New JW Marriott hotel rides on technology for productivity

Singapore

JW Marriott Hotel Singapore South Beach is new on the scene, but is already doing its part to accelerate the transformation of the hotel sector - by getting on board the government's Hotel Industry Transformation Map (ITM).

The 634-room luxury hotel has "taken the initiative to implement new technologies and processes to improve the efficiency of its operations, as well as the overall guest experience", said Minister of State for Trade and Industry and for National Development Koh Poh Koon.

Speaking at the hotel's official opening on Friday evening, he said: "One example is the (hotel's) use of the Knowledge Touch rostering system to better manage and allocate manpower during peak periods by analysing business volume and needs."

He added that, with the support of the Singapore Tourism Board's Business Improvement Fund, the hotel has adopted Radio Frequency Identification (RFID) technology to track and replace worn-out items such as linen in hotel rooms; this has freed up valuable manpower for more productive uses.

The ITM was launched last November by the government to tackle challenges such as rising customer expectations, an ageing workforce and Singaporeans' lack of interest in a career in hospitality.

Dr Koh also praised the hotel for its "firm commitment to developing a strong pipeline of talent for the industry".

"This is evident through its participation in initiatives such as the SkillsFuture Earn & Learn Programme, which aims to give fresh graduates from polytechnics and the Institute of Technical Education a headstart for a career in the hotel industry."

Dr Koh took over officiating the opening ceremony from Minister for Trade and Industry S Iswaran, who was unable to attend.

Last year, Singapore's tourism sector exceeded forecasts to chart a record-breaking year: Visitor arrivals were up 7.7 per cent to 16.4 million; tourism receipts rose by 13.9 per cent to S$24.8 billion.

The hotel industry benefited from this, with accommodation expenditure increasing 28 per cent in 2016.

But Dr Koh cautioned that sustaining strong growth in the hotel industry will not be easy: "Travellers are now more discerning than ever, seeking unique and differentiated experiences wherever they go. With an ageing population, Singapore also faces manpower constraints that compel us to think about how we can re-design our infrastructure, processes and business models to be more manpower-lean and more productive."

JW Marriott Hotel Singapore South Beach, near Marina Bay and the business district, is the first hotel in Singapore by JW Marriott Hotels & Resorts.

Marriott International now owns eight luxury brands in its stable, four of which are in Singapore - Ritz-Carlton, St Regis, W Hotels and JW Marriott. Marriott International now has 30 hotel brands under its umbrella, including hotels branded as Marriott, such as the Marriott Singapore Tang Plaza.

Before JW Marriott took over, the hotel was self-managed by South Beach Consortium, made up of Singapore-listed international real-estate company City Developments Limited (CDL) and Malaysian property developer IOI Group.

Executive chairman of Hong Leong Group and CDL Kwek Leng Beng said he was confident that, with the Marriott Group running the former South Beach Hotel with its vast network, resources, operating experiences and marketing outreach, the hotel would enhance Singapore's accommodation offerings and attract corporate, meeting groups and leisure travellers domestically and internationally. "It is truly a city within a city," he said.

He disclosed that in 2019, CDL will work with Marriott to open the first EDITION boutique hotel on Orchard Boulevard, a brand associated with Ian Schrager, the American hotelier known for co-creating boutique hotels.