Signature Afternoon Tea – an exceptional experience at InterContinental Singapore

What it is? – The tradition of 5 o’clock tea originated in England in the mid-19th century thanks to Duchess Anne of Bedford, a close friend of Queen Victoria. According to legend, it was she who came up with the idea of drinking tea with snacks and cakes between an early lunch and a late dinner, and made this tradition famous throughout the world. Tea was served in the afternoon, but it was called ‘5 o’clock tea. Each country has its own characteristics and rules for tea ceremonies. The English tea ceremony differs from the Chinese and Japanese ceremonies in its simplicity and informality.
The tea ceremony in England has a number of distinctive features:
– Guests can sit at tables and enjoy their drinks, or they can move freely around the room and chat with friends and acquaintances.
– The tea set should be English in style and of a plain colour so as not to distract people from conversation.
– To keep the water in the teapot warm, English people put a special cover on it.
– A proper English ceremony is not complete without snacks and milk jugs containing milk or cream to add to your drink.
There are many varieties of tea in England, each rich in aroma and flavour. For such celebrations, Earl Grey, Assam and Darjeeling are the most commonly used types.

Today, the tradition is upheld by hotels around the world. And every hotel organizes tea time in their own way. InterContinental Singapore provides a luxury experience of signature afternoon tea at the Lobby Lounge. Hotel’s Executive Pastry Chef Jason Goh and his culinary team present the exquisite Mindful Moments Afternoon Tea, curated with a medley of sweet and savoury delights, each creation is designed to captivate the palate while offering a moment of stillness and tranquil indulgence. The Lobby Lounge also provide free flow handcrafted margaritas based on Don Julio – ARA Certified brand. This refreshing addition perfectly complements the elegant savouries and delicate sweets, while inviting guests to sip, savour, and unwind in true mindful indulgence. Elegantly encased in a cream box the tea set features refine sweets on the top tier and a hidden drawer of savoury delights, each crafted to nourish the senses and evoke calm indulgence.

Why it’s cool? 1. This is an exceptional experience for guests, connecting them to hotel brand & creating different possibilities of touch points.

Why it has future growth potential? – There are several key factors that align with modern consumer preferences in the high-end experience market:

1. Catering to Modern Diets: To ensure broad appeal, high-end venues are accommodating dietary needs by offering sophisticated vegan, gluten-free, and other specific menus without compromising the luxury experience.
2. The experience economy – increasingly prioritize spending on experiences over material goods. Luxury afternoon tea, particularly in five-star hotels and high-end venues, is a curated, multi-sensory event that fits perfectly into this “experiential dining” trend.
3. “Instagramm photos” – big part of the guests want experiences that are beautiful, unique, and worth sharing online. Luxury afternoon tea is naturally photogenic, with its tiered stands, exquisite miniature pastries, elegant settings, and thematic decor.
4. Exquisite Flavors – The traditional menu is being upgraded with bold new flavors in pastries and small snacks, often incorporating international ingredients (like Japanese matcha or Middle Eastern spices) and premium additions (like truffle or miso).

My suggestions on implementing additional touch points at the InterContinental tea ceremony

1. Give guests the opportunity to visit the afternoon tea ceremony for free if their reservation is for more than 3 nights.
2. Providing each guest with the initials in the form of chocolate letters. The box for chocolate initials should have the same design as the box where we serve the desserts, with writings “Pause. Breathe. Savour”.
3. Providing an introductory book about the history of tea and its varieties.
4. Gift a small package (20-25 grams) of black or green tea (of the guests’ choice).

https://singapore.intercontinental.com/offers/classic-afternoon-tea