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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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
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Mo
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teF
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Serv
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Lu
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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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
PART OF A GLOBAL VILLAGE INDIVIDUALIST.
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
To travel is to take a journey into yourself…
Danny Kaye
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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.
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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.
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
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
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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
w Z
eala
nd
So
uth
Ko
rea
PIER ONE SYDNEY HARBOUR // EXACTLY LIKE NOTHING ELSE
NSW INTERNATIONAL VISITOR NUMBERS Year Ending June 2014
EXACTLY LIKE NOTHING ELSE // PIER ONE SYDNEY HARBOUR
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