Investors are going to build a new hotel in Southeast Asia, so travel in Southeast Asia will be more stimulating: Passage is a high-end, luxurious themed hotel based in Singapore. It is best characterized by multiple themes from different cultures. As a customer-based and service-oriented business, Passage focuses on innovation, uniqueness and good value. Since Singapore holds a very strong position globally, it provides a positive environment for such a new business. Although this new brand requires some time to create brand recognition and build reputation, its new attractive features would certainly generate competitive advantages amongst rivals on the market. In addition, due to its advantageous location, Passage can easily attract a large number of international travelers. Therefore, it is evident that this hotel has many strengths. Furthermore, a range of marketing strategies have been identified, particularly pricing strategies such as cost-based pricing and demand-oriented pricing strategies. What’s more, various promotional strategies will be utilized, e.g., television advertisements, newspaper advertisement, third-party booking websites’ recommendation as well as airline partnerships (i.e., airline magazines). Further, in an organization like this, training programs must be offered so that staff members can have enough professional development. This will surely improve staff member as well as customers’ satisfaction and loyalty in the long term, especially when training programs regarding food and beverage & customer service are provided regularly.
- The reality of this region:
Because the average wage in Singapore is quite high, it seems that a much more practical approach is to hire employees from other Asian countries who are able to work in Singapore. More exactly, employees from Malaysia, Indonesia and China expect lower salaries; therefore, hiring employees from these countries could significantly lower the cost of this hotel. In addition, many employees from Malaysia, Indonesia and China speak the official languages of Singapore and their cultures are similar to the Singaporean culture. As a result, employees from these Asian countries can get used to this environment quickly.
- Training Programs
Professional development is paramount in this industry, especially in a hotel where luxury and high-quality services are expected at all times. Training should include skill-based training and behavioral training. That means employees are supposed to learn how to do things well and how to interact with other people effectively. Because the hotel has to respond to changing circumstances like the approach of a new high season when more seasonal staff members are hired and these individuals need basic training, the training budget must be allocated quarterly. This is particularly important in this industry because the staff turnover rate in the housekeeping department is pretty high due to the demanding work and relatively low pay.
- Appraisals and Reward System
Not everybody has the same wants and needs; not every staff member is motivated by money only. Although monetary rewards are of vital importance, staff members also need to be motivated by other factors. To be more specific, all human beings have the need for a sense of belonging, love and companionship. Hence, company activities should be a key part of the reward system in this hotel. Furthermore, titles, recognition, promotion, status symbols and appraisals are also important signs of appreciation – this motivates employees as well.
- Employee Benefits
Performance-related payments are imperative in this hotel because employees’ esteem needs can be met via a sense of accomplishment and worth. Clearly, employee benefits should include performance-related payments and awards. This strategy helps the hotel to meet employees’ need for competence, achievement and self-respect.
“Interestingly, professional development can be a part of employee benefits, too, as motivated staff members would focus on realizing their full potential, increasing their skills & knowledge and becoming even more creative. This is a way to meet staff members’ self-actualization needs (Burton 2012). However, individuals only concentrate on self-actualization after other needs are already met. Therefore, it is clear that this hotel must build on a solid foundation of employee satisfaction in the first place.”