
Hospitality Experience
Repositioning Strategy for Royal Plaza on Scotts
Horwath HTL was instructed to conduct a performance review and repositioning strategy.
Project Scope
Horwath HTL was engaged to conduct a comprehensive performance review and develop a repositioning strategy for the Royal Plaza on Scotts, a prominent hotel located in Singapore’s Orchard Road district. The objective was to evaluate the property’s current market performance and competitive positioning and to recommend strategic initiatives to enhance its appeal and financial results in an evolving hospitality landscape.
The engagement began with an in-depth analysis of the hotel’s operational and financial performance, focusing on key metrics such as occupancy rates, average daily rate (ADR), revenue per available room (RevPAR), and profitability. The analysis also considered the hotel’s guest segmentation, pricing strategies, and distribution channels. These findings were benchmarked against direct competitors in the luxury and upscale segments to identify gaps and areas for improvement.
Horwath HTL conducted a market study to evaluate trends and shifting customer expectations in Singapore’s hospitality market, particularly within the Orchard Road area. This included an assessment of emerging guest preferences, competitive innovations, and demand drivers in both the leisure and corporate sectors.
Based on these insights, a repositioning strategy was developed, tailored to the property’s strengths and market opportunities. Recommendations included adjustments to the hotel’s branding, service offerings, and marketing approach to better align with target demographics. Facility enhancements were suggested to meet contemporary guest expectations, along with operational improvements to boost service efficiency and guest satisfaction. Revenue management strategies were refined to optimise pricing and distribution, ensuring the hotel remained competitive in a dynamic market.
The deliverables provided Royal Plaza on Scotts with a clear framework for repositioning the property, enabling it to strengthen its market presence, attract new segments, and enhance profitability while maintaining its reputation for exceptional service and quality.
Project Location
Orchard Road District, Singapore