Bangkok--17 Mar--JWT Public Relations "Asara Villa and Suite" to aggressively penetrate "Blue Ocean Market" with "Luxury Leisure" strategy aiming at High-End market: Foreign Businessmen - MICE Accelerating Market promotion during high season to achieve more than 80% occupancy rate by the end of 2008 Ocean Property Company Limited, the operators of premium real estate projects and the operator of "Asara Villa and Suite Hua-Hin" a 5-stars Asian-Contemporary style hotel, plans to actively implement 'Luxury Leisure' marketing strategy to capture the high-end market sector, focusing on MICE - Businessmen. As well as preparing for tourism growth in Hua-Hin during the Green season and High season. The company plans for international road shows in Europe, America and Asia. Occupancy rate is expected to rise to at least 80% by year end. Mrs. Nusara (Assakul) Banyatpiyaphod, President of Ocean Property Company Limited revealed that the property market in Hua-Hin has experienced continuous growth. As a result, the company intends to actively manage and promote Asara Villa and Suite to high-end travelers by building strong relationship with recognized high-end business partners, consisting of International tour agencies, hospitality service operators such as Spas, Food & Beverage and Golf Clubs. To introduce Hua-Hin as the country’s tourist destination that offers unique cultural experience and exotic places to visit. Currently, the company is studying the prospect of a business plan to form partnerships with both public and private organizations such as; The Tourism Authority of Thailand, Thai Travel Agent Association (TTAA), Association of Domestic Travel (ADT), Thailand Privilege Card etc. "In regards to premium real-estate projects, the company has introduced the "Ocean Villa Hua Hin" property project worth more than Bt600 million in investment, in the same vicinity of "Asara Villa and Suite" Hotel. The "Ocean Villa Hua Hin" consists of luxurious contemporary design Thai-Victorian style detached-houses. Presently, the project is at the initial stage, landscaping and establishing groundwork and the company is in the process of estimating project's value with master builders. The project comprises of three different style villas of 3-5 bedrooms, totaling 18 units. This includes - Saen Samran Villas 1-2-3 with 100 square meters living area, totaling 14 units, priced at 25 million Baht; Purachatra Villas range from 200-220 square meters, with a total of 3 units, price range begins at 70-120 million Baht; and Nares Villa has one unit with 400 square meters of living space. It will be available on E-Auction with a starting price of 125 million baht". On the side of hotel business, the Asara Villa and Suite Hua Hin, Mr. Kla Kitchakarn Vice President Hospitality Business of Ocean Property Company revealed that "Asara" has launched it Soft Opening for the past year. We have experienced great success in the development and management of services in the area of Spas, Food and Beverages and Accommodation. In addition to our effective human resource development in the area of Business Segment service for MICE - Business group. The company aims to attract high-end foreign customers, grouping them into regions, with 80% from Europe and Scandinavia; 10% from America and 10% from Asia Pacific. To capture these groups of customers, due to the group's high spending power, the company has promoted the hotel in the following regions, Scandinavia and Europe region i.e. Germany and Belgium and in Asia i.e. Japan and Korea. So far, they have received overwhelming interest from a Mayer group in Germany, Central Group in England and the New Generation group in Japan. All of them have shown an increasing growth in the honeymoon market in the Asia region. Our occupancy statistic shows 50% belong to the Domestic Market, while the remaining belongs to Overseas market where 30% are family and 70% are elderly vacationers. In 2008, the company has allocated approximately to implement "Luxury Leisure" strategy, for the purpose of stimulating domestic and international markets, all year round. Putting emphasis on providing customers with exceptional experience, designed to maximize client’s total pleasure, in areas such as Hospitality service - highlighting unique Thai style hospitality accompanied by international standard Butlers, Man-friday, Footman and Concierge services, by our trained personnel - trained in group: Specialist and General List; Spa Service - You can choose to relax with Traditional