Anchored in those core values, our #FraserCares commitment was launched in February 2020 – a time when concerns and questions about the global pandemic were at a high. The priority with this commitment was to build upon our existing values of care and empathy, and allow our guests and staff to feel that their safety and wellbeing are still protected in spite of the ongoing crisis.
It was – and still is – important to us that we made sure our guests felt comfortable and that we were able to anticipate their needs throughout their stay, particularly for those who were staying with us on a long-term basis and unable to reunite with their families.
As part of the #FraserCares commitment, we firstly ensured that our staff are well-prepared to tackle challenges across three vastly different phases – precautionary, suspected and confirmed cases. We prepared operational protocols including contact tracing procedures and communications guidelines for our properties tailored to each stage.
We also introduced reservations flexibility, new cleaning regimes, safe distancing protocols and redefined operational standards to ensure they were in accordance with that of local relevant authorities. Beyond that, we took the opportunity to provide our guests and staff with a greater peace of mind by elevating our hygiene standards through global certifications.
Engaging guests throughout global lockdowns
When several of our properties faced temporary closures at the height of international borders closing and nationwide lockdowns, we remained steadfast in our promise to provide the best care for our guests and to support them throughout the crisis.
The “Stay Inspired with Fraser” series was launched, allowing us to remain connected with guests and with those at home during this difficult time. Through a series of virtual fitness and cooking-related content, we showcased our intuitive customer service and warm hospitality while also keeping our guests entertained.
With so much change happening in today’s world, gaining a good understanding of what guests are expecting to see in our offerings when borders reopen is important to us. We conducted a global survey with our Fraser World members, which has allowed us to further explore new plans and initiatives that we can potentially introduce to meet changing expectations and demands for when the world enters the next normal.