Elite Card To Cut Benefits, Double Its Price

[ZukiSuzuki]

And, from what I have heard, most likely to short change people working in the service industry.

Could you elaborate a little please?

[sriracha john]

Actually, at its inception and introduction during APEC it wasn't targeted at any particular ethnic or national group, Asian or farang. It was designed for wealthy businessmen and tourists of either group.

Elite Cards' launch tonight

The Nation / Published on Oct 19, 2003

The government hopes to sell at least 500 special Elite Cards to wealthy businessmen during the Apec CEO summit, said Vachara Phanchet, chairman of summit organising committee.

The Elite Cards, which cost US$25,000 (Bt1 million) apiece, would entitle CEOs to a range of special privileges, including permission to own property in Thailand, access to long-term visas, plus hotel and airline discounts.

"We will officially launch the cards during the CEO dinner tonight," he said.

The full range of privileges for card members had been finalised, he said, and at least 500 should be sold during the summit.

The Tourism Authority of Thailand (TAT) sent out invitation cards to 500 CEOs, asking them to become members of the Elite Card programme.

The TAT set up the Thailand Privilege Card Co to operate the initiative. It invested Bt1 billion in registered capital so the company could set up a fund to invest in property projects. Elite Card members would have the right to own such property, Vachara said.

The launch of the Elite Card was postponed from the middle of September, to coincide with the Apec summit.

The TAT hopes to earn Bt100 billion from sales in the first year, and increase this to Bt1 trillion within five years.

The government hopes to increase the number of arrivals in this wealthy segment by one million within the next five years.

Airline discounts would be offered to members through Thai Airways International, Vachara said.

[ZukiSuzuki]

Okay Soundman, you edited your post and it's now a little clearer what you are insinuating, if you mean paying a prostitute less money than was agreed after the services have been enjoyed then i'm not sure if there have been studies undertaken to show any trends between different races or nationalities. If there have been such papers writen and studies made maybe you could provide the source or even a link so i could have a read of this myself.

To be honest i have heard storys of this about Asian and non-Asian alike, though i don't realy think that this is what the Elite card is about.

Good luck.

Zuki.

[ZukiSuzuki]

Actually, at its inception and introduction during APEC it wasn't targeted at any particular ethnic or national group, Asian or farang. It was designed for wealthy businessmen and tourists of either group.

Elite Cards' launch tonight

The Nation / Published on Oct 19, 2003

The government hopes to sell at least 500 special Elite Cards to wealthy businessmen during the Apec CEO summit, said Vachara Phanchet, chairman of summit organising committee.

The Elite Cards, which cost US$25,000 (Bt1 million) apiece, would entitle CEOs to a range of special privileges, including permission to own property in Thailand, access to long-term visas, plus hotel and airline discounts.

"We will officially launch the cards during the CEO dinner tonight," he said.

The full range of privileges for card members had been finalised, he said, and at least 500 should be sold during the summit.

The Tourism Authority of Thailand (TAT) sent out invitation cards to 500 CEOs, asking them to become members of the Elite Card programme.

The TAT set up the Thailand Privilege Card Co to operate the initiative. It invested Bt1 billion in registered capital so the company could set up a fund to invest in property projects. Elite Card members would have the right to own such property, Vachara said.

The launch of the Elite Card was postponed from the middle of September, to coincide with the Apec summit.

The TAT hopes to earn Bt100 billion from sales in the first year, and increase this to Bt1 trillion within five years.

The government hopes to increase the number of arrivals in this wealthy segment by one million within the next five years.

Airline discounts would be offered to members through Thai Airways International, Vachara said.

Thats a news article from the Nation newspaper, it's not the marketing and sales stratagy and action plan.

[soundman]

And, from what I have heard, most likely to short change people working in the service industry.

Could you elaborate a little please?

Only what I have heard! Please correct me if this is not the case!

The TAT hopes to earn Bt100 billion from sales in the first year, and increase this to Bt1 trillion within five years.

One trillion in sales anticipated from the sale of "elite" card would translate to 1,000,000 purchasers.

Soundman.

