Dusit Thani Bangkok turns focus on younger generation
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THE DUSIT Thani Bangkok, the flagship property of Dusit International, is rejigging its marketing tactics and events this year in a bid to raise its presence among younger-generation customers. The hotel is set to complete a three-year business and renov
“The hotel has been operating for 45 years, and has captured a lot of regular and older customers. This year, we are changing some of our marketing and events to encourage more people from the younger generation. We aim to raise our presence among the new generation,” general manager Sukanya Janchoo said recently.
The Dusit Thani Bangkok last year turned its rooftop French D Sens restaurant into the Kitchen and Bar, with a seafood cuisine theme and American dining-room decor, she said.
The hotel has hired a celebrity, the model Russamee (Lookmee) Tongsiripaisri, as ambassador for the new food and beverage outlet.
This is not the first time that the hotel has used a celebrity to promote an event or the property.
The GM said the group’s presence had been established through overseas expansion over the years. However, this year is the time to tell people that the Dusit Thani Bangkok is moving forward with new outlets.
The hotel last year also closed its Italian restaurant and turned it into a meeting and conference room with a maximum capacity of 50 guests.
The room also targets new-generation customers, particularly for small meetings and weddings.
“The hotel and tourism situation has totally changed, as has customer demand. Tourists are now able to travel in a short time without a firm plan, while hotels – especially in Bangkok – are facing even more difficulty to retain customers, or get new ones,” said Sukanya.
Dusit’s flagship property is also undertaking more marketing and events via online and social-media channels, in order to reach out to younger people that seek experiences and arrange their lifestyle via social networking.
“Using a model [Lookmee] is already helping attract young people to the hotel,” she said.
The hotel is also focusing on staff training this year as part of its human-resources development. The 517-room Dusti Thani Bangkok employs 656 people.
Aside from internal marketing and events, the hotel is working with Bang Rak district and the Bangkok Metropolitan Administration to promote Silom Walking Street every Sunday.
It also promoted last month’s Songkran Festival in the area.
