Peninsula turns focus on Asia

Charles Morris, hotel general manager, said the hotel is affected by various negative factors, which is reflected in the drop in advance bookings.

Some tourists from the United States and Europe are still considering coming to Thailand during the high season between October and January.

However, Morris said the number of visitors from Asian countries, especially businessmen, would increase compared to last year.

For the rest of the year, the hotel will focus on Japan, Taiwan, China and Hong Kong. Japan figures high in its calculation, especially as its parent company has opened a new hotel in Tokyo.

It will also approach new markets such as honeymoon couples from Mexico and tourists from Spain.

"About 40 per cent of our guests are from Asian countries and the rest are from around the world, including locals. This year, we are going to increase the visitors from Asia," said Morris.

To attract more guests, the hotel plans to spend Bt25 million to renovate and upgrade facilities. It plans to install new LCD TVs in all 370 rooms by 2010. It will also upgrade its Internet system.

In the last couple of years, the hotel has built a spa consisting of 14 massage rooms.

A decade since its opening, the hotel remains among the top luxury operators both along the Chao Phya River and among city hotels. Its major rivals are The Oriental Hotel, The Sukhothai and the Four Seasons.

According to Morris, the hotel had an average occupancy rate of 74 per cent during the first six months, which increased from 68 per cent during same period last year. It is aiming at 75 per cent for the whole year.

Room rates have been upped from US$235 (Bt8,000) in 2007 to $250 in 2008. Its tariff is now the second highest in the city after The Oriental Hotel.

To celebrate its 10th anniversary, the hotel is planning a series of charity events in October and November this year.

The four events are: Stream of Arts to Foster the Artists, to benefit aged and sick artists; the Lanna Market, to promote local products from the North; Golf Classic, in aid of disabled athletes; and a Gala Dinner, in conjunction with Unicef Thailand to raise funds for Unicef activities.