Services Marketing Presentation (Business Hotels vs Boutique Hotels)

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Services Marketing Presentation (Business Hotels vs Boutique Hotels)

  1. 1. 4 TO 5 HOTELS IN SINGAPORE BYRANT LIM | JULI TENG | GLEN CHAN | KOK SUH TYNG | TAN SIOW YUN Wednesday, March 28, 12 1
  2. 2. PRESENTATION INDUSTRY OVERVIEW [.OUTLINE.] BUSINESS MODEL KEY DIFFERENCES BETWEEN PEOPLE UNIQUE SELLING PROPOSITION PROMOTION PHYSICAL ENVIRONMENT PLACE PRODUCT (FLOWER OF SERVICE) SERVICE EXPERIENCE RECOMMENDATIONS Wednesday, March 28, 12 2
  3. 3. INDUSTRY : 4 TO 5 ANALYSIS Wednesday, March 28, 12 HOTELS IN SINGAPORE 3
  4. 4. INDUSTRY OVERVIEW • Since the launch of the 2 integrated resorts in 2010, the outlook of the hotel landscape in Singapore has been positive. • Average sales per outlet increased in 2010. • The sales figure is expected to grow by a 6% constant value CAGR over the forecast period. • Wednesday, March 28, 12 4
  5. 5. TRENDS : 4 TO 5 HOTELS IN SINGAPORE RISE OF BOUTIQUE HOTELS HIGHEST VALUE SALES GROWTH IN CHAIN HOTELS ONLINE BOOKING IMPROVING ECONOMY Wednesday, March 28, 12 5
  6. 6. COMPETITIVE LANDSCAPE ATTRACTIVE SPECIAL PROMOTIONS •Special packages to sustain consumer interest in a highly competitive environment •Formula 1 motor racing, Singapore’s National Day LUXURY HOTELS STILL HOLDING THE LEAD •Luxury hotels continue to sustain the interests of consumers •Boutique hotels are slowly making themselves a close competitor to the hotel chains Wednesday, March 28, 12 6
  7. 7. SETTING THE CONTEXT Wednesday, March 28, 12 7
  8. 8. PERCEPTUAL MAP OF LUXURY HOTELS IN SINGAPORE Price Raffles Hotel Conrad Centennial Mandarin Oriental InterContinental Singapore Hilton Singapore Fairmont Hotels and Resorts Swissotel The Stamford Quincy Hotel Rating of service quality* New Majestic Hotel The Club Hotel Wanderlust Hotel Studio M Hotel M Hotel The Scarlet Hotel Hotel Re! * Quality of service is determined by reviews on forums online Wednesday, March 28, 12 8
  9. 9. BUSINESS : QUINCY & SWISSÔTEL THE STAMFORD MODEL Wednesday, March 28, 12 9
  10. 10. BUSINESS MODEL : THE QUINCY HOTEL •BOUTIQUE HOTEL: Owned by by Far East Hospitality •Singapore’s first all-inclusive boutique hotel featuring state of the art details •HOTEL GUEST COMPOSITION: •Business Travelers •Leisure Travelers (Stay-cation) who seek utmost privacy and exclusivity Wednesday, March 28, 12 10
  11. 11. BUSINESS MODEL : SWISSÔTEL THE STAMFORD •HOTEL CHAIN: Owned by the Fairmont Raffles Hotels International, Swissôtel Hotels & Resorts •HOTEL GUEST COMPOSITION: •Corporate business travelers •Tourists with mid to high disposable income •Seasonal guests Wednesday, March 28, 12 11
  12. 12. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 USP 12
  13. 13. USP : THE QUINCY HOTEL • Small, personal boutique experience • Modern Design • All-inclusive service ‣ Breakfast, Lunch & Dinner ‣ Complimentary cocktail ‣ Complimentary mini-bar ‣ Limousine Service ‣ Laundry ‣ Internet ‣ “Value for Money” Wednesday, March 28, 12 13
  14. 14. USP : SWISSÔTEL THE STAMFORD • Swiss Global Hotel Group of Deluxe Hotels & Resort • Modern & Contemporary • Strategically Located at heart of City Centre • Paranomic View of city skyline • Conveniently Accessible to major transportation nodes Wednesday, March 28, 12 14
