4 TO 5 HOTELS IN SINGAPORE
BYRANT LIM | JULI TENG | GLEN CHAN | KOK SUH TYNG | TAN SIOW YUN
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PRESENTATION[.OUTLINE.]
UNIQUE SELLINGPROPOSITION
PRODUCT(FLOWER OF SERVICE)
PLACEPROMOTIONPEOPLE
KEY DIFFERENCES BETWEEN
SERVICE EXPERIENCE
RECOMMENDATIONS
INDUSTRY OVERVIEW
BUSINESS MODEL
PHYSICAL ENVIRONMENT
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INDUSTRYANALYSIS : 4 TO 5 HOTELS IN SINGAPORE
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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.•
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TRENDS : 4 TO 5 HOTELS IN SINGAPORE
IMPROVINGECONOMY
HIGHEST VALUESALES GROWTH
IN CHAIN HOTELS
ONLINEBOOKING
RISE OFBOUTIQUE
HOTELS
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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
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SETTING THECONTEXT
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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
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BUSINESSMODEL : QUINCY & SWISSÔTEL THE STAMFORD
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•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
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•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
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COMPARISON:KEY DIFFERENCES USP
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• 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
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• 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
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COMPARISON:KEY DIFFERENCES
PRODUCT
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Information
Consultation
Order Taking
Hospitality
Care-taking
Exceptions
Billing
Payment
CORE
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Information
Consultation
Order Taking
Hospitality
Care-taking
Exceptions
Billing
Payment
CORE
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Information
Consultation
Order Taking
Hospitality
Care-taking
Exceptions
Billing
Payment
CORE
• Food & Beverage• Amenities• Entertainment• Transport
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• 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
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• Room rates inclusive of 3 meals & happy hour drinks• Rooms’ Minibar - fully stocked & replenished daily
: THE QUINCY HOTELHOSPITALITYFOOD&BEVERAGES
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•11 Exquisite Restaurants
•5 Bars
: SWISSÔTEL THE STAMFORDHOSPITALITYFOOD&BEVERAGES
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• 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
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• 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
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• Spa & Wellness facilities• 2 Outdoor pools, 6 Tennis Courts• Well-equipped Fitness club
: SWISSÔTEL THE STAMFORDHOSPITALITYHOTEL AMENITIES
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• Spa & Wellness facilities• 2 Outdoor pools, 6 Tennis Courts• Well-equipped Fitness club
• Full-fledged Business Centre
: SWISSÔTEL THE STAMFORDHOSPITALITYHOTEL AMENITIES
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• Spa & Wellness facilities• 2 Outdoor pools, 6 Tennis Courts• Well-equipped Fitness club
• Wireless Internet Access only in lobby• Room internet services are payable
• Full-fledged Business Centre
: SWISSÔTEL THE STAMFORDHOSPITALITYHOTEL AMENITIES
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: 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)
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: 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)
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: 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)
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: 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)
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: 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)
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: THE QUINCY HOTELHOSPITALITYHOTEL TRANSPORT
• Free Airport Shuttle by hotel’s Limousine Service
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Information
Consultation
Order Taking
Hospitality
Care-taking
Exceptions
Billing
Payment
CORE• Reservation• Membership
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: THE QUINCY HOTELORDER-TAKINGHOTEL RESERVATION
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: SWISSÔTEL THE STAMFORDORDER-TAKINGHOTEL RESERVATION
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Information
Consultation
Order Taking
Hospitality
Care-taking
Exceptions
Billing
Payment
CORE
• Special Requests• Handling Special Communications
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: 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
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: THE QUINCY HOTELEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS Compliments
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: THE QUINCY HOTELEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS Complaints
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: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS
Compliments
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: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS
Compliments
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: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS
Complaints
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: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS
Complaints
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: SWISSÔTEL THE STAMFORDEXCEPTIONSHANDLING SPECIALCOMMUNICATIONS
Complaints
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COMPARISON:KEY DIFFERENCES
PLACE
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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
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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
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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
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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
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COMPARISON:KEY DIFFERENCES
PROMOTION
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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
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: 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
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: 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
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: SWISSÔTEL THE STAMFORDLOYALTY PROGRAMS
•ResPlus:•Frequent Booking Program
- Reward reservation makers from corporations
•Multi-Tier Loyalty Programme: •Swissotel Circle
- Reward individual travellers
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COMPARISON:KEY DIFFERENCES
PEOPLE
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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
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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)
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PEOPLE : SWISSÔTEL THE STAMFORD
•Ovation Rewards (Corporate Incentive)•Reward employees with exemplary performance•Redeem accommodations across Fairmont, Raffles and
Swissôtel brands
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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
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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
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COMPARISON:KEY DIFFERENCES
PHYSICALENVIRONMENT
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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
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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
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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
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• 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
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5 CLIENTPROFILES
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5 CLIENT PROFILES
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THE QUINCYEXPERIENCE
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DATE: 16 – 17 MAR 2012
Positive Experience
THE
EXPERIENCE
Negative Experience
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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
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THE
EXPERIENCEPackage catered for relaxing experience
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THE
EXPERIENCEHOTEL ROOM
Disappointing city view
Room smaller than expected
High%Low%
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THE
EXPERIENCEMolten Brown toiletries
Spacious work table with multiple power outlets
iPhone dock
Cables connecting laptop to television
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THE
EXPERIENCEFACILITIES
Modern, clean, well-maintained
Overcrowded
High%Low%
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THE
EXPERIENCECo-Users
Mostly singles & couples
Locals, businessmen, medical tourists
Noisy kids, families
High%Low%
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THE
EXPERIENCEMEALS
Quick service
Willing to comply to special requests(dinner sent to room)
High%Low%
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THE
EXPERIENCETHE BAKING WORKSHOP
Entertaining and patient instructor
3 eagle-eyed staff assisting participants
High%Low%
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THE
EXPERIENCEBILLING & POST-PURCHASE
Fast check-out process
Complementary parking
Follow-up email
High%Low%
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THE
EXPERIENCESERVICE RECOVERY
Faulty Toilet flush
Blocked view
Forgotten iPhone
High%Low%
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RECOMMENDATIONS
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RECOMMENDATIONS : SWISSOTEL THE STAMFORD
1. Upgrade of amenities
2. Improve traffic flow in lobby
3. Customer Relationship Management (CRM)
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RECOMMENDATIONS : SWISSOTEL THE STAMFORD
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
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RECOMMENDATIONS : SWISSOTEL THE STAMFORD
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
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RECOMMENDATIONS : SWISSOTEL THE STAMFORD
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)
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QUESTIONS?RAISE YOUR HAND
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