[samsara]

Well then, why not raise the price to ten million baht, and eliminate all the benefits?

Genius ! The Elite card team need a person like you

Seriously though, what goes through these peoples minds when they are in their "think tank" (no sniggering now). I can picture the scene : men and women sitting around a large oval table all thinking about what they have just eaten, and more importantly, what they are about to eat. Everybody at the meeting is bored as they have all been there for at least 30 mins. THEN, someone stands up and says, "I HAVE THE ANSWER, FARANG ARE ALL REALLY RICH, 3 MILLION IS LIKE 5 BAHT TO THEM, THEY WON'T EVEN NOTICE WHEN WE CUT THE SERVICE AS WE WILL DO IT OVER TIME", or something.

Sometimes I wish I had the ability to turn my brain off like some Thais can do. Seriously, sometimes (not in this case though) mai kit mak = dee kwaa

fairly positive this is EXACTLY how it went down, mate. my god, its scary.

btw, what the beejeepers is up with thais and talking about food?

"this is spicy"

"this is good"

"wow, so spicy"

"last time it wasn't as spicy"

"i had it more spicy last week"...

i swear every single time i eat with 90% of thai people i want to bang my head against the table until im completely unaware of my surroundings.

[sriracha john]

Actually, at its inception and introduction during APEC it wasn't targeted at any particular ethnic or national group, Asian or farang. It was designed for wealthy businessmen and tourists of either group.

Elite Cards' launch tonight

The Nation / Published on Oct 19, 2003

Thats a news article from the Nation newspaper, it's not the marketing and sales stratagy and action plan.

It would seem they didn't have one then.... but the actual targeting of Asians specifically was not publicized by TPC until the dismal sales figures hit a couple of years later.

Edited October 8, 2007 by sriracha john

[sriracha john]

The TAT hopes to earn Bt100 billion from sales in the first year, and increase this to Bt1 trillion within five years.

One trillion in sales anticipated from the sale of "elite" card would translate to 1,000,000 purchasers.

That's exactly what Thaksin had in mind...

Selling Thailand short, for a lifetime

The Nation / Published on Nov 23, 2003

Prime Minister Thaksin Shinawatra is truly a man blessed with imagination and a flair for making money, either for himself or for the national coffers. Becoming the wealthiest man in the country couldn’t have been achieved through sheer luck.

How clever was it to come up with the scheme to sell Elite Cards to wealthy foreign businessmen and dignitaries to raise funds for development projects? Sold for Bt1 million, or US$25,000, for a life membership, he expects to have one million cardholders.

That means a cool Bt1 trillion in the next four or five years. Raising that kind of money will be a piece of cake, according the PM and his admirers. Thailand would then have one million “elite members” who would enjoy privileges at tourism-related facilities and services, including air travel, immigration and visa formalities, hotels, spas, golf clubs and medical treatment.

The icing on the cake is the right to own, through a fund to be set up later, a 10-rai piece of land. Not too bad for $25,000, eh? It’ll seem like a steal 10 years or so from now, because remember, it’s a “lifetime” membership.

================================================================

by the way, the first 80 were given away....

Thaksin to handover first 80 Elite Cards

The Nation / Published on Nov 19, 2003

Eighty millionaires and eminent persons from around the world will today receive the first batch of Thailand Elite Cards from Prime Minister Thaksin Shinawatra at a ceremony at Government House.

The Thailand Elite Card programme is the government’s latest project to attract the high-end tourist segment.

Each of the 80 VIPs will be given a gold Thailand Elite Card.

------------------------------

and for ZukiSuzuki's benefit, it included both Asians and farang:

Among those to receive cards are Japan External Trade Organisation chairman and chief executive officer Osamu Watanabe, Domonick Company AG chairman Peter M Kennedy, Melbourne Airport Undercoverparking director Alfred Paul Barisch, Horizon Motor Group director and chairman Colin Ross Shape, Concord Energy president Nasrat Muzuyyin, and Bank of New York president James McLoughlin.

