SINGAPORE—Delivering quality service that epitomizes love and passion while continuously improving performance is the formula for success for Park Hotel Group, according to CEO Allen Law.
With 10 hotels in the Asia/Pacific region, the company’s executives are certain their philosophy will be beneficial as they look to expand.
“The group’s philosophy of providing loving hospitality is guided by the core value of (putting the) customer first, to exceed customer’s expectations at all times and go the extra mile to bring joy to guests,” Law said in an email.
This is exemplified in Park Hotel Group’s brand promise that every encounter will be a discovery of love, he added.
And that goes beyond the employee-guest relationship, Law said.
“The group differentiates from our peers through our guiding principles of ‘inspiring,’ ‘harmonious,’ and ‘dedication’ in all behaviors, attitudes, interactions and communications with internal and external stakeholders,” he said.
Expansion opportunities
Looking ahead to 2013 and beyond, the company expects to expand its philosophy of love to additional markets throughout the Asia/Pacific region.
|
| The Park Hotel Farrer Park is slated to open in the first half of 2015. |
Park Hotel Group was established in 1961 with its first hotel in Hong Kong. Only after the company moved its headquarters to Singapore in 2005 did it begin expanding. From 2005 to 2009, Park Hotel Group added seven hotels to its portfolio.
Today, it boasts 10 hotels that consist of 3,300 rooms in Singapore, China, Hong Kong and Japan. Park Hotel Group owns and manages eight while the other two are management contracts in Singapore.
The company’s latest addition to the portfolio, the Park Hotel Farrer Park, was announced early in December in partnership with RB Capital. The hotel is slated to open in the first half of 2015 in Singapore’s Little India district, which, according to Law, is poised to become a key medical hub and will drive a large amount of demand.
“With Singapore as a launch pad, Park Hotel Group aims to grow our hotel-management services to foray into overseas markets such as China, Malaysia, Indonesia and other parts of Southeast Asia,” Law said.
“The expansion strategy is largely Asia/Pacific-focused as we believe we will benefit from our deep understanding of these markets,” he added.
That does not mean the company is not looking to acquire hotels as well, Law said. The company continues to look for acquisition opportunities in key markets.
Targeting source markets
While expanding into new markets is a major focus for Park Hotel Group, increasing awareness of the company’s two brands is crucial, Law said.
Grand Park is a luxury hotel brand available in Singapore, China and Japan. Park Hotel is the company’s upscale brand that can be found in Singapore and Hong Kong.
The company has been aggressively targeting new source markets by enhancing its sales exposure in those regions that will drive demand, he said.
In October, Park Hotel Group added its eighth global sales office in Sydney, which complements other offices in London; Tokyo; Beijing; Shanghai; Guangzhou, China; Hong Kong; and Singapore. The company is planning to open its ninth office in India in 2013.
“Park Hotel Group’s well-located (global sales offices) enable effective communication with partners and customers (and) efficient leverage of existing and potential distribution channels, thereby serving to increase awareness and build preference for our two brands,” Law said.