Trends Season 1, Ep 3 Trends in Thai Hospitality with Marisa Sukosol Nunbhakdi, President, Thai Hotels Association

Episode 3 of Trends is in conversation with Marisa Sukosol Nunbhakdi, President of the Thai Hotels Association (THA). THA, a venerable institution in the realm of Thailand's hospitality industry, is celebrating its 60th anniversary this year. It is an occasion of both reflection on its remarkable past and a vision for a flourishing future. At the helm of the organization is President Marisa Sukosol Nunbhakdi, whose insights into the THA's pivotal role within Thailand's hospitality industry are shared in this episode.

With a membership of more than 1,000 Thai hotels, spread across ten chapters throughout Thailand, THA wields immense influence, acting as an advocate for its member hotels. This role becomes increasingly vital during times of crisis, shifts in government policies, and international interactions.

A Resounding Voice for the Hotel Industry

President Marisa Sukosol underscores THA's primary mission: to be the unwavering voice of the hotel industry in Thailand. When critical moments arise, THA provides leadership and guidance, ensuring that the concerns and aspirations of its member hotels are not merely heard, but actively addressed. In this regard, THA assumes a pivotal role in shaping government policies and their far-reaching consequences on the multifaceted Thai hospitality sector.

Elevating Standards and Global Competitiveness

Beyond advocacy, THA is steadfast in its mission to ensure that Thai hotels stand tall on the international stage, ever-conscious of adhering to global hospitality standards and exuding a competitive spirit. The association fosters education and training programmess designed to equip its members with the latest industry trends and skills, thereby ensuring they remain at the cutting edge of the global tourism landscape.

Building Bridges: THA as a Gateway to Partnerships

THA is not merely a guardian of hotel interests; it also serves as an invaluable bridge between its member hotels and a myriad of organizations. In this intermediary role, THA facilitates partnerships and collaborations, enhancing the ability of Thai hotels to synergize with external entities, thereby harnessing their collective expertise and resources for mutual benefit.

The Illuminating Path to Sustainability

In a world increasingly conscious of its ecological footprint, President Marisa Sukosol rightfully emphasizes the burgeoning significance of sustainability within the hospitality industry. The pursuit of "Green Hotels" is now a sought-after trend among travellers. Marisa aptly highlights the Sustainable Tourism Acceleration Rating (STAR) project initiated by the Tourism Authority of Thailand (TAT). This groundbreaking project accords stars to tourism operators based on their commitment to sustainability, with the ambitious goal of having 85% of participating operators achieve three to five stars by 2025. Moreover, TAT has also launched comprehensive guidelines for Carbon Free Hotels (CFH), a monumental step toward fostering sustainability within the industry.

Peering into the Crystal Ball: Tourism Trends in 2023

Regarding the performance of hotels in 2023, President Marisa casts a discerning eye on the landscape. Phuket's hotels, particularly those within the 4 and 5-star categories, have performed exceptionally well. Bangkok has not lagged far behind in its performance, although the mid-tier hotels have encountered their fair share of challenges. At present, the spotlight of tourism shines brightest on Bangkok and Phuket and upscale hotels sector.

Marisa also forecasts a surge in Chinese tourists visiting Chiang Mai, a direct result of Thailand's welcoming Visa-Free travel policy for Chinese citizens.

Navigating Overcapacity and the Lure of Five-Star Luxe

Discussing the conundrum of overcapacity and the proliferation of four- and five-star hotels in Bangkok, Marisa Sukosol concedes that the market has been saturated over the past 10 years, exerting inevitable pressure on room rates. However, she remains resolute that if Thailand aspires to host 70 to 80 million tourists, there remains a room for growth. Nevertheless, the past decade has witnessed an influx of new hotels, making it increasingly challenging to raise room rates to levels commensurate with increasing operating costs. Nonetheless, Marisa anticipates the emergence of more five-star hotels in Bangkok, a testament to the enduring allure of affordable luxury and the Thai capital.

The Technological Symphony and the Rise of Independent Hotels

Marisa emphatically illustrates how technology has heralded a transformative era within the hotel industry, a momentum that only intensified during the pandemic. The surge in online bookings and seamless guest interactions now define the guest experience, with revenue management tools emerging as the linchpin of success. She underscores the critical importance of independent hotels harnessing technology to compete effectively in this digitally connected world.

Drawing from her own remarkable success story, Marisa points to The Sukosol Hotels Group and The Siam as prime examples of independent hotels that have triumphed against the backdrop of global chains. However, she acknowledges that this endeavor demands unwavering dedication and unrelenting determination from independent hotel owners. The central challenge, it seems, lies in distribution, where global chains reap the benefits of their loyalty programs and global distribution channels.

In summary, under the present stewardship of President Marisa Sukosol Nunbhakdi, the Thai Hotels Association remains a force within Thailand's hospitality industry. It champions its members, fervently advocates for sustainability, and adeptly navigates the dynamic landscape of technology and evolving tourism trends. Here's to sixty years of hospitality, legacy, and the promise of many more to come.