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Explore the multifaceted role of the Thai Hotels Association (THA) in Thailand’s burgeoning hospitality sector. As THA marks its 60th anniversary, President Marisa Sukosol Nunbhakdi articulates its influence in policy advocacy, quality standards, and sustainable tourism.
In the latest episode of Trends, as the Thai Hotels Association (THA) celebrates its 60th anniversary this year, its President, Marisa Sukosol Nunbhakdi, sheds light on the significant role the organisation plays within Thailand’s vibrant hospitality industry.
With over 1,000 hotel members spread across ten chapters throughout Thailand, THA is a powerful voice representing the interests of hotels, especially in times of crisis, changes in government policies, and local and international interactions.
Voice of the Hotel Industry
President Marisa Sukosol emphasized THA’s primary mission, which is to be the voice of the hotel industry in Thailand. The association provides leadership and guidance during critical moments, ensuring that the concerns and needs of its member hotels are heard and addressed. In this role, THA plays a pivotal role in shaping government policies and their impact on the hospitality sector.
Ensuring Standards and Competitiveness
Another key function of THA is to ensure that Thai hotels maintain international hospitality standards and can compete effectively on the global stage. This includes fostering education and training programs to equip hospitality professionals with the latest industry trends and skills.
Connecting Hotels with Partners
THA also acts as a bridge between its member hotels and various organizations, serving as a middle-man to facilitate partnerships and collaborations. This role enhances the ability of Thai hotels to work with other entities and benefit from their collective expertise and resources.
Sustainability in Focus
President Marisa Sukosol highlighted the growing importance of sustainability in the hospitality industry, with more customers seeking to book “Green Hotels.” She mentioned the Sustainable Tourism Acceleration Rating (STAR) project initiated by the Tourism Authority of Thailand (TAT). This project awards stars to tourism operators based on their sustainability efforts, aiming to have at least 85% of participating operators achieve three to five stars by 2025. TAT has also launched guidelines for Carbon Free Hotels (CFH) to further promote sustainability.
Tourism Trends in 2023
Regarding the performance of hotels in 2023, President Marisa noted that Phuket hotels, particularly those in the 4 and 5-star categories, have performed exceptionally well. Bangkok, too, has shown strong performance, but the mid-sector hotels have faced challenges. Currently, tourists are mostly staying in Bangkok and Phuket.
Khun Marisa also anticipates a surge in Chinese tourists benefiting Chiang Mai following the introduction of Visa-Free travel to Thailand for Chinese citizens.
The Challenge of Overcapacity
Discussing the issue of overcapacity and the proliferation of four- and five-star hotels in Bangkok, the THA President admitted that the market is saturated, which puts pressure on room rates. However, Khun Marisa emphasized that if Thailand aims to attract 70 to 80 million tourists, there is still room for growth. Nevertheless, the past decade has seen an influx of new hotels, making it challenging to increase room rates to realistic levels given increasing operating costs. Despite this, she anticipates more five-star hotels to emerge in Bangkok.
Technology and Independent Hotels
Marisa highlighted how technology has significantly impacted the hotel industry, accelerating during the pandemic. Online bookings and interactions with guests have surged, and revenue management tools have become crucial. She stressed the importance of independent hotels leveraging technology to compete effectively.
As an example, Marisa pointed to her own independent hotel group, The Sukosol Hotels, and The Siam, which have successfully competed with global chains. However, she acknowledged that this requires dedication and determination from the owners of independent hotels. The challenge lies in distribution, as global chains benefit from the power and reach of their guest loyalty programs and global distribution systems.
In summary, the Thai Hotels Association, under the leadership of Marisa Sukosol Nunbhakdi, remains a vital force within Thailand’s hospitality industry, advocating for its members, promoting sustainability, and navigating the evolving landscape of technology and tourism trends.
David Barrett is a MICE Consultant, Marketing Strategist and digital video advocate. Founder of DBC Group, Member of Institute of Place Management (MIMP) his motto is “Everybody has a story to tell. Let me tell yours.”
David is a long-term resident of Bangkok having lived and worked in the Thai capital for more than 32 years. He is recognised in the Thai tourism and hospitality industry for his passion for promoting Thailand, his love of Thai food, and his creative approach to marketing.
64 years young, David is a Brit in Bangkok. Born in St Helier, UK, he returned to the UK and set up home in Cornwall during the COVID pandemic. With business back as usual, David has returned to Thailand. He’s a man on a mission to interview leaders and trend-setters in business, sustainability, the arts and entertainment. You can watch his weekly conversations on Trends YouTube channel.
