frequent business travellers travelling alone or as a couple will find convenient access to the city centre, shopping malls and MRT stations at Far East Plaza Residences, Orchard Parksuites and Regency House.

Far East Hospitality Tel: +65 6428 8600 Email: reservations@fareast.com.sg Website: www.StayFarEast.com/ serviced-residences


PROFILE

PA N PA C I F I C S E R V I C E D S U I T E S

Pan Pacific Serviced Suites Orchard, Singapore

Feel at home with our Pacific Touch

B

eing in a new environment is never easy. To ease the anxiety of relocating, a comfortable accommodation to settle in and reassurance that you are in good hands will make the move less stressful and get you ready to explore the new city. Experience the comforts of home and the best of city living when you stay at one of the Pan Pacific Serviced Suites in Singapore. Ideal for extended-stay travellers, the serviced suites offer residents a first-class accommodation experience. Choose from two excellent locations close to the city centre — Pan Pacific Serviced Suites Orchard, Singapore, with direct access to the city’s premier shopping belt along Orchard Road, or Pan Pacific Serviced Suites Beach Road,

20

HRM ASIA.COM

Singapore, situated within local heritage enclaves of Haji Lane and Arab Street and within easy reach of premium entertainment hubs such as Suntec City International Convention & Exhibition Centre and Bugis Junction. The plethora of dining, retail and entertainment options in both vicinities mean there will never be a dull moment. After a long day, unwind in the stylish comfort of a modern suite or penthouse and enjoy the panoramic city views. You have a choice of one or two-bedroom apartments which feature sleek designer furnishings, separate lounge and bedroom, and a fully-equipped kitchenette with premium appliances. Pamper yourself with a rejuvenating rain shower in the ensuite bathroom with luxurious bath amenities. You will also be able to enjoy a quality home theatre system with LCD television as well as a docking

SECTOR GUIDE

AUGUST 2017

connector so you don’t have to miss out on your favourite playlists. Complimentary wired and wireless high-speed Internet access and handy mobile phones will also ensure you stay connected at all times. Residents can also enjoy full facilities to re-energise, whether it is a refreshing dip in the pool

or an invigorating workout in the state-of-the-art fitness centre. Relax with a book from the well-stocked library, or alternatively, challenge a fellow resident to a friendly game of pool or Xbox Kinect in the serviced suites’ cosy Living Room. Pan Pacific Serviced Suites Orchard, Singapore also features hydro-therapeutic spa – perfect to distress at the end of a busy day – as well as a golf putting green where you can hone your putting skills. Enjoy complimentary breakfast to get you ready for a busy day ahead, as well as housekeeping service to ensure your accommodation is kept just the way you like it. Attentive 24-hour Personal Assistants will help you connect with your new surroundings and take care of all your needs. From laundry and dry-cleaning services, to grocery delivery and car transfer arrangements, you can leave the daily hassles to a team of professionals. Prices start from S$280 per night, with a minimum stay of three nights at Pan Pacific Serviced Suites Beach Road and a minimum stay of seven nights at Pan Pacific Serviced Suites Orchard.

Visit panpacific.com/servicedsuites for more information. For more information Tel: 1800 7224 342 Email enquiry.ppss@panpacific.com Web: panpacific.com/servicedsuites

Pan Pacific Serviced Suites Beach Road, Singapore


Ascott Orchard Launch Ad Adaptation - HRM Asia - 29Nov2016.pdf 1 11/29/2016 5:55:09 PM

HRM August 2017 Sector Guide  
Read more
Read more
Similar to
Popular now
Just for you