  15. 15. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 PRODUCT 15
  16. 16. Information Consultation Payment Billing CORE Exceptions Order Taking Hospitality Care-taking Wednesday, March 28, 12 16
  17. 17. Information Consultation Payment Billing CORE Exceptions Order Taking Hospitality Care-taking Wednesday, March 28, 12 17
  18. 18. Information Consultation Payment Billing CORE Exceptions Hospitality Care-taking Wednesday, March 28, 12 Order Taking • Food & Beverage • Amenities • Entertainment • Transport 18
  19. 19. HOSPITALITY : THE QUINCY HOTEL FOOD&BEVERAGES • Room rates inclusive of 3 meals & happy hour drinks • Rooms’ Minibar - fully stocked & replenished daily Buffet breakfast spread Lunch & Dinner ala-carte offerings Wednesday, March 28, 12 19
  20. 20. HOSPITALITY : THE QUINCY HOTEL FOOD&BEVERAGES • Room rates inclusive of 3 meals & happy hour drinks • Rooms’ Minibar - fully stocked & replenished daily Wednesday, March 28, 12 19
  21. 21. HOSPITALITY : SWISSÔTEL THE STAMFORD FOOD&BEVERAGES • 11 Exquisite Restaurants •5 Wednesday, March 28, 12 Bars 20
  22. 22. HOSPITALITY : THE QUINCY HOTEL HOTEL AMENITIES • • • • Complimentary high-speed Internet access iMac stations at the lobby Recreational 12th level: Indoor Infinity pool, Gym, Steam room & Sauna Complimentary Laundry Services per room, per night Wednesday, March 28, 12 21
  23. 23. HOSPITALITY : THE QUINCY HOTEL HOTEL AMENITIES • • • • Complimentary high-speed Internet access iMac stations at the lobby Recreational 12th level: Indoor Infinity pool, Gym, Steam room & Sauna Complimentary Laundry Services per room, per night Wednesday, March 28, 12 21
  24. 24. HOSPITALITY : SWISSÔTEL THE STAMFORD HOTEL AMENITIES • Spa & Wellness facilities • 2 Outdoor pools, 6 Tennis Courts • Well-equipped Fitness club Wednesday, March 28, 12 22
  25. 25. HOSPITALITY : SWISSÔTEL THE STAMFORD HOTEL AMENITIES • Spa & Wellness facilities • 2 Outdoor pools, 6 Tennis Courts • Well-equipped Fitness club • Full-fledged Business Centre Wednesday, March 28, 12 22
  26. 26. HOSPITALITY : SWISSÔTEL THE STAMFORD HOTEL AMENITIES • Spa & Wellness facilities • 2 Outdoor pools, 6 Tennis Courts • Well-equipped Fitness club • Full-fledged Business Centre • Wireless Internet Access only in lobby • Room internet services are payable Wednesday, March 28, 12 22
  27. 27. HOSPITALITY : THE QUINCY HOTEL ENTERTAINMENT • Qool Activities ‣ Yoga Sessions ‣ Baking Sessions • “Movie Night” by the pool Wednesday, March 28, 12 23
  28. 28. HOSPITALITY : THE QUINCY HOTEL ENTERTAINMENT • Qool Activities ‣ Yoga Sessions ‣ Baking Sessions • “Movie Night” by the pool Wednesday, March 28, 12 23
  29. 29. HOSPITALITY : THE QUINCY HOTEL ENTERTAINMENT • Qool Activities ‣ Yoga Sessions ‣ Baking Sessions • “Movie Night” by the pool Wednesday, March 28, 12 23
  30. 30. HOSPITALITY : THE QUINCY HOTEL ENTERTAINMENT • Qool Activities ‣ Yoga Sessions ‣ Baking Sessions • “Movie Night” by the pool Wednesday, March 28, 12 23
  31. 31. HOSPITALITY : THE QUINCY HOTEL ENTERTAINMENT • Qool Activities ‣ Yoga Sessions ‣ Baking Sessions • “Movie Night” by the pool Wednesday, March 28, 12 23
  32. 32. HOSPITALITY : THE QUINCY HOTEL HOTEL TRANSPORT • Free Airport Shuttle by hotel’s Limousine Service Wednesday, March 28, 12 24
