Frasers Hospitality is a subsidiary of Singapore’s F&N Group, providing serviced accommodation internationally in major cities.
They asked us to develop a compelling brand proposition for their most ambitious expansion phase ever. The challenge was to define a truly distinctive and meaningful brand idea Frasers could own.
Our category review showed that the hospitality industry was replete with generalized promises of care for guests but lacking in substantive support for these claims.
Research revealed that what guests appreciated and remembered most were small but telling spontaneous gestures such as feeding a long-term guest’s pet goldfish during an absence or stocking a family’s refrigerator with a bowl of fresh local fruit the employee had purchased with her own money.
This represented a huge opportunity. If we could make such behavior the norm throughout the network, Frasers would be differentiated in guests’ minds by more genuine, more personal care – unrehearsed and unscripted service from the heart rather than from a house-keeping manual.
Such behavior would have to be spontaneous to be authentic. We needed a general reminder that would motivate rather than instruct if it was to be truly sincere.
We found this in the words, Sincerely Fraser. This became our summation of the essence of everything that makes the Fraser Difference.
Frasers describe it as, “The genuine care and respect, the attentive, meticulous, and discreet hospitality and going the extra mile for all the guests of Frasers Hospitality.”
Frasers is now one of the world’s largest and fastest growing providers of serviced accommodation. Since the beginning of 2010 its number of properties more than doubled from 36 to 88.
Frasers has consistently won multiple major awards since 2012 from such leading industry authorities and occasions as the World Travel Awards, Travel Trade Gazette, the World Consulting and Research Organisation, TripAdvisor, and Expatriate and Mobility Awards.
DIRECTOR, GROUP BRANDING AND COMMUNICATIONS