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Four Seasons (Team 19) (Characteristics (No loyalty program (Guest…
Four Seasons (Team 19)
Marketing
Objective
Target luxury travellers in emerging market
Target growing affluent people in existing markets and introduce them to luxury travel and accommodation
Sell on value (service), instead of price
Higher average rate compared to key competitors
Target Market
Contracted corporate clients
90% Overseas
10% Local Companies
Target customer groups
UK, US, India
Demand drops from usual US and UK markets
China (14%)
Focus on China (40 million trips were made out of China alone )
Second largest source market
Dropped 24% y-o-y to 1.7 million in 2014
Recovered 22% y-o-y to 2.1 million in 2015
Growing 44% y-o-y during Jan-Aug 2016
Indonesia (18%)
Largest source market
Singapore accounts for 38-39% of total Indonesian outbound travel
Europe (11%), Others (9%), Malaysia (8%), India (7%), Australia (7%), Japan (5%), South Korea (4%), Philippines (4%), Vietnam (3%), Hong Kong (3%), Thailand (3%), US (3%)
Competition
Quincy Hotel
Unique Selling Points
Personalised customer service
Dedicated team
Sends pre-arrival emails
Contains important hotel info
Find out customers' specific needs
E.g. Dietary restrictions
Attends to specific needs
E.g. served cereal with milk to 4-year-old guest after dining hours
E.g. offered lemons and honey to unwell guest
E.g. organised wheelchair for guest who hurt her feet
Touch points from arrival to departure
Premium services for ALL guests
Wifi Access
Buffet Breakfast
All-Day Refreshments
In-room Wine Bar
Weekend Activities
Chocolate truffle making workshop
Art Jamming
Movie by the pool
Recognised
Won "Best Hotel Experience" Award at Singapore Tourism Awards 2017
Owned by Far East Hospitality Holdings
Owns more than 10 hospitality assets
90 hotels in 7 countries
Serviced Apartments
Advantages
Cheap
Flexibility
Authentic local experience
Companies
Couchsurfing
Onefinestay
Airbnb
190 countries, 34,000 cities
Valued at US$30 billion
2nd-largest brand share in terms of global lodging (2015)
Roomorama
Disadvantages
Strange hosts
Dirty homes
Fake / exaggerated photos
Host may not respond quickly to emergency
How hotels counter competition
Utilize technology
Phone services
Unlimited mobile data
Free overseas calls
No need to rent portable Wi-Fi device
No need to buy a local data phone plan
Launch mobile app
For online check-in
Chat with staffs
Request services
Access 1000+ curated tour guides
Collaborate with
Tour Guides
InterContinental + Society of Tourist Guides
Guided heritage tour to 20 historical sites, national monuments, art institutions, museums.
Shinta Mani Club Hotel
Discounted tickets to Cambodian circus
Visit to a monk blessing ceremony
Attractions
QT Sydney Hotel + Sydney Opera House
Evening views of illuminated sails
Cocktails
Backstage access and tour of opera house
Hotel accommodation
Companies
MBS + International Cycling Executives Association
Cycling outings around Marina Bay
Promotional spa rates for hotel guests
Government agencies
E.g. International Enterprise
E.g. Singapore Tourism Board
Lean Hotel Initative
Enter niche markets
Halal food selection for Muslims
Themed rooms for families
Segway and hoverboard activities
Revise prices
No-frills = cheaper
Offer different price points
Redesign infrastructure
Tap into new markets
Retail
Food services
Other well established hotels
Lack of new service innovations
5-star hotels in Orchard
Grand Hyatt
Ritz-Carlton
Regent
Mandarin Orchard
The St. Regis
Marriott Tang Plaza Hotel
Shangri-La Hotel
Constructed in 2017
Ascott Orchard
Novotel on Stevens
Revenue
Banquet and food and beverage
Accommodation
60% Annually contracted clients
40% Leisure market
E.g. Luxury Cruise
Wedding
Industry Consumer Trends
Spendings
$200-$300 / night for hotels
Will spend more to earn loyalty points
Good Internet connection
To update website / social media
Hotel loyalty programmes
Free food and drinks
Access exclusive guest lounges
Enjoy late check-out
Free cocktails
Attractive price
Personalised service
More tech-savvy, researched and connected
Rise of millennial travellers
Digital and social media platforms
Ease of internet accessibility
Brand equity not strong
Good Reputation
Recognised for
5-Stars Hotel
Luxurious hospitality
World-renowned
104 hotels in 43 countries
Asia / Pacific (25)
Expansion in 2016
Kyoto
Jakarta
Tianjin
Hoi Ai
America (42)
Europe / Middle East / Africa (32)
Long history
Launched in 1960
57 years of experience
TripAdvisor Reviews (1479)
Excellent - 1,072 (72.5%)
Very good - 286 (19.3%)
Average - 78 (5.3%)
Higher customer expectations
Market/Industry Trends
Hotel stats in 2016
Revenue per room fell 2.7% from 2015
Average room rates fell 2.9% from 2015 (price)
Current projects to boost hotel industry
Lean Hotel Initiative (2017)
Outline
Identify gaps and challenges
Decide on goals
Design and develop 'lean' strategies
Test-proof concepts through projects
Objectives
Help hotels achieve higher productivity and growth
Achieve manpower-lean solutions
Hotel Industry Transformation Map (2016)
Outline
Build manpower-lean business models
Grow business through internationalisation
Build strong pipeline of talent
Innovate to develop new solutions
Deepen skill workforce
Objectives
Sustain hotel industry growth
Meet consumers' changing needs
Room Supply Growth
2016
New supply of 2,520 rooms
Economy (25%)
Mid-Tier (40%),
Upscale (25%)
Luxury (0%)
2017
Orchard
1,612 new rooms
14% of existing Orchard inventory
Novotel on Stevens
Ascott Orchard
CBD area
748 new rooms
W Marriot
Sofitel Singapore Tanjong Pagar
The Murray Hotel
Grand Park City Hall
Average length of stay:
2015 (3.61 days)
2016 (3.42 days)
Tourism industry
Singapore known as a "tourism hub"
International visitor arrivals rose 10.7% from 2015
30% of visits = business-related
15 million tourists in 2014
Characteristics
Independent
No financial support from huge hospitality companies
No advertising budget support locally
Younger generation customer groups not valued
Management is conservative
TripAdvisor Reviews
Spa
Lacks the luxurious feel
Does not reflect 5-star service
Infrastructure / Decor
Outdated
No loyalty program
Guest doesn't have a sense of loyalty
Unable maintain a personal touch
Hardly build repeat business
No credit with air miles
No redeemed for rewards
Not enough effort in maintaining a continuous relationship
Strategic Location
Recent Renovation
Service
Offers privacy
Discreet service
"Quietly efficient."
Size
Small boutique hotel experience
Monitor and control services more effectively
Manpower
Singapore total workforce growth projected to decline
Falling to about 1-2% growth per year till 2020
Likely to decline to 1% per year post-2020
Two-thirds of locals expected to hold Professionals, Managers, Executives and Technicians (PMET) jobs by 2030
35% of job supply in hotel industry belongs to Leadership, Managerial and Executive roles
Government projects
Hotel Sectoral Manpower Plan (SMP)
Series of initiatives that align careers in the hotel industry with expectations/aspirations of the local workforce
To attract, retain, groom and build a future-ready workforce