A Hong Kong investor has set up a hotel-management firm, Hotel Corp Co, to manage and enhance the marketing efficiency of small and medium-sized hotels in Thailand. The company expects to serve up to 30 hotels in next three to five years.

President and CEO Roy Olsson said the company was established in Bangkok a few years ago. Olsson formed a joint venture with local partners but did not disclose names. He is the major shareholder and in charge of all operations.

The company is aimed at providing a full range of hotel services, including marketing strategies, IT, management and financial support to local operators. The firm focuses on new small and medium-sized hotels and second-generation operators.

"We see that these SME [small and medium-sized enterprise] operators are facing tough competition, especially with global chain hotels. So they needed more strategies to survive. And we will support them in drawing more customers by improving IT systems and providing full management," said Olsson.

Though a Hong Kong citizen, he has lived in Thailand for more than 35 years and has experience with global hotel chain operators here. He also learned the hospitality industry from his family's water tours and cruise business.

Hotel Corp now manages three hotels in Thailand: the Emerald Hotel Bangkok with 629 rooms, the Karon Hotel in Phuket with 125 rooms and the Ramada Resort Khao Lak with 84 rooms.

The company is now negotiating with six other hotels: a 110-room hotel on Koh Samui, two hotels in Bangkok with 700 rooms total and three hotels in Phuket with 600 rooms total.

Olsson said his company was considering building its own hotel brand, Espreszzo, which would be the first brand in its portfolio.

"We set aside the new project of 110 rooms as a lifestyle hotel, located in the heart of Bangkok on Sukhumvit Road between sois 11 and 13. We will propose the project to investors to build the hotel, and we will manage it," said Olsson.

He said many modern travellers preferred to stay in trendy, boutique and contemporary hotels rather than large luxury hotels, because small hotels afforded them greater relaxation and quiet.

Olsson said his company planned to serve 20-30 hotels and resorts in Thailand in three to five years. Moreover, the company hopes to spread its network into other markets, such as Vietnam, Cambodia and Macau.

Suchat Sritama

The Nation