Our client, SPB hospitality wanted to launch a hospitality brand by opening their first hotel in Samui as it has become a high-end destination for island goers in recent years. Also, they wanted it to be a destination for guests who wish to dive into an inclusive luxury environment, where they feel safe and free to be wild and fully themselves within the hotel's boundaries while enjoying in-house services and programs.
73.28 Occupancy Rate in 2018
586,766 Passenger Arrival in May 2018
9% Passenger Arrival Growth Rate Compared to 2017
58% Mainland China Tourist Arrival Rate Growth from 2017
5 Nights Average Length of Stay
+4% Occupancy Rate 2016 vs. 2017 Sunniest Months: FEB-MAR
-2% Average Daily Rate 2016 vs. 2017 Rainy Months: OCT-DEC
+4% Revenