1. Holiday Inn Express In Singapore 11/21/2006 Peter Newhook Pat Akey Nicolas Murcia David Malka Daniel Smouha

2. Macro Factors

High growth economy

English speaking population

Low inflation

Prevalance of North American Banks

Extremly Stable Government

Free Trade

Double taxation.

3. Hotel Specific Factors

Push for convention business

Government sponsored tourism initiatives

Few direct competitors

Future growth potential

Point of entry

4. Demographics

Four official languages

• Chinese (Mandarin)

• English

• Malay

• Tamil

Three primary ancestries

• Chinese (76.8%)

• Malay (13.9%)

• Tamil (7.9%)

5. Religions 6. Confucianism

Ren- Humanity

Zhong- Loyalty

Xin- Honesty

Filial Piety Five relationships

• Ruler-Subject

• Husband-Wife

• Older-Younger

• Father-Sun

• Friend-Friend

7. Hofstede Dimensions 48 74 48 8 20 Singapore 23 39 52 48 80 Canada Long Term Orientation Power Distance Masculinity Uncertainty Avoidance Individualism 8. Hofstede Dimensions Continued 9.

For our expatriated managers and local employees:

• Access to education

• Access to health services

• Disadvantages of expatriation

• Attitude toward expatriates:

• Restricted openness in Singapore

Quality of Life 10. Halls High-Context Approach

Value long-term interpersonal relations

Value cultural knowledge

Value commitment, loyalty and trust

11. Location 12. Location Continued

Katong

• Proximity to Airport

• Proximity to the Financial District

• Proximity to University of Singapore

• Proximity to East Expressway

• Less expensive land

13. Added Hotel Amenities

Multi-denominational prayer space

Translation Referrals

Business culture literature

Key Phrases handbooks

Multi-ethnic restaurant (mid-scale)

14. Thank You 15. Long Term Relationships

How do you maintain a good long-term

relationship with a new business partner?

The basic understanding of etiquette and culture

Respect simple rules such as gift-giving and hierarchy during meetings

Always act to keep face

Showing submissiveness to elderly

16. Staff Composition

What staff composition would you recommend?

Top Level Management- Expatriates

Middle and lower levels- Locals

Required Skill Sets

• Bilingual

• Knowledge of local customs

• Knowledge of foreign cultures

17. Vulnerability

Is Singapore as vulnerable in terms of business risk as other east Asian countries?

• Sustainable growth

• Better trade deficit

• Better government control

• Less corruption

18. Financial Analysis

B/E =Fixed Costs

ADR-VC

Examine competition to estimate:

• Average Daily Rate (ADR)

• Average Occupancy (AO)

Determine market share we can capture

B/E Time =B/E

AO

19. Target Market

Who is the target market for the Singapore Location?

• Medium Sized Business Travel

• Families

• Road Warriors

• Local Commuters

20. Competition

North American Competitors

• Comfort Inn

• Hampton Inn

• Fairfield Inn

None represented in Singapore