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SHA Update 2011 New.Indd Jan 2011 – Mar 2011 MICA (P) 050/02/2011 EDITORIAL TEAM Chief Editor : Ms Margaret Heng • Writers : Ms Li Shaoting & Ms Tai Junni Published by : Singapore Hotel Association Designed and printed by : Colorcom Graphics Pte Ltd SSHAHA UUPDATEPDATE SHA Update is the offi cial publication of the Singapore Hotel Association and copies of SHA Update are not for sale. No part of this publication may be reproduced in any form or by any means without the written permission of the publisher. The views and opinions 17 Cantonment Road, Singapore 089740 Email : [email protected] Website : www.sha.org.sg expressed are those of the authors and do not necessarily refl ect those of the publisher. SHA Mystery Shopper Survey Service Quality Goes Up he SHA Mystery Shopper Survey was initiated in The fi ndings from the study showed that the service quality of the second half of 2009 to measure and raise the Singapore’s Hotel Industry had improved from 6.80 in Round 1 to 6.98 service level of hotels in Singapore, as well as to in Round 2 within a period of 6 months from March to August 2010. benchmark Singapore hotels against the service T At a glance: level of hotels in Hong Kong. Round 1 of the survey was conducted over the period of July to November 2009. Average Average Results of Round 1 survey were shared with participating ∆ in Score Score % ∆ hotels members thereafter. Each hotel was given 6 score (Round 1) (Round 2) months to address the gaps identifi ed in Round 1 of the survey. Budget 6.11 6.26 + 0.15 + 2.5 Standard 6.42 6.73 + 0.31 + 4.8 The second round of the survey was conducted between September to November 2010 by Tiptop Consultants Superior 7.25 7.27 + 0.02 + 0.3 (Pte) Ltd. A total of 91 SHA hotel members from the 4 Deluxe 7.41 7.66 + 0.25 + 3.4 categories (budget, standard, superior and deluxe) were covered in the audit. Industry Average 6.80 6.98 + 0.18 + 2.6 The key highlights of the survey fi ndings for Round 2 are Generally, all four hotel categories (budget, standard, superior and summarised below. deluxe) improved in their service delivery. Of the four hotel categories, Standard hotels showed the most signifi cant improvement in average scores in their Round 2 performance. Both Superior and Deluxe hotels demonstrated average scores which were above the overall industry average. In addition, more than 60% of the hotels audited showed improvement in their scores when compared to the fi rst round. For the hotels which showed improvements in service delivery, the average improvement in scores was approximately 10%, with the greatest improvement recorded (by one hotel) at 45%. SHA NEWS SHATEC INSTITUTES NEWS HOTEL CIRCUIT TOURIST TRACKS • SHA Mystery Shopper 1 • WorldSkills Competition 8 • Earth Hour Initiatives at 11 • Tourism Performance 14 Survey 2011 Royal Plaza on Scotts for February 2011 • Your Say Social Media & 2 • Chefs on Parade 2011 • Sunday for Sendai • Performance by Hotel Charity Dinner Tier (Feb 2011) its Impact on Hotels • Western Australia 9 • SHA Welcomes New 3 Oceanfest • Furama RiverFront weeps 12 • A Record Tourism Performance for 2010 Members • Shatec Institutes Open Top Honours at SNRSC • SHA Welcomes New 4 House 2011 • Calendar of 15 General Managers • Articulation Agreement • Singapore Hotels Top Conventions & • General Managers’ 5 Signing Ceremony People’s Choices Exhibitions Networking Session (Apr – Jun 2011) • Course Calendar 10 • Concorde Hotel Unveils 13 • Outstanding Outlet Award Apr-Jun 2011 its New Look for Hotel Reservations • The launch of ‘The • Career 2011 Fullerton Heritage: Where Past meets the Present’ • HotelPartTimeJob.com.sg 6 – A Step Forward! • 29th Inter-Hotel Soccer 7 League Kicks-off! • Upcoming Activities and Projects 2 SHA NEWS Your Say Social Media & its Impact on Hotels study by PR fi rm Burson-Marstellar which covered the 100 largest companies in the Fortune Global 100 list found that 79% of these companies are using at least one of the social media forms (Twitter, Facebook, YouTube or corporate blogs) AFor this issue, SHA Update checks out what some General Managers think about social media and its impact on the way hotels conduct its business. “Social Media – a defi nite boon” “A Powerful and Compelling Storytelling Tool” Social Media is defi nitely a boon for us in this current environment. I believe social media has immersed itself seamlessly within It is something which we cannot ignore as the viral effect is Swissotel The Stamford’s service culture. phenomenally powerful and rapid. We embrace and leverage on such new-age communication It is a powerful and compelling storytelling tool which our channels for various reasons like announcing a Room Offer, F&B hotel utilises to share our guests’ stories with the rest of the Promotion, Wedding Show Update, Charity Event and sometimes