Sheraton Towers Singapore: Pet-Friendly Staycation Plan

Case Study: The Sheraton Towers Singapore

Singapore’s 5-star hotel industry is one of the most dynamic and competitive in the Asia–Pacific region. Hotels must compete not only on service excellence but also on innovation and guest experience due to the high concentration of international luxury brands and consistently strong visitor demand. Traditional strengths are now considered baseline expectations.

Sheraton Towers Singapore, located near the Orchard–Newton precinct, is known for elegant accommodation, renowned dining, and reliable service for business and leisure guests. However, management recognises the need to differentiate its brand experience as competition intensifies. Newer properties appeal to younger, experience-seeking local audiences who value thematic stays and lifestyle-driven amenities.

To remain competitive, Sheraton must explore new ways to add relevance and emotional value to its service offering while preserving its reputation for understated sophistication.

In reviewing emerging trends in the Singapore market, Sheraton Towers has identified a growing interest among 5-star hotels in developing pet-friendly staycation packages. Competitors such as Sofitel Singapore Sentosa Resort & Spa, InterContinental Singapore, and Conrad Singapore Orchard have introduced such offerings and achieved strong publicity and local engagement. Currently, Sheraton Towers does not offer a pet-friendly staycation, maintaining a more traditional luxury positioning. However, with its outdoor pool, garden-view rooms, and quieter Newton/Orchard fringe location, the property is well-suited to pilot a Pet Staycation Package. As part of its strategic review, Sheraton is now considering whether to introduce a Pet-Friendly Weekend Staycation Package as a new addition to its portfolio. The management team is evaluating how such a package might enhance guest loyalty and reinforce The Sheraton’s position as a responsive and innovative 5-star hotel within Singapore’s evolving hospitality landscape.

Final Assessment Questions

QUESTION ONE

• a. Conduct a detailed segmentation analysis to identify potential customer groups who may be interested in a pet-friendly weekend staycation at The Sheraton Towers Singapore. Based on your analysis, select TWO segments that you recommend The Sheraton focus on when developing its Pet-Friendly Weekend Staycation Package. Justify your choices with clear reasoning and supporting evidence.
• b. Based on this analysis, develop a detailed customer persona for each of the two recommended segments. Your personas should visually illustrate how each segment’s needs, expectations, and behaviours would shape their response to The Sheraton’s proposed Pet-Friendly Weekend Staycation Package.

QUESTION TWO

• a. After researching the three competitors mentioned in the case study , propose FIVE additional services or experiences that you believe The Sheraton could include in its Pet-Friendly Weekend Staycation Package for EACH of the two segments identified in Question 1a to differentiate itself.
• b. Create a labelled Flower of Service diagram showing how The Sheraton could integrate these elements for EACH of the two segments.

QUESTION THREE

• a. Develop a detailed promotional strategy to launch and communicate these FIVE new services effectively to EACH of the two segments identified in Question 1a. For each segment, recommend how to promote these using: one traditional media; one email to existing customers and two different social media platforms. Explain how EACH of these recommendations would reach and engage EACH target segment (4 media for EACH segment).
• b. Design promotional mock-ups for the launch of The Sheraton’s new Pet-Friendly Weekend Staycation Package — one traditional, one email to existing customers, and two different social media platforms. These are to be mockups for EACH of the two target segments identified in Question 1a (a total of 8). Create different professional visuals that demonstrate your creativity. Your mock-ups should reflect Sheraton’s 5-star brand image while appealing specifically to EACH segment’s motivations, media habits, and lifestyle values.

Segmentation analysis and recommended segments

With respect to a pet friendly weekend staycation, the potential segments can be classified as affluent pet owners such as upper middle class professionals and families with high disposable income having pets as a part of their family, young urban couples such as generation Z professionals looks for weekend getaways with their pets, and local families having pets and loves to spend short convenient staycation.

Recommended segment:

The recommended segment includes the young urban couples with pads because they prefer unique experience and value brands that match with their style. By targeting this segment, it can be possible to achieve high growth because of increasing pet ownership in Singapore.

Customer personas:

Les and Seng in the age group of 30 to 35 having an income of SGD 12000 per month combined, having a pet as a member of the family, and frequent weekend travellers with strong social networking exposure, and expect outdoor pet spaces.

Proposed services:

With respect to the young urban couples as selected, the proposed services includes providing a welcome hamper, themed based rooms for Instagram photos, poolside with lounge access, and weekend paws and brunch buffet.

Flower of service diagrams:

The core service is the pet friendly weekend staycation which includes facilitating services such as reservation and valet parking, and supporting services in the form of dining, wellness and loyalty rewards..

Promotional strategy

The promotional strategy that would be considered to promote to young urban couple’s includes utilisation of traditional media in the form of lifestyle magazine feature highlighting trendy pet friendly getaways, email and social media marketing in the form of Instagram through influencer collaboration, and Tiktok short videos. 

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