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04 Feb 2004 - Singapore
Premier serviced residence chain extends product offering to meet lifestyle
SINGAPORE, February 4, 2004 – Fraser, the premier international serviced residence chain, has signed a contract to manage its first boutique resort – the five-star Fisherman’s Village Resort in Thailand’s ancient royal fort town of Petchaburi.
“The move is intended to meet the lifestyle needs of our guests regionally,” says Fraser’s Chief Operating Officer Mr Choe Peng Sum. “With a resort offering, our guests can enjoy Fraserbrand hospitality while on holiday as well.”
“Serviced residences will continue to be primary, but our hospitality expertise allows us to expand and meet the needs for a gold standard resort.” Spanning some 6400 sq metres of land, the resort was recently nominated one of the “Top 50 Boutique Resorts in Thailand” by the Tourism Authority of Thailand for its aesthetic beauty, excellent service, and wealth of activities.
The contract to manage the Fisherman’s Village Resort – a convenient 90-minute ride from the capital city of Bangkok or a 40-minute drive from the airport at the beach resort town of Hua Hin – was signed on December 16 last year.
Located in the central region, Petchaburi has some 80 km of beach along the Gulf of Thailand.
The city was an important royal fort town. Nestled in Hat Chao Samran – the site of the royal lodging pavilion of King Rama IV on the western side of the Gulf of Thailand – Petchaburi offers a plethora of superb architecture and artistic work of the temples and palaces.
Guests can choose from a wide range of recreation and lifestyle activities, including Catamaran sailing; jet-skiing; wakeboarding; temple and palace visits; river cruises; and National Park and forest treks.
On its part, Fraser has been eyeing the Thai travel market. “Thailand’s economy has clearly bounced back and is on the upswing, so we are negotiating management contracts for serviced residences with property owners in prime areas of Bangkok’s central business district,” said Mr Choe.
“At the same time, Thailand’s booming tourism industry makes the resort business very viable.
Aside from a blip this year due to the SARS scare, tourist arrivals have grown between six and 11 per cent yearly since 1988 and are expected to exceed 11 million next year.” The industry is expected to rake in close to S$14.7 billion in 2004, the Tourism Authority of Thailand reported.
Fraser has also announced the opening of Fraser Place Shekou, Shenzhen in China, which is scheduled to open in September 2004. In addition, Fraser Suites in Sydney, Australia is expected to open its doors in 2005. It currently operates seven serviced residences in Singapore, Seoul, Manila and London.
A subsidiary of Centrepoint Properties Pte Ltd, Fraser aims to establish a presence in 14 gateway cities by 2006. Its aggressive expansion plans have been recognised and supported by Singapore’s Economic Development Board, which awarded the Business Headquarters status to Fraser Serviced Residences.
In spite of these rapid expansion plans, Mr Choe says its the primary objective is to build the brand. “We work hard to establish our brand, Fraser, as a provider of gold-standard service so that our guests have a home away from home.”
“Constant innovation to meet the unique needs of our guests is our trademark. For example, we offer customized living spaces, like designing themed rooms for children, a home office or entertainment centre, to meet our guests’ various needs and tastes.”
Other innovations include The Retreat, the world’s first experiential meeting facility to optimize corporate planning and brainstorming by combining business with spa treatments. Fraser also offers specialized lifestyle services to meet the needs of various ethnic groups.