With a globetrotting hospitality career heading diverse properties in Paris, New York, Moscow, Shanghai, and Bangkok, William Haandrikman knows more than a thing or two about iconic hotels.

As the former general manager of Sofitel Legend Metropole Hanoi, he led the hotel to achieve Forbes Travel Guide's Five-Star rating for three years and was honoured as "General Manager of the Year" at the Stelliers Asia and South Asia 2019 awards.
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And now the Accor senior executive has recently moved from Vietnam to Singapore to take up the reins as managing director at Fairmont Singapore and Swissotel The Stamford Singapore, which means it’s not one, but three iconic properties, including the Raffles City Convention Centre, that now come under his charge.

“All three have different identities, but we need to manage them as one complex,” he said. “So how do we put the complex on the radar as the place for MICE, the place for leisure, and the place for business?”

The integrated complex is home to Fairmont Singapore, Swissotel The Stamford, Raffles City Convention Centre (RCCC), plus 12 restaurants and bars.

Speaking to Travel Weekly Asia in the initial weeks of his new role, Haandrikman admitted his brain was already in overdrive as he explored every nook and cranny of the 70-storey building in Singapore’s city centre. [Editor’s note: Swissotel The Stamford remains the tallest hotel in Singapore.]

As he transitions into his new role, Haandrikman is prioritising service excellence and enhancing guest experience. He is also leading an integrated business strategy to establish the appropriate branding identity for each hospitality entity within the Raffles City complex, including Fairmont Singapore, Swissotel The Stamford, Raffles City Convention Centre (RCCC), plus 12 restaurants and bars.

Remaking a destination hotel icon

With three decades of international hospitality experience, the seasoned hotelier has witnessed first-hand how hotels have changed amid ever-evolving traveller preferences. Marketing a hotel is no longer a straightforward task.

“Thirty years ago, we were selling beds, breakfast, lunch and dinner. Now we sell experiences,” he noted. “The challenge today is to create a hotel as a destination that keeps guests within while still exploring the city. That’s a big difference.”

Despite the challenges posed by increasing competition, hotels also have the potential to innovate and rise above. Haandrikman recognises that Marina Bay Sands (MBS) has established itself as Singapore's meetings icon. However, in his new leadership position, he is determined to offer stiff competition and position the integrated complex as a formidable rival.

The Raffles City Convention Centre offers more than 10,000 sqm of flexible function space, including 34 meeting rooms and three ballrooms.

“I always say ‘Guys, people come to Paris to see the Eiffel Tower. We have the best view of the Eiffel Tower; we have the best view of MBS’,” he said, stating his reasons on why guests should consider a stay at Swissotel The Stamford or Fairmont Singapore.

In response to the confusion that the market may have over Accor brands, Haandrikman states that Fairmont sits squarely in the luxury tier while Swissotel the mid-market segment. Together, having both brands in a single location “complement each other” as an accommodation option and elevates the allure for corporate groups hosting their meetings at RCCC.

Meanwhile, the complex’s focus on sports groups has yielded positive results as more tournaments, from rugby and table tennis to esports, take place in Singapore. Not only has the complex hosted The International (Dota 2), one of the biggest esports tournaments, Fairmont Singapore also partnered Razer to launch luxury gamer-centric suites that come decked out with special gaming chairs and consoles. “Singapore is highly connected with high-speed internet; we need to capitalise on that.”

Sustainability is yet another core competency at the complex that Haandrikman will continue to drive. There’s already a rooftop aquaponics farm, which supplies vegetables, herbs and fish to the on-site restaurants, while special taps with water filters have been installed in the rooms to omit use of single-use plastics and a food waste management system installed to curb food waste.

Fairmont Signature King Salon Suite.

Cultivating loyalty and building a fan base

There are some tenets that the 30-year hospitality veteran holds dear. He believes that employee experience is inextricably connected to guest experience. Providing exceptional experiences for both guests and employees will turn them into fans of Accor and its properties.

The importance of cultivating fans – and loyalty – couldn’t be understated. “Loyal guests and fans spend 2.6 times more than a non-fan,” remarked Haandrikman, who finds delight that Singapore Tourism Board’s vision of offering exceptional destination experience to attract new and repeat visitors aligns with his long-standing hospitality philosophy.

“We’re a small island and everybody needs each other. When we have big conferences or events in town, how can we work together to offer an experience that creates a fan base and makes people come back? What I like about Singapore is really that everybody is working for the same goal.”