06 Mar 2024
Small details, big impact: Personalised service makes Fraser Residence Orchard Singapore a home away from home
If there is one thing Suzanna Chan has mastered after 30 years in the hospitality industry, it is the art of listening. The Resident Manager at Fraser Residence Orchard, a luxury serviced apartment in Singapore’s main shopping district, knows this is key to keeping guests happy.
“We once had a guest who swam every morning,” recalled Suzanna, who oversees daily operations. “One day she remarked, ‘You don’t have a clock. Every time I need to know the time, I have to leave the pool and check it on my mobile’.”
Suzanna installed a clock that very day.
“The next morning when she went for her swim, she was smiling,” Suzanna shared with a touch of pride. “It’s all about listening to our guests.”
Long stay, lasting impressions
Fraser Residence Orchard, which opened in April 2019, has 115 fully furnished serviced apartments for guests with a minimum stay of six nights. Most stay for a few months – some, a few years. Because of these long stays, much effort goes into getting to know guests and creating a ‘home away from home’ for them.
“We work harder on relationships,” said Suzanna, who enjoys chatting with the international crowd in the dining room and takes note of their preferences.
Attention to detail stands as a defining trait of Frasers Hospitality, which celebrated its 25th anniversary in 2023. The staff routinely go above and beyond, customising their services to ensure personalised care as part of their daily routine.
At Fraser Residence Orchard, instead of the typical offerings of chocolate, wine, or fruits, we cater to their specific preferences. Suzanna adds, “If a guest has a fondness for something, like the smell of eucalyptus, we will delight them with a eucalyptus arrangement in their apartment. If a guest mentions that Café 21 and F&N milk kick-starts their day, we will make sure to include these items in a hamper for them when they come back from their journeys."
Adapting to evolving expectations
“Our guests often stay for one month, then extend on a month-on-month basis. Maybe they want to see if they can find their dream house, or they may have to go back to their country of origin,” Suzanna observed. “Some relocate to Singapore to manage their business here and stay for one or two years. But there are fewer of those now.”
Guests’ expectations have also evolved. These days, they might expect premium chocolate rather than normal pralines. Since the Covid-19 pandemic, guests have also been ordering food online more often, which has kept the concierge busy. “It is our responsibility to ensure the correct orders are delivered to the guests in a timely manner,” said Suzanna.
At home in hospitality
Suzanna has spent most of her life in hospitality. Her first job was as a Front-Desk Agent at a hotel at which she spent 17 years working, rising through the ranks to become Assistant Front Office Manager. Retrenched in 2007 when the hotel was demolished, she then took a six-month vacation but anxiety soon set in.
“There was an economic downturn in 2008, and it was difficult for me to get a job despite sending out many applications,” said Suzanna, who eventually found a job in a boutique hotel as a Guest Relations Manager. Other stints followed: she moved to a four-star hotel; obtained a hospitality diploma from the University of Nevada, Las Vegas; and later joined Capri by Fraser, Changi City in 2013 as an Executive Assistant Manager.
To Suzanna, the Fraser Residence Orchard team, which she has managed since 2019, is “the best team”. Built on a strong collaborative culture focused on exceptional service, its lean ensemble of 30 over onsite staff gamely step in for each other when required.
“The Covid-19 pandemic really tested our staff, who ended up setting up a ‘production line’ to put together weekly breakfast hampers for our guests. It was tough, but totally worth it. A lot of our guests felt really supported, and these little thoughtful touches made a big difference during those tough times,” Suzanna said.
Clearly, the property has been doing something right: Fraser Residence Orchard won World’s Leading Serviced Apartments at the World Travel Awards in 2020 and 2021.
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Happy staff, happy guests
The key to happy guests is happy staff. The property has a room aptly named ‘The Happy Place’ – a relaxation room exclusively for staff, and every week, staff get to enjoy pandan-infused desserts like green bean soup on ‘Thirsty Thursdays’. The pandan leaves come from an onsite herb garden. “We need to take good care of existing staff, and make sure they feel there’s value in them working and progressing with the company,” Suzanna said.
Suzanna, who helped with the pre-opening for Fraser Residence River Promenade, hopes to share her knowledge and passion for hospitality with those who are willing to take the leap.
“There are always surprises. You meet people from different walks of life, and their needs are ever-changing. The most rewarding part of the job is helping them find the right solutions.”
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