Personalised service keeps guests coming back for more

To stay ahead of competition, hotels need to focus on their service level and the people who deliver it.

At The Fullerton, which won Best Accommodation Experience - Deluxe, in the Singapore Tourism Awards in March this year, General Manager, Mr Louis Sailer, is cognizant of the fact that the high levels of service that won his hotel the award would only be possible with the right staff numbers and quality.

Recognising the importance of personalised service, the hotel has a team dedicated to look after guest records of personal preferences and stay histories. Every guest's request that is received during reservation and throughout a guest's stay is meticulously recorded for reference for future stays. The aim is to ensure that guests have a consistent experience each time they return.

"Our building's historic architecture and contemporary interior are one of a kind, but it is our strong commitment to a style of highly personalised service that creates guest loyalty," he said.

The service culture does not stop at the front desk. All staff of The Fullerton Hotel practise this genuine service from the heart and it resonates throughout the dining outlets and guest floors. Mr Sailer shared: "It is the service that makes our guests return time and again to the hotel, including some who have stayed with us more than 200 times."

To maintain this high level of personalised service, he said the hotel would "continue to recognise our staff with good benefits and training opportunities for career progression and development, and remain a rewarding workplace of choice".

In 2007, The Fullerton's average room rates climbed 20% over the previous year. Said Mr Sailer: "Singapore is slowly catching up with the rates of Asia Pacific's key cities such as Hong Kong and Tokyo."

To ensure it remains a competitive destination, Mr Sailer said: "Singapore must always be aware and stay ahead of global industry and travel trends. At a property level, hotels must ensure that the service deliverables and product quality match client's expectations with the increase in room rates. "