world. And from Vertical Marathon, Chefs With Altitude and DJ even a platform to run a contest. It has proven effective in terms Parties at New Asia, we leverage social media such as Facebook, of reaching out to the right target audience at the shortest time to not only spread awareness on these signature events, but also required unlike the traditional media. to elevate the essence of the phrase “engaging the audience” to a whole new “real time” level. However, it is important and necessary to keep a constant engagement and interaction For an international hotel brand such as with your fans and followers for Facebook and Swissotel Hotels & Resorts, social media gives Twitter respectively. us immense opportunities to reiterate our brand Mr Kevin Bossino promise and our passion for perfection, and to General Manager Grand Mercure Roxy Hotel turn new ‘followers’ into fully engaged brand advocates. Mr Aiden McAuley General Manager, Swissotel The Stamford, Singapore & Regional Vice “Reinventing Customer Interactions” President, Asia Pacifi c, Swissotel Hotels & Resorts Social media has reinvented the way that companies interact with customers, by directly listening to and engaging them. However, this doesn’t mean that traditional offl ine “A Pleothora of Possibilities” marketing activities will become irrelevant. We see social media as an additional platform to Social media, and the shift of infl uence to leverage on getting the word out. Typically the customers, makes it even more critical than hotel like many other industries relied heavily on ever for companies to get the basics right and traditional marketing gimmick to get its brands to consistently deliver on their brand promise. and properties across to the masses, and for us boutique hotels, word-of-mouth plays a huge This especially holds true for the hotel industry. With social media, part in this process. these customer experiences, whether positive or negative, are amplifi ed in the form of conversations that take place across a We feel that social media gives the industry a much needed boost host of online platforms. When you consider that the single most as a platform. It opened a plethora of possibilities for hotels to powerful infl uence in a decision-making journey is often someone market itself in a more interactive, engaging manner and at the else’s advocacy, the mileage of a single reviewer’s comments same time, closing the gap between consumers and the products becomes too important to ignore. at hand. Now with virtual platforms such as TripAdvisor, Facebook and Twitter to name a few, total strangers all over the world have One of the biggest misnomers of social media marketing is that it been given free rein to communicate with one another and share is easy, quick and cheap. In fact, it requires a lot of work in making their experience at the click of a mouse. the content relevant, valuable and accessible to an audience. Done effectively, social media marketing can have a sustaining We have a timeline in place to roll out different campaigns on the and compounding effect as it gives hoteliers the chance to various social media sites, and the main idea is for our hotels is infl uence a potential guest throughout the different stages in their to get our brand and product across to the masses - to create decision-making journey.give their best. awareness and generate interest. Mr John Sartain Ms Charmaine Wee General Manager General Manager Mandarin Orchard Singapore Wanderlust, New Majestic Hotel & Hotel 1929 SHA NEWS 3 SHA Welcomes New Members Ordinary Members Hotel Grand Chancellor he Hotel Grand Chancellor, the second hotel owned and managed by Hotel Grand Central Limited in Singapore, is situated on historical TBelilios Road (off Serangoon Road). It is conveniently located near the major shopping centres along Serangoon Road which includes Mustafa Centre and City Square Mall. The hotel comprises 328 rooms including 10 premium balconies on the top fl oor with a spectacular view of the Marina Bay area. Featuring a modern décor Coffee House which offers both local and international cuisine, the hotel also caters authentic Vegetarian North Indian cuisine for the spice lovers. With the entire building wired with high speed broadband, guests can relax and surf the internet by the poolside on the 8th fl oor. Ibis Singapore Novena bis Singapore Novena, the newest 3* International brand hotel will be soft opening in April 2011. It is ideally located less than 1 km from Novena MRT Istation, shopping mall, medical centres and hospitals in Novena. The hotel provides a value for money proposition, with an in-house restaurant and bar, FREE Wi-Fi, car parking and in-house gym. Ibis Singapore Novena provides warm hospitality with its friendly staff, modern decor and a comfortable good night sleep.
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