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Boutique hotels urged to think hard on strategy in tough times

Small and boutique hotel operators need business strategies that |capture the right targets to survive in this difficult time, hotel experts say.

Peter Kaelli, CEO of The Unique Collection of Hotels & Resorts, which currently manages 20 hotels, said small hotels were a new fashion and increasingly popular in Thailand.

Speaking at a recent seminar entitled “Boutique Hotel Management”, organised by Krungthep Turakij newspaper, he said many tourists wanted to experience small, well-designed and private properties, rather than stay in big hotels.

But even though this kind of hotel is becoming more popular, operators are facing difficulties due to the changing of environment as well as problems in Thailand and many other countries.

“I think many of these operators need business consultancy and marketing strategies in order to survive,” said Kaelli.

Thai hotel operators will face tough competition with the implementation of the Asean Economic Community in 2015.

Small and medium-sized operators are likely targets for foreign investors wanting to expand or take over businesses in Thailand.

Ploy Chariyaves, a writer and conceptual designer of boutique hotels, advised operators to employ one of 10 design concepts in order to meet customer needs. The concepts include: personalised services and high exclusivity, lifestyle, heritage, spaciousness, split personalities, collaboration, comfort, and “eco-minded globetrotting”.

She said some of the leading hotel operators like Starwood, Firmdale and Design Hotel Group had created new and trendy brands that were already tapping a lot of customers.

Source: The Nation


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