LOS ANGELES— Singapore-based Raffles International Hotels and Resorts will launch several branded marketing and consumer programs in the Americas, including the United States, aimed at driving greater brand awareness and capturing market share. At the start of a four-city swing today to visit U.S. properties, Jennie Chua, Raffles’ president/COO, said the company would introduce several interrelated programs “designed to extend the Raffles branded imprint, create outreach and lifestyle choices for new and existing guests, and put in motion an ambitious and comprehensive effort to achieve future growth at our properties in the Americas. Chua will visit properties in Beverly Hills (Raffles LErmitage), Chicago (Swissotel Chicago), New York (Swissotel New York, The Drake) and Washington, D.C. (Swissotel Washington, The Watergate). Raffles International acquired Swissotel in June 2001. As part of its plan, this year the company will introduce the first domestic Raffles Amrita Spa. Set to debut first at Raffles LErmitage in Beverly Hills, the 2,800sf spa is expected to open later this year. The first Amrita Spa in the Americas is slated to open at Swissotel Quito, Ecuador. Amrita Spa is Raffles luxury spa concept, conceived, designed and introduced by Raffles as part of its brand development program. Amrita Spa Raffles City, Singapore is the flagship of Amrita Spas by Raffles worldwide. Seven Amrita Spas have opened since last year at: Raffles Hotel Singapore, Hotel Le Royal in Phnom Penh, Grand Hotel dAngkor in Siem Reap, Merchant Court Hotel in Sydney, Merchant Court Hotel in Singapore, and Hotel Vier Jahreszeiten in Hamburg, in addition to Amrita Spa, Raffles City. “We plan to open nine more Amrita Spas globally over the next 18 to 24 months, Chua said. “With 17 spas in the Amrita Spa group, Raffles will operate one of the largest international spa networks. Raffles also plans to expand its SPAcademy in Singapore, a spa education and skills-training institute. “With SPAcademy, Raffles is poised to meet the training needs of the future, expanding its training and development capabilities beyond the traditional realm of strictly core hotel skills training, to encompass a new but fast growing segment of the hospitality industry, said Chua. The academy also will offer programs on holistic and spa principles, stress management techniques, applied psychology, organic living and yoga. Chua also said the companys technology infrastructure is on target for complete integration in 2002. “We are combining our systems on a holistic basis, linking customer, sales and booking capabilities throughout the organization, both at individual hotels and also at headquarters, she said. “When complete, this highly interactive platform, which we have named Symphony, will provide up-to-date information about guest preferences globally, and equally important, allow the company to stay ahead of the demand curve with regard to worldwide Internet access and all other guest technology requirements.” In addition Raffles properties are pursuing a variety of seasonal and regional promotions intended to strengthen the business, Chua said. Such initiatives will be a vital component of Raffles market outreach, she added. For example, Chicagos Swissotel has launched Caribbean Chicago, a package in conjunction with the Shedd Aquarium, and Swissotel Atlanta is conducting a regionally targeted radio campaign in smaller southern markets such as Mobile, AL, to bring in travelers who are looking for shorter getaways. “We believe this array of programs and initiatives will make more of the traveling public aware of the Raffles difference, Chua said. “Our offerings are designed with our customers in mind, indeed with their active involvement.” The chain will adjust the programs based on customer feedback, she added.