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CO-WRITTEN / PARTNER | editor, Singapore
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Frasers Hospitality exemplifies what “Gold Standard” service really means

In 2020, the world’s leading serviced apartment operator combined meticulous adherence to safety protocols whilst ensuring that their residents receive world-class services.

When Singapore’s circuit breaker measures kicked into action in early 2020 to combat the maelstrom that is the pandemic, the hospitality industry saw its business options literally shut close due to the lack of tourists and travel. Despite these challenges, Frasers Hospitality remained undaunted in its mission of providing world-class, Gold Standard service with a heart.

Striking gold again, Fraser Residence Orchard, Singapore won the title of the World’s Leading Serviced Apartment in the 2020 World Travel Awards; an amazing achievement for a 1-year old establishment since its official launch in 2019. This follows just a year after the title was awarded to its sister property, Fraser Suites Singapore.

Frasers Hospitality proved that exemplary service is even more important in difficult times. During the circuit breaker, Fraser immediately focused on taking even greater care of their in-house residents and assuring them every step of the way. When supermarket shelves were empty due to panic buying, the service apartment operator rolled out Weekly Breakfast Hampers in Fraser Suites Singapore, Fraser Place Robertson Walk, Singapore, and Fraser Residence Orchard, Singapore. These hampers contained daily food essentials like bread, rice, pasta, condiments, eggs, milk and many more, all at no additional cost to the residents. They then continued to replenish the hampers every week until the end of circuit breaker phase 2.

General Manager, Clara Beng also extended empathy to its residents staying at home— and recognizing the challenges and changes the new normal has brought them—made sure that residents remained active with the rest of the community and that their choices remain tailored to their comfort. Residents were treated to Fraser’s Home Theatre, where a series of local theatre shows were brought into their apartments through Frasers Hospitality’s partnership with Wild Rice Singapore. They even held virtual events such as a pizza-making session, snow-skin mooncake class, and yoga lessons taught by their very own in-house yoga guru at Fraser Place Robertson Walk, Singapore!

All these were done with their staff working doubly hard to comply with local quarantine requirements and government measures to the highest degree—cutting corners is not in Frasers Hospitality’s vocabulary, whether it is providing world-class service to residents or ensuring their safety is taken care of. Whenever a new government measure was announced, orders were promptly relayed to all ground staff to ensure immediate implementation and compliance. This includes hourly cleaning of the gym, conducting twice daily staff temperature checks, installing an ionizer in apartments and facilities, and more.

This combination of meticulous adherence to safety protocols whilst ensuring that their residents receive world-class services rooted on empathy was shaped thanks to Frasers Hospitality’s 23 years of exemplary service in the serviced apartment industry. Throughout the years, the global hospitality operator has constantly refined their service standard into the ‘Gold Standard’, and this has been continually brought to life by their dedicated staff. The World’s Leading Service Apartment in 2020, Fraser Residence Orchard, Singapore, achieved the title thanks to its Resident Manager, Suzanna Chan, whose meticulous attention to each customer touch point and willingness to go above and beyond transformed every resident experience to one that is both personal and special.

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