Exhibition Centre (BITEC) on the Bangna-Trat Road. It connects with the Chaloem Maha Nakhon Expressway; therefore, hotel guests can travel to many main areas in Bangkok in very short time. Since one of the main advantages of the hotel is an excellent location, the first targeted group of customers would be persons who come to Thailand for business purposes. In addition, with our competitive price compared to other budget hotels, there will be a great opportunity to attract leisure travelers considered as our second targeted group.
It is widely accepted that Thailand is one of the most desirable destinations in Asia. Every year, the large proportion of Thailand’s GDP comes from the tourism industry. Moreover, the establishment of the Asean Economic Community (AEC) enhances the economic collaboration of Southeast Asia countries, creating a huge influence on Thailand economy and attracting many investors from around the world. We build our hotel to grab great opportunities from that promising market. With comparison to other main exhibition centers in Thailand, the BITEC’s location would offer lots of benefits to our business. The hotel is fully equipped with business amenities and facilities both in guest rooms and general areas. The outstanding IT management system is a plus point for customers in making decision to stay and helps us to build long-term relationships with them.
Not only exhibitors or visitors of exhibitions, but also all businessmen, who come for the conference, meeting, seminar and visit their clients, or explore Thailand market, are our target customers. Additionally, with the economical room rate, but upper standard guest room quality, we will become an attractive choice for leisure tourists as well.
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Today, in the Bangkok areas, there are just few high class hotels having enough potential and resource which can be considered as business hotels. However, those luxury hotels set up a high price level and only are reached by businessmen or wealthy companies. For that reason, there are still many of opportunities for the market to grow. In addition, with our high standard rooms and hotel innovation IT management system, we firmly believe that it will be able to draw the attention of travelers and compete against other existing hotels in this area.
At the first stage, hotel owner will monitor the whole businesses with the assistance from the experienced consulting team. The operation of the hotel structured by functions for each department, including hotel customer management, hotel front office, hotel back office, restaurant & café, and wellness & spa. The five departments in total having more than a hundred employees will cooperate to drive the hotel at the best service. Our strategy is to make sure that our staffs are happy, because satisfied employees will bring better service. We are creating the favorable working environment and family-like culture to increase loyalty among employees; as a result, they will work with their best.
With regard to hotel’s financial structure, the hotel is privately run with the capital from the owner and the bank loan. The total of investment in the first year is 3,986,324 USD which is partly borrow from the bank at 60 percent, and the rest comes from the owner. As projected, the bank loan will be paid back in the year tenth with the internal return at 11.4 percent annually. By estimation, around 68.2 percent of the revenue will come from guestrooms; the rest are from outsourcings; car rental and translator, the restaurant & café, and the treatment & spa. The initial costs are from several categories which are design and construction cost (75 percent), land and property cost (22.3 percent), the staff payroll and the initial operation cost for special equipment for kitchen and fitness center will be at the same proportion (around 1.2 percent).
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Our vision is to be the number one choices of a place to stay for business trip in Bangkok.
Our mission is to create the great satisfaction and best memories for our every single client and
partner corporations. Together with pursue to create strong brand recognition among Thailand hotel industry.
1.2. Objective
1. To obtain 20 percent of business foreigner guests from which of each exhibition.
2. To develop a firmly relationship with the business partner in many countries.
3. To maintain the occupancy rate more than 70 percent for the whole year.
4. To have a long term strong connection with partner companies, organizations and bureau those will sharing customers to hotel the whole period.
5. To attain customers who directly execute the booking or paying method from hotel website, 30 percent of the total guest every day.
6. To succeed in membership program, help hotel generate more benefit from network effect.
1.3. Key to Success
To accomplish our objective, the keys to success of the hotel would be:
1. Pursue to get the access to foreign countries’ customers directly.
2. Generate a strong online system in order to provide more convenience to hotel guests 3. Develop a sturdy financial plan and arranged sufficient working capital
To provide the best quality of service to guests, the finest guest room and also facilities.
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國立 政 治 大 學