New markets
When it comes to trends, Henini draws on similarities between the emerging Qatar hotel market and Singapore more than 10 years ago, where Frasers Hospitality began in 1998.
He recalls: “When we started in Singapore, the serviced-apartment market wasn’t very mature. Out of 4000 rooms only 300 were serviced apartments so there was a big gap.
“We did a lot right to set the benchmark, but 10 years on the game changes, this year we’ve opened more properties and each one is trying to outdo the next.
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“Technology and hotel ‘hardware’ keep evolving, but if you’re always advancing the facilities to keep up with the market, you run the risk of forgetting the roots.” Henini says Frasers’ roots lie in the software — its service.
“Everyone can catch up where hardware is concerned, tomorrow will always be swankier, but if you get your service right that will stand the test of time.”
However, that has not stopped the hotel group from refurbishing its older Singapore properties to keep up with the ever-changing needs of the corporate traveller. “These days, connectivity is key,” Henini says.
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