Under the project, all participating hotels will be classified into a group of one to five stars depending on the facilities, quality of service and other components according to international standards. The

THS judging committee will examine the applicants for their standards. Since the programme was initiated three years ago, 119 hotels from around Thailand have joined in.

"The classification has helped the hotels to target their real customers and vice versa," said Jaruboon Pananont, director of the Tourism Product Promotion Department at the Tourism Authority of Thailand (TAT).

TAT statistics show that tourists spend most of their money on shopping and accommodation, respectively. Participating hotels will also get full support from the TAT, such as a place in accommodation guidebooks, public relations via its head offices and website exposure.

"The trend in hotel marketing has changed. The media is paying a bigger role in promoting hotels. More and more Koreans, Chinese and Japanese tourists listen to recommendations or references from the media instead of buying tour packages from tour operators," said THS committee member Thongyoo Suphavittayakorn. Hotels these days can't rely just on tour operators, they need to get

their business in the media to be certain their message catches the attention of tourists, Thongyoo said.

"The hotel standard will also help solve the problem of price competition. Hotel entrepreneurs these days like to cut prices to be more competitive. So when we group hotels into stars according to their levels of service, facility and quality, this problem will be lessened," Jaruboon said.

Applications are still open. For additional information contact (02) 281 9496, visit www.thaihotels.org or write to standard@thaihotels.org.

Atsadaporn Kamthai

Citylife

CHIANG MAI