[Florin]

As far as I am aware, many of the buyers went for this strictly for the golf privileges, which actually turned out to be a great deal for avid golfers...hence them wanting to limit this now.

[PadThaiGuy]

Must be more to this Elite program than meets the eye.

My guess is there are some special privledges that are handed out...access to well connected people in Thailand.

Protection, that can help keep expenses down(corruption).

Join the program, meet up with some connected Thais that will smooth out things at Customs, Police, Licensing, Permits and various roadblocks that pop up while doing business.

[monkeytunes]

Arrhhhhhhhh never mind, a while back there was speculation that they were thinking about dropping the price and reviewing the benefits, heres me dreaming that they would make it alot cheaper so I could buy it and get the benefits of the visa options, but hey they seem to no what there doing, up the price and reduce the benefits, good move they will need to hire a few more staff with all the extra inquiies and sales there going to get. All very funnny.

[midas]

Arrhhhhhhhh never mind, a while back there was speculation that they were thinking about dropping the price and reviewing the benefits, heres me dreaming that they would make it alot cheaper so I could buy it and get the benefits of the visa options, but hey they seem to no what there doing, up the price and reduce the benefits, good move they will need to hire a few more staff with all the extra inquiies and sales there going to get. All very funnny.

Monkeytunes it would be funny if it wasnt for the fact these people actually believe in this

" strategy "

[naka]

"I HAVE THE ANSWER, FARANG ARE ALL REALLY RICH, 3 MILLION IS LIKE 5 BAHT TO THEM, THEY WON'T EVEN NOTICE WHEN WE CUT THE SERVICE AS WE WILL DO IT OVER TIME", or something.

I think you will find that the service was primarily aimed at the Asian business traveler who are generaly viewed as being more affluent than the average farang here.

You are not comparing apples with apples are you ... bad boy

Why not compare Asian business travellers with Farang business travellers ?

One could turn your logic around by saying ... Farang business travellers who are generally viewed

as being more affluent than the average Asian package tourist here.

Naka.

Edited October 12, 2007 by naka

[monkeytunes]

Arrhhhhhhhh never mind, a while back there was speculation that they were thinking about dropping the price and reviewing the benefits, heres me dreaming that they would make it alot cheaper so I could buy it and get the benefits of the visa options, but hey they seem to no what there doing, up the price and reduce the benefits, good move they will need to hire a few more staff with all the extra inquiies and sales there going to get. All very funnny.

Monkeytunes it would be funny if it wasnt for the fact these people actually believe in this

" strategy "

yeah it really is amazing, they really do believe this will work, you can see all these top Elite Excs, sitting around a table putting this strategy together and all really believing that its going to work, but as they say, amazing Thailand,. Message to Mr Elite Exec, keep up the good work.

[grantbkk]

I have had something called a Thai Longstay Privilage Card since February. The price range for this card was Bt6,000 to Bt72,000 depending on the "level" of card you buy. I bought the Bt6,000 one and use it when returning to Thailand from abroad. Since February I have never spent more than 90 seconds in an Immigration line at Suvarnabhumi. I am directed to the Thai Elite counter, Diplomatic counter or Fast Track counter and have been treated like a VIP everytime. The website for details can be found at www.thailongstay.co.th

I know one of the Elite card owners. He is happy with the services but if he had to make the decision on the card today he would pass. In reality the public relations nightmare that would ensue if Thailand walks away from the card lead me to beleive that the worst case senario would be the return of his Bt1M. However, this is Thailand so it will be interesting to follow this card through its demise.

[Andiamo]

Not sure if it's relevant but I think the Elite Offices are located on an area of prime real estate just after the junction with Narathiwat going down Sathorn from ChongNonsi towards Surasak. Beautiful building and landscaping......

Would raise a few bob if put on the real estate market methinks! Especially as just up on the corner they are building a huge new condo development!

[Phil Conners]

Thai Economics 101 - Want more customers? Increase price and reduce benefits.

I though only the bar hawkers were that stupid ....

