Fastening the First Button: How PCL Hospitality Is Redefining Hotel Success

His philosophy, known as the “First Button” principle, is straightforward yet profound: just as fastening the first button on a shirt correctly ensures alignment, strategic decisions made at the earliest stages of a hotel project determine long-term success.

With over three decades of global experience—from London to Shanghai—Patom has worked with world-class hotel brands such as Shangri-La, JW Marriott, and Mandarin Oriental before establishing PCL Hospitality a decade ago. Today, his Bangkok-based firm is a trusted partner in hotel investment advisory, operations, and real estate development across Thailand and beyond.

“So many operational issues can be traced back to early planning missteps,” Patom says. “If the space is misallocated, or the design doesn’t fit the market, even the best team will struggle.”

A One-Stop Service with Strategic Depth

Unlike many firms that focus solely on operations, PCL Hospitality offers a full-spectrum service model—guiding hotel owners through feasibility, design input, brand selection, pre-opening setup, and post-launch management. This approach ensures that the hotel’s financial and operational performance is baked into the concept from the very beginning.

The company’s centralised management model also helps hotels reduce overhead while maintaining high standards, offering shared access to expert teams in sales, finance, HR, and engineering. This is particularly advantageous for smaller or independent hotels that want professional-grade performance without the infrastructure of a global chain.

“We don’t just manage hotels—we manage outcomes,” Patom explains. “It’s about aligning the owner's vision with real-world performance metrics.”

The Power of AI and Data

PCL Hospitality is embracing technology as a core pillar of its strategy. Artificial intelligence (AI) plays a key role in review management, workforce planning, and real-time market analysis, enabling hotels to respond quickly to guest feedback and shifting demand.

“We use AI to give small hotels the kind of decision-making power that used to be reserved for big brands,” Patom notes. “It helps us make sharper, faster, more profitable choices.”

Franchise Expertise with a Local Touch

As franchise models gain popularity in Thailand, PCL Hospitality plays a critical role in helping owners navigate complex brand partnerships. Most recently, PCL was selected to manage the first Hampton by Hilton in Phuket Town, set to open by Q3 2026.

Patom emphasises that while franchising offers the strength of a global name, success still relies on localised strategy and strong execution.

“A brand can open doors, but it won’t run your hotel for you,” he says. “You need an experienced team that understands both international standards and local expectations.”

Measuring What Matters: Beyond Occupancy

Rather than focusing solely on topline metrics like occupancy or ADR (Average Daily Rate), PCL puts a premium on Gross Operating Profit (GOP)—a measure of how efficiently revenue is converted into results.

“You can have a full hotel and still lose money if costs aren’t managed well,” says Patom. “We treat guest satisfaction and profitability as two sides of the same coin.”

PCL tracks guest feedback across all major platforms in real time, using it to guide teams on the ground. This commitment to both data and human insight enables a continuous cycle of improvement.

The Next Chapter: From Advisor to Developer

In 2025, PCL will break ground on its first self-developed hotel in central Bangkok, marking a natural evolution for the firm. With years of experience optimising assets for others, Patom and his team are now applying that knowledge to their own portfolio.

“We’re not just building a hotel—we’re building the right hotel for the right time and place,” he says. “It’s about future-proofing both the property and the business model.”

Sharing the Journey

Despite his busy schedule, Patom remains passionate about giving back. He frequently speaks at universities, mentoring future hoteliers and drawing fresh ideas from the next generation. His travels—often centred around exploring hotels and restaurants—serve as a source of continuous inspiration.

“Every trip is a chance to learn,” he says. “Design, service, technology—there’s always something we can adapt and apply.”

Final Thought

Patom Siriwattaprayoon’s blend of strategic foresight, operational rigour, and technological innovation has positioned PCL Hospitality as a leader in Thailand’s evolving hospitality sector. His “First Button” philosophy is a timely reminder that the details matter—especially the ones no guest ever sees.

Whether you're entering the hotel business or seeking to elevate an existing property, the lessons from PCL’s journey offer a compelling blueprint for sustainable success in a dynamic industry.