Best Practices

THE RITZ-CARLTON, MILLENIA SINGAPORE

Overview

Opened in January 1996, The Ritz-Carlton, Millenia Singapore is situated on a seven-acre garden oasis strategically located in the heart of Marina Bay, which offers a mix of commercial, retail, entertainment and recreational facilities.  Since adopting Pro-Family Businesses strategies and initiatives, the hotel has seen weekend occupancy rate increase by 25%. Family-oriented F&B specials like the Easter and Christmas Brunches, have also received overwhelming responses from families.

Strategy

Mission

The Ritz-Carlton, Millenia Singapore seeks to provide the finest personalised service and facilities so that guests will always enjoy a warm, relaxed, yet refined ambience.

The hotel caters predominantly to business travellers and occupancy rates tend to peak from Mondays to Thursdays and dip over the weekends.  Turning this into an advantage, the hotel identified the potential of adopting a Pro-Family Business strategy to increase its weekend opportunities.

Pro-family business strategies are developed on the anticipated needs of guests, and the results are analysed mainly via feedback from guests and the hotel’s team as well as by tracking room occupancies and business levels.

Product & Service Mix

To enhance the experience of families at the hotel, the hotel offers family-centric room packages, themed activities as well as dedicated children’s offerings in terms of hotel room set-up, F&B specials and entertainment.

Marketing & Promotions

To attract more families, the hotel offers family-friendly room packages such as the “Refresh” package, which includes breakfast, a cookbook for Mum, a children’s activity voucher and in-room movie for the entire family. During the local school holidays and festive seasons, the hotel has also introduced packages for families who get to enjoy buffet breakfast together, and children’s activities like LilliPutt, an indoor mini-golf adventure.
The hotel positions itself as a place for families to getaway during the weekends, public and school holiday season for both local and overseas guests.

Service

Service Attitude

To provide families with memorable experiences, families are accorded with the same top-notch quality service of The Ritz-Carlton via the “12 Service Values”.  

The hotel’s Ladies and Gentlemen are trained on how to develop rapport with families and be attentive to their needs. The hotel’s “WOW” staff reward programme is also used as a case study on how to better serve its customers including family members.

Nurturing service care

To nurture the service care of families, the hotel offers a children’s room set-up option for guests staying in connecting rooms or two bedroom suites. Children will receive Very Important Kids (VIK) name tags and get to pick out a toy from a toy chest upon check-in
A children’s menu is incorporated into the in-room dining selection. Children dining at Greenhouse receive their very own teddy bear kids menu with a host of fun activities within.

The hotel is also working on a hotel colouring book with crayons, to be given away to children who are staying with their families in-house, or when dining at the restaurants,

Safety first

Upon request, cribs with cot bumpers and infant’s pillows, table corner bumpers, electric socket covers are available for families.   Areas which are used by children are equipped with child-proof facilities like rubber floor mats, rubber padding and plastic utensils.

To ensure a safe stay for various family members, hotel staff pays courtesy calls to elderly guests and guests with disabilities during their stay and frequently patrol the floors that they are staying on.

Infrastructure

Access & Layout

To cater to the tri-generational family, The Ritz-Carlton, Millenia Singapore offers guest rooms that can be specially reconfigured into kids’ rooms and six specialty rooms for guests with disabilities.

The layout of the hotel and guest rooms is accessible by all family members, including guests who are wheelchair bound. Each level is easily accessible by the hotel elevator.

Facilities

To cater to families during the weekends, play areas are configured within the hotel’s restaurants. 

There is a children’s corner at Greenhouse during Saturday lunches where children can enjoy an array of activities such as colouring, toys, building blocks, books as well as screening of cartoons.