The Fraser challenge

The name is catchy. But Fraser Place Serviced Residences intends to make a name for itself in the condominium-hotel business rather than in a TV sitcom.

Scheduled to open its doors in the first quarter of 2002, Fraser Place in Manila–a misnomer since it is located in Salcedo Village, Makati–is the first overseas venture of Singaporean conglomerate, Fraser & Neave, in the hospitality sector. F&N is a known brand found in nearly every Singaporean home. Starting out as a small printing press in 1865, the group has since diversified into the soft drinks, brewery, dairy, glass PVC container, plywood and, recently, property businesses.

F&N owns Centrepoint Properties Pte Ltd. which operates shopping malls, industrial parks and residential properties in Singapore. F&N’s serviced apartment operator is called Fraser Place Serviced Residences.

After the kick-off in Manila, Fraser will open in Seoul, Bangkok and London within the year. In the pipeline are Kuala Lumpur, Taipei, Melbourne and Sydney. By 2005, Fraser will have 3,000 suites worldwide.

Advantages

Fraser Place in Manila is expected to compete with Oakwood Premier Hotel for the high-end expatriate or corporate market. Operated by US-based Oakwood, the condominium-hotel in the Ayala Commercial Center, is reportedly doing better than neighboring five-star hotels in terms of occupancy rates.

"Expatriates and guests traveling on business have become more cost- conscious and want more value for their money, " said Fraser Place in Manila general manager Carlo Gomez.

Serviced residences charge rates which are 20% to 30% cheaper than hotels because they cater mostly to those who stay for at least six months in the country. Guests at serviced residences can choose to cook their own meals in the kitchen or do their own laundry with the washer/dryer provided in each suite (just like in a condominium) or choose to send for room service (just like in a hotel).

For Fraser Place guests who lock in on a penthouse or maisonette for at least a year, there is the added privilege of changing the interiors to suit his taste. Current interiors and designs include what Gomez describes as "tropical zen".

Tight security

Security is also tight. Only cars of registered guests can enter the Fraser Place basement, using their access cards. Guests have to inform security of their incoming guests before they are allowed to enter the place.

Each parking slot has the painted plate number of the vehicle of the long-term guest. A roving security guard regularly checks the license plate of parked vehicles with the numbers printed on the wall.

"We have established a network with the military, law enforcement and private security detachments within our area of operations," said Gomez. Fraser Place is a member of the Makati Integrated Security Coordinating Council.

Its security personnel have also undergone specialized training and experience in unarmed defense, special weapons and tactics, civil disturbance and crowd control, terrorism, bomb threat and hostage handling, fire prevention and control, first aid, rescue and evacuation and crime prevention and detection.

Clearly, Fraser Place intends to a safe and comfortable haven for business traveler.