Red’s Hotel in Bintulu embarks on digital transformation

Retirement marks a significant life transition which is often viewed as a time to relax and savour the fruits of decades of hard work.

However, a growing number of retirees are redefining the golden years by venturing into business in efforts to finding new sources of fulfilment and purpose.

After serving in the private sector for many years, Bong Jat Chung found himself in need of something to keep him occupied especially during the early days of his retirement back in 2014. 

The Red’s Hotel director who is used to having a busy career became interested in venturing into business. 

The idea of running a hotel was mooted by his son who is working in the thriving Bintulu town.

“The economic activities in Bintulu are booming with various investments and projects coming into this town. My son suggested and persuaded me to consider starting a business in the hotel industry there. 

“When the opportunity presented itself, I decided to go for it,” he told the New Sarawak Tribune. 

Bong, who originates from Kuching, disclosed that Red’s Hotel began with a small-scale operation by renting a block of shop lots with just 12 rooms. 

Starting from September last year, the Red’s Hotel successfully expanded with a total of 31 rooms ranging from Twin Sharing, Deluxe Queen, Standard Room, Single, Suite Triple and Suite Family Room. 

The Red’s Hotel is strategically located in the heart of Bintulu Central and it is equipped with various facilities such as free wifi, laundry services and heavy rain showers among others. 

“Our hotel aims to cater to the needs of today’s businesses and leisure travellers, be it for short term or long term stay. We have taken into consideration our customers’ sleeping experiences whenever they stay with us. 

“With our recent renovation, we have incorporated upgrades to ensure premium sleeping experiences in both our Elegant Wing and Matured Wing to cater for customers across different backgrounds and status of working as well as travelling adults,” he explained. 

In support of Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg’s call to embrace digitalisation,

Bong said the recent renovation also saw the Red’s Hotel introducing a digital self check-in and check-out kiosk at its lobby. 

The move to embrace technology in its operations landed the Red’s Hotel becoming the first inn in Sarawak to adopt such technology. 

“In the modern era with the emphasis on digitalisation and technology, we decided to upgrade our hotel into a smart one. Our goal is to provide better facilities, enhance customers’ experience and reduce operation costs through digitalisation.

“This is also in support of our Premier who sees the importance for Sarawakian businesses to take advantage of digitalisation and modern technology,” he said.

Bong said the digital self check-in and check-out kiosk promises Red’s Hotel customers a new and seamless experience. 

He said it will also contribute towards customers’ loyalty and attract the younger generation who prefer digital interactions. 

“With this technology, our staff will be able to focus more on daily operations and maintenance which will enhance customers’ experience staying with us,” he said. 

Bong explained that the digital self check-in and check-out kiosk is very user friendly as it provide step by step instruction to guide customers from booking to payment. 

“Of course, we anticipate that customers especially first timers will need assistance to use this digital kiosk but our staff are readily available to help them with this,” he said. 

At the same time, Bong revealed that there are plans to further upgrade Red’s Hotel such as digital housekeeping monitoring. 

He said the hotel is also looking into integrating more smart features including lighting, smart televisions and loyalty programmes in the future. 

“We believe that technology like smart controls and automation will continue to enhance personalisation and convenience for our guests. By automating routine tasks, we can provide more customised services and meeting the ever evolving expectations of the digital savvy younger generation,” he explained.

Meanwhile, VFF Management & Services Sdn Bhd Business Development director Victoria Tatum said staying ahead of the curve is crucial for success in the bustling world of hospitality. 

She pointed out that the hotel industry in Bintulu is a very competitive landscape thus innovation is crucial for establishments such as the Red’s Hotel. 

“VFF Management & Services Sdn Bhd specialises in hotel management whereby we assist in overseeing the entire spectrum of hotel operations. We collaborate with various partners to offer enhanced hospitality services.

”Bong and I worked closely for the Red’s Hotel digitalisation transformation. We also worked together with Core System Technologies Sdn Bhd which is our Information Technology (IT) partner on this,” she said. 

Stating how there are bound to be challenges for hotels that wishes to undergo a digitalisation transformation journey, Victoria said this should not be a hindrance considering how innovation is crucial to ensure one stay at the forefront of the ever-evolving hospitality industry. 

“One of the challenges in the digitalisation transformation journey is the fact that not all guests are tech-savvy considering how some still prefer the traditional key cards system. However, digitalisation is the way forward in all aspects of life so people will eventually adapt, ” she said. 

To ensure further success of the Red’s Hotel and its digitalisation efforts, Victoria said plans are in place to further promote the hotel.

“Now, the focus is on promoting the Red’s Hotel as a pioneer smart hotel in Bintulu with guest ambassadors assisting in education guests about the new check-in and check-out process. 

“We want the Red’s Hotel to be widely known so that it will be the first place that people think of when they are looking for accommodation in Bintulu,” she said.