Kumsitho woSuku loTyalo-mali lweCapitaLand (CLI) ngo-2022, owawubanjwe kwiintsuku ezimbini (13 – 14 Okthobha 2022) eSingapore, iyunithi yeshishini lendawo yokuhlala ye-CLI, i-Ascott Limited (Ascott), yabelane ngembono yayo yoshishino kwingxoxo yephaneli enesihloko. : "Ukukhwela i-Wave yokuBuyisa ukuHamba naNgaphaya". U-Ascott ukwathe thaca isicwangciso sakhe solawulo lotyalo-mali kule ndibano yabatyali-zimali bamaziko angaphezu kwama-200, abagcini bebhanki kunye nabahlalutyi beemarike.
Umnumzana Kevin Goh, i-CEO, i-CLI Lodging kunye ne-Ascott Limited, wabelane ngexesha lengxoxo yephaneli: "Ukubuyiselwa kwecandelo lokulala kuye kwakhawuleza kunye nokuphakanyiswa ngokukhawuleza kwezithintelo zokuhamba eziqala kwikota yesibini ka-2022. Ekupheleni kwekota yesithathu, i-Ascott's ingeniso ngeyunithi nganye ekhoyo yayisondele kumanqanaba angaphambi kobhubhane ngo-2019. Silindele iindawo zethu zokuhlala ezinenkonzo, eziguquguqukayo zokubonelela abathengi abakufutshane kunye nabahlala ixesha elide, ukuqhubela phambili ukuxhasa ingeniso. Ngaphandle kokungxama kokuqala kokuhamba, ukukhula kwecandelo lokwamkela iindwendwe kukwindlela elungileyo nezinzileyo. ”
Ngexesha lomsitho, u-Ascott wachaza isicwangciso sobuchule seshishini lakhe lokuhlala, ekhwele i-post-COVID yokuhamba ukuze ungene kwinqanaba lokukhula okukhawulezileyo kokukhanya kwe-asethi.
• Ukunika amandla imodeli eyomelela neyohlukileyo. Njengomdlali odibeneyo kulo lonke ikhonkco lexabiso lezindlu, imodeli yeshishini lika-Ascott inikwa amandla ziinjini ezimbini zokukhula. Injini yolawulo lotyalo-mali isekelwe kuluhlu lweCapitaLand Ascott Trust (CLAS) kunye neengxowa-mali zayo zabucala, ngelixa injini yolawulo lwendawo yokuhlala inika amandla ukukhula kweeyunithi zamagumbi kuzo zonke iipotfoliyo zayo zeempawu zemveliso. Ukuqinisa intsebenziswano yothungelwano lwabanini bayo, uphawu oluluqilima lwemveliso kunye nobuchule obunzulu bendawo, i-Ascott ikwimeko entle yokulinganisa imali kunye nemirhumo yolawulo lwendawo yokuhlala.
• Ukujolisa ekukhuleni kokukhanya kwe-asethi. U-Ascott uqalisa ukukhula okukhulayo kwe-asethi-ukukhanya, kunye ne-80% yeepropati zayo ezisayinwe ngoku phantsi kolawulo kunye nezivumelwano ze-franchise, ukusuka kwi-39% kwi-2011. ingeniso yeAscott. Kwisiqingatha sokuqala salo nyaka, uAscott wasayina amagumbi amatsha angaphezu kwama-10 kwaye wavula amagumbi angaphezu kwama-10. Ngokufunyanwa kwe-Oakwood, izuze ukukhula kwegumbi elinempilo[7,500] nge-4,500%.
