Forming bonds

Abraham Maslow put it best in his now-famous “hierarchy of needs”. According to the philosopher, all of us have certain emotional needs alongside the physical demands of food, water and shelter. These include the need for love, affection and “belonging” – part of human beings’ innate nature to avoid feelings of loneliness and isolation. It’s this that helps us to build communities and societies wherever we find ourselves.

That’s certainly evident in the wide range of serviced apartments available to expatriates in Singapore. Operators say that whilst guests certainly prefer the familiarity of staying with other foreigners as well as the wide range of services that a serviced apartment offers in comparison to a hotel, they also have a need to form bonds with their neighbours, to develop a close-knit society within their new home. With their targeted clienteles, serviced apartments offer a natural community of expatriate professionals in Singapore. But many are taking notice of this growing desire for connections and going the extra mile to offer community-living experiences for their guests. From group activities to communal recreational spaces, serviced apartment providers are coming up with new ideas to make their guests’ temporary relocation stints more comfortable, enjoyable and familiar.

A community and home

Fraser Hospitality is one such organisation. Its “Your Space; Your Family; Your Community;” branding pitch has been deliberately moulded to highlight the sense of community that exists within each of its residences. Tonya Khong, General Manager, Frasers Hospitality Singapore, says the group’s “Fraser Friends” programme offers monthly customised activities based on varying lifestyle pursuits. Regardless of the length of stay, all in-house residents are welcome to participate in the events, helping to build an active living community from the organisation’s residents.

“Frasers encourages and fosters interaction among residents,” she says. “It helps to make their stay enjoyable, their adaptation to a new country smooth, and their assimilation to a new culture, stress-free.”

The serviced apartments also offer regular sports and recreational activities for its guests. These range from golf tournaments and football matches, to scuba diving courses and kayaking options. There are also a wide number of creative and lifestyle pursuits catered for through the group’s activities office. Guests and their families can choose from classes on cooking, pottery, hair dressing or even flower arranging. What’s more – the apartment managers also arrange for day trips to local tourist spots, including Kusu Island and the Singapore Zoo, as well as qualified instructors conducting yoga, aerobics and Pilates sessions.

For young guests, Frasers has a dedicated “Kid’s Club” that plans fun and educational activities including straw painting, vegetable printing and glass tinting sessions.

The longest-term residents

It’s a similar situation at The Ascott Limited. Combining the Ascott, Somerset and Citadines brands, this Singapore-based serviced residence group says social interaction amongst its residents is an important part of its brand promise. And it’s certainly had some success – with one guest staying there for over 25 years! Ong Kee Leng, Singapore General Manager, Ascott, says this fact alone is testimony that guests feel at home at the residence.

The serviced apartment group has organised various activities to coincide with local celebrations such as Chinese New Year, Mid Autumn festival, Hari Raya as well as Christmas. Ong says that through events like these, residents are given both an enjoyable social occasion and an insight into the local take on these important cultural events. In addition to these activities, dedicated Resident Managers and their teams also organise visits to local attractions, as well as local eateries where the residents can enjoy local cuisine.

“All our residents are invited to participate in these activities, regardless of their tenure with us,” Ong says.

A party atmosphere

Most serviced residences have common areas for recreation, relaxation and social interaction. These spaces also make for fantastic event venues – so that residents can enjoy special events and parties in their own buildings. The fun is just an elevator-ride away.

Frasers, for example, organises monthly “themed” get-togethers for residents to mingle and socialise. Recently, the serviced apartment organised a Japanese Festival Night. Other cultural party themes have included an (Arabian) Night of a Thousand Tales, German Oktoberfest and the traditional Christmas and New Year celebrations. Surprise birthday parties have also been arranged for in-house residents.

One key annual event is the “Fraser Fiesta”, which has been taking place for the last three years. More than just a party, this event encourages community spirit amongst residents through fund-raising for charity organisations. Last year, residents were invited to a fun-filled day with entertainment and games at Fraser Suites River Valley, Singapore, which in turn, fostered teamwork and provided further bonding and networking opportunities.