The Sampran Riverside Hotel, formerly known as the Rose Garden Riverside, has set its sights on becoming a premium resort with an eco-culture theme to attract more tourists with high purchasing power.
Tourists learn howto make garlands at the Sampran Riverside Hotel. Previously known as the Rose Garden Riverside, the five-decade-old resort will flow with the times and focus more on eco-tourism activities.
"Local people and tourists are more concerned about health and want to explore new recreation destinations near Bangkok. We can serve their demand with Thai traditional culture and lifestyles," said managing director Arrut Navaraj.
Located 30 kilometres west of Bangkok, the riverside resort has adjusted to meet changing tourism trends for five decades.
It has been building its strength with eco-tourism and Thai culture to attract tourists. The resort has a Thai village and cultural demonstrations, a temple fair, Songkran and Loy Kratong festivals, a rice plantation and organic farming under the Sampran model.
Mr Arrut said the Sampran model is a social enterprise aimed at developing businesses with the local community.
Financial support comes from private organisations, while leading universities provide knowledge and expertise.
The local community plays a role by developing an organic farm and building the weekend Sookjai Market, which attracts 600 visitors a day and generates sales of more than 1 million baht a month.
"Our prominent theme is moving forward in the right direction as the industry talks more about sustainable tourism. Our business is stronger and the surrounding community will also gain," said Mr Arrut.
The resort will renovate its 19 Thai-style houses near a man-made lake into premium guesthouses. Their rooms are currently used for spa services.
After the renovation, the spa zone will be moved into a four-star riverside hotel building with 160 rooms, which is reserved for mid-tier tourists, corporate clients and meetings, incentives, conventions and exhibitions (Mice) customers.
The resort hosts more and more weddings each year, particularly for expats and Western tourists.
It will increasingly promote its products via online channels, particularly among free, independent travellers, who account for 5% of the guests.
However, travel agents are still important for bringing in one-day visitors wishing to see cultural shows.
Corporate and Mice clients account for 60% of guests and revenue and those interested in cultural shows the rest.
"We'll not invest in big new projects but rather maximise our assets to generate revenue," Mr Arrut said.
The resort is expecting revenue growth of 20% this year thanks to the country's tourism boom.
In the first eight months, revenue grew by 18% year-on-year.
The Sampran Riverside recently received an award in the heritage and culture category at this year's Pata Gold Awards.