Despite the global economic slowdown, Dusit International
has reaffirmed its strategy to maintain the priority of long-haul markets especially from the
UK and European region in 2009.
For Dusit International’s Thailand hotels and resorts, the UK market represents 11% of room nights and the European market represents 29% of room nights.
The UK and Europe in total represents 45% of all room revenues. In regards to its properties in the Middle East (Dubai), 10% of the room nights are from the UK market and 6% from Europe.
Mr. Octavio Gamarra, Senior Vice President, Dusit International, said “The global economic slowdown and political turmoil have affected the
long-haul travel and Thailand tourism overall in the past months. We are, however, positive that the situation will soon be resolved, and we will
continue to put the UK and European markets as priority business for next year. To ensure that we maintain the momentum of these markets,
we are pursuing our differentiation by strengthening Dusit International’s five brands – Dusit Thani, Dusit Princess, dusitD2, Dusit
Devarana, and Dusit Residence, and enriching our unique selling points which include the renowned Thai hospitality, exceptional service levels, as well as
value for money. We have also developed some tactical offers to provide extra stimulus into the markets – with a number of partner campaigns
soon to be launched. We strongly believe that the UK and European visitor’s arrivals to Thailand still contribute significant numbers, and we are
stepping up our marketing, advertising and public relations effort for this region."
According to the Amazing Thailand to the World 2009 Marketing Plan announced by the Tourism Authority of Thailand (TAT), TAT’s long-haul
key target markets include Europe, and The Americas (includes the United States, Canada and Latin America) as well as regional market
TAT is working to strengthen and reinforce the positive image of the country as a ‘quality destination’ by building and enhancing the
brand image in this area, while the Thai tourism industry as a whole strives to make Thailand the ‘First Choice Destination’ for travellers. Global
brand building is the primary strategy as TAT and the Thai tourism industry seeks to achieve the tourism revenue target of 630 billion baht in
tourism revenue from international visitor arrivals.
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