Raffles Singapore creates new Asian hotel alliance

'Gems of Asia' involves five other "like-minded" luxury properties

Raffles Singapore has established a new collaboration with “like-minded” luxury hoteliers in Southeast Asia, offering added benefits for guests beyond the value-added inclusions offered via consortia.

“Post-pandemic we’ve noticed an increasing number of luxury travellers who are staying at Raffles Singapore are continuing their journey onwards to Cambodia, Bali and the region,” said Jesmine Hall, Director of Marketing Communications of Raffles Singapore.

“Some hotel names have kept coming up time and again, the same properties, so the collaboration made sense. The connector being Raffles Singapore.”

“We’re increasingly seeing these bookings coming via luxury consortia, as well as frequent requests from luxury advisors,” Hall said in an exclusive interview with LATTE.

‘Gems of Asia’

Dubbed the ‘Gems of Asia’, the platform is a coalition between Raffles Singapore and five ultra-luxury properties: Datai Langkawi in Malaysia, Raffles Grand Hotel d’Angkor – Siem Reap and Raffles Hotel Le Royal – Phnom Penh in Cambodia, as well as Raffles Bali and Bawah Reserve in Indonesia.

Bawah Reserve

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“The Gems of Asia concept is about understanding our guests’ preferences, travel patterns and trends, as well as gauging their feedback. That data indicates guests are using Singapore as their gateway, before extending their journey to other destinations in Southeast Asia,” Hall told LATTE.

“With Singapore positioned to continue being a well-connected hub into Asia, the concept encourages guests to connect to their next destination more seamlessly.”

Hall said the intel showed some guests were not focused on a “brand-centric” hotel holiday but rather “guest-centric” experiences, and common destinations.

“The ‘Gems of Asia’ is a platform where a luxury travel advisor can recommend to a client coming to Raffles Singapore, and this part of the world, that they spend two nights in the Lion City then extend to one of the five partner properties.

“The benefit for the client is they will get an additional perk, over and above what they are already receiving with the likes of Signature Travel or Virtuoso. For Raffles Singapore, guests will receive complimentary transfers in addition to their regular benefits,” Hall explained.

Raffles Raffles Grand Hotel, Siem Reap

For clients booking the Gems of Asia initiative, they will also receive a welcome message at their first hotel from the subsequent property, along with an amenity to “connect” them with their pending visit.

When the guest arrives at the port of call of their next destination they will receive complimentary on-the-ground transfers, be it to Bawah Reserve, Datai Langkawi, Raffles Grand Hotel d’Angkor, Raffles Hotel Le Royal or Raffles Bali.

“The concept positions us like a travel agent, without being a travel agent,” Hall said, noting that the scheme is not openly accessed online.

“It’s a natural suggestion for the travel advisor to mention to their client that’s already offered Raffles Singapore. They are making a recommendation that already aligns with their clients’ preferences in terms of expectations, service and style.”

Datai Langkawi

Hall told LATTE there is “definitely an opportunity” to expand the concept, in time, to other like-minded properties in Southeast Asia where there is an alignment.

Travel advisors interested in the Gems of Asia partnership can enquire with their sales representative at Raffles Singapore or through one of the other member properties, who will align the package.

Gems of Asia requires a 2-night minimum stay at each property, one of which must be Raffles Singapore.

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