  33. 33. Information Consultation Payment Billing CORE Order Taking • Reservation • Membership Exceptions Hospitality Care-taking Wednesday, March 28, 12 25
  34. 34. ORDER-TAKING : THE QUINCY HOTEL HOTEL RESERVATION Wednesday, March 28, 12 26
  35. 35. ORDER-TAKING : SWISSÔTEL THE STAMFORD HOTEL RESERVATION Wednesday, March 28, 12 27
  36. 36. Information Consultation Payment Billing CORE Exceptions • Special Requests • Handling Special Communications Wednesday, March 28, 12 Order Taking Hospitality Care-taking 28
  37. 37. EXCEPTIONS : THE QUINCY HOTEL SPECIAL REQUESTS • “Pink of Health” for Medical tourists • Added Convenience ‣ Priority Check-in ‣ Guaranteed room for booking made 24hrs before ‣ Guaranteed extension of stay • Extra Care ’24/7 Assist-on-Call’ Service Wednesday, March 28, 12 29
  38. 38. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : THE QUINCY HOTEL Compliments 30
  39. 39. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : THE QUINCY HOTEL Complaints 31
  40. 40. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : SWISSÔTEL THE STAMFORD Compliments 32
  41. 41. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : SWISSÔTEL THE STAMFORD Compliments 32
  42. 42. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : SWISSÔTEL THE STAMFORD Complaints 33
  43. 43. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : SWISSÔTEL THE STAMFORD Complaints 33
  44. 44. EXCEPTIONS HANDLING SPECIAL COMMUNICATIONS Wednesday, March 28, 12 : SWISSÔTEL THE STAMFORD Complaints 33
  45. 45. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 PLACE 34
  46. 46. LOCATION : THE QUINCY HOTEL •Perfect location for guests seeking tranquility yet convenience to shopping district •Close proximity to: •Orchard Road •Mount Elizabeth Hospital •Paragon Medical Centre Wednesday, March 28, 12 35
  47. 47. LOCATION : THE QUINCY HOTEL •Perfect location for guests seeking tranquility yet convenience to shopping district •Close proximity to: •Orchard Road •Mount Elizabeth Hospital •Paragon Medical Centre Wednesday, March 28, 12 35
  48. 48. LOCATION: SWISSÔTEL THE STAMFORD •Crossroads of Singapore’s business, shopping and cultural districts •Prime location directly above City Hall MRT Station •Perfect location for guests seeking utmost convenience to all parts of Singapore Wednesday, March 28, 12 36
  49. 49. LOCATION: SWISSÔTEL THE STAMFORD •Crossroads of Singapore’s business, shopping and cultural districts •Prime location directly above City Hall MRT Station •Perfect location for guests seeking utmost convenience to all parts of Singapore Wednesday, March 28, 12 36
  50. 50. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 PROMOTION 37
  51. 51. PROMOTIONS : THE QUINCY HOTEL • Lower occupancy rate over the weekends •"Qool Weekend” – 10% discount • Targets locals seeking stay-cations • Close proximity to Mount Elizabeth Hospital •"Pink of Health” – 15% discount • Targets medical tourists •"Supersavers” •15% discount when customers book 14 days prior to their stay Wednesday, March 28, 12 38
