JW Marriott Phuket Resort & Spa is hoping to increase its meeting and incentive (MI) business from a current 35% to 40% next year as Phuket is showing increased potential for the MI market especially in the case of larger hotels, where clients requiring effective activity teams, superior quality facilities and good locations can find what they need. Accordingly, the hotel provides both the size and the proper environment for the MI business, offering 27 acres of landscaped gardens on the reasonably secluded Mai Khao beach, with quiet areas available even when the resort is at almost full capacity. This represents an attraction for both business and leisure customers.
According to general manager Tony Pedroni, who joined the resort in March, Thailand’s everlasting leisure destination popularity is now being complemented by a growing MI destination reputation. “The country has a growing airline capacity, offering 31 direct flights to Phuket from destinations such as Moscow, Melbourne and everything in-between. The competitive prices mean that both leisure and business travellers receive great value for money.”
The hotel does not offer only traditional and western spas, but also a Thai cooking school in the garden, which is particularly attractive for families and spouses of corporate guests. Additionally, the activity-building team based at the resort aims to satisfy demands and organise activities that please both corporate and MI guests in order to increase the number of customers via word of mouth advertising. The hotel’s current repeat ratio for MI and leisure guests currently stands around 20%.
Mr. Pedroni added that “we are aware that most of our guests make their plans well in advance of arriving, for honeymoons or once-in-a-lifetime family holidays, therefore we strive to make sure that their time here exceeds their expectations, hoping that they will share their experiences with others and eventually return.”
The resort keeps itself active in the international market by organising regular sales missions during the year, with Marriott’s global sales offices in all of the world’s major cities helping it take advantage of new opportunities. This year, it has started a new marketing initiative named “Taking Marriott Thailand to the World”, which will involve its representatives visiting 25 of the world’s cities to promote JW Marriott Phuket.