Capella Bangkok is introducing its first hotel under Capella Hotels and Resorts in Thailand this year, shifting focus to the domestic market amid the slowdown.
The 101-room hotel is part of Chao Phraya Estate, a mixed-use development under SET-listed Country Group Development, which delayed the opening date to Oct 1 from March because of the outbreak.
During the initial stage in the fourth quarter, the hotel will focus on introducing the brand to Thais, letting them rediscover the Charoen Krung area and nearby neighbourhoods such as Yaowarat, said John Blanco, general manager at Capella Bangkok.
He said Capella works closely with Country Group and they understand hotels will need time to deliver a profit under current circumstances.
The hotel has enough cash flow to last until the second quarter next year, when immigration entry restrictions should be loosened and international tourists are expected to return.
There are 15-20 wedding events already booked this year as the hotel provides a 740-square-metre ballroom that can accommodate up to 450 guests under new hygienic practices.
There are also outdoor event spaces that can cater to this target market.
Blanco: Aiming for locals initially
Capella also plans to promote food and beverage services by using a price strategy to make visitors revisit the hotel.
To lure more guests, the hotel offers a staycation price starting at 17,500 baht per night, down from 25,000 baht, with other complimentary benefits.
The government plans to implement a special tourist visa to attract long-stay tourists at the end of the year and the hotelier said any effort to bring tourists safely to Thailand is welcome.
"We're quite confident in the effectiveness of the government in handling the situation and making tourists feel safe," Mr Blanco said.
For a long-term plan, the hotel aims to attract tourists in the region, such as from China, Japan, Singapore and Hong Kong, as its initial target market in the post-pandemic period, as well as long-haul tourists.
He said Capella Bangkok's core strength is personalised services and different experiences offered to niche markets as the property has a small amount of rooms compared with other big properties along the river that average 300 rooms.
Capella Hotels and Resorts is looking for a new agreement for a hotel in Chiang Mai, which should take about two years to complete, said Mr Blanco.
Capella has a footprint in Singapore, Ubud in Bali, Shanghai and Sanya in China, as well as Dusseldorf, Germany.
Capella Hanoi in Vietnam is set to open later this year.