  52. 52. PROMOTIONS: SWISSÔTEL THE STAMFORD •Boost weekend occupancy rate •Gourmet Getaway - Targets locals who seek culinary experience at the 16 restaurants & bars •Endless Weekends - Targets the local working professionals looking to recharge themselves over the weekends •Catered to families •Kids Room Special - Targets the local families who want to enjoy quality time together at a hotel with child-friendly facilities •“Advance Savers” •Book 21 days in advance to enjoy 15% off regular rates Wednesday, March 28, 12 39
  53. 53. PROMOTIONS: SWISSÔTEL THE STAMFORD •Strategic location •Singapore Night Race Early Bird - Targets locals who want a piece of the Formula One Race action •Catered to businessmen •Business Deal - Targets overseas businessmen who want to work in the privacy and comfort of Swiss Executive Rooms and the Lounge with businessfriendly amenities Wednesday, March 28, 12 40
  54. 54. LOYALTY : SWISSÔTEL THE STAMFORD PROGRAMS •ResPlus: •Frequent Booking Program - Reward reservation makers from corporations •Multi-Tier Loyalty Programme: •Swissotel Circle - Reward individual travellers Wednesday, March 28, 12 41
  55. 55. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 PEOPLE 42
  56. 56. PEOPLE : THE QUINCY HOTEL •Basic Training •Trained to handle special requests • e.g. 24/7 “Assist-on-call” service “We want to surprise you upon check-in until when you check out.” - Mr Franck Hardy, Hotel Manager, Quincy Wednesday, March 28, 12 43
  57. 57. PEOPLE : SWISSÔTEL THE STAMFORD •Swissôtel Trajectories (Talent Management Programme) •Partnership with top training centres to work out training modules •Live the hotel philosophy •Serve with charm and efficiency •Swiss touch (Passion for perfection) Wednesday, March 28, 12 44
  58. 58. PEOPLE : SWISSÔTEL THE STAMFORD •Ovation Rewards (Corporate Incentive) •Reward employees with exemplary performance •Redeem accommodations across Fairmont, Raffles and Swissôtel brands Wednesday, March 28, 12 45
  59. 59. FRONT-DESK RECEPTION : THE QUINCY HOTEL Observations from site visits: •Well groomed •Front desk personnel dressed in suits •Friendly and enthusiastic frontline crew •Well-staffed reception: 3 •Short check-in process: 3-5min Wednesday, March 28, 12 46
  60. 60. FRONT-DESK RECEPTION : SWISSÔTEL THE STAMFORD Observations from site visits: •Immaculately dressed •Differentiated dress code according to functions •Professional and polite •Well-staffed reception: 4 •Short check-in process: 2-4min Wednesday, March 28, 12 47
  61. 61. COMPARISON: KEY DIFFERENCES Wednesday, March 28, 12 PHYSICAL ENVIRONMENT 48
  62. 62. PHYSICAL : THE QUINCY HOTEL ENVIRONMENT • Distinctive facade that departs from the norm • Bold color palette of anodized steel and shimmering modular windows set it apart from its neighbours • Cost $24 million to develop and furnish Wednesday, March 28, 12 49
  63. 63. PHYSICAL ENVIRONMENT : SWISSÔTEL THE STAMFORD • Designed by renowned architect Leoh Ming Pei • World’s sixth tallest hotel (73 storeys) • Iconic cylindrical spire • Last renovated in 2006 Wednesday, March 28, 12 50
  64. 64. INTERIOR : THE QUINCY HOTEL • Modern and chic design • Apple iMac computers are displayed at the reception area to give it a cool and modern touch • Warm and comfortable lighting • Inviting music • Soothing scents Wednesday, March 28, 12 51
  65. 65. INTERIOR : SWISSÔTEL THE STAMFORD • Timeless, classic and slightly oriental design • Tasteful color theme of earthy tones • Panel display with a uniquely Singapore touch • Spacious • Brightly lit Wednesday, March 28, 12 52
