LAGNIAPPE
housekeeping during peak seasons . We tried to secure secondary opportunities for our colleagues to protect livelihoods , and regularly checked in on our colleagues ’ wellbeing .
And when we faced staff shortages during peak demand periods , like public and school holidays and wedding seasons , colleagues in the hotel who were not seconded , including the senior management , took on different lateral roles from banqueting , food & beverage and housekeeping to keep the business running .
H : What steps are you taking to create new revenue streams ? MH : It ’ s not a new revenue stream but it has been absent over the pandemic and that ’ s meetings , conferences and events . Our phones have been ringing off the hook since the restrictions eased in Singapore and we ’ re anticipating a huge revival in this space . We have one of the largest and ideally located convention centers in Singapore . So , large group sizes are integral to our success .
During the pandemic , we explored new opportunities and achieved successes with alternate revenue channels through e-commerce , including Gifts Central , our online platform for purchase of hotel dining , staycation and spa experiences as e-vouchers ; as well as Fairmont At Home , an e-shop for premium groceries , exclusive wines , gourmet meals from the hotels ’ popular restaurants and more . By activating creative partnerships , we ’ re able to tap into new audience segments and passion points , allowing us to connect with new or emerging guest profiles . H : How effective have staycations been to revive revenue ? MH : We found staycations to have been incredibly effective at bringing in revenue . We weren ’ t sure it would be so successful given every one of our competitors was after the same audience , especially during the days when international borders remained closed . We knew that we had to think beyond a bed and breakfast offering and look at what we could do to cut through the noise and various staycation offers on the market .
One campaign we were particularly proud of is the ‘ Mumcation .’ Mothers were the hardest hit during circuit breaker , having to balance childcare , fulltime jobs , home-based learning . We teamed up with Uniqlo and Lush to offer mums the ultimate staycation . It was so successful that it exceeded our sales targets by 200 %.
H : How is Swissôtel The Stamford ensuring sustainable tourism ? MH : Sustainability is integral to our daily activities , as well as continued growth and expansion , and not just another buzzword .
For example , in 2019 , we invested in building an industry-first aquaponics farm . The 450 squaremeter farm supplies produce that meets 30 % of our vegetable and 10 % of our fresh fish needs across the hotels every month . Aquaponics is a sustainable , pesticide-free solution to traditional methods with substantially higher yields .
Technology updates are also integral to sustainable development by maximizing energy efficiency . Guest rooms are fitted with motion sensors to conserve electricity when they are not in the room . In addition to a green mode setting , the air-conditioner also measures humidity and temperature to detect and automatically shuts off when balcony doors are left open .
In our kitchens , our culinary team has implemented AI technology to analyze food waste . From there , we can run reports and ensure we ’ re ordering produce responsibly .
H : What has been the biggest takeaway from COVID ? MH : Here are some key lessons I ’ ve learned from the pandemic .
It ’ s not all about the balance sheet : When the pandemic hit , many business leaders worked to sort the balance sheet , stem the losses and bring in money where possible . Although this is important , I feel many lost sight of what ’ s truly important — their people .
Don ’ t just plan for the present moment , plan for the future : At every stage of the pandemic , we always focused on the next step . It ’ s important to always have a succession plan in place in such an uncertain time .
Insights : The pandemic turned all of our lives upside down . By staying attuned to consumer likes and dislikes , we were able to tailor experiences to suit them .
H : What broader consumer trends are you applying ? Any industry trends you like and dislike ? MH : Workcations : The ‘ bleisure ’ boom has created opportunities as consumers are increasingly seeking experiences that allow them to work remotely . We ’ ve created products and offers that cater to this segment
96 hotelsmag . com July / August 2022