Thai and Aromatic massages, from over 30 spa menus. Restaurant - Three types of restaurants are available with three distinguished designs and services; 'Apasa Thai Bistro', Kampu by Design and Kampu by Choice; Accommodation - this premium project consists of more than 52 Pool Villas and 44 Suites; Sports and Activities - focusing on providing customers with an unforgettable experience and total relaxation e.g. Hobi-cat yacht, Cooking classes, Cultural shows, Thai Culture etc. "In regards to the company's marketing strategy to promote the hotel both in the domestic and international markets, to accommodate the growing number of travelers to Hua-Hin, we plan to carry out road shows by joining various international Trade Fairs and utilizing Direct Sales Calls in order to stimulate the market during the high season. For example - for European Zone there is the 'World Travel Market 2008' in London, England which has more than 48,111 business entities from more than 198 countries worldwide who will take part in the event to promote themselves amongst the British and Japanese; and one of the world’s biggest travel fair 'International Tourism Borse' (ITB 2009) in Berlin, Germany. It is expected that more than 116 hotel operators from over 150 countries worldwide will be joining the event. As for the American Zone, there is the 'New York Travel Time', in the United States of America and Asia Zone is the 'WTB Asia' that aims to enhance awareness among MICE - Businessmen in the Asia Pacific Region, and also promote tourism during the green season"."Furthermore, a variety of attractive packages will be launched to capture different groups of tourists, for example - Weekday Promotion - to capture Backpack travelers; Romance Getaway and Magic of Love - aimed at married couples who are looking to spend their honeymoon abroad; Wedding - to attract high-end couples who are looking for premium wedding venues; Golf - to capture MICE - Businessmen and Expatriate travelers who seek first-class accommodation in Hua-Hin during their golf holidays; Family - families who want to getaway during the weekend and public holidays; and special promotional packages during the festive seasons i.e. New Years Celebration etc". Mr. Kla Kitchakarn concluded that as a result of aggressive marketing campaigns in all of the regions, the company expects to achieve approximately 55-60% occupancy rate during 2nd to 3rd quarter of this year. Where by 30% is from the Domestic market and 70% from Overseas market. Furthermore, during the 4th quarter, we aim to achieve up to 80% occupancy rate with an equal ratio 50:50 between domestic and overseas market. "The statistics from Thailand Tourism Authority of Thailand show that there was a 5.43% increase in the number of overseas tourists or 11.5 million people, comprising mainly of European, Americans, South Asians, Indonesians and Africans. As a result the number of overseas tourists in Hua-Hin, increased by approximately 5.17% compared to the year 2006 statistics which indicated 2.3 million overseas tourists from European countries such as England, Germany, Denmark, Sweden, and Belgium who came to Thailand mainly for vacation, spas and golfing. These overseas tourists are divided into two groups, Backpack and Expatriates travelers. Backpackers normally come on short trips 2-3 days and spend about 2,500 Baht per day; while Expatriates travelers spend around 30,000 baht per day during their 7-10 days trip. We expect 5-10% increase in the number of tourists this year". Hua-Hin experienced tremendous growth in tourism. Hoteliers here are looking towards creative and proactive marketing to counter increasing competition. They are focusing on their unique attributes by promoting themselves as boutique luxury hotels and organizing annual upscale events to capture niche markets different life styles. This is also aimed at high-end, domestic and foreign, travelers with high purchasing power. Last year, the growth of room supply was 710 rooms in total, ranging from middle to premium standards. This year, it is expected to increase by 580 rooms and in 2009 by 800 rooms, both in the style of boutique hotels, Villas and Suites, etc. For more information please contact: JWT Public Relations Porntip Wiriyakitpattana T: 0-2204-8210, M: 086-813-1981 Prasit Kritsadaariyachon T: 0-2204-8216, M: 081-586-2813 Ocean Property Company Limited Khun Paphan Jitnusorn Senior Marketing & PR Executive T: 0-2661-6800 Ext. 205, M: 086-577-2778 Sales Office T: 0-2661-6800 Ext. 606