Sirima Eamtako
(TTG Asia)
In a country where creative style flourishes and young designers
have begun to lead the way on the global stage, the mood among
Thailand’s owners and developers of hotels and resorts alike has also
started to swing towards the chic, artistic and modern.
Tourism Authority of Thailand (TAT) governor, Ms Phornsiri Manoharn,
said the development of chic or hip hotels and boutique resorts were on
the rise because room rates for this type of accommodation were quite
high, starting from around 5,000 baht (US$160) to more than 100,000 baht
a night.
This
photo shows a studio suite in the new Dusit D2 Chiang Mai. The hotel is
one of a host of new boutique accommodations opening in the kingdom that
offer tourists a more chic holiday experience.
The growing trend and tourist interest in a lavish and chic travel
lifestyle prompted the TAT London office to launch its first Chic by
Thailand campaign in September last year. The office subsequently
introduced the second chapter of the promotion last month.
TAT London office said there was strong growth in the number of luxury
tour operators interested in promoting the chic campaign. At least 15
companies to-date had shown interest it said, and added the majority had
embraced the promotional tactic and even created their own dedicated
Chic by Thailand brochures.
UK-based tour operators promoting Chic by Thailand include Tropical
Locations, Turquoise Holiday, Travel Mood, Destinology, Key2Holiday,
Kuoni UK and Thomson Worldwide.
Turquoise Holiday’s product manager, Ms Tessa Williams, said the first
Chic By Thailand brochure was very well received within the industry and
it was an effective tool for raising the profile of the country as a
chic lifestyle destination.
“As a company who specialises in chic, discerning products, we have seen
a strong demand for anything from the latest restaurants and hotspots in
Bangkok to a chic retreat on one of the Thailand’s beaches since the
launch of our dedicated Asia brochure.
“Thailand’s innate sense of style and excellent levels of service are
particularly well suited to this market and I believe that demand for
Chic by Thailand will only continue to grow, thanks to the fantastic new
style of its second chapter,” Ms Williams said.
The second chapter of Chic by Thailand highlights four key chic areas in
the country: Urban Chic – all about the buzz of Bangkok; Beach Chic –
devoted to popular and off-the-beaten-track islands such as Koh Kood and
Koh Yao; Easy Chic – featuring lesser known islands such as Koh Chang
and Koh Samet; and Rural Chic – for all things green and ecotourism
activities.
TAT London office director, Mr. Tanes Petsuwan, said Thailand continued
to lend itself to the concept of chic as a result of the further steady
development of many new boutique-style properties in the country,
bringing on the rise in the number of visitors to the new islands and
resorts due to strong support from its trade partners.
He said the Chic by Thailand campaign was set to continue to thrive with
the third chapter slated to launch for 2008/2009, incorporating new
themes which will highlight key issues and bringing the latest in
“what’s new, where to be seen and how to be green”.
It is not only the UK and Irish tourists who are keen on chic travel and
lifestyle in Thailand. Go Vacation Thailand executive director for
product and contracting, Mr. Hermann Wegmueller, said there was also a
growing demand in the German-speaking markets for trendy accommodation
and attractions in the kingdom.
Mr. Wegmueller said: “We do not plan to produce a dedicated brochure on
this particular travel product. However, in the German-speaking market,
there is no other tour operator that features as many boutique hotels as
our company (Rewe Group) does.”
Besides the European market, TAT Seoul office has also launched a Thai
for Ladies – Chic Spots map in the South Korean market.
The map highlights trendy places South Korea’s international superstars
and celebrities visited during their stay in Thailand. These included
spas, boutique hotels, trendy restaurants, cool cafés and Bangkok’s
famous shopping streets. It also features travel destinations such as
Koh Samet in the eastern coast of Thailand.
The TAT headquarters in Bangkok also launched Thailand Chic Vanity in
February this year – a guide to the country’s chic and stylish hotels,
resorts, eateries, entertainment, wellness and shopping.
Among the accommodation highlights are D2 Chiang Mai, Dream Hotel and
Siam@Siam Design Hotel and Spa in Bangkok, as well as Aleenta Resort – a
member of Chic Retreats and Small Luxury Hotels of the World – in Hua
Hin and Costa Lanta in Krabi.
Siam@Siam Design Hotel and Spa reported an average occupancy rate of 77
per cent this year – a healthy performance given the fact the hotel just
opened in April.
The hotel’s general manager, Mr. Sanya Saengboon, said the hotel
expected to run at around 82 per cent occupancy rate next year while the
average room rate would be raised from around 3,000 baht to just above
4,000 baht.
Thus, the chic lifestyle has proved its ability to add a sparkle to not
just travellers’ lives but also hoteliers’ bank vaults.
