Post on 19-Mar-2018
4/4/2013
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Frasers Hospitality Pte Ltd
Balridge ProgrammeThe 25thAnnual Quest for Excellence Conference
Baltimore Marriott Waterfront Hotel
08 April 2013
•What is the reason for existence?• Finding a niche market• Serviced Residences versus Hotel
Blue Ocean Strategy
Price
Lengthof Stay
Size ofApartment
Service
Small Large
Low
High High
Low
Budget
Service
Apartments
Gold Standard
Serviced
Apartments
4 Star
Boutique
Hotel
Residence
Budget
Hotel
5 Star
Luxury
Hotel
4 Star
Boutique
Hotel
Budget
Apartment
For Lease
Luxury
Apartments
For Lease
Moderate
Apartments
for Lease
Carving a Market NicheImportance of defining the Brand Offering and
Brand Differentiation
Carving a Market Niche
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Vision – to align the company in one direction
VISION
Frasers Hospitality Pte Ltd aims
to be the premier global leader in
the extended stay market through
our commitment to continuous
innovation in answering the
unique needs of every customer.
Core ValuesOur vision: Frasers aims to be the premier global leader in the extended stay market through our commitment to
continuous innovation in answering the unique needs of every customer.
The Fraser Difference:
• Fraser Touch
• Fraser Care
• Fraser Home
• Fraser Friends
• Fraser Connect
• Fraser Kids’ Club
• The Retreat
• Fraser Spa
Creating Fraser moments – TEAMWORK: We will
play as a team to share the Fraser difference with
every customer.
Ou
r Go
ld S
tan
da
rds
Create “WoW” moments – INNOVATIVENESS:
We will continuously seek new and better ways to doing
things to make every customer feel special
Exceed expectations – COMMITMENT:
We will be committed to display empathy, enthusiasm and energy to
exceed the expectations of every customer.
Meet needs - OWNERSHIP:
We will be responsible to anticipate and answer the needs of every customer.
Respond to needs – RESPONSIVENESS:
We will respond and react promptly in all our interactions with every customer.
Our Service Steps:
Welcome the customers · Use their names ·
Take care of their needs · Thank them · Invite them back
Our Service Recovery Steps:
Listen · Apologise and show empathy ·
Solve the problem together with guest · Thank the guest
Set up structures for growth with proper Regional Hub Roles & Responsibilities
Putting Structures In Place For Grow
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Functional Organization StructureMr Choe Peng Sum
Chief Executive Officer
Chief Investment Officer
Chief Operating Officer
Chief Financial Officer
Business Development
Group Director, Sales & Marketing
Regional Operations
Technical ServicesInformation Technology
Human Resource & Training
Accounting & Finance
InvestmentsGlobal Sales & Marketing
Pre-Opening Design Budgeting
Listing and Assets Management
Branding & Communications
Service and Operation Audit
Mechanical & Engineering
Legal
Global Reservations
Corporate Secretariat
Revenue Management
Financial Audit
Organization Chart – Regional Hubs
Europe/Middle East NorthAsia Asia Pacific
Reportingto
Chief Operating Officer Europe & Middle East
Regional Director North Asia
Regional Director Asia Pacific
Hub Location
London Beijing Singapore Sydney
Coverage Europe• UK – London, Scotland• Europe – Paris• Eastern Europe –Budapest
• Turkey – Istanbul
Middle East• Dubai• Bahrain• Doha• Oman• Abu Dhabi• Saudi Arabia – Al Riyadh, Al Khobar
• China – Beijing,Changzhou, Chengdu, Chongqing, Dalian, Guangzhou, Hangzhou, Nanjing, Ningbo, Shenzhen, Shanghai, Suzhou, Tianjin, Wuhan, Wuxi
• Hong Kong• Taiwan• Japan – Tokyo, Osaka• Korea – Seoul
• Singapore• Malaysia – KualaLumpur
• Indonesia – Jakarta• Philippines – Manila• Thailand – Bangkok• Vietnam – Hanoi, Ho Chi Minh
• Myanmar –Yangon• India – Bangalore, Chennai, Hyderabad, New Delhi
• Brisbane• Melbourne• Perth• Sydney
Regional Operations Hub Structure
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Define Growth Strategy
ManagementManagementInvestmentInvestment LeasingLeasing
Development Upside & Ongoing Yield
Development Upside & Ongoing Yield
Highly Scalable Fee Income
Highly Scalable Fee Income
Operating SpreadOperating Spread
SCALEPresences in 39 cities, 74
properties, 12,549 units and still growing
BRAND PORTFOLIO5-star and 4-star Serviced Apartments and Hotel
Residences
FRASER LOYALTY PROGRAM
Drive membership to bring in revenue
WEB / MOBILE /SYSTEM FUNDINGDeploy funds to build strong sales system
SALES FORCEGrow sales headcount professional to increase
accounts
REVENUE MANAGEMENT
Active revenue management to optimize yields
RESERVATION SYSTEMS
Centralized reservation system and brand website
HR & TRAININGTraining and human
resource management as a critical success factor
Branding, Public Relations, External & Internal Marketing based on Branding, Vision & Core Values
Branding and Public Relations
Branding and Public Relations
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Monitor and measure targets & performance based on
Balanced Score Card concept
Targets and Performance Measurement
Balanced Score Card Approach
Profit Score Card
• Key Performance Indicatorsbased on Earnings before Interest & Tax (EBIT) &Compounded Annual GrowthRate (CAGR)
• KPIs set on Apartment Growth(CAGR)
• KPIs set on Profit after Tax(PAT)
• Return on Investment (ROI)
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
0
2
4
6
8
10
12
14
Series 3
Series 2
Series 1
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Profit Measurement
• Monthly Financial Flash• Monthly STR Global• Monthly Market Segmentation Report
• Monthly Performance Review•Yearly Budget Review•Yearly Market Segment• Financial Review Audit
0
2
4
6
8
10
12
14
Series 3
Series 2
Series 1
Sales
1st Qtr
2nd
Qtr
3rd Qtr
4th Qtr
• Monthly Brand Karma scores• Monthly Booking.com scores• Monthly Tripadvisor scores• Guest Feedback•Yearly Corporate Bookers Survey
Customer Score Card
Customer Score Card – Booking.com
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Customer Score Card –Tripadvisor.com
Customer Score Card –Yearly Corporate Bookers Survey
What is your overall rating of Frasers products?