• Ukukhawulezisa ukukhula ngokudityaniswa okucwangcisiweyo kunye nokufumana izinto. Ukufumana kuka-Ascott okutsha nje kwe-Oakwood ngoJulayi ka-2022 kwanika ukomelela ngoko nangoko kwipotfoliyo yeqela, yandisa ubukho bayo behlabathi ukuya ngaphezulu kwe-150,000 yeeyunithi kwiipropathi ezimalunga nama-900 kwizixeko ezingaphezu kwama-200. Ukufunyanwa kuqinise isikhundla sika-Ascott njengomnye wababoneleli bendawo yokuhlala abathathu abaphezulu abandisiweyo emhlabeni[2]. Oku kulandela utyalo-mali olucwangcisiweyo lwangaphambili olubandakanya ukufunyanwa kweeHotele ze-Quest Apartment kunye notyalo-mali olukhulu kwi-Synergy Global Housing - zombini ngo-2017. Ngo-2018, u-Ascott wafumana i-TAUZIA Hotel Management (TAUZIA).
• Ukukhulisa ipotfoliyo yeebrendi zehlabathi. Ukwakha kwisakhono salo sokulawula zombini iimfuneko zokuhlala ezimfutshane kunye nexesha elide, iqela liyaqhubeka nokuqhuba iinketho zokulala ezivumela ukuguquguquka kwe-pivot ngokusekelwe kwimfuno kwiindawo zonke, ukuqinisekisa ukomelela kuzo zonke iincopho zeshishini kunye nemikhombe. Idlala ngamandla emodeli yeshishini leenjini ezimbini zika-Ascott, uphawu lwe-lyf lwenziwa ukuba lube nomtsalane kubakhenkethi besizukulwana esilandelayo. I-brand ifumene i-traction eninzi kwindawo ye-coliving ukususela ekuqaleni kwayo kwi-2019. Ngoku kunye neepropati ze-21 ze-lyf kunye ne-13 ngaphezulu phantsi kophuhliso, i-Ascott iqinisekile ngekhono elinamandla le-lyf kwaye ijolise ukusayina iipropati ze-150 ze-lyf ngo-2030.
"I-Ascott inemodeli yeshishini eyomelelayo neyahlukileyo kwaye siza kuqhubeka nokwakha kumandla ethu njengomdlali odibeneyo wokulala kulo lonke ikhonkco lexabiso lezindlu. Iipotifoliyo zethu zeempawu zibonelela kwiintlobo ezahlukeneyo zabahambi, ukusuka kwixesha elifutshane ukuya kwiindwendwe zexesha elide kwaye isicwangciso sethu kukugxila ekuvuleni amandla abo apheleleyo. Ukusukela ngo-2017 ukuya ku-2021, uAscott ube neminyaka emihlanu elandelelanayo yokusayinwa kwerekhodi, ngaphandle kwe-COVID. Sihamba nesantya ngo-2022 ngokunjalo. I-Ascott isendleleni yokufikelela kwithagethi yayo yeeyunithi ezingama-160,000 kwihlabathi liphela ngo-2023. ” wongeze uMnu Goh.
Brand360 Strategy
Ipotfoliyo ka-Ascott yeebrendi ithatha iindlela ezahlukeneyo zokuhlala ezibandakanya iindawo zokuhlala ezinenkonzo kunye nee-aparthotel, iihotele kunye neekhonsepthi zokulala. Njengoko ipotifoliyo yophawu lwayo isanda ukuze ikhule ngokuqhubekayo kwicandelo leendwendwe eziguqukayo, iye yazibandakanya neqela lonke ukomeleza ipotifoliyo yophawu lwayo ngamabali ebhrendi aloliweyo kunye nokwaziswa kwamava otyikityo kunye neenkqubo ezizodwa kuphawu ngalunye.
Uhlaziyo lohlobo lweCitadines lwatyhilwa ngoSeptemba 2022. Ngomxholo othi 'Ngothando Lwezixeko', iCitadines inika abahambi ubutofotofo bendawo yokuhlala eneenkonzo kunye nokuba bhetyebhetye kwehotele. I-Somerset ehlaziyiweyo icwangciselwe ukusungulwa ngoNovemba ka-2022 kwaye imalunga nokubhiyozela iintsapho kunye nabahlobo behlangana kunye kwindawo ezinzileyo, ebandakanyayo kunye nemvisiswano. I-brand yase-Ascott kunye ne-Crest Collection iya kukhupha iisignesha ezintsha kunye neenkqubo ngo-2023.
