Connect with us

Property

Phuket Property: Centara anticipates tougher times ahead

Legacy Phuket Gazette

Published 

 on 

PHUKET: The insight, influence and impact that the Bangkok-headquartered Central Group employs and exerts across nearly every sector in Phuket is undeniable. The group’s interests encompass retail, infrastructure, construction, real estate, and especially hospitality – through its flagship hotel chain Centara Hotels and Resorts (CHR).

The Gazette recently caught up with CHR Senior Vice President of Sales and Marketing Chris Bailey to discuss the leading conglomerate’s view, outlook and plans for the island in the near-future.

In addition to the Blue Marine rebranding project (details below) in Patong, are there any other projects Centara is undertaking in/around Phuket?

We plan to open Centara Bangtao Resort Phuket, which is a new-build project that will stand on 1.6 acres of land. Currently in the design and planning stages, construction will begin in July 2014 and the resort will be opened in the third quarter of 2016.

The resort will have 150 rooms, with a swimming pool and sundeck. There will be one restaurant, a Cense by Spa Cenvaree, a mini-gym, a business corner and a kids’ corner. Centara hotels are designed to deliver the Centara style of service with quality accommodation and facilities, but without facilities that may be superfluous to guest requirements.

How would you describe the past and current positioning/segmenting of the Centara brand, especially in respect to the Phuket market and related economic factors?

Centara adopts a mixed market policy with all its properties; in other words, we do not want to be
focused and target on any single market, however strong, as it can be a very dangerous strategy if
situations change.

Blue Marine will be no different and will target European, Australian, Russian/CIS [Commonwealth of Independent States], South Asian, Chinese, regional markets and of course domestic, which is and will remain a very important market for Centara; our new alignment with the Central Group, and the “1 Card”
loyalty program, will form a major part of our strategy to attract more domestic guests to all properties in 2014.

This [mixed market policy] is supported by our 18 global sales locations within the group. Actually, for economic issues, we are starting to see some positive changes, especially in the UK and Europe but still expect guests to remain value-conscience when it comes to selection of a resort. Our domestic advertising and promotion will also see significant increases. That said, it [advertising and promotion] will not replace international distribution, but complement it as our growth in inventory means we have considerably more rooms to fill in 2014.

How do you view the trajectory of Phuket’s hospitality sector? Where is the market now and where do you see it heading in the next 1-5 years?

For Phuket in general, I do believe there will be tougher times ahead. Traditional mature markets are giving clear signals that they do not like what they see happening on the island and are starting to move more guests to other locations, especially in the South like Khao Lak, Krabi and Koh Lanta. Currently this inventory [of rooms in Phuket and vicinity] is being filled with the fast growing newer markets from China and Russia.

Indeed most of the growth in 2013 hails from these two specific markets. However, even these two markets are sending signals to the destination for a need to control product, experience and safety. The hope is the destination as a whole understands and accepts these signals and acts upon them now, rather than be wrapped up in current volumes and success.

The Phuket industry needs to be a long-term player; globally, we see the industry littered with destinations that have lost their market by not understanding that customers are not a god-given right, regardless of what you do to them. That said, I see shifting market volumes, shorter stays overall and an experience-driven customer, rather than those just looking for beach and sun exclusively.

Scenic, cliff-top resort in Patong renovated, rebranded

Centara Hotels & Resorts has acquired the management contract for The Blue Marine Resort & Spa Phuket, and will assume management from January 5, 2014.

Located on the cliff at the northern end of Patong Beach, the resort is owned by Patong Cliff View Co Ltd, and will temporarily be renamed as “The Blue Marine Resort & Spa Phuket managed by Centara Hotels & Resorts”.

A renovation program was recently carried out, completed in October last year, and further renovations will now be undertaken to harmonize the property with Centara’s four-star Hotels & Resorts core brand.

Following completion of this renovation, which is projected for October 15, 2014, the resort will be rebranded as Centara Blue Marine Resort & Spa Phuket.

“We are pleased and proud to be announcing that The Blue Marine Resort & Spa is to join the Centara portfolio,” says Thirayuth Chirathivat, chief executive officer of Centara Hotels & Resorts.

“This will bring to nine the total number of Centara properties on the island, which illustrates the enormous confidence we have in Phuket, one of the most famous holiday destinations in the world.”

The Blue Marine Resort & Spa features panoramic views from its cliff-top location, and is backed by a green forest on the hillside.

“We are delighted to be adding a further superb resort property to our Phuket portfolio,” says Chris Bailey, senior vice president for sales and marketing at Centara Hotels & Resorts.

“This means we are entering the New Year with another very powerful addition to our marketing strategy in the south of Thailand, and broadening our appeal to travellers by adding a four-star resort to Patong Beach, one of the island’s premier destinations.”

Accommodation at the resort is a mix of rooms, suites and villas, the latter offering a choice of one and two bedrooms, with each having its own private pool. There are three swimming pools, plus two pools for children. Other leisure facilities include a spa, fitness center, and a kids’ club.

The restaurants include Blue Pacific, which serves international cuisine, and Tub-Tim, which serves Royal Thai cuisine. Extensive meeting facilities are included, with the Mediterranean Room able to hold a maximum of 180 guests for cocktails, and the Caribbean Ballroom 90 guests.

 

Want more Thailand news from the Thaiger family?

📱 Download our app on Android or iOS for instant updates on your mobile
📝️ Join the conversation on Thaiger Talk - discuss news & life in our Thailand forums
📧 Subscribe to our daily email newsletter
👍 Like/Follow us on Facebook
🔔 Subscribe to or Join our YouTube channel for daily video updates

image

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Follow Thaiger by email:

Coronavirus (Covid-19)10 hours ago

PM Prayut asks everyone to work together towards reopening

Coronavirus (Covid-19)12 hours ago

Bangkok restrictions lifted on 8 categories, including swimming

Patong13 hours ago

Tar balls spreading along Phuket’s west coast beaches

Phuket Sandbox July 1st

days
hours
minutes
seconds

Thaiger is getting behind local businesses for the restart of tourism in July - up to 50% discounts across all advertising packages in June!

Phuket15 hours ago

Officials predict 600,000 tourists to Phuket following reopening

Phuket15 hours ago

Technician electrocuted to death while trying to fix jacuzzi

Pattaya15 hours ago

Pattaya pushes for August 1 Sealed Route reopening plan

Thailand16 hours ago

Mother alleges that Doctor mistakenly gave her 10 year old sleeping pills

Bangkok16 hours ago

1 million Sinopharm doses arrived Sunday

Tourism17 hours ago

Reopening guidelines for Phuket and Samui

Coronavirus (Covid-19)17 hours ago

Covid UPDATE: 3,682 new cases, 20 covid-related deaths, provincial totals

Thailand18 hours ago

Poll shows schools, students, parents, “not ready” for online learning

Chon Buri18 hours ago

Man returns lost parakeet, gets rewarded with BBQ

Thai Life19 hours ago

Thai Lion predicts football matches, other abilities currently unknown

Tourism19 hours ago

Reopening details for Phuket, Samui and beyond laid out

Coronavirus (Covid-19)20 hours ago

Multiple Chiang Rai schools to close after infections found

Thailand4 months ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism4 months ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket4 months ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism4 months ago

Phuket Thai food treats you need to try | VIDEO

Thailand4 months ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism4 months ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand5 months ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand5 months ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand5 months ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand5 months ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand5 months ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand5 months ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand5 months ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand5 months ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11

Thailand5 months ago

Thailand News Today | Southern floods, Face mask fines, Thai Air Asia woes | January 8

Trending