Singapore is rapidly becoming a hotspot for expatriate relocation, with many companies sending staff on short- to long-term assignments. In 2010, the city-state was named as one of the best places to work in Asia by the IMD World Competitiveness Yearbook. This growing popularity is fuelling increased demand for serviced apartments.
Service providers that HRM spoke to attest to this increased demand, reporting an average occupancy rate of between 80 to 90 % this year. Market trends also show that companies are deploying project groups for shorter durations of between three to six months. In recent months, some service providers like Frasers Hospitality have also been receiving short-term accommodation requests from companies who have been temporarily relocating their employees and families to Singapore due to the Japan earthquake.
A 2010 report by Savills Research shows that there are some 50 serviced apartments offering 4,600 units across Singapore. With so many options to choose from, how do you decide which one best fits the needs of expatriate employees and company requirements?
Top requisites
A well-located apartment is of utmost importance to the busy executive. Most prefer dwellings close to the city centre in prime areas such as Shenton Way, Tanjong Pagar, Keppel Bay, Sentosa, Orchard and Newton.
However, some serviced apartment providers are creating new developments in the city fringe and suburban areas, according to Savills. For example, Frasers Place Fusionpolis, which opened in 2009, caters to expatriates working in the biomedical, infocomm and media hub of Buona Vista’s one-north.
Apart from being close to their place of work, expatriates also expect their homes to be in close proximity to key amenities such as international schools, medical facilities and supermarkets, says Tonya Khong, General Manager, Singapore, Frasers Hospitality.
Other popular amenities that guests look out for include wireless internet access, a 24-hour business centre, cable TV channels as well as shuttle bus services to nearby bus stops and train stations. Some serviced apartments, like Lanson Place Winsland Residences, even offer food delivery from nearby restaurants.
Helping the entire family settle in is also a major part of the big move. With this in mind, many serviced apartments offer a variety of family-friendly arrangements. Children who arrive at any Fraser serviced apartment receive a welcome goody bag, a kid’s towel and children’s cutlery set. Baby cots and babysitting arrangements can also be arranged upon request. To help children settle in, Frasers also runs a kids’ club featuring movie screenings, charity drives and educational trips.
Value-added services
Serviced apartment providers are constantly trying to distinguish themselves from the competition. Savills reports that a number of high-end service players have come into the market offering higher service standards.
The Pan Pacific Serviced Suites, for example, offer bath and pillow menus, packing and unpacking services as well as a 20-metre mineral water swimming pool. Apartments at the Ascott Raffles Place are kitted out with Bose home entertainment systems and Gaggenau kitchen appliances.
Helping guests settle in is also part of the superior service experience. Orchard Scotts Residences offers guest programmes where residents are invited to exclusive teatime or cocktail sessions with the Residence Managers, and on special occasions, dinners at restaurants. “These sessions are very well received, giving residents the chance to socialise, share experiences or even find a yoga buddy,” says Raphael Saw, Chief Operating Officer, Far East Hospitality.
Far East Hospitality’s Village brand of serviced apartments creates a friendly local experience for its guests, who can pick up a village walking guide – a booklet with maps and places of interest – to explore unique areas. For instance, residents of Central Square Village Residences are in close proximity to bustling Chinatown. “To further help our guests integrate into the life in Singapore, we organise signature events like Roti Prata tasting or cooking demonstrations,” Saw says.
Guests at Frasers serviced apartments can choose from a host of organised sports and recreational activities such as golf tournaments, soccer matches and scuba diving courses. It also offers other activities like cooking, pottery, hair dressing and flower arranging classes. Residents also get to mingle at monthly themed nights. “We encourage and foster interaction among residents, making their stay enjoyable, their adaptation to a new country smooth and their assimilation to a new culture, stress-free,” Khong says.
|
A resident speaks
Joe Doty, an American consultant with technology services firm Cubic Applications, chose Lanson Place Winsland as his residence for one overriding reason – its 24/7 business centre – as he often works late into the night with colleagues based overseas. He uses the business centre’s fax machines, computers and printers. “If something doesn’t work, the concierge who is on duty 24/7, is able to service it,” he says. Doty also cites his apartment’s central location at Somerset and the availability of parking within the building as other reasons he chose to stay there.
|
|
A place for your pooch
Pets are often treated like family members and many expatriates want to take their furry friends with them. Some serviced apartments like Lanson Place Winsland welcome pets into their communities. “The majority of these are cats and dogs but we had before on two separate occasions parrots” says its Director of Sales, Raymond Loh.
While there are no restrictions on the size and number of pets in the apartment, most residents have a maximum of two pets, Loh says. The only requirement is that the pets must be house-trained. Lanson Place Winsland is also located near open spaces that are ideal for daily walking of pets.
|
HRM Asia welcomes your contribution. Your IP address is recorded in the event of
a complaint.