Andre Erasmus, general manager Anantara Hotel and Resort Xishuangbanna, China talks to TravelDailyNews Asia-Pacific about Anantara's new property and the potential of the area.
With the opening of the five-star Anantara Resort in Xishuangbanna (Jinghong), Yunnan historical city will make its way as an international destination. Andre Erasmus gives some highlight about the new property and his expectations in tourism development in the area.
What is Anantara Hotels and Resorts’ concept for the Xishuangbanna property?
Andre Erasmus: The resort consists of 80 luxury rooms and 23 pool villas, situated on the banks of the Luoso River, Xishuangbanna, adjacent to China’s biggest tropical botanical gardens. The design and concepts are inspired by the local Dai culture – very similar to that of the Northern Thai.
Which markets are you targeting? Do you see it as a mostly domestic market?
Andre Erasmus: We foresee the majority of our guests being from mainland China, especially Beijing, Shanghai and Guangdong. International guests will comprise approximately 20% of our total visitors.
Is Xishuangbanna an easy destination to sell?
Andre Erasmus: Xishuangbanna is relatively well known amongst the Chinese population. The biggest challenge thus far is that the destination had no luxury accommodation facilities for the visitors to the region. The sub tropical climate, stunning natural scenery, unique fauna and flora and the numerous ethnic minorities, makes Xishuangbanna an incredible destination for domestic and international visitors alike.
Are you the only international chain in the city ? As such what could be the challenges for you in terms of positioning?
Andre Erasmus: There are currently no international hotels, however quite a number are being planned at present. Anantara Xishuangbanna is positioned to cater for adventurous guests, who want to experience a grounded, indigenous holiday, whilst enjoying the highest levels of service and facilities synonymous with the Anantara brand. This concept is a departure from the current mass tourism model prevalent in most of China’s popular destinations.
Will you work with local authorities, airport and airlines to increase the notoriety of the destination? What could be done?
Andre Erasmus: We enjoy a good relationship with both the local tourism authorities and the airlines. The local government is committed to develop Xishuangbanna as a premier tourist destination.
Is the hotel ideal for MICE? What is the guest profile you are looking at?
Andre Erasmus: The resort will have extensive meeting facilities – from a 100-seater ballroom to a 10-seater board room. All sporting the latest technologies and facilities to make this an ideal destination for smaller to midsized conferences and team events. The destination itself provides the meeting and event planner with a wonderful array of activities for team building and incentives.
Our guest profile is that of a luxury traveller, both leisure and corporate. These guests are normally used to travel and want to have an exceptional experience, which is both authentic and true to the destination.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
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