Njengomboneleli okhokelayo wendawo yokuhlala, u-Ascott uzibophelele ekuqhubekeni nokwakha iibrendi zethu ukuqhuba ukunyaniseka phakathi kweendwendwe zethu, ukomeleza amava ukutsala abakhenkethi besizukulwana esilandelayo kunye nokuhambisa ixabiso elizinzileyo kunye nembuyekezo kubanini nakubatyali-mali. Ukuthatha into ekhethekileyo malunga neempawu zethu kunye nokwakha kwilifa lemveli kunye nodumo ukuphakamisa amava abathengi kuya kusivumela ukuba sikhulise ukulingana kwebrendi yethu kwaye sivule amandla amakhulu afakwe ngaphakathi kweempawu zethu, utshilo uTan Bee Leng, uMlawuli oLawulayo wakwa-Ascott weBrand kunye neNtengiso. .
UNksz Tan wongeze wathi: “Emva kobhubhani, imodeli ka-Ascott eguquguqukayo ayivumeli kuphela ukuba sinikeze ukhetho lwamagumbi ehotele kunye neendawo zokuhlala ezinenkonzo, kodwa isenza sikwazi ukuyila iinkqubo zohlobo oluqinileyo ezihlangabezana ngcono neemfuno zendlela yokuphila yeendwendwe zethu. , kwaye zingqineke zifunwa kakhulu. I-Ascott ke ngoko ikwimeko entle kwindlela yoguqulo, njengoko sibona ukubakho kwee-asethi ezininzi eziza kudlala. Kumsebenzi wethu weBrand360, iibrendi ezinje ngeCitadines kunye neCrest Collection ziyilelwe ukuba "zilungele ukuguqulwa" kuba zifuna umsebenzi omncinci wokwakhiwa ukuze utshintshe.
Ukudityaniswa kwe-Oakwood kunye nokuKhula
I-Ascott iqalile ukudibanisa i-brand ye-Oakwood [3] esanda kufunyanwa kwipotifoliyo yayo eyahlukeneyo yeebrendi zehlabathi. Ukucofa kwinzuzo ye-synergies evela kuqheliselo lwe-Brand360, i-Oakwood iya kugqitha kuhlaziyo lohlobo, olubandakanya ukufuduka kwe-oakwood.com kwi-discoverasr.com.
Ukusebenzisa amandla othungelwano lweshishini kunye nokusasazwa kwe-Ascott, iipropati ze-Oakwood ziya kufumana ukufikelela kwimithombo emikhulu kwaye zixhamle kuthungelwano olwandisiweyo lweenkqubo, amajelo kunye nezixhobo zokuqhuba ukukhula kwengeniso, ukuphucula ukusebenza kakuhle kunye nokwandisa ixabiso kwiindwendwe kunye namaqabane oshishino. Ngobuchwepheshe obubanzi be-front-backend, uhlalutyo lwedatha yewebhu ephuculweyo kunye neprogram yokuthembeka ukuba ibe yinxalenye ye (Ascott Star Rewards), iipropati ze-Oakwood ziya kukwazi ukwenza amava asekelwe kwizinto ezikhethiweyo nezicacileyo zeendwendwe zayo.
Isetelwe ekujoliseni inani labantu abanyukayo leendwendwe 'zolonwabo', uphawu oluhlaziyiweyo lwe-Oakwood luya kugxila kwiintsika zohlobo ezintathu – ubuntofontofo, ubugcisa bobubele kunye noqhagamshelwano. Ezinye zeempawu zayo zokutyikitya ziya kubandakanya iindawo zokusebenza eziyilwe ngenjongo yokuxhasa iimfuno zeshishini, iinkqubo zokutya ezilungelelanisiweyo ezibonelela ngokulula ukutya okuphekwe ekhaya ngaphakathi kweflethi, utyikityo lwamanyathelo okuzibandakanya noluntu, kunye neenkqubo zokuphuhlisa izinxulumani kubuchule bokwamkela iindwendwe.
