Frasers Hospitality Pte Ltd (Frasers) has evolved to be one of the top brands among serviced apartment operators globally and has become the preferred choice of accommodation for many international travelers, expats and their families. Frasers is a part of the 135 year old Singapore based conglomerate, Fraser & Neave with diverse business verticals in food & beverage, property, printing & retail etc. Not restricting itself as just another serviced apartment provider, Frasers strives to be the home away from home for the well-heeled traveler. The mantra for its phenomenal success and popularity among the international jetsetters — the willingness to go the extra mile to cater to the needs and comforts of its residents.
Blaze to brilliance
Frasers takes inspiration from the entrepreneurial instincts of the founders — John Frasers and David Chalmers Neave. Both arrived in Singapore way back in 1865 and their partnership started with a small printing company. Subsequently, they formed The Singapore & Straits Aerated Water Company, which later became known as Fraser and Neave. It later diversified into many other businesses such as property investment and development, breweries, dairy products, glass products, publishing and printing. Frasers also captures the group’s business ethos. It caters to the needs of diverse travellers planning for an extended stay. The company has ventured into the creation of an unmatched range of innovative, enhanced bespoke service offerings so that the guests can experience a gratifying and hassle-free stay. The services are customized to the specific needs of its guests. Be it Asian- or Western-styled kitchen or Kiddies’ Dream Package where the kid’s room is transformed into a wonderland of toys and games, the company has always been willing to take that extra initiative to make the stay comfortable. Frasers’ intrinsic understanding of the unique needs of business executives has over the years continued to garner international accolades, which include global recognition as the World’s Leading Serviced Apartment Brand by World Travel Awards and Corporate Housing Provider of the Year by Asian Expatriate Management and Mobility Awards. It has also received distinctions for its properties through numerous Travellers’ Choice Awards from Trip Advisor, the respected online travel resource. In this changing business climate, with corporate travel on the rise as international companies continue to explore growth opportunities in key economic regions, business executives are being sent overseas for short-term assignments and mid to long-term relocations. Their impetus towards attaining excellence has led them to expand their global footprint in North Asia with its first Gold-Standard serviced residence in Japan.
Frasers provides fully equipped service residences that are completely furnished with kitchen and laundry facilities. The idea is to offer Gold Standard for serviced residences. Guests can enjoy a wide range of high-end hotel services such as daily or weekly housekeeping, 24-hour reception and concierge, high-speed internet at all their properties, and business services. Frasers offers branded Pillow- Menus, The Retreat, Fraser care and the Kid’s Club. Most of the Frasers residences also offer recreational facilities, including gymnasium, swimming pool and children’s playground. Frasers residents are also free from the worry of utility bills, service charges and maintenance issues leaving them with more time to relax or concentrate on business.
Almost 80% of the esteemed guests belong to the Fortune 500 companies, including industries such as banking, finance, legal, oil & gas, engineering, pharmaceutical, consulting, IT and entertainment. Its outstanding reputation for excellence h attracted an extremely loyal clientele that divides evenly between Asia-Pacific, Europe, Australia, Middle East and the Americas. The company is also attracting a growing number of leisure customers, mostly people who have experienced the Frasers difference on a corporate basis come back to spend their leisure time here. In addition to an extensive direct client base, Frasers works with a wide range of renowned travel management companies and relocation agents worldwide.
Engagement that enthrals
Frasers recognizes the importance of managing its corporate brand and identity. As a key component within its corporate strategy, the Frasers brand has become the central organizing principle within the organization, guiding every decision and action. The Frasers brand has been highlighted through consistent messages and communication in the advertisements, promotions, direct mailers, press/ public relations, sponsorship programs, strategic alliances and the website. In the process, it has balanced all the stakeholders’ interest to establish optimum brand strategies by developing strategic and tactical initiatives to increase brand equity. Frasers is proactive in identifying and understanding the changing needs of the informed traveller by keeping abreast of social trends, emerging attitudes and needs. The company tries to look beyond the current and provide innovative solutions that often surpass the guests’ expectations. In providing these offerings, it has succeeded in achieving a new milestone in the serviced apartment industry.
Frasers’ outstanding properties benefit from their prime locations in key cities such as London, Paris, Glasgow, Singapore, Seoul, Manila, Bangkok, Tokyo, Sydney, Beijing, Shanghai, Nanjing, Hanoi and Shenzhen, which have provided them with significant competitive advantage in the local and global marketplace.
Frasers’ properties are strategically located in each city to reduce unnecessary time spent commuting to work, with easy access to local attractions and amenities such as shopping, dining and entertainment. Designed for living, with a choice of apartment sizes ranging from studios, one, two, three-bedroom apartments to penthouses, they feature fully furnished, living, dining and bedroom areas. These give business executives the space and privacy to balance work and leisure, allowing them to feel totally at home regardless of the length of their stay.
The deep commitment to achieve excellence in service has resulted in an increased customer satisfaction and has earned Frasers accolades and awards such as the prestigious People Excellence Award in 2006 and Singapore Service Class Award in 2005 by SPRING Singapore. Its obsession for excellence has resulted in outstanding customer satisfaction, innovative lifestyle offerings and increased customer preference through a customer-oriented culture with a combination of co-operation, communication and commitment
Frasers leverages its focus on constant product and service innovation and human resource to deliver a strong brand and customer focus providing quality service to its customers. The service innovations range from free wifi to their Pillow Menu, Herman Miller chairs, and The Retreat to stay relevent to the evolving needs of the business traveller. The commitment to achieve excellence in service stems from a genuine desire to pamper the guests, making them feel comfortable and welcome during their stay– be it short- or long-term, achieved through its intuitive, yet unobtrusive service adapted to meet the unique needs of every guest. In addition to state-of-the-art meeting and conference facilities, an extensive range of leisure and lifestyle facilities such as fully equipped gymnasiums with steam and sauna rooms, swimming pool, restaurant, residents’ lounge, children’s playroom are available to support the work-life balance needs of its residents. Breakfast, daily housekeeping, room service and 24-hour concierge and security are also available.
1. 80% of corporate customers are from Fortune 500 companies.
2. Today their presence can be seen in Australia, Bahrain, China, France, Hungary, India, Indonesia, Japan, Korea, Malaysia, Philippines, Qatar, Singapore, Thailand, Turkey, United Arab Emirates, United Kingdom, Vietnam, Germany(2014) and Saudi Arabia (2015).
3. Their current portfolio stands at 83 properties in 44 key gateway cities and more than 14,000 apartments including those in pipeline. In five years they expanded their footprints with opening 37 new properties in the key cities worldwide.