[Abrak]

I know one of the Elite card owners. He is happy with the services but if he had to make the decision on the card today he would pass. In reality the public relations nightmare that would ensue if Thailand walks away from the card lead me to beleive that the worst case senario would be the return of his Bt1M. However, this is Thailand so it will be interesting to follow this card through its demise.

As someone who as had a an Elite card from its very earliest days I would agree with the comments above...

In theory, the Elite card was worth it for the golf benefits alone - unlimited playing privileges at over 40 golf clubs in Thailand for free. (Bear in mind a membership of Blue Canyon is Bt1m alone.) Then there was a free first class return ticket on Thai airways on purchase to your country of residence. Two for one business and first class Thai airways tickets, a gold card with Thai airways, 25% off domestic flights. The fast track through immigration includes a chauffeur pick up from your home and escort through immigration out of the country/pick up from the gate, escort through immigration and chauffeur drive back home on arrival. Of course there is the 5 year visa for those that need it - I am a permanent resident. The 24 hour helpline is extremely helpful in sorting out problems in Thailand.

I have used all these services quite a bit and reckon I am well on my way to having spent my Bt1m - even if it was closed tomorrow it certainly wouldnt have been one of my worst investments.

The problem with the card now is simple - this card was always Thaksin's card and as such it was always likely to live or die with Thaksin. I must admit I expected Thaksin to last a bit longer!! What we have seen since the coup is that privileges associated with the card have gradually and quietly disappeared. Thai Airways have recently announced that they are no longer a 'partner' - no future gold card or two for one deals and some of the golf courses have quietly withdrawn from the scheme (including Blue Canyon). Doesnt really surprise me to hear that they are going to limit the number of spa/golf visits. Rather than cancel the whole programme which would be a little embarrassing - they hike the fees, lower the privileges and allow the whole thing to die a slow death.

[IMA_FARANG]

Probably the same geniuses that decided to raise airfares to improve Thai Airways' load factors.

What makes you think the idea of raising prices to increase sales is only used in Thailand?

I have a friend, who is now growing older and slowly cutting down his business. He used to sell items from a shop on Rodeo Drive in Beverly Hills. A lot of people that came into his shop (we are talking here about people with more money than anything else) wouldn't buy something they thought wasn't expensive enough. So my friend used to raise prices by 50 to 100 percent on the items he sold. That gave the customer the belief that "if it is expensive it must be worth the price". My friend found out that lowering prices actually drove away the high end customers he wanted. So he took advantage of that, and charged them enough to make them feel they had purchased something suitably overpriced, that they could brag about and show off to their friends. It worked.

Best deal he ever made was to buy a series of movie posters painted in BKK by a local artist that advertised the movie, "The Last Emperor". He paid about 500 dollars for the posters, including shipping back to the U.S. He then cut up the posters, framed them, and sold the biggest one for about 3000 dollars. There were a total of 6 scenes, the cheapest one sold for about 300 dollars. He made quite a bit of profit on those posters, and a lot of the reason was that he sold them at outrageous prices. "Artwork", you know.

Edited October 12, 2007 by IMA_FARANG

[sriracha john]

I know one of the Elite card owners. He is happy with the services but if he had to make the decision on the card today he would pass.

As someone who as had a an Elite card from its very earliest days I would agree with the comments above...

Interesting.... I believe that's a first for thaivisa.

*and yes, I realize you most likely meant that you mostly agreed with the comments that followed, but still...that portion would be a thaivisa first*

[THAILIBAN]

I know one of the Elite card owners. He is happy with the services but if he had to make the decision on the card today he would pass. In reality the public relations nightmare that would ensue if Thailand walks away from the card lead me to beleive that the worst case senario would be the return of his Bt1M. However, this is Thailand so it will be interesting to follow this card through its demise.

As someone who as had a an Elite card from its very earliest days I would agree with the comments above...

In theory, the Elite card was worth it for the golf benefits alone - unlimited playing privileges at over 40 golf clubs in Thailand for free. (Bear in mind a membership of Blue Canyon is Bt1m alone.) Then there was a free first class return ticket on Thai airways on purchase to your country of residence. Two for one business and first class Thai airways tickets, a gold card with Thai airways, 25% off domestic flights. The fast track through immigration includes a chauffeur pick up from your home and escort through immigration out of the country/pick up from the gate, escort through immigration and chauffeur drive back home on arrival. Of course there is the 5 year visa for those that need it - I am a permanent resident.

Yes thats what those moaning people forget, one of the MAIN benefits is the longstay VISA (I thought its a life-time multiple-entry-Visa actually, not just 5 years ?) which makes it the only legal way for us, the notorious and un-wanted "well-off enough, but unmarried under50 crowd", to stay in the kingdom legally for a long period.

I dont care about Golf or SPA-Visits, but I indeed DO care about an opportunity to make my life and existence in LOS more secure , without being humiliated by immigration-officers on a regular basis....

Edited October 22, 2007 by THAILIBAN

[Rinrada]

Recon its aimed at all the guys in Pattaya who happily admit to paying 10 bt for a 5 bt ride round the circle in the the back of a beaten up pickup masquerading as some sort of unique ethnic form of public transport. ....feel like millionaires....dont they.............got money too much...not fair/fare?....

Actually if they offered say half price rides on the rust buckets as part of the exclusive perks the cards would/could go like wildfire.......TIT ...makes sense ...

[llothar]

To be honest:

If this card would have included long-term-visa and the right to own a small property i believe Thaksin could have made his 1.000.000 sales.

In fact i find the idea for a country like Thailand to sell some kind of "citizenship" a great business idea.

But with 1.000.000 people the benefits would simply not work. They are based on businessman behaviour who don't have time.

Think about 500.000 retired persons doing spa visits and golfing every day in Phuket or Pattaya. Quite impossible, but visa and a home, why not.

[cobra]

Talk about the ultimate billionaire boys club ...

Agreed,

High end products and services continue to sell regardless of whether times are good or bad.

To raise the "Elite" status by eliminating the riff-raff and near-rich, you enhance the cache' of the product or service, and we all know how the "Elite" love their secret hand shakes and private clubs.

At first there was a Plain Jane credit card, then they doubled the fee for a "Gold" card, again for 'Platinum", yet it's still basically a Plain Jane, but a certain group who love to display that they have arrived will go for it.

Now that they're marketing to the correct group, the true Elite where money is of little consideration, they just may make money off this thing yet.

[englishoak]

I have had something called a Thai Longstay Privilage Card since February. The price range for this card was Bt6,000 to Bt72,000 depending on the "level" of card you buy. I bought the Bt6,000 one and use it when returning to Thailand from abroad. Since February I have never spent more than 90 seconds in an Immigration line at Suvarnabhumi

Hmm just checked that site out and it seems the beginning fee is in fact 12,000Bht. See below.

And what exactly are the use of these benefits to a LONG STAYER ?? I mean it's not like your going to use the service with a single reentry visa in exchange for 20,000 Bht..........

TLM Packages

Silver

Silver Package ( 1 year expired / THB 12,000)

Smart Card

TLM Privilege Track at Suvarnabhumi and Chiang Mai International Airport

Assistant at TLM Counter Service at Suvarnabhumi Airport

5-35% for medical check-up and services from the leading hospitals,10-15% at King Power Duty Free Shop

and up to 50% at 2,000 shops all over country

Gold

Gold Package (1 Year expired / THB 20,000)

Smart Card

Single Reentry Visa for 1 year

TLM Privilege Track at Suvarnabhumi and Chiang Mai International Airport

Assistant at TLM Counter Service at Suvarnabhumi Airport

5-35% for medical check-up and services from the leading hospitals,10-15% at King Power Duty Free Shop

and up to 50% at 2,000 shops all over country

Platinum

Platinum Package (1 year expired / THB 28,000)

Smart Card

Multi-Reentry Visa for 1 year

TLM Privilege Track at Suvarnabhumi and Chiang Mai International Airport

Assistant at TLM Counter Service at Suvarnabhumi Airport

5-35% for medical check-up and services from the leading hospitals,10-15% at King Power Duty Free Shop

and up to 50% at 2,000 shops all over country

Diamond

Diamond Package (1 year expired / THB 44,000)

Smart Card

Single-Entry Visa for 1 year

Mobile SIM Card Valued 1,500 THB (6 Month Expired) With AIS Plus Card

Accident and Health Insurance for 1 year (Coverage 250,000 THB)

TLM Privilege Track at Suvarnabhumi and Chaing Mai International Airport

Assistant at TLM Counter Service at Suvarnabhumi Airport

1 roundtrip transportation Between Suvarnabhumi Airport and City Landmark by AOT Limousine

(Toyota Camry)

5-35% for medical check-up and services from the leading hospitals,10-15% at King Power Duty Free Shop

and up to 50% at 2,000 shops all over country

Blue Diamond

Blue Diamond Package (1 year Expired /THB 72,000)

Smart Card

Mobile Phone and Mobile SIM card valued 3,000 THB (1 year Expired ) With AIS PLUS card

Multi-Reentry Visa for 1 Year

Accident and Health Insurance for 1 year (coverage 1,000,000 THB)

A Medical Check-up program at Bangkok Hospital

TLM Privilege Track at Suvarnabhumi and Chiang Mai International Airport

Assistant at TLM Counter Service at Suvarnabhumi Airport

1 roundtrip transportaion between Suvarnabhumi Airport and City Landmark by AOT Limousine

... (BMW Series 7)

5-35% for medical check-up and services from the leading hospitals,10-15% at King Power Duty Free Shop

and up to 50% at 2,000 shops all over country

For the life of me unless you are a V frequent flyer I fail to see the benefits at all. And if you are you have to shell out 72,000Bht to make good use of it.

Seems they have also increased the fee 100% from the basic 6,000bht stated. May be the same team as the Elite card have come up with the wonderful idea of doubleing the fee overnight.

I'm sure i'm missing something here, may be it's a rich boys club/face thing ie flash the diamond card about a bit.

PS I love this little bit under promotions too.

Special Discount Campaign

To have a long stay in Thailand , it would be great to stay with the ones you love and care. TLM also understands and realizes the importance of staying as a family.

This is why we will grant a special 5% discount on every package ย ( except Silverย ) to each of an additional family member (ย husband, wife, sons and daughters ) who also wants to apply our package after you.ย

TLM Family Campaign

TLM can not achieve our mission to promote Thailand as a long stay destination for retirement tourists from all over the world without you. So , if you feel like to share this ultimate convenient experience to someone , we will promptly grant you the special privilege program called ย“ TLM FAMILY CAMPAIGN ย“

- An exiting member who recommends a new member will get TLM special goodwill gift by 2% discount deducting from a service fee for the next year.

- An exiting member who recommends more than 50 new members ( 100% discount ) will get a free of charge for a service fee for the next year.

Edited October 22, 2007 by englishoak

[brahmburgers]

I wouldn't be surprised if many of the current card holders were given complementary cards:

They probably send cards to David Beckham, Tiger Woods, Nelson Mandela, etc. for the celebity burnishment that might ensue. I wouldn't be surprised if the celebrity comp cards are part of the numbers on total cards sold.

The reason so many more Asans than Westerners have bought cards is, I believe, it's a matter of impressing Thai higher-ups. One likely scenario: a Korean corporation is approached by a Thai gov't rep and charmed into buying cards for several top execs - in order to omprove their image with Thai agencies who award contracts. It's more about 'face' and 'image' than value.

It's also a reflection of TAT's myopic focus on high-end tourists/visitors (golf courses / resorts, etc) and not appreciating the lower-end travelers - many of whom might become big spenders when they get older.

[dave111223]

If the goal is to revive the Elite Card program then their plan is terrible.

But if the goal is in fact to slowly and quietly kill the program without anyone really noticing then this plan is ingenious.

This new price hike and reduced benefits will surely result in no new sign ups (phase 1 complete).

Then slowly reduce the benefits so that current members slowly get used to the fact that their card is now worthless.

5 years on and the card has no benefits and costs 10mil. And they have 1 employee sitting around in an office "saving face" and the program will still be "alive".