Project Work Best in Category 10 (Entrepreneurship): Project Sustainability

Written by: Ong Yi Quan, Aidan (4P3, 2026), Lim Jun Lei Clayden (4i4, 2026)

When we first began this project at the start of the year, we were unsure of what to expect. We were excited about our internship with Hotel Indigo Singapore Katong, particularly the freedom we were given to innovate and create. We knew we would have the opportunity to gain a better understanding of how a hotel operates and appreciate all the work that happens behind the scenes. However, we did not fully realise that hospitality extends far beyond accommodation. It encompasses the entire guest experience, from check-in to the hotel's identity and, in particular, Hotel Indigo's unique approach to storytelling.

Our project focused on two main areas: developing a neighbourhood map to help hotel guests explore the surrounding area, and researching marketing strategies to better understand modern hotel guests. Ultimately, we hoped to combine these two ideas into a solution that could enhance the guest experience while strengthening the hotel's appeal.

Our first major assignment was to create a neighbourhood map that the hotel could use to help tourists discover attractions, amenities and experiences around Katong, while incorporating Peranakan culture to align with Hotel Indigo's storytelling identity. At first, this seemed like a straightforward task of identifying nearby points of interest and presenting them on a map. However, we soon realised that an effective neighbourhood guide required us to think beyond simply listing locations.

For tourists visiting an unfamiliar area, making decisions can be challenging. Guests may have limited time, different interests and little knowledge of the neighbourhood. A well-designed map could therefore make their stay more convenient while encouraging them to explore beyond the hotel.

This led us to approach the map from the guests' perspective. What information would they actually find useful? Which locations would be most relevant to different types of travellers? How could we present the information clearly so that guests could make decisions quickly, especially when Hotel Indigo welcomes guests from China and other non-English-speaking countries?

Through this process, we learnt that even a seemingly simple resource can have a significant impact on the guest experience. A thoughtfully designed neighbourhood map could help guests discover hidden gems, appreciate Singapore's Peranakan culture, plan their activities more easily and ultimately enjoy a more fulfilling stay. It also showed us how a hotel can create value for its guests beyond its own premises.

More importantly, the assignment taught us to approach problems from the user's perspective. Instead of focusing only on what we wanted to include, we had to consider what guests would actually need. This shift in perspective became especially important during our second assignment.

Our second major assignment focused on marketing strategies. We were tasked with understanding the different profiles, expectations and behaviours of today's hotel guests, before identifying practical opportunities to improve the guest experience, increase engagement and strengthen the hotel's appeal.

This assignment required us to think more deeply about customer behaviour and business strategy. We had to consider how different travellers might value different aspects of their stay and how Hotel Indigo could leverage its strength in storytelling to create greater value for its guests. Families might prioritise local attractions, while business travellers might value convenience and location. Others might be looking for unique experiences, personalised service or opportunities to explore the local culture.

Recognising these differences helped us understand why effective marketing cannot rely on a one-size-fits-all approach. Hotels first need to understand their target audiences before deciding how to engage them. Previously, we associated marketing mainly with advertisements and promotions. Through this assignment, we realised that marketing is also about understanding guests and shaping experiences around their needs. A positive guest experience can become a powerful part of a hotel's identity, influencing whether guests return or recommend the hotel to others.

Building on this idea, we developed a choose-your-own-adventure website based on Plog's psychographic model of tourist behaviour. Drawing on both seminal and empirical research, we used the model to explore how different types of travellers might prefer different experiences. Our website allowed guests to personalise their day in Katong based on their interests, with the aim of encouraging them to discover the local Peranakan culture in ways that suited them.

We also considered how the choices made by guests could be recorded and organised to provide insights into their preferences. This could potentially help the hotel better tailor the guest experience while streamlining its processes.

Throughout our internship, we also had the opportunity to learn from the Marketing Director, who shared valuable insights into the hotel's marketing strategies and guest demographics. We were also fortunate enough to observe a photoshoot for the hotel's Instagram page. It was a novel experience to see how much thought goes into presenting something as simple as a drink for social media. We were even lucky enough to sample some of the non-alcoholic drinks featured in the shoot.

One of the most valuable aspects of this project was the opportunity to apply our learning in a real working environment. Unlike a typical school assignment, our work was intended to serve a practical purpose for Hotel Indigo. This meant that we had to conduct extensive research, evaluate different perspectives and think critically about whether our proposed solutions were genuinely useful.

With two major assignments to complete within a limited timeframe, we also learnt that teamwork was crucial. We had to constantly generate ideas, compare different approaches, listen to one another and work towards a common goal. Not every idea made it to the final solution, but the process of discussing and refining our ideas helped us arrive at stronger outcomes.

We also came to understand an important principle of the hospitality industry: the guest comes first. Understanding their needs, interests and preferences is essential not only for creating a positive experience, but also for building lasting relationships with customers. We began to see how every stage of the guest journey—from first discovering a hotel to deciding whether to return or recommend it—can be influenced by how well a hotel understands and responds to its guests.

Our achievement in Category 10 was a meaningful conclusion to the project. More than simply an accomplishment, it represented the culmination of our opportunity to explore an unfamiliar industry, tackle real-world challenges and apply what we had learnt in a practical setting.

Looking back, we began this project thinking mainly about what we could produce for the hotel. We finished with a much greater appreciation of the thought and consideration required to create something genuinely useful. Whether we were designing a neighbourhood guide or developing marketing recommendations, we learnt that good solutions should not begin with what we want to make. They should begin with understanding the problem, listening to the user and recognising that different people may need different solutions.

Ultimately, this project taught us that innovation is not simply about having creative ideas. It is about using those ideas to solve real problems and create meaningful experiences for others.