Recognising that effective brand marketing, sales and distribution, including e-distribution channels and infrastructures, drive revenue performance, Raffles Hotels & Resorts has invested in systems and Customer Relationship Management initiatives and programmes to build brand awareness, as well as to retain customers.

Distribution Marketing
Raffles Hotels & Resorts distribution marketing objectives are to meet and anticipate the reservations needs of its customers and enhance revenues to the hotels by achieving greater channel efficiencies and at the same time decrease distribution costs. To meet these objectives, Raffles Hotels & Resorts has a Central Reservation System (CRS) that connects all its hotels and resorts to the Global Distribution Systems (GDS). Raffles Hotels & Resorts is represented under it's private label GDS chain code YR. The GDS connectivity provides marketing penetration to travel agents worldwide, giving them instant access to hotel information, policies, promotion rates, corporate rates and availability for all Raffles Hotels & Resorts properties. The Raffles Hotels & Resorts central reservations offices and hotel reservations offices are able to leverage cross-selling opportunities.

Global Sales

Our Global Sales team brings with it a depth of experience that maximizes worldwide selling opportunities for the company’s hotels & resorts.

The Global Sales organization includes 73 global sellers across 23 worldwide locations covering the major global source markets including New York, Los Angeles, San Francisco, Chicago in the United States of America, Canada, Mexico, United Kingdom, Germany, Switzerland, France, Italy, Russia, Middle East, Hong Kong, Shanghai, Japan and Australia. Global Key Accounts are managed by a global account team composed of a Global Team Leader and a Regional Team Leader per each Global Key Account.  The teams are equipped with the latest communications and database technology allowing the team members immediate access to a central global repository of information on the account activity thereby enhancing the team’s productivity and improving customer services.

This global team approach to managing accounts provides the sales network a distinct competitive advantage in the arena of corporate business travel, consortia retail sales, tour & wholesale and corporate groups & associations business.  We also have a team of specialist luxury sellers who manage the high-end luxury segments and VIP travel professionals. .

To further maximize sales opportunities and strengthen brand presence, the global sales team represents all Raffles Hotels & Resorts at major trade shows, events and road shows for key markets.

Marketing Programmes
Raffles Hotels & Resorts has established firm marketing relationships with several credit card companies, financial institutions, lifestyle partners and airlines to complement its growing portfolio. Partners include Singapore Airlines, Qantas, Japan Airlines, Cathay Pacific Airways and Delta Air Lines.

Several channels are used to market products: through traditional marketing efforts such as direct marketing and more increasingly, online channels such as email newsletters, frequent flyer point statements and websites. Raffles Hotels & Resorts marketing programmes are focused and cost efficient, offering the right customer what they want, when they want it.