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ITB BERLIN NEWS • Thursday 5 th March 2015 www.itb-berlin-news.com
This Luxury Travel Feature is proudly brought to you by LUXURY TRAVEL SPECIAL FEATURE 27 Differentiating “Luxury” from “Upscale” Park Hotel Group CEO says loving one’s guests is key Specialising in luxury properties in Southeast Asia, the Park Hotel Group is announcing several exciting new openings in coming months. We asked Allen Law – CEO – Park Hotels Group what the keys are to creating a top-notch luxury resort in Asia today… One cannot lose sight of the human element. Today, many luxury products have shifted their focus to technology. While technology is important, it is not something that differentiates a luxury product from say, an upscale one. Wi-Fi speeds, tablets, automated controls are now becoming more common in the 3 star and 4 star properties. I have walked into hotels that are amazing from an architectural or from a design point of view, however, the service can feel cold and aloof. The fundamental luxury of feeling welcomed was lost. The luxury of being yourself is important. Certainly different customers have varied definitions of luxury. In Hong Kong, where rooms are typically small, space can be a luxury. Having larger rooms than most other 4 star offerings, Park Hotel Hong Kong has been able to deliver “luxury” and value to our guests. How is your brand differentiated in this sense? Park Hotel Group’s credo has always been to deliver heartfelt service; to create memorable experiences for our guests. Whether it is in one of our luxury properties or our upscale ones, we believe that loving our guests is the key. That sincerity and heartfelt service is what we would like to be known for. What kinds of customers are you targeting for the most part? …GUEST ENGAGEMENT AND HEARTFELT SERVICE WILL STILL BE THE KEY TO DELIVERING A TOP-NOTCH EXPERIENCE… For our 5 star “Grand Park” offering, we target those that are looking for affordable luxury. Savvy travellers that desire to have a certain level of experience, but are not looking to or are willing to pay for out of this world prices and they also adjust their expectations for that. For our upscale 4 star “Park Hotel” brand, we focus on key areas that discerning travellers look for: great location, comfortable and clean rooms, high speed Wi-Fi and unexpectedly good levels of service. You are opening three new managed properties this season – two in Bali and one in the Phang Nga region of Thailand. Please tell us more… Park Hotel Alexandra in Singapore will be opening in May this year and is located within the central business hubs in the west of Singapore and is a convenient launch-pad for both business and leisure travellers. Set amongst lush greenery, the hotel is a tranquil haven for the urban traveller. The hotel is also connected to a 3-storey mall that houses a host of fashion, dining and lifestyle outlets that will leave travellers spoilt for choice. Park Hotel Nusa Dua in Bali is a short 15-minute drive from the International Airport and is within easy access to the beaches of Nusa Dua, Tanjung Benoa, Uluwatu and the entertainment areas of Kuta and Jimbaran. Located on a hilltop, it enjoys magnificent, panoramic views of the Bay. With rooms, suites and villas that come in 1, 2 and 3 bedroom configurations, it caters to guests with various group sizes and needs for space and privacy. Park Hotel Khao Lak Beach Resort Phang Nga is the nature lover’s dream and only an hour’s drive from the Phuket International Airport. It is a beach haven for folks who shun the overcommercialisation of Phuket’s bigger resort towns, but still crave comfort, shopping and plenty of facilities. With long stretches of pristine beaches, forested hills, and easy day trips to the world class diving sites of Similan and Surin Islands, National Parks, or even Phuket. The area is a central but more laid-back base for exploring the northern Andaman. Allen Law CEO of Park Hotels Group What are your future plans for expansion in the luxury market? We are currently looking out for opportunities and like-minded partners to work on new projects together and expand the presence of both the “Grand Park” and “Park Hotel” brands. We are also looking to launch a new higher tier luxury brand in the near future. We are currently in discussions with several parties on the suitable maiden property to launch this brand. Hall 26 A Stand 131 ONE GROUP – 2 BRANDS Park Hotel Group has two brands: “Grand Park”, a 5-star luxury brand (6 properties) and “Park Hotel” a 4-star upscale brand (also 6 properties). Three of the 6 “Grand Park” hotels are in Singapore, one in the shopping Mecca, Orchard Road and the other in the Civic District within the CBD. Another 3 are in China, in the cities of Xian, Wuxi and Kunming and the last one is in Otaru, Hokkaido. ITB BERLIN NEWS • Thursday 5 th March 2015
