Services Marketing Presentation (Business Hotels vs Boutique Hotels)

4 TO 5 HOTELS IN SINGAPORE

BYRANT LIM | JULI TENG | GLEN CHAN | KOK SUH TYNG | TAN SIOW YUN

1Wednesday, March 28, 12

PRESENTATION[.OUTLINE.]

UNIQUE SELLINGPROPOSITION

PRODUCT(FLOWER OF SERVICE)

PLACEPROMOTIONPEOPLE

KEY DIFFERENCES BETWEEN

SERVICE EXPERIENCE

RECOMMENDATIONS

INDUSTRY OVERVIEW

BUSINESS MODEL

PHYSICAL ENVIRONMENT


INDUSTRYANALYSIS : 4 TO 5 HOTELS IN SINGAPORE


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 CAGRover the forecast period.•


TRENDS : 4 TO 5 HOTELS IN SINGAPORE

IMPROVINGECONOMY

HIGHEST VALUESALES GROWTH

IN CHAIN HOTELS

ONLINEBOOKING

RISE OFBOUTIQUE

HOTELS


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


SETTING THECONTEXT


PERCEPTUALMAP OF LUXURY HOTELSIN SINGAPORE

Price

Rating of service quality*

* Quality of service is determined by reviews on forums online

Fairmont Hotels and Resorts

Swissotel The Stamford

M Hotel

Quincy Hotel

The Club Hotel New Majestic Hotel

The Scarlet Hotel

Hotel Re!

Wanderlust Hotel

Mandarin Oriental

Studio M Hotel

Hilton Singapore InterContinental Singapore

Conrad Centennial

Raffles Hotel


BUSINESSMODEL : QUINCY & SWISSÔTEL THE STAMFORD


•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

BUSINESSMODEL : THE QUINCY HOTEL


•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

BUSINESSMODEL : SWISSÔTEL THE STAMFORD


COMPARISON:KEY DIFFERENCES USP


• Small, personal boutique experience

• Modern Design

• All-inclusive service‣ Breakfast, Lunch &

Dinner‣ Complimentary cocktail‣ Complimentary mini-bar‣ Limousine Service‣ Laundry‣ Internet

‣ “Value for Money”

USP : THE QUINCY HOTEL


• 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

USP : SWISSÔTEL THE STAMFORD


COMPARISON:KEY DIFFERENCES

PRODUCT


Information

Consultation

Order Taking

Hospitality

Care-taking

Exceptions

Billing

Payment

CORE


Information

Consultation

Order Taking

Hospitality

Care-taking

Exceptions

Billing

Payment

CORE

• Food & Beverage• Amenities• Entertainment• Transport


• Room rates inclusive of 3 meals & happy hour drinks• Rooms’ Minibar - fully stocked & replenished daily

Buffet breakfast spread

Lunch & Dinner ala-carte offerings

: THE QUINCY HOTELHOSPITALITYFOOD&BEVERAGES


• Room rates inclusive of 3 meals & happy hour drinks• Rooms’ Minibar - fully stocked & replenished daily

: THE QUINCY HOTELHOSPITALITYFOOD&BEVERAGES


•11 Exquisite Restaurants

•5 Bars

: SWISSÔTEL THE STAMFORDHOSPITALITYFOOD&BEVERAGES


• 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

: THE QUINCY HOTELHOSPITALITYHOTEL AMENITIES


• Spa & Wellness facilities• 2 Outdoor pools, 6 Tennis Courts• Well-equipped Fitness club

: SWISSÔTEL THE STAMFORDHOSPITALITYHOTEL AMENITIES



• Full-fledged Business Centre




• Wireless Internet Access only in lobby• Room internet services are payable

• Full-fledged Business Centre



: THE QUINCY HOTELHOSPITALITYENTERTAINMENT

• Qool Activities -‣ Yoga Sessions‣ Baking Sessions

• “Movie Night” by the pool• show flower (DUH!) - comparison• three petals

◦ Hospitality■ food and beverages e.g. free food and minibar at quincy■ amenities e.g. WI-FI, lounge atmosphere■ entertainment e.g. yoga and baking session at quincy■ transport e.g. complimentary

◦ Order-taking■ reservation of hotel■ membership e.g. swiss circle

◦ Exceptions■ Special Request (e.g. special treatment for medical tourists)■ Handling special communications (Complaints, compliments)


