The human touch at Fraser Residence Orchard

Living and dining area of the penthouse unit at Fraser Residence Orchard (Credit: Samuel Isaac Chua/ The Edge Singapore)
SINGAPORE (EDGEPROP) - Fraser Residence Orchard, at 31 Paterson Road, is Frasers Hospitality’s latest addition to its serviced apartment offerings. Touted as its “Gold Standard” residences, the property welcomed its first guests in April this year. By its grand opening on Aug 23, it was already running at a 78% occupancy rate, shares Clara Beng, general manager at Frasers Hospitality.
Occupying 142,309 sq ft of land, Fraser Residence Orchard offers a total of 115 rooms from 280 to 3,660 sq ft. Unit types range from studio units, a range of one-bedroom choices, two-bedders as well as a four-bedroom penthouse. Prices start from around $330 for the studio units.
Frasers ran a month of trial stays before opening up the property. The group’s corporate guests, business partners, and over 40 relocation agents were invited to test out the facilities and stay in the rooms. “We also got everybody who is part of the Fraser cluster of serviced apartments to come in and try,” says Beng, referring to the sales team, management, administration and even the engineers. This was part of an effort to ensure that the team understands the product, she says.
Beng: It’s harder to offer services these days as it’s harder to get to know your residents (Credit: Samuel Isaac Chua/ The Edge Singapore)
Fraser Residence Orchard attracts high-flyers, receiving guests largely from consulates and embassies, and those working in the fintech, banking and finance industries. A main draw for them is “the privacy [and] unintrusive services” which Frasers offers, says Beng.
Before guests check in, Frasers staff ensure that each apartment is in tip-top condition “so that the minute they come in, it’s like their own home,’’ she says. The team also ensures that all home equipment is maintained and repaired while residents are not in their apartments. “We make sure that everything works before they come back,” explains Beng, comparing their service to magic elves that scurry around to ensure everything...