Dusit Krabi focus on China, Mid-East markets

General manager Urs Lienhard said China and the Middle East were emerging markets not only for the hotel but also for Krabi province and other major tourist destinations such as Phuket.
India is also one of the most important markets, as arrival numbers from that country have been increasing dramatically over the past five years.
The 240-room hotel, meanwhile, will continue to serve traditional markets such as Britain, Germany, Japan, Singapore, Hong Kong and Malaysia.
“Tourism in Krabi province was not affected by the recent bomb blast in Bangkok. The number of international arrivals into Krabi is increasing as more people discover its attractions and overflows from Phuket increase,” he said.
To attract people from China, the hotel will focus more on social media and online marketing. It has created a Chinese-language Facebook page to reach out to potential Chinese guests. The hotel has also hired two Chinese representatives to work with Dusit’s office in China. Furthermore, information materials and menus have been translated into Chinese.
For the Middle East market, the hotel will work more closely with travel agents. As for India, the hotel is promoting an Indian restaurant and facilities and a marketing team to handle wedding events.
The hotel will also focus on the MICE (meetings, incentives, conventions and exhibitions) business to fill up its three meeting rooms.
According to the Department of Civil Aviation, from January to May this year, 7,195 scheduled domestic flights and 54 charter flights landed at Krabi International Airport. Meanwhile, 3,756 international scheduled flights and 1,299 non-scheduled flights landed at the airport. Lienhard said Dusit International took over management of Krabi Beach Resort in July, replacing Sheraton, which had run the property for a decade.
“Dusit is reintroducing the hotel to global markets with [an emphasis on] ‘Thainess’ and service. The Dusit brand is already known in Asian countries but less so in the West, especially in the United Kingdom and Germany,” he said.
The hotel expects to increase room rates and occupancy rates during this year’s high season. The average occupancy rate is expected to exceed 80 per cent this year and should be more than 85 per cent next year. It has been reported that the hotel is planning more investment, including on villas and to expand facilities such as the health club and function rooms.
Currently, the top hotels in Krabi are Phulay Bay, a Ritz-Carlton Reserve, Centara Pelican Bay Residence & Suites Krabi, Beyond Resort Krabi, Sofitel Krabi Phokeethra Golf & Spa Resort, The Elements Krabi Resort, and Amari Vogue Krabi.