: THE QUINCY HOTELHOSPITALITYHOTEL TRANSPORT

• Free Airport Shuttle by hotel’s Limousine Service


Information

Consultation

Order Taking

Hospitality

Care-taking

Exceptions

Billing

Payment

CORE• Reservation• Membership


: THE QUINCY HOTELORDER-TAKINGHOTEL RESERVATION


: SWISSÔTEL THE STAMFORDORDER-TAKINGHOTEL RESERVATION


Information

Consultation

Order Taking

Hospitality

Care-taking

Exceptions

Billing

Payment

CORE

• Special Requests• Handling Special Communications


: THE QUINCY HOTELEXCEPTIONSSPECIAL 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


: THE QUINCY HOTELEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS Compliments


: THE QUINCY HOTELEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS Complaints


: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS

Compliments


: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS

Complaints



PLACE


LOCATION

•Perfect location for guests seeking tranquility yet convenience to shopping district

•Close proximity to:•Orchard Road•Mount Elizabeth Hospital•Paragon Medical Centre

: THE QUINCY HOTEL


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



PROMOTION


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


: SWISSÔTEL THE STAMFORDPROMOTIONS

•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


: SWISSÔTEL THE STAMFORDPROMOTIONS

•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 towork in the privacy and comfort of Swiss Executive Rooms and the Lounge with business-friendly amenities


: SWISSÔTEL THE STAMFORDLOYALTY PROGRAMS

•ResPlus:•Frequent Booking Program

- Reward reservation makers from corporations

•Multi-Tier Loyalty Programme: •Swissotel Circle

- Reward individual travellers



PEOPLE


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


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)


PEOPLE : SWISSÔTEL THE STAMFORD

•Ovation Rewards (Corporate Incentive)•Reward employees with exemplary performance•Redeem accommodations across Fairmont, Raffles and

Swissôtel brands


FRONT-DESKRECEPTION : 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


FRONT-DESKRECEPTION : 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



PHYSICALENVIRONMENT


PHYSICALENVIRONMENT : THE QUINCY HOTEL

• 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


PHYSICALENVIRONMENT : SWISSÔTEL THE STAMFORD

• Designed by renowned architect Leoh Ming Pei• World’s sixth tallest hotel (73 storeys)• Iconic cylindrical spire • Last renovated in 2006


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


• Timeless, classic and slightly oriental design• Tasteful color theme of earthy tones• Panel display with a uniquely Singapore touch• Spacious • Brightly lit

INTERIOR : SWISSÔTEL THE STAMFORD


5 CLIENTPROFILES


5 CLIENT PROFILES


THE QUINCYEXPERIENCE


DATE: 16 – 17 MAR 2012

Positive Experience

THE

EXPERIENCE

Negative Experience


THE

EXPERIENCEARRIVAL

Car park location unknown(Information not shown on website)

Quick check-in procedure

Personally escorted to roomHigh Low

Adequate

Desired

Zone of tolerance


THE

EXPERIENCEPackage catered for relaxing experience


THE

EXPERIENCEHOTEL ROOM

Disappointing city view

Room smaller than expected

High%Low%


THE

EXPERIENCEMolten Brown toiletries

Spacious work table with multiple power outlets

iPhone dock

Cables connecting laptop to television


THE

EXPERIENCEFACILITIES

Modern, clean, well-maintained

Overcrowded

High%Low%


THE

EXPERIENCECo-Users

Mostly singles & couples

Locals, businessmen, medical tourists

Noisy kids, families

High%Low%


THE

EXPERIENCEMEALS

Quick service

Willing to comply to special requests(dinner sent to room)

High%Low%


THE

EXPERIENCETHE BAKING WORKSHOP

Entertaining and patient instructor

3 eagle-eyed staff assisting participants

High%Low%


THE

EXPERIENCEBILLING & POST-PURCHASE

Fast check-out process

Complementary parking

Follow-up email

High%Low%


THE

EXPERIENCESERVICE RECOVERY

Faulty Toilet flush

Blocked view

Forgotten iPhone

High%Low%


RECOMMENDATIONS


RECOMMENDATIONS : SWISSOTEL THE STAMFORD

1. Upgrade of amenities

2. Improve traffic flow in lobby

3. Customer Relationship Management (CRM)



1. Upgrade of amenitiesPROBLEMS: •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



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

2. Improve traffic flow in lobby



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

3. Customer Relationship Management (CRM)


QUESTIONS?RAISE YOUR HAND


Services Marketing Presentation (Business Hotels vs Boutique Hotels)

Marketing

Transcript of Services Marketing Presentation (Business Hotels vs Boutique Hotels)