Bangkok--24 Jun--PR Solution
Tourism Authority of Thailand supports SME tourism business operators in launching the “One Price All Destination” Campaign under online media PR strategy. It is confident to boost revenue for campaign members by at least 50% within the end of the year.
Tourism Authority of Thailand (TAT) supports the launching of “One Price All Destination” campaign which is initiated by a group of SME business operators in tourism sector, ranging from boutique hotels, restaurants, car rental companies, hospitals and spas from more than 40 sites nationwide. The campaign aims to boost domestic tourism industry and to strengthen and sustain the industry's capacity in the long run amidst the economic situation that requires immediate recovery. It is confident the pricing strategy as well as the continuing sales promotion packages through online social networking, which allows two ways communication to target group, would bring solution to end the price war and that could deliver positive image to tourism industry in the longer term. The agency is also confident to increase the sales revenue by more than 50% of the total sales revenue to campaign members within the end of the year.
Ms Lily Udom Khunnatham, Managing Director of Burasari Group (operator of Burasari Resort Patong, Phuket and Shanghai Mansion, Yaowarat, Bangkok), as the head and representative of the organizer for various activities under the “One Price All Destination” campaign revealed that “the launching of this event is a part of the first collaboration of the boutique hotel group in 2008 after the closure of the Airport incident when the One Price in Boutique Style campaign was introduced and of which turned out to be a great success. However, these two campaigns are quite significantly different in details especially in the aspect of that this campaign covers wider range of campaign members that would cater wider demand of tourists, including spas, restaurants, car rental companies, etc. The One Price All Destination Campaign pursues the proactive market strategy that would stimulate purchase by customers in the short run and to prevent competitive pricing in the market amidst the overall market crisis. In addition, the campaign aims to encourage long term cooperation. At present, there are 40 campaign members, which are consist of 18 hotels, 10 spas, 9 restaurants, 1 car rental company and 6 hospitals.
For this marketing activity, we prioritize communication with our target group through online society. This is because it does not cost much and the fact that the online society expands quite extensively and rapidly in the community. The communication behavior of consumers today is focused in the online social networking — which is approximately 2/3 of the overall internet users in the world. Social networking lies at the heart of internet world and becomes the center of communication in today's society. As part of our marketing activity, we adopt the pricing strategy as a key message, offering special rate of 2,200 baht per night (inclusive of breakfast) from the usual rate of 5,000-20,000 baht. We also adopt online reservation for consumers to book through the website www.oneprice.shanghaimansion.com from 24 June 2010 until 30 November 2010. Customers would only have to place 200 baht deposit and they can pay the rest of 2,000 upon the check-in at the hotel. Moreover, we also have in place a team to organize various activities to urge customers' involvement — including the drawing of prizes at the press conference for Facebook's campaign fans, games and photographs competition. These activities aim to stimulate the market through the adoption of two ways communication approach” said Ms. Lily.
She also added that, “We believe that the One Price All Destination campaign would create cash flow of at least 20 million baht in the first three months and also create revenue for campaign members of at least 50% of the total revenue of each operator within the end of the year. In the long term, we are open for boutique hotels and related tourism businesses to join the campaign so that they could enhance the competency of their sales and services. Our goal is to have hotels from every province on board and we trust that this market stimulation would strengthen our tourism industry sustainably.
For the Tourism Authority of Thailand, Mrs Jutaporn Roengronasa, TAT Deputy Governor of Europe, Africa, Middle East and America Markets, talked about TAT's approach to support the One Price All Destination campaign, that “ this is an interesting collaboration among private tourism operators as it helps to stimulate and recover tourism industry especially the boutique hotels group and related businesses. This would allow the recovery plan for tourism industry to reach more business groups especially the boutique hotels group that has a different identity to the traditional Thai hotels in the functionality offer to the high-end market. The integration of various business groups under this campaign offers benefit to one another. Moreover, the market stimulation activities are in line with TAT's market stimulation policy for domestic tourism industry. This includes the work plan to engage private tourism sectors in the form of domestic tour package in the affordable price which responds to the tax deduction policy for private tourism purpose; the market stimulation approach through online advertisement. TAT is taking on the latter activity through the single messages approach in the online society through blogs, e-talk and other social networking including Facebook or YouTube. All of these approaches would well support the One Price All Destination campaign. Therefore, we are confident that this collaboration would be another effective means to stimulate the recovery plan for tourism industry in the short run.
As for the situation of domestic tourism industry in the long term, we have to look at the trend after adopting the economic stimulation strategy to see how well the market responds at the beginning stage. As an overall picture, we aim to maintain the figure of 14 million tourists and to increase market promotion activities with private sectors both within and outside the country. This could include collaboration with Thai Airways, the organizing of Media Fam trips by bringing in tour agents and media representatives from Europe into Thailand. Also, we aim to recover the market from the Asian region where a lot of attention is paid to Thai tourism and where we see continuing arrivals into the country throughout the year” Mrs. Jutaporn concluded.
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