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Five-star hotels in Singapore putting on the glitz
by The Straits Times|15 May 2013

Singapore - The good times are not yet over for hotels here, but they are doing more to stay ahead of the competition and to retain market share ahead of a projected slowdown in tourism growth.

Hotel room inventory, according to official figures cited by the Singapore Tourism Board (STB), is projected to spike from the current 52,000 rooms to 62,000 rooms by 2015.

And with more competition from neighbouring destinations, five-star joints are spending on facelifts and freebies.

The 403-room Novotel Singapore Clarke Quay and the 310-room Copthorne King's Hotel were refurbished last year.

Bedrooms and conference rooms were renovated and installed with iPod docking stations and 42-inch flatscreen television sets.

Royal Plaza on Scotts, which has an average occupancy rate of 85 per cent, will install high- speed Internet in its 511 rooms by the end of next month.

It also provides Nespresso machines in bedrooms. Capsules are free and so are beverages in its mini-bar. It is adding an alfresco dining area too.

"There has been increased competition from other regional destinations that are enhancing their offerings at a less expensive price point," said Mr Patrick Fiat, the hotel's general manager.

"This means we must really understand our customer segment and target their specific needs to maintain our market share."

The STB has urged tourismrelated industries to woo big spenders - and hotels here are doing just that.

At the Ritz Carlton, the concierge team is upgrading its Club experience - a premium service for guests on club levels and those who pay a $150 top-up.

Currently, such guests can check in and out from their rooms, get personalised stationery and complimentary limousine service from their hotel to the Marina Bay area.

They also get free flow of food and beverages.

A club lounge will open in August where bartenders make free customised cocktails for guests. English high tea and Sunday champagne brunch will also be served.

Executive director of the Singapore Hotel Association Margaret Heng was not surprised that the pace of tourism growth will slow.

"As long as the visitor arrivals continue to increase year on year, the outlook for the industry should remain positive barring any unforeseen circumstances," she said.


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