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05 May 2004 - Singapore
Fraser receives accolade for brand internationalization success
Singapore, May 5, 2004 – Fraser Serviced Residences, the premier international serviced residence chain with gold standard residences throughout Asia, Europe, and Australia, has clinched the Singapore Promising Brand Award in recognition of Fraser’s outstanding branding efforts. Fraser is the first hospitality brand to have won this award.
The recognition in Singapore is the icing on the cake of a firm commitment to its brand values and sheer hard work to develop an international brand, and implement it rigorously in every market that Fraser has penetrated: A list that includes the United Kingdom, France, Korea, Singapore, Thailand and the Philippines. Also underway are projects in China and Australia.
“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.
A commitment to continuous innovation in answering the unique needs of every customer is the Fraser brand promise and it has gained a loyal following – and good occupancy – wherever it has been established. The SPBA celebrates Singapore’s top rising brands and is organized by the Association of Small and Medium Enterprises.
Such 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 “kiddie’s dream” package.
Other innovative firsts include the award-winning Retreat, the world’s 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 go for fun-filled activities.
“Strong branding has been one of Fraser’s 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.
Similarly, Fraser’s managed boutique resort at Petchaburi, Thailand – Fisherman’s Village Resort – was hailed as one of the Top 50 Boutique Resorts in Thailand by the country’s 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 last month signed a new management contract to operate Fraser Suites Harmonie in the heart of the Paris business district, edging out 13 other major international management companies with its branding and track record in Europe.
In recognition of its strong internationalization efforts, Fraser Serviced Residences Pte Ltd was awarded Business Headquarters (BHQ) status by Singapore’s Economic Development Board in 2003