How Frasers Hospitality transformed serviced living into revenue-driving lifestyle stays

At Frasers Hospitality, our properties span across key urban destinations, offering serviced residences and apartments tailored to both long-stay and short-stay guests. Our core guest demographic includes corporate travelers, relocating executives, and increasingly, leisure travelers seeking more spacious and home-like environments. Our guests value convenience, personalization, and elevated experiences during their stays.

The Objective

Frasers Hospitality was to optimize the presentation and management of ancillary services, to move toward a more flexible retailing model. We aimed to increase average revenue per guest by offering personalized add-ons and expanding the range of options available. Diversifying revenue streams and improving operational efficiency for our front-line teams were also key considerations. It was important to have a scalable solution that could be implemented across our global portfolio and support our direct channel strategy.

The Solution 

The hospitality group selected SynXis Retailing after evaluating several solutions. The platform’s ability to configure offers by guest segment and booking channel has supported our commercial objectives. Key features that have been practical for our team include dynamic packaging, the option to manage add-ons, and real-time inventory control, which help streamline operations across our markets.

Key benefits: 

• Streamlined Operations: Property teams can easily create and manage offers in real time, simplifying inventory control and packaging across regions. 
• Scalable Consistency: Centralized retailing ensures brand standards are maintained while enabling local teams to optimize performance and adapt offers as needed.
• Enhanced Guest Experience: Seamless integration within the booking journey allows travelers to discover personalized, value-added services with ease – boosting engagement and conversion. 

The Implementation

Frasers Hospitality’s rollout of SynXis Retailing was strategically executed in phases, beginning with properties in Southeast Asia and Australia, followed by North Asia, encompassing Greater China, Japan, and South Korea. This structured regional approach ensured alignment with local market dynamics and operational readiness. Hospitality Solutions’ implementation managers provided comprehensive support throughout the onboarding process, offering structured timelines, regular check-ins, and tailored training sessions to facilitate a smooth transition. These sessions not only reviewed current product functionalities but also introduced new features and best practices, enabling Frasers’ teams to optimize the platform’s capabilities.

To strengthen their retailing strategies, Frasers collaborated closely with Hospitality Solutions’ Retail Growth Team to conduct targeted workshops across property groups, implementing best e-commerce practices that now account for more than 25% of their total sales.

Through ongoing collaboration, the Retail Growth Team continues to offer valuable perspectives that go beyond the initial onboarding process. By viewing the retailing strategies from the “property guest” angle, Hospitality Solutions helps Frasers refine their offers based on guest needs and preferences. As SynXis Retailing evolves, these sessions reveal new features, such as Standalone Offers, and guide the creation of implementation plans that maximize revenue potential. The workshops not only introduced tactics like bundling but also empowered local teams to experiment with tailored offerings based on guest demand.

The Results

Since activating SynXis Retailing in 2024, Frasers Hospitality has seen strong and consistent growth, with a 30% year-over-year increase in ancillary revenue.

Despite operating primarily serviced apartments with limited on-site amenities, Frasers has successfully driven upsell performance by offering essential, high-demand services such as breakfast, parking, and pet policies – particularly in EMEA markets.

Guests are now more engaged in the booking process, proactively selecting add-ons thanks to greater personalization and visibility. This has not only reduced reliance on manual upselling at the front desk but also improved guest satisfaction by simplifying pre-arrival planning.

The success of SynXis Retailing has also influenced how Frasers evaluates performance, shifting from a sole focus on room revenue to a broader view that includes ancillary sales. Frasers continues to expand its virtual retail stores, focusing on personalized offerings to further enhance revenue and guest engagement.