  66. 66. 5 CLIENT PROFILES Wednesday, March 28, 12 53
  67. 67. 5 CLIENT PROFILES Wednesday, March 28, 12 54
  68. 68. THE QUINCY EXPERIENCE Wednesday, March 28, 12 55
  69. 69. THE EXPERIENCE DATE: 16 – 17 MAR 2012 Positive Experience Negative Experience Wednesday, March 28, 12 56
  70. 70. THE EXPERIENCE ARRIVAL Car park location unknown (Information not shown on website) AdequateZo tol ne era of nc e Desired Quick check-in procedure Personally escorted to room Low Wednesday, March 28, 12 High 57
  71. 71. THE EXPERIENCE Package catered for relaxing experience Wednesday, March 28, 12 58
  72. 72. THE EXPERIENCE HOTEL ROOM Disappointing city view Room smaller than expected Low% Wednesday, March 28, 12 High% 59
  73. 73. THE EXPERIENCE Molten Brown toiletries Spacious work table with multiple power outlets iPhone dock Cables connecting laptop to television Wednesday, March 28, 12 60
  74. 74. THE EXPERIENCE FACILITIES Modern, clean, well-maintained Overcrowded Low% Wednesday, March 28, 12 High% 61
  75. 75. THE EXPERIENCE Co-Users Mostly singles & couples Locals, businessmen, medical tourists Noisy kids, families Low% Wednesday, March 28, 12 High% 62
  76. 76. THE EXPERIENCE MEALS Quick service Willing to comply to special requests (dinner sent to room) Low% Wednesday, March 28, 12 High% 63
  77. 77. THE EXPERIENCE THE BAKING WORKSHOP Entertaining and patient instructor 3 eagle-eyed staff assisting participants Low% Wednesday, March 28, 12 High% 64
  78. 78. THE EXPERIENCE BILLING & POST-PURCHASE Fast check-out process Complementary parking Follow-up email Low% Wednesday, March 28, 12 High% 65
  79. 79. THE EXPERIENCE SERVICE RECOVERY Faulty Toilet flush Blocked view Forgotten iPhone Low% Wednesday, March 28, 12 High% 66
  80. 80. RECOMMENDATIONS Wednesday, March 28, 12 67
  81. 81. RECOMMENDATIONS : SWISSOTEL THE STAMFORD 1. Upgrade of amenities 2. Improve traffic flow in lobby 3. Customer Relationship Management (CRM) Wednesday, March 28, 12 68
  82. 82. RECOMMENDATIONS : SWISSOTEL THE STAMFORD 1. Upgrade of amenities PROBLEMS: •Mismatch of Swissôtel’s positioning as a hotel catering to business travelers •Hotel rooms with run-down amenities •Free room Wi-Fi services currently not available to all hotel guests RECOMMENDATIONS: •Improve amenities and facilities •Provide free Wi-Fi services to all hotel guests Wednesday, March 28, 12 69
  83. 83. RECOMMENDATIONS : SWISSOTEL THE STAMFORD 2. Improve traffic flow in lobby PROBLEMS: •Ambiguous service function indicators •Guests confused •Cluttered outlook, compromising ambiance RECOMMENDATIONS: •Clear signage at hotel lobby •Enable hotel to channel staff to other useful segments Wednesday, March 28, 12 70
  84. 84. RECOMMENDATIONS : SWISSOTEL THE STAMFORD 3. Customer Relationship Management (CRM) PROBLEMS: •Low brand resonance •Customers do not feel involved in the brand •Underutilization of social network platforms (Facebook, forums, tripadvisor) RECOMMENDATIONS: •Engage customers •Consistently address customers concerns on platforms like Tripadvisor Wednesday, March 28, 12 71
  85. 85. QUESTIONS? RAISE YOUR HAND Wednesday, March 28, 12 72

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