Hotel innovation: The Quincy Singapore

Posted on September 20, 2010

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All-inclusive concepts have always been the private hunting ground of resorts on the Red Sea or the Caribbean making them the perfect place for families to enjoy their holidays without worrying about extra charge, food and beverage bills or activities. But no one, that I know of, dared to “export” the all-inclusive concept in an urban environment.

I had the pleasant surprise to discover by accident the Quincy hotel last week in Singapore as I was looking for a place to have dinner.

The guest relation officer has been very kind to show me around and explain me the brand concept.

The first all-inclusive city hotel in Singapore. Or In the world?

Right in the city center, the hotel has been built on a fairly small land but the architecture has been very well thought through with all facilities very well-integrated together and seamless. The interior design is very modern and stylish enhanced by lighting that creates a very unique and “branded” atmosphere in all public areas. The rooms are not very big but, again, everything has been very well though through so that the size is not obtrusive.

The all-inclusive benefits:
– Airport pick-up (including free WiFi inside the limousine).
– Free breakfast, lunch and dinner. While the breakfast is a (traditional) buffet and lunch is a set menu, the dinner is a-la-carte with a wide selection of dishes.
– Cocktails, beers and drinks are served complimentary.
– Complimentary minibar – replenished daily.
– High-speed WiFi Internet access.
– Two pieces of laundry per night.

The walk-in rate – S$270 (US$200) – is reasonable for the destination given all the inclusions.
Such a competitive rate is achieved via a simple assumption that both business and leisure guests will not be using the full inclusions during their stay at the hotel. If charged at full value, the rate would be a deal breaker undoubtedly.

So the beauty of the formula is that the hotel is both enjoying a very high perceived value and able to charge a rate that competes very well with other hotels of the same category (but room and breakfast only).

I was very pleased to discover this new concept because it pushes boundaries, it is daring to go where no one has gone before, daring to propose a new guest experience in an urban environment and, last but not least, a new way to sell hotel stays. Because guests are not buying a room, they buy an experience. They buy comfort, value, service. They buy a seamless experience that starts when they land at the airport until check-out. And that’s what the Quincy is getting just right by offering all of this to its guests without any dollar sign being shown through-out the stay or any check having to be signed. Guest comfort is being put first in the list of priorities. This is what I call peace of mind.

So far the feedback from guests seems to be positive as the hotel ranks #8 out of 229 hotels in Singapore on Tripadvisor. A concept to keep an eye on as if the Quincy’s is proven to be successful it may give ideas to many other developers or even hotel chain operators…

If you are aware of other all-inclusive city/urban hotel concepts please let me know.

Fabrice Burtin – September 2010

Ps: I have no personal direct or indirect involvement with the Quincy hotel.

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