Hotel Boss Upbeat About Pattaya's Potential

[george]

INTERVIEW: Hard Rock Hotel boss upbeat about Pattaya's potential

PATTAYA: -- In his talk with Suchat Sritama, Andrew Khoo, general manager of the Hard Rock Hotel Pattaya (HRHP), is optimistic that Pattaya will soon re-establish itself as a tourist paradise following the successful implementation of the city's development plan. Hotel investors will follow the tourists, he says. The following are excerpts from the interview.

What's the status of the hotel industry in Pattaya at the moment compared with last year?

In the first quarter of 2004, the average hotel occupancy rate has been around 74.4 per cent, the same as last year. Five-star properties achieved slightly lower occupancies than last year because of negative world press coverage over the bird flu and higher room rates.

How has Sars, the bird flu and southern unrest affected HRHP compared to other leading hotels in Pattaya?

Hard Rock Hotel Pattaya, since its opening, has targeted the Thai and expat community, which has helped sustain the hotel's success.-

We are doing that by promoting the brand's youthful image and its ice-breaking activities for regional and domestic markets - and we have been quite successful at that. It's a venue for work and fun, especially when it comes to motivating young executives.

What strategies does the hotel employ to lure guests during tough times?

HRHP is differentiated by the unique youthfulness of its branding, unique interior design and staff, who are trained to provide pro-active services.

Hence, the hotel will continue to focus its marketing and sales activities towards more meeting, incentive, convention and exhibition business in order to meet domestic demand.

Since the hotel began operations two years ago, how successful has it been?

Comparing the first quarter of 2004 against 2003, HRHP has shown a 17.4-per-cent rise in total revenues, 23.5-per-cent growth in average room rates and 19.7-per-cent growth in gross-operating profits.

How will you compete with other international hotel chains which will soon open?

We will continue to target meeting planners and incentive organisers, who need to motivate young executives by emphasising the hotel's unique differences and youthfulness.

Can you rank the hotel's customers by region?

The local market supplies us with the most business, followed by Pacific Rim countries and Europe.

What's your prediction for the second half of the year?

Barring any unforeseen problems, there is every reason to be optimistic. However, there are concerns that the sharp increase in the price of oil could dampen long-haul travel and affect the length of stay.

What are the hotel's upcoming marketing activities?

Between June and October will see the launch of several promotions for the domestic market. The Summer Breeze Package is due out from June 1 till the end of October.

It is priced from Bt2,800. A meeting-and-room package called the "Queen and King Meeting Package" is Bt3,800.

Do you have expansion plans?

We are evaluating the benefits of building a new ballroom that will compete in the mid-sized conference market. We are also looking at adding serviced apartments or time-share units.

How many new properties do you have under development both overseas and in Thailand?

We continue to search for locations and destinations that will provide a reasonable return on our investment, and that includes Thailand and the Pacific Rim.

The company plans to open a new property in Malaysia next year.

--The Nation 2004-05-20

[thaimee]

If I remember correctly, such an interview was aired on local cable TV with this naughty nut.

His general argument was local celebrities and popular film stars frequent Hard Rock Pattaya. In what capacity do they do that, would it be either a quick shake of the hands or genuinely staying overnight, not sure, and of course if it's true?

The mentioning of local stars, seriously? Any ideas who these celebs could be?

Well I could be wrong here, as perhaps i'm overly cynical, but what stars have we seen roaming around the City of Sin, for the sake of mary, please less horse!

My point of view, is this is an another attempt to raise the prices of rooms in the resort hotel, but then patronising me by saying stars come and visit regularly, horse, pure horse!

Thaimee.