“The beauty of Thailand is that it offers a little bit of everything to everybody”.
How does Exotissimo distinguish itself from the competition in Thailand?
Michael Lynden-Bell – They are three key drivers that consumers are looking for when they think about Thailand: creating an experience, service and prices. Prices are indeed the toughest element we have to deal with. Customers are effectively so used to think of Thailand as a cheap destination. They still expect to see “squeezed” prices for their holiday here. We then try instead to switch the consumer’s mind into the idea of “value for money”, which does not necessarily mean offering the cheapest package. For creativity, we are more and more moving into tailor-made packages for both individuals and groups. We are then talking about experimental value, far away from the mainstream going always to the same places in Thailand. And of course, creativity needs a strong sense of service. We train very intensively our guides or staff asking them to go beyond the customer’s expectations.
Are travel agencies looking also to the same values when programming Thailand?
M.L.B. – We are first working very closely with travel agencies around the world, with some 400 to 500 agencies in Europe alone. Agents are of course looking at quality and service reliability but they also now look at producing something different. They want to surprise their customers even in the most established destinations such as Bangkok, Chiang Mai or Pattaya. The beauty of Thailand is that it offers a little bit of everything to everybody.
Exotissimo is essentially turned towards Western Europe. How is the business doing currently? And do you see new areas around the world where you would like to expand your business?
M.L.B. – Europe is a main market to us but we are also present in the USA and put a lot of emphasis for now in Latin America, that we perceive as an extremely high-potential market. I especially think about Brazil but I feel that Chile offers also some of the best business opportunities in this part of the world. In Europe, we see important growth out of Romania but also the Czech Republic and Poland. But Surprisingly, Western Europe shows a remarkable resilience despite a deep economic crisis. Our UK clientele is for example up by 60% to 70% this year while the French market continues to grow strongly.
Thailand continues to benefit from a positive image. Europeans are experienced visitors to the Kingdom and they are willing to venture into new places. Northern Thailand remains extremely popular with areas such as Kao Yai National Parc near Nakhon Ratchasima, Koh Lipe or Koh Yao Noi –both in the South turning increasingly busy. While Hua Hin is not getting along well with Americans, the royal resort area is still a big hit for Europeans who appreciate its serenity.
What are the most popular activities requested once in Thailand?
M.L.B – They are many new destinations which now attract increasingly foreign travellers. Places of untouched beauty are for example Pai, Mae Hong Son but also Khao Yai National Parc. Soft adventure is a big trend among travellers. Trekking is popular, cycling as well as the visit of national parks.
Do you find TAT campaigns appropriate?
M.L.B. – TAT generally does a good promotion job but I believe that the Tourism Authority of Thailand should address more people’s needs. They should adopt a more proactive attitude for promoting new destinations. It would then reduce the strain on popular beach areas. TAT does a great job for the most popular destinations but they still need to take care more about places not necessarily popular. I would then love to see more promotional efforts done for Kanchanaburi or Khao Yai for example.
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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