Singapore's historic Raffles Hotel has officially reopened to guests following extensive renovations that left the hotel completely closed for about two years. During a recent visit to the hotel, just days prior to its official 1st August reopening, the excitement among staff is palpable -- and no one is more thrilled than general manager Christian Westbeld to see their years of conceptualizing and hard work finally on display to the world. "We think this will never be done again on this scale," he tells CNN Travel. "We've taken this renovation very seriously and we've put a lot of effort and time into it. The extended time it took has been wisely invested. "The hotel is a lot fresher. Areas look a lot brighter, they look a lot lighter, they look a lot more inviting and approachable, which is something that we wanted to achieve. We wanted to re-look at luxury -- not being stiff, formal and intimidating but rather engaging and conversational. It's very comfortable and beyond anything that is available in Singapore."

This was no ordinary makeover. With the last major renovation taking place in 1991, Raffles Hotel Singapore, which opened in 1887, needed a complete overhaul. But the challenge of course was how to retain the aura of the hotel's colonial architecture while also providing modern travellers with the tech and comforts they've come to expect in a luxury stay. Never mind that every move they made required government approval — this is a historic Singapore property, which was designated a national monument in 1987. "We did not lose the architectural charm, the colonial heritage," says Westbeld, noting that plans for the renovation were actually in the work for close to a decade. "That is the biggest plus and I think the thing people will notice first. Yet at the same time we have modernized in a way that is deserved for the current Singapore time and era we're in," Westbeld continued.

Though much of the renovations would not be on display to guests — i.e. back of the house stuff like engineering systems and kitchens — repeat guests of Raffles Singapore will spot the tangible changes as soon as they step foot in the lobby, which no longer has a front desk. This has made way for the Writers Bar, already proving to be a popular after-work spot among young locals, based on the crowds we saw during our recent visit. Moving to the guest rooms, the revitalized Raffles offers nine categories of suites: State Room Suites, Courtyard Suites, Palm Court Suites, Personality Suites, Residence Suites, Promenade Suites, Grand Hotel Suites and Presidential Suites. "Suites are much more comfortable than before. No noise disturbances. Beautiful bathrooms. Technology that is not overpowering —it is just an added tool to make your life a little bit easier," says Westbeld. "It was always very clear for us what we wanted to achieve. We never want to be in the headlines or the news because we have the latest cutting-edge technology. This is not what we stand for. We are an iconic, legendary service provider and that is what we want to be known for," continued Westbeld. As part of this commitment to service, all guests now have their own butler, who is the main point of contact and will disseminate requests to the appropriate team, from airport transfers and spa appointments to restaurant reservations and room service.

Guests can request assistance from their butler via the DigiValet app on the in-room tablets, which handily control the TV, lights and air-conditioning as well. The hotel's F&B experiences have been completely revamped as well. Take the long-treasured Tiffin Room, part of Raffles since 1892, which serves up incredible North Indian cuisine. As part of the renovations, wooden herringbone flooring was added, along with decor that showcases locally made porcelains and tiffin boxes. New restaurants include Le Dame de Pic — a collaboration with Chef Anne-Sophie Pic of the three-Michelin star Maison Pic in Valence, France. Even the hotel's ultra-touristy Long Bar, inventor of the original Singapore Sling, has been given a refresh and features contemporary plantation-inspired motifs. Several new dining concepts have yet to open: BBR by Alain Ducasse; by Jereme Leung, which stands for art in Chinese; and the Butcher's Block, which as the name implies offers a wide selection of top meats. As the hotel historian Danker leads visitors around the property, his pride is evident. Eventually there is the "wall of fame," a gallery that takes visitors time traveling through the past with images of notable guests such as Elizabeth Taylor, Charlie Chaplin, Rudyard Kipling and Ava Gardner, to name just a few. Danker has met many of them, including Michael Jackson and John Wayne. But ask which guest truly left him star struck and he doesn't hesitate. Queen Elizabeth II, who visited in 1989, he tells CNN Travel. It is this reverence to the past —alongside a passion to ensure the hotel's relevance in the present, that has captured the imaginations of both Singaporeans and international travelers. For locals, the hotel is a key page in the story of their city's history. According to Westbeld, Singaporeans have been very supportive of the changes. Today, a new generation of Singaporeans is coming to create their own memories at the hotel — just as their parents and perhaps even grandparents have. "It is one of the most humbling experiences to be a part of this, to have the privilege to be GM at Raffles Hotel in such a defining moment," says Westbeld.

(adapted for academic purposes from https://edition.cnn.com/travel/article/singapore-raffleshotel-reopening/index.html)

Assume that you are a marketing research consultant. Explain the six (6) steps in the marketing research process when conducting a market research for Raffles Hotel after the makeover to find out how well the refurbished hotel has been received by hotel guests and suggest new marketing strategies that it could implement to attract new customers and increase its revenue. Please provide references in the write out.

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Market Research for Raffles Hotel After Makeover 1 Define the Problem and Research Objectives Problem Assess guest reception of the refurbished Raffles Hotel and identify potential areas for improveme... View the full answer