THE newly renovated Royal Plaza on Scotts (RP on Scotts). launched in mid-May in a grand opening, is differentiating itself from its competitors with its new brand values which are “rigorously communicated throughout the entire organisation” from the general manager, Patrick Fiat, through to frontline and back-office staff in all departments. Its tagline,, “What can we do for you”, is the springboard for this.
The acronym SERVICE reinforces RP’s service deliver. It stands for seamless, empowered, refreshing, versatile, individualised, charming and extraordinary. The value complements the 33-year old hotel’s massive external renovation.
All the hotel staff underwent an intensive training programme at a cost “three times the usual training budget”. “This exercise represents a learning process, an educational journey for our staff. Branded customer service goes beyond generic service and even more than excellentservice,” Fiat said.
“When you are off-brand, the hotel has to learn how to move closer and closer back to the extraordinary guestexperience.
It is all about the mindset of our staff and how well each of them can reach to a situation while at the same time exemplifying the core values of the brand.” Batting for the ideal scenario does not make Fiat idealistic.
He said, “We know that not everything will be perfect but it is part of the journey. People will make the difference.” Odette Huang, director, Marketing & Brand Development, agreed, saying,“It is all about experience at the end of the day.”
The hotel renovation took 18 months to complete, touching all the hotel’s 15 floors and facilities. The project began in October, when hotel operations were closed and reopened in phases beginning January. The combined renovation and new brand value are generating the desired results.
Fiat said that they are running an occupancy rate of 90 percent with current room rates increasing by 32 percent. They have likewise been attracting first-time clients. High occupancy rate. Above average room rates. The statistics augur well for the RP.
If there is one thing that concerns him, it is the threat of personnel-poaching. “The challenge is getting the right people and motivating them,” he said, adding that retaining good talent also entails mapping out a well-thought out individual career plan high potential staff.
“This keeps the staff engaged with the brand and the objectives of the organization. There is also a need to take a close look at competitive remuneration and benefits, as well as training opportunities as part of staff retention endeavours,” he said.
What’s in for you at RP on Scotts?
Among these are: • Free wi-fi in all guestrooms • Free mini-bar in all guest rooms, replenished daily • Singapore’s first 100-percent smokefree hotel • Very personalised service
