TO DISCUSS YOUR PROJECT OR LEARN MORE ABOUT OUR SERVICES:

  • This field is for validation purposes and should be left unchanged.

David Keen Urges Thai Destinations To Brand

Category: Tourism, Posted:29 Jan 2015 | 08:13 am

The CEO of leading hospitality branding agency QUO has called for Thailand's private sector to create distinct regional brands.
Addressing an audience of over 500 industry stakeholders at the annual Thailand Tourism Forum, QUO CEO David Keen expressed concern that regional destinations in Thailand were suffering from a lack of focussed, well-defined identities.
The national 'Amazing Thailand' campaign conveyed a positive message to the global market, he said, but did not accurately represent all the diverse cultures, landscapes and assets found in the different parts of the country.
"Our friends at TAT are doing a great job, but why are we relying on one brand to tell our story?" Keen asked.
By marketing an independent local brand, private operators across the country could take ownership of their image. Failure to do so, Keen said, resulted in misunderstood identities and put regional destinations at the mercy of market forces.
Keen offered New Zealand as an example. Destinations within the archipelago have created their own distinct identities; their own brand to distinguish them within the New Zealand market. Cities such as Wellington, Queenstown and Auckland have successfully differentiated their offerings from those of other regions.
The same could be done for regional Thai markets, Keen said, providing Hua Hin, Chiang Mai and Pattaya as examples. Right now, these places suffer from a public perception that falls short of reality. It is up to the private sector to change this perception. With a single, unified voice, destinations could address local issues with the media in a positive, authoritative manner.
"A destination without a brand has no substance," said Keen. "We have to differentiate. We need to understand our customers, their motivations and desires, and create a brand with true vision that communicates who we are and what makes us unique. We can't leave our destiny to chance."
The Thailand Tourism Forum 2015 is an initiative of the American Chamber of Commerce in Thailand. Presided over by Bill Barnett of C9 Hotelworks, the forum is Thailand's biggest hotel event, and "the country's report card on the state of the tourism industry".

Other News

Read more

Serviced Apartment Sector Surges In Pandemic

Category: Real estate, Posted:16 Apr 2021 | 10:41 am Probably the best performing tier of accommodation in the pandemic has been serviced apartments and extended stay. Much has to do with the spacious unit sizes and kitchens for work from home guests.  Additionally they have limited, less crowed facilities so there is less of a fear factor versus larger hotels. In Thailand, during the […]
Read more

Hua Hin Set To Grow International Airlift

Category: Tourism, Posted:12 Apr 2021 | 06:00 am One of Thailand’s best performing hotel sectors is Hua Hin. Well, let’s just say it is the best market over the past twelve months of the pandemic. The destination is now poised to look ahead post-Covid and is looking to increase overseas airlift once the country reopens. Aside from the current expansion of the gateway […]
Read more

Mass Phuket Hotel Vaccination Drive Underway

Category: Tourism, Posted:10 Apr 2021 | 17:14 pm Check out an insightful view of how Phuket’s tourism industry has come together and are pushing forward on a massive vaccination drive for hotels across the island. An inspiring story of how the island is working together. Over the past week more than 70,000 people, mostly staff of Phuket hotels have been vaccinated across the […]