Four Seasons Hotels, which was hard-hit by the recent political turmoil, has unveiled a recovery plan that makes use of its global network to tap markets, starting with Asia and the Middle East.
"Since we reopened the Four Seasons Hotel Bangkok on May 26, after closing for 39 days, our 16 sales and marketing offices worldwide have been helping us to restore our business," said Rainer Stampfer, regional vice president for Thailand and general manager of the Four Seasons Hotel Bangkok.
He said sales and marketing teams in many countries in the Middle East are putting out the word that normalcy has returned to Thailand and that people should come back to travel and do business in the Kingdom.
Teams in key markets in Asia such as Japan, Korea, Hong Kong and Singapore, as well as in the United States, have been recruited for the same purpose.
The group is also putting more effort into online and other marketing channels such as social media and direct mail.
In Thailand, Four Seasons has created special packages to lure customers. The campaigns include "Stay three nights at Tent Camp in Chiang Rai, get two nights free at Four Seasons in Bangkok" and a special deal offering a night's stay at the Bangkok hotel for Bt6,250 down from Bt15,000.
Stampfer said as each market needs a different approach, the firm started with potential markets in Asia and the Middle East.
He urged key tourism-related bodies such as Thai Airways International and the Tourism Authority of Thailand to step up promotions of Thailand as a tourism destination.
"I believe new bookings from tourists should [pick up] within the next four to six weeks," Stampfer said, adding that while some MICE (meetings, incentives, conventions and exhibitions) travellers from Japan and neighbouring countries have begun returning to Thailand, that sector would take probably take six months to get back on its feet.
He warned of further damage to the tourism sector if any sign of political conflict returned, however.
"The most important factors in regaining visitors is to offering them 'safety and trust' in Thailand," he said.
Stampfer doesn't believe that lowering prices will help, as Thailand is already a relatively affordable destination.
During the political demonstrations, Four Seasons Hotel Bangkok ran at a zero-per-cent occupancy rate. It is now running at roughly 40 per cent.
Four Seasons Tent Camp in Chiang Rai had no bookings at that time, either. The property in Chiang Mai ran at only 10 per cent occupancy, while the hotel in Samui posted 40- to 50-per-cent occupancy.
"We have lost more than Bt100 million from cancellations on rooms, and on food and beverage sales, as well as slower advance bookings," he said.
Some parts of the Four Seasons Hotel Bangkok sustained physical damage during political rioting, such as shops, doorways and parking areas.