Strength in numbers
Written by Writer on Monday, October 27th, 2008
Travel MONITOR
IMTIAZ MUQBIL
Eleven small Thai hotels and serviced apartments scored a huge win here last week by pooling their meagre resources to produce a high-powered joint presence at the Asia Pacific’s newest travel show, ITB Asia.
“We were busy all through,” said Kamol Ratanavirakul, president of the Thai Hotel and Hospitality Management Association, brandishing a collection of nearly 300 name cards, mostly of small and medium-sized tour operators who had come to do business at the booth.
“There is no doubt that the economic and financial crisis is beginning to hurt tour operators who are looking for lower-cost hotels for their clients. We provide that option.”
Mr Kamol said each of the 11 properties would follow up individual business talks with the tour operators, and the name-card details would be entered into a database for more detailed follow-up.
The 11 participating properties were: In Bangkok, the Bangkok Rama, New World City, Bangkok Boutique, Hope Land Executive Serviced Apartment and Victory Executive Serviced Residence; upcountry properties were the Khaoyai Garden Lodge, The Kris in Phuket, Mantrapura Resort in Pattaya, Banburee Resort & Spa in Samui and the Baan Talay Dao Hui in Prachuap Khiri Khan. They ranged in size from the 32-room Baan Talay Dao Hui to the 172-room New World City hotel.
This was the first time the THSMA had organised a joint presence at an international travel show. The costs of the 27 sq m booth were defrayed by participating members paying 35,000 baht each, excluding their hotel and transport costs.
Mr Kamol said response had been so good that he had already booked twice the space at the 2009 ITB Asia.
“None of these small properties can afford to go international shows like ITB Berlin so when we heard that ITB Asia was offering special participating rates to small and medium-sized enterprises, we decided to go for it,” he said. “And having the show so close to home made it better.”
He said the ongoing global financial crisis had actually helped. “We represent small, niche-market properties with lower costs and lower rates than the regular hotels, but just as good in terms of location, facilities and service standards.
“So of course the tour operators, especially from within Asia Pacific, wanted to know more about us. They want to retain their clients and offering lower prices is necessary to keep business moving these days. It was successful for us, and a good experience, too.”
The good news from the THSMA was in contrast to that from the “official” booth of the Tourism Authority of Thailand, whose officials said Thailand was still suffering from the impact of the domestic political crisis.
“Many Singaporeans were affected by the closure of Phuket airport,” said one TAT official. “It got a lot of coverage in the local media. Even now, there were TV images of the (PAD) demonstrations on Phloenchit road and near the Paragon shopping centre.
“That is affecting us because people do not want to take the risk of coming to Thailand as long as the instability continues.”
Overall, however, ITB Asia proved to be a successful show for most of its global participants.
It was organised by Messe Berlin with strong support from the Singapore Tourism Board. It is the first foray abroad for Messe Berlin, which is best known for ITB Berlin, the world’s largest travel trade show.
According to an official post-show announcement, ITB Asia drew 6,208 delegates, 24.2% more than the 5,000 projected. Many were day-visitors who flew in from around the region just to have a quick look.
As business friends and colleagues found each other, the networking created a buzz of activity that continued late into the evening.
The only quiet areas were the non-Asia Pacific country booths, such as Argentina, Mexico, some European and Middle East countries.
Organisers said 651 exhibitor companies - well above the target of 500 - took 10,600 sq m of space at the Suntec Convention and Exhibition Centre. Buyers and trade visitors arrived from 70 countries.
A number of board members of the Pacific Asia Travel Association (Pata) were spotted at the show, assessing the impact it could have on the Pata Travel Mart next year.
Pata members admitted that ITB Asia has made a good first impression and they would have to see how it stacks up against the Pata Mart in terms of delivering business and networking opportunities.
One Singapore Tourism Board official admitted that Singapore would be evaluating its membership in Pata more closely now that it has its own home-based trade show, which it badly needs, given all the new casino and resort developments due to come onstream by 2010.
Imtiaz Muqbil is executive editor of Travel Impact Newswire, an e-mailed feature and analysis service focusing on the Asia-Pacific travel industry.
Bangkok Post
Monday October 27, 2008