• Mystery guest shoppers before /after sales
• Operations Audit
Customer Centric Incentives
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Customer Centric Incentives
Hotel Information
System (HIS) / Hotel
Management System (HMS)
Reservations, Billing,
Accounts Receivables, Receipting,
etc.
Hotel Information
System (HIS) / Hotel
Management System (HMS)
Reservations, Billing,
Accounts Receivables, Receipting,
etc.
CRM
Data Mining, Electronic
Direct Mail, E-Blast
CRM
Data Mining, Electronic
Direct Mail, E-Blast
SynxisBooking Engine
Property Local Sales,
Hub & Cluster Support,
Global RFP, Fraser World
E-Genesis
Reservation confirmation, Thank-you
E-Genesis
Reservation confirmation, Thank-you
Guests
Fraser Website OTA
Global Distribution Systems
Internet
Industry Benchmarking Guests’ Feedback
Comp set benchmarking
In-house Guest Critique
SA
LES &
MA
RK
ET
ING
AFT
ER
SA
LES R
EV
IEW
Corporate
Internal Business Process
• I-Trax System / Works Order System• FCS Interface System PABX to HIS• HMS – Ipad Check-In System•TMI – Reporting System• CRM – Customer RelationsManagement system
• Intranet
Systems Requirements
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Human Capital
• Putting people first• ROCIT training•Voices of Frasians•Vision / Core Values• Skills based training eg Dale Carnegie, IGE• Fraser Day•Turnover percentage• Percentage of long service staff• Internal marketing
Human Capital
Training and development, continuous learning, empowerment
Human Capital
31st March – Fraser’s global family celebrates Fraser Day
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FS SingaporeFP Singapore
Existing Serviced Apartments
2 properties in 1 city with 400 apartments
Footprint• SINGAPORE
FS Glasgow, ScotlandFS Edinburgh, Scotland
FR BudapestFS Kensington, London
FP Canary Wharf, LondonFP Queensgate, London
FR Prince of Wales Terrace, London
FR Blackfriars, LondonFR Monument, London
FR City, LondonFR Bishopsgate, London
FS Harmonie, Paris La DefeńseLe Claridge, Champs-Elyśees Paris
New Serviced Apartments to be opened soonExisting Serviced Apartments
FR CBD East BeijingFS CBD Beijing
Modena Heping, TianjinFP Tianjin
FP Istanbul
13,069 apartments, 77 properties in 41 cities by 2016• BAHRAIN
• BANGALORE
• BANGKOK
• BEIJING • BUDAPEST
• CHANGZHOU
• CHENGDU
• CHENNAI
• DOHA • DUBAI
• EDINBURGH
• FRANKFURT
• GLASGOW• GUANGZHOU
• GURGAON
• HANOI
• HO CHI MINH• HONG KONG
• ISTANBUL
• JAKARTA
• JOHOR BAHRU• KHOBAR
• KUALA LUMPUR
• LONDON
• MANILA • MELBOURNE
• NANJING
• NEW DELHI
• OSAKA• PARIS
• PERTH
• RIYADH
• SEOUL • SHANGHAI
• SHENZHEN
• SINGAPORE
• SUZHOU
• SYDNEY• TIANJIN
• WUHAN
• WUXI
FS Insadong SeoulFP Central SeoulFP Namdaemun
FR Nankai Osaka
FS Top Glory ShanghaiFR ShanghaiModena Putuo ShanghaiCapri SanlinModena Pudong
Modena Wuhan
FS ChengduFR Chengdu
FS GuangzhouModena Guangzhou FP Shekou Shenzhen
FS Hong Kong
FS Nanjing
FS Hanoi
Capri HCMCFS SukhumvitPhachara Suites
FP Kuala LumpurFR Kuala Lumpur
FR AmpangCapri Kuala Lumpur
FR Puteri HarbourCapri Johor Bahru
Capri, Frankfurt
Modena ChangzhouModena WuxiFS Wuxi
FS New DelhiFR Chennai
FS BangaloreFP Gurgaon
FS River Valley SingaporeFP Robertson Walk SingaporeFR Orchard SingaporeFP Fusionopolis SingaporeCapri Changi City Singapore
FR Sudirman JakartaFP Setiabudi JakartaFS Kuningan JakartaFR Menteng Jakarta
FS BahrainFS Dar Tower
FS Edafah, Al KhobarFS Edafah, Al Riyadh
FS Doha
FS DubaiFS Al Jadaf DubaiFR Al Jadaf Dubai
FR Budapest
FP Manila
FS PerthFS Sydney
FP Melbourne
Global Footprint
Thank You