Phuket still a winner for Thanyapura

In this article, Robert Hauck, president of Thanyapura, reviews the latest developments. Suchat Sritama reports.

What is the hotel situation in Phuket now, and what can we expect to see in 2012?
Strong growth in hotel numbers and tourist arrivals marked 2011 and this looks set to gather steam in 2012. Phuket is still the place [where] everybody wants to be. And while that growth encompasses everything from large luxury resorts to mid-market and low-end offerings, a genuine trend that has emerged is that discerning travellers are now looking for value-added, activity-related experiences, which means that catering to niche markets and delivering unique facilities and activities has never been so important. Thanyapura is well-positioned to ride this trend.

What’s the outlook for new development on the island over the next few years?
There are 44,000 hotel and resort rooms in Phuket now, and that will rise to more than 50,000 within the next three years. But our view is that the future for the island is not in high-volume tourists. There is a place for this along Patong, Karon and Kata [beaches] and we appreciate that the budget and mid-tier segments are expanding. But the leading edge lies in tapping into the niche sports and lifestyle-oriented sectors and…a healthy balanced holiday, a ‘holistic holiday’, including yoga, meditation and organic gourmet cuisine. We also believe the north and east of the island is emerging as a more upscale niche destination.

Why do you continue to invest in Phuket, as opposed to Bangkok or other tourist cities?
Phuket is probably the world’s most desirable and accessible tropical paradise island resort. Tourism arrivals continue to swell, and while the number for 2011 may not quite hit the 4 million arrivals predicted before the floods, the number will no doubt be impressive. Phuket offers incredible access, with direct flights from most major destinations in Europe and Asia. The island’s infrastructure, including roads, water and waste management, and communications is good and continues to be improved.

What is the total investment figure for the Thanyapura |project?
Total investment in Thanyapura now exceeds US$100 million [Bt3 billion]. Located in the eastern part of Phuket, Thanyapura’s 23-hectare campus comprises three centres: Thanyapura Sports and Leisure Club, Phuket International Academy Day School and Thanyapura Mind Centre.
It offers Olympic-class facilities and coaching at its sports training centre. At its Mind Centre, Thanyapura offers best-in-class, evidence-based programmes in meditation, psychology and yoga. The Day School is recognised as a leading school in the region, with a curriculum that bolsters the International Baccalaureate with a rich Social and Emotional Learning programme to produce fully rounded pupils prepared for future success.
The Thanyapura Group also includes an organic farm, which provides fresh produce to the Phuket property and many others besides.

What are the standout facilities for sports and treatments?
In fact, its extensive mix of experiences – offered both on the main 23-hectare campus in eastern Phuket and at its unique five-star organic resort in Khao Sok National Park, Thanyamundra – encompasses honeymooners, yoga aficionados, meditation and self-discovery markets, elite and not-so-elite athletes in individual and team sports, sports psychology, and even parents with school-age children looking to base themselves in Phuket.

What have been the results since the soft |opening?
We think one way to gauge success is by the calibre of the people we have at Thanyapura. Our triathlon coach is eight-time worldwide ironman winner Jurgen Zack, aka “Zack Attack’’. Two elite Kenyan runners, Joshua Kipchumba and Julius Bett, have just taken up residence at our place. Kim Roberts, a leading exponent of Ashtanga yoga, heads up our yoga classes and retreats, including [the upcoming] Nature’s Magic from January 21-24. Plus, the Canadian Olympic synchronised swimming team trained at Thanyapura recently. We host an ITF satellite tennis tournament, and the TSLC Brazilian Football Academy.

What key business strategies are being prepared for 2012?
Most of our key facilities and accommodations are up and running now and we will continue to prepare in earnest for one of the highlights of Phuket’s 2012 calendar, the Thanyapura Grand Opening, in mid-year. We will continue to promote Thailand and Phuket as a sports and lifestyle hub for Asia and the world. We will promote our offerings to elite athletes, both individuals and teams, while working with the local community to promote and support sports and education. We will build the organic food offering further outside of our own hotels and restaurants, supplying others and bringing healthier organic food to guests in Phuket.
We also have well advanced plans to build on the appeal of Thanyapura, Thanyamundra and our beautiful UP Beach Club at Malaiwana on Naithon Beach to further tap into the MICE [meetings, incentives, conferences and exhibitions] market.

What are your targets in terms of occupancy rate, recognition and market sources in the coming year?
We target an annual occupancy rate of around 80 per cent. But this is not a key performance indicator for us as we are more interested in a wider integrated offering. Hospitality and accommodation is certainly one component. Our biggest target markets are Hong Kong, Singapore, Australia, Dubai, the UK, the US, Germany and Scandinavia.
In terms of recognition, Thanyamundra is doing us proud, helping put Thanyapura on the map and also bolstering Phuket’s position at the forefront of health, wellness and the organic movement. We have just garnered a slew of accolades and awards, being voted one Asia’s top three eco-boutiques by leading travel site agoda.com, named one of Thailand’s “Big Six Chic Thai Retreats’’ by leading British newspaper The Independent, and elevated to Destinasian magazine’s prestigious Luxe List for 2012.

Who are your immediate rivals nearby, and why they are viewed as such?
Some of Phuket’s hotels and resorts may compete with our hotels in terms of categories, but in terms of a fully integrated complex offering an incredibly diverse range of sporting, wellness, educational and holistic pursuits, we do not have any rivals in Asia, and believe we are also unique globally.