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Pier One Sydney Harbour. Understanding what makes us exactly like nothing else.

PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE

THE WORLD IS A BOOK AND

THOSE WHO DO NOT TRAVEL READ ONLY

ONE PAGE…St. Augustine

EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR

CONTENTS

WELCOME TO THE FAMILYSYDNEY’S HOTEL REALITYTHE CHALLENGEOUR RESPONSEOUR GUESTSWHO WE ARE…

THE GUEST JOURNEY1. Pre-arrival

2. Arrival

3. Guest rooms

4. Facilities

5. Experience

6. Departure

7. Post-departure The life you have led

doesn’t need to be the only life

you have…Anna Quindle


Welcome to the familyAutograph Collection® is an endorser brand, representing

a high standard of quality among independent hotel groups.

Every Autograph Collection hotel is as original as it is independent. They share

a customer preference for non-chain experiences that conform to upper upscale

or luxury standards.

To be considered part of this select group all hotels within the Autograph Collection

must be able to leverage their distinctive property brand identity and personality.

Travel is fatal to prejudice,

bigotry, and narrow-mindedness…

Mark Twain

Mo

dera

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Mo

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Serv

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WORK LIFE

Lifestyle

Upper Upscale

The Discoverer

Performance

Signature

Discerning MasterBlenders

Core Values

Positioning

Guest Profile

Tier

Brand Type

Authentic DistinctCommunal

AuthenticCraftedIntuitive

IntriguingIndigenousIndependent

DynamicThinkingPolished

*abridged statement

Collection of independent and original hotels. *

The Individualist

Full Service

Lifestyle Performance

Luxury

The Accomplished

Approachableluxury

BusinessUnusual

TravelBrilliantly


PART OF A GLOBAL VILLAGE INDIVIDUALIST.


SYDNEY’S HOTEL REALITYNew South Wales is Australia’s number one tourist destination. Each year we welcome over 3 million

visitors who stay an average of 74 million nights and spend upwards of 6.5 billion dollars.

With upwards of 6,500 hotels across Australia competition is fierce. Even more now that new online

players like Stayz and Air BNB have entered the market. Each one offering what they believe is a unique

point of difference.

I met a lot of people in Europe.

I even encountered myself…

James Baldwin


OUR CHALLENGEIS NOT SIMPLY TO BE DIFFERENT BUT TO BE EXACTLY LIKE NOTHING ELSE.

The traveller sees what he sees,

the tourist sees what he has

come to see…G.K. Chesterton


A SERIES OF IN-DEPTH WORKSHOPS

ALLOWED US TO REVIEW AND CLARIFY OUR

POSITION…

The traveller sees what he sees, the

tourist sees what he has come to see…

G.K. Chesterton


IN ORDER TO DELIVER

RICH, ENGAGING EXPERIENCES

OUR GUESTS WILL KEEP COMING

BACK FOR.One’s

destination is never a place,

but a new way of seeing things

Henry Miller


NO TWO GUESTS ARE THE SAMEUnderstanding our guests; what makes

them tick, their expectations, needs and

what it is they value above all else is vital

to our success.

One’s destination is never a place,

but a new way of seeing things…

Henry Miller

We wander for distraction,

but we travel for fulfilment…

Hilaire Belloc


To travel is to take a journey into yourself…

Danny Kaye


WHO WE ARE

A destination that embraces the best

Sydney has to offer.People with passion.

Service that blows your mind. A taste of the culturally cool,

and a rich history that’s just that little bit posh.


NEVER FAKE

Passionate

Foodies

Personality (Not Attitude).

Empathy

Cheeky / Respectful

Confident.

EXCEPTIONAL SERVICE

Knowledgeable

Seamless / Purposeful

Spontaneous

Genuine (Not Scripted)

Professional

Experienced.

JUST THAT LITTLE BIT POSH

Personal grooming

Curated experiences

Memorable moments

Not typical amenities

Warm / Quirky.

CULTURALLY COOL

A F&B

experience that’s

about more than

just good taste.

It’s all about

FOMO.

The Guest JourneyA hotel should always be more than the sum of it’s parts.

Whether it’s work, rest or play it is our responsibility to create

experiences that engage and inspire our guests.

From the simple to the sublime, the invisible to something just that little bit

POSH it is these autograph moments that will keep our guests coming back.

It’s not about grand gestures and lavish table settings it’s about how you can

really make a difference. How ideas will set us apart and allow us to cool not

chinsy, deliver WOW and to be exactly like nothing else.

The ideas suggested on the following pages are just that, ideas. They form the

basis of the guest journey – before and after arrival. Some may become reality

whilst others will be replaced by bigger, better ideas suggested by you.

1. Pre-arrival

2. Arrival

3. Guest Rooms

4. Facilities

5. Experience

6. Departure

7. Post-departure

Do not follow where the path may

lead. Go instead where there is no path and

leave a trail…Ralph Waldo Emerson


1. Pre-arrivalBecause first impressions leave lasting impressions

By LandThe only 1936 stretch Cadillac

limousine in the world!

1. Virtual Video: Booking confirmation.

Different video for different segments

e.g. MICE/Corporate/Leisure

2. Pre-Arrival Planner: “Did you see our

video?”, “Did you see anything you liked?”

3. Virtual Concierge: Updated seasonally

4. Limousine from the airport

5. Private open-top boat from

Elizabeth Bay to the Pier One

Sydney Harbour’s private jetty

6. A bloody good cuppa on arrival

7. A hot bath already run / 15 minute

neck massage

8. Mock-tail and Cocktails overlooking

the harbour or in your room.

All this and more decided by you before

you step foot in the hotel via the website

when you book.

(All bags and personal items transported separately and in your room when you arrive).

By SeaMake a splash and start your holiday

before your even arrive

You lose sight of things… and when

you travel, everything balances out…

Daranna Gidel



2. ArrivalWelcome to the centre of our world. A place that’s

just that a little bit POSH, where the detail is in the design

and the design is the detail.

1. Staff with substance and style

2. An entrance that makes an entrance

3. A different kind tea service

4. A concierge with something to whistle about

5. Lifestyle Directory: From restaurant to retail to hidden

secrets and quirky things to do and places to go

6. Signature Seasonal Scents

7. Theatre of Arrival: Music (live or otherwise) playing on arrival

8. Personalised Experiences: Pull through to either some point in your stay

or on departure, e.g. Gelato / Oysters on the Pier / Wine Tastings

9. Dedicated Concierge / Welcome Ambassador

10. Personalised Amenities: 007 Program

11. POW-WOW Program.

Not all those who

wander are lost…J.R.R. Tolkien


3. Guest RoomsIt’s not just a room. It’s a sanctuary. A place to escape. Just like home only better.

1. A TV service that showcases the

best the world has to offer

2. Statement pieces that say you’re special

3. Personal messages that celebrate the little imperfections

4. A place where baths run themselves

5. Fragrances that put your mind at rest

6. Pre-bottled cocktails in mini bar

7. In-Room App: Browse services. Book events

8. Personlised Apps: Download and customised your

experience. e.g. Runs-mapmyrun/nikerun etc.

The cool thing about being famous is traveling. I have always wanted to travel across

seas, like to Canada and stuff…

Britney Spears


4. Turning the GUEST EXPERIENCE outside inVenture out of your room and discover so much more outside

and in. Experiences that turns expectation on it’s head.

1. Personal Tour Guides / Trainers / Shoppers / Yoga Teachers

2. Public Art Spaces / Sponsored local artists

3. Themed city experiences / Small bars / City walks

4. Free pre-stamped postcards

5. Dance and Theatre partnerships

Don’t tell me how educated you

are, tell me how much you travelled…

Mohammed


1. VIP access to

exclusive events

2. Themed events inside

and outside the hotel

3. Private invitations that

showcase Sydney’s other side

4. Bike hires and picnic lunches

5. Treasure Hunts and

other cool kids stuff

6. Sunrise Yoga on the pier

7. Wine night

8. Cigar Club

9. Sunset Cruise

10. Whiskey Tastings

11. Movie night / Live music

12. Dog menus.

There are no foreign lands. It is the

traveller only who is foreign… Robert Louis

Stevenson

1. Your room key to the city.

Get treated like a super star at

specially selected venues.


6. DepartureMake the departure as memorable as the welcome

and they’ll never want to leave.

1. Arrange a taxi at the other end

2. Exclusive gift from the staff

3. Hotel keepsake

4. Luggage tags to remind you of your travels

5. See it, want it, have it

6. Leave in your own time.

All journeys have secret destinations of which the traveller is

unaware…Martin Buber



7. Post-departureWhen your guests check-out it always pays you

to check-in once in a while. Carefully crafted and

relevant reminders reap rewards.

1. Year Planners / Newsletters / Invitations

2. A memento of your stay

3. Personalised postcards from Pier One

4. A simple thank you from us the you.

A journey is best measured in friends,

rather than milesTim Cahill

Top 5 Source MarketsShare of total expenditure

#1 RankedState

7%

7%

6%$6.9BillionVisitor Spend

3.1 MillionVisitors to NSW

74.8 MillionVisitor Nights

Share of Australian total

Spend / 35% Nights / 35%Visitors / 51%

Spend by Purpose of Visitb = billion

Holiday $2.4b 35%

14%

10%

10%

10% 8% 6% 6%

31%

VFR $1.0b

Business $0.7b

Education $2.1b

Other $0.7b Highlights

NSW remains number one for visitors, nights and expenditure.

NSW has exceeded three million international visitorsfor the third consecutive quarter

NSW was the only State to achieve significant growthin visitors (+7%), nights (+7%) and expenditure (+6%)

Key drivers of NSW expenditure growth were Visiting Friends and Relatives (+13%) and China (+13%)

The highest visitor growth rates were for Hong Kong (+21%), Malaysia (+19%), and India (+19%)

The number of youth visitors to NSW reached over one million, an increase of over 4%

Source: International Visitor Survey

22%

Ch

ina

UK

US

A

Ne

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So

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Ko

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NSW INTERNATIONAL VISITOR NUMBERS Year Ending June 2014


TO AWAKEN ALONE IN A

STRANGE TOWN IS ONE OF THE PLEASANTEST SENSATIONS IN

THE WORLDFreya Stark

www.pieronesydneyharbour.com.auPIER ONE SYDNEY HARBOUR, AUTOGRAPH COLLECTION®

11 Hickson Road, Walsh Bay Sydney NSW 2000

posh bible 2015

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