Sheraton Towers Singapore targets millennial corporates

Millennials and Gen X groups are the new target markets for Sheraton Towers Singapore, which has given its meeting and event facilities an overhaul to attract younger corporates.

Among its multimillion dollar refurbishments are a revamped ballroom – with restrung chandeliers, improved sound systems, intelligent lighting, as well as additional projectors and screens – and new meeting rooms.

The Turquoise function room on level three

These enhancements were introduced to appeal to a younger meetings crowd, explained Shirley Wong, director of catering of Sheraton Towers.

She told TTGmice: “Our clients are getting younger, and this crowd pays attention to aesthetics and ambience. We’ve transformed our ballroom to fit that demand.”

Business from younger groups in Singapore, South-east Asia and Australia is accompanied by an increasing demand for “bespoke packages” that include “healthier food options” in meeting menus, added Wong.

She explained that in Singapore, this demand can be traced to prime minister Lee Hsien Loong’s recent push for healthier eating habits. Currently, the domestic market accounts for 60 to 70 per cent of the hotel’s events business.

To meet this trend and grow its market share, Sheraton Towers has begun sourcing for food options that are wholemeal, low-sugar and gluten-free, to include them in its customised meeting packages.

Wong added that Gen X clients are also ”exposed to a lot of ideas now and often want to implement them in their business (events)”, hence the in-house events team must keep up with their own research on unique proposals.

For example, events have shrunk from 30 to 40 ballroom tables into “smaller, more intimate and cosier” affairs, with requests for DIY activities such as flower arrangements and candle-making tutorials, she said.

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