CASE STUDY - LUSH GROUNDS FOR JURONG HOTEL Genting Hotel Jurong will debut next

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CASE STUDY - LUSH GROUNDS FOR JURONG HOTEL Genting Hotel Jurong will debut next Thursday in a cool green coat consisting of more than 230 palms and 390 trees. The hotel is located in the Jurong Lake District, which is transforming into a lively leisure and commercial hub with a waterfront park. The hotel, which sits on a 9,027 sq m plot, is near two shopping malls, JCube and JEM, and the International Business Park. It is also within walking distance of the Jurong East MRT Station. The 557-room hotel, designed for leisure and business travelers, is part of Resorts World Sentosa (RWS) which is wholly owned by Genting Singapore of the Genting Group. The 15-storey building is conceptualized as "a hotel in a garden". Seventy shrub species and 20 species of trees and palms cover the building and there are terraces on most floors. Some of these plants will be irrigated with condensate water from air-conditioners. The air-conditioners are supplied with cool air from a heat recovery system, which results in 30 per cent energy savings for the hotel "One of the first things we targeted was a hotel's typical heavy use of air-conditioning," said lead project designer Mr Lim Keong Wee of Team Design Architects. "That led to the heat recovery system." Speaking about the green theme of the hotel, he added: "We wanted the hotel's design to relate to its surroundings - the green plot ratio was something we felt was important... because it is pertinent to Singapore." Mr Lim's company provided the architecture and designing services for Genting Jurong Hotel. Its past projects included The Sail at Marina Bay which is a residential apartment building.

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The concept of service profit chain focuses on relationship based business approach in which relationship relies on understanding what the customer wants & need. The service profit chain model with regard to marketing can be recommended by paying closer attention to human resources because of inseparability & variability in the service industry. Human interaction & cooperation in service companies between employees & guests is essential. The service profit chain can’t be separated from the basic business objective of increasing profits from operational activities as well as increasing revenue growth. The best method of marketing is direct interaction by the hotel employees with the customers by explaining them the facilities the hotel offers, economic rates, and various other flexibilities etc. all this can help to improve the business of the hotel & also increase its revenue growth.

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