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Press Releases

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01 Jul 2004 - Singapore

First Serviced Residence chain to win distinctive brand award in Singapore

Singapore, July 1, 2004 Fraser Serviced Residences, the premier international serviced residence chain with gold standard residences throughout Asia, Europe, and Australia, became the first hospitality brand to win the Most Distinctive Award Singapore promising Brand Award (SPBA) presentation last night.

Fraser is one of the six most outstanding brands among 32 this year that have shown distinction and exceptional achievements in the market. The SPBA Distinctive Award crowns a momentous week for Fraser: Fraser Suites Rodamco Place won the Best Brand Award in two separate polls by The Korea Herald and The Korea Times earlier this week. The awardwinning property is located in Insadong, the cultural heart of Seoul.

Fraser has worked tirelessly on our branding and brand values so guests at any Fraser serviced residence around the world can expect the same high quality of hospitality,¡¨ said Fraser Chief Operating Officer and brand champion Mr CHOE Peng Sum.

Fraser has a firm commitment to develop an international brand in accordance with its brand values, and implement it rigorously in every market that it has penetrated: A list that includes the United Kingdom, France, Korea, Singapore, Thailand and the Philippines. Also underway are projects in China and Australia.

Dedicated to continuous innovation in answering the unique needs of every customer, Fraser has gained a loyal following and good occupancy wherever it has been established. The SPBA celebrates Singapores top rising brands and is jointly organized by the Association of Small and Medium Enterprises (ASME) and Lianhe Zaobao, and supported by EDB Singapore, IE Singapore, SPRING Singapore and IPOS. The innovative solutions approach also clinches Fraser The Korea Heralds Best Brand Award for the third consecutive year.

Another newspaper in Seoul, The Korea Times, also named Fraser as the countrys top Serviced Apartment brand for the second straight year.

Such celebrated innovations include Lifestyle packages for residents or guests, where the serviced residences are customised to the guests unique needs: such as a home-office set up, or entertainment centre, or creating a kiddies dream¡¨ package.

Other innovative firsts include the award-winning The Retreat, the worlds first experiential meeting facility, which combines business meetings with relaxing massage treatments as well as health food for complete optimization of brain activity; Fraser Spa, where residents to enjoy a selection of ¡§capsule¡¨ treatments in an outdoor resort setting; and the Fraser Kids Club where young residents can enjoy fun-filled interactive activities.

Strong branding has been one of Frasers competitive advantage since we started Fraser Suites and Fraser Place in Singapore in 1998. And it is this consistent fulfilling of our brand promise that has enabled us to enter, and succeed in even the highly competitive European markets like the UK and France, said Mr Choe.

The Fraser brand of meeting and exceeding each need of every guest has won accolades wherever it has gone. In 2004 alone, Fraser won two awards in South Korea and in Thailand.

Herald Business Korea awarded Fraser Suites Rodamco Place in Seoul the Global Management Award for outstanding management practices.

Similarly, Frasers managed boutique resort at Petchaburi, Thailand Fishermans Village Resort was hailed as one of the Top 50 Boutique Resorts in Thailand by the countrys tourism authority.

Its three serviced residences in London Fraser Suites Kensington, Fraser Place Chelsea and Fraser Place Canary Wharf have enjoyed good success in the demanding European market, with occupancy rates soaring above 90 per cent within just two years. Fraser has been named one of the best serviced residence operators in the United Kingdom.

Fraser recently signed a new management contract to operate Fraser Suites Harmonie in the heart of the Paris business district in La Defense, edging out 13 other major international management companies with its branding and track record in Europe.

In recognition of its strong internationalization efforts, Fraser was awarded Business Headquarters (BHQ) status by Singapores Economic Development Board in 2003.