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Price cuts not the solution
Sirima Eamtako
(TTG Asia, Bangkok)
The Thai travel trade may not be in a mood to celebrate yet despite the
re-opening of Don Muang and Suvarnabhumi airports.
Thailand’s international image has been tarnished - ongoing
anti-government protests and airport closures leading to thousands of
tourists being stranded have caused the country to be regarded an unsafe
place to visit.
Centara Hotels and Resorts sales and marketing vice-president, Chris
Bailey said, “Thailand will need to engage a very good international
public relations agency to rebuild the image of the country and win
tourists back.”
At press time, the Tourism Authority of Thailand is mulling over the
plan to launch an “Apologies Thailand” campaign.
Meanwhile, Absolute Hotel Services CEO, Jonathan Wigley said he was
already seeing price-cutting by trade members to bring inbound business
back to the country.
“With the global economic situation, this is and could be a
price-related issue, but this is not the issue we must deal with first
because a few months ago, with all of our original rates and tariffs,
business was looking pretty good for the high season and beyond. We
were, are and will always be good value for money here in Thailand.
“Cancellations are being caused by diversion of bookings to other
countries close by, not because the consumers wanted to, their choice
was first and foremost Thailand, but they are concerned about their
safety and security,” Wigley added.
Kuoni group contracting manager, Andre van der Marck, said prices were
already negotiated down by 20 to 50 percent on the existing contract
rates of this high season, between November this year and March next
year, due to the global financial crisis.
Further price-cutting, van de Marck added, would only help if Thailand
could demonstrate that it was moving toward a “good” political
direction, and that the initiative would have to be taken under a
coordinated effort by both the Thai public and private sectors.
Thailand - what do we need?
Andrew J Wood
Thailand’s Tourism Industry is asking what can be done to
spearhead a recovery programme.
We need to quickly put together a recovery roadmap. It should involve
all sectors of the industry and government. The damage has been
colossal. It must include the airlines, Board of Investment [BOI] the
Department of Export Promotion [DEP] and should draw in the ministries
involving Finance, Trade and Industry and should be spearheaded by the
Ministry of Tourism and Sport or the PM himself. Skål Intl will be more
than happy to contribute along with ATTA, THA, TICA, and PATA.
We need promotional packages and incentives.
We need amazing airfares and fam trips.
We need to get the message across that not one tourist was hurt during
the closure of the airport: the airport was left intact by the
demonstrators - no vandalism, graffiti or damage of any kind.
We need to spread the word that Thailand is and continues to be a
wonderful diverse tourism destination, with great beaches, food, spas,
hotels, nature, sports, smiles, etc.
We need a huge journalist programme to get articles and stories of “back
to normal”.
We need photo/i-phone competitions, activities, promotions and
advertising.
We need more road shows and to attend more trade shows.
We need budgets to make a big enough impact.
When shall we start?
Now?
Andrew Wood is general manager of Chaophya Park Hotel & Resorts,
president of Skål International Bangkok, Skål International
Councillor-Thailand, and Skål Asian Area-director of development.
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