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"Evolving with the Senses" |
| March 26, 2002 - An innovative guestroom concept, Rafflessense aims
to better define and meet customer needs. Not unlike the thought and energy
one would invest in designing spaces for optimum living within one's home,
Rafflessense is a "living" spatial concept that not only sensitively regards
the needs of the five senses of the guests, but aims to create a unique
experience to exceed the expectations of the guest in five areas through
their senses. From an operational standpoint, viewing these five areas
(the study, entertainment, sleeping, dining and bathing areas) separately
enables the hotels to focus on what is required, not only to meet, but
also anticipate the expectations of its guests in each area.
Chairman and Chief Executive Officer of RIL, Mr. Richard Helfer says, "Guestrooms should not be static. We have decided to look at the guestroom as an evolution. The concept of Rafflessense, essentially a collection of industry best practices, will enable us to refine our product constantly, as it focuses our energy and attention on details in the areas that are important to our guests. It is this continuous improvement process, and the time and effort devoted to each area, that will make the difference between other guestrooms and Raffles International's." As a creator of quality lifestyles, RIL draws on its numerous lifestyle concepts, varied expertise and resources to continuously improve on each of the five areas. For instance, expertise honed in its Amrita Spa operations has been transplanted and replicated within the bathing area of the guest room to create the ideal private sanctuary for guests to refresh and rejuvenate. Today, the bathing area is akin to a private bath-spa where guests are encouraged a moment of indulgence. They can choose a refreshing shower with an invigorating Raffles loofah, or a relaxing soak in the long bath scented by soothing Amrita bath salts; then pamper themselves with Amrita Spa Hydrating Body Lotion, before slipping into luscious robes, to soothe away the strains of the day. In another example, expertise in Raffles shops has spawned a new idea to provide convenient shopping in the study area, a service guaranteed to be welcomed by guests who have no time to shop, but do not want to leave empty-handed. Soon, they can order 50 to 100 items ranging from food to clothing, reading materials to souvenirs, produced by RIL, from the convenience of their study area. The gifts will come beautifully wrapped in an unmistakable Raffles quality presentation. RIL is already well known for its private label caviar, chocolates, books and a host of other merchandise sold through its existing in-hotel Raffles shops. "We must always be in a position to exceed customers' expectations. By no means does this entail showering guests with bottles of champagne, caviar and chocolates to please them. In fact, guests may not even want these. What is important is to understand the value proposition for each offering and consistently deliver on that promise," adds Mr. Helfer. Raffles International Limited, formed in 1989, is a name well respected in the industry for its standards of quality, award-winning concepts and innovative approach towards hotel management. Raffles International's hotels and resorts are marketed under a two-tiered brand structure. The "Raffles brand" hotels distinguish themselves by the highest standards of products and services available in major cities on an international level. The "Swissotel" and "Merchant Court" hotels offer quality accommodation and the full range of modern facilities and amenities expected by today's discerning traveller, with an emphasis on quality and comfort. |
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Kang Bee Hua, Director Group Communications Raffles International Limited 65 6430-1352 [email protected] http://www.raffles.com |
| Also See | Grand Hyatt Hong Kong Objective: Creating a Room Perfectly Suited for the Business Traveller...A Guestroom Redefined / Aug 1999 |
| A Peek Into the Hotel Room of the Future / Andersen / July 2001 |