Call for push on luxury destinations

Call for push on luxury destinations

Jim Thompson Silk shop (Bangkok Post file photo)
Jim Thompson Silk shop (Bangkok Post file photo)

Thailand has the potential to become a true luxury tourism destination if the country offers unique products and premium services, say hoteliers and tourism experts.

Spain, Italy, Maldives and Sri Lanka have staked claims as top luxury destinations on the global tourism map, judging from their strong menu of products and services offered to international visitors.

"For international tourists, Thailand is already the most popular destination in Southeast Asia, and some cities like Bangkok can be boosted to another level," said Greg Liddell, general manager of the Mandarin Oriental Bangkok Hotel.

Luxury tourism offers the time and space that travellers are searching for. High-spending tourists usually travel with family members to special places for a long holiday and need high-end accommodation and excellent services.

He said if all stakeholders in Thailand could deliver services to their guests with unique products such as art, culture and gastronomy, the country would draw more high-end tourists.

Douglas Martell, the newly appointed chief executive of Onyx Hospitality Group, said Phuket could be a top luxury destination in Thailand, while Koh Samui has potential as the next place for the upscale market.

Bangkok would have trouble pitching itself as a real luxury location because there are too many high-end hotels in the market while many wealthy foreigners head directly to Phuket and beaches in the southern region. "Luxury tourism is costly," Mr Martell said. "For example, hotels need a huge investment budget and the daily expenses are quite high and this means few opportunities for hoteliers in the capital."

Maldives became a luxury destination on a global scale thanks to its government's guidance and support while Sri Lanka, with its beautiful beaches, is emerging as a location for upper-class tourists.

Dipra Jha, a professor of practice and director of global engagement for the hospitality, restaurant and tourism management programme at the University of Nebraska-Lincoln in the US, said major hotel operators have shifted to the luxury segment.

The hotel chain merger between Marriott and Starwood is expanding its reach to wealthy customers through luxury brands like Ritz-Carlton and St Regis. Accor acquired FRHI to add luxury brands such as Raffles, Fairmont and Swissotel to its portfolio.

"In my view, the BTS skytrain in Bangkok stands for boutique, trendy and stylish hotels," Mr Jha said. "That is where the opportunity lies for the luxury hospitality market in the next few years."

Luxury comprises not only hotels and accommodation but also full-service airlines, luxury sedans or limousines, fine-dining restaurants, high-end retail stores like Jim Thompson Silk, and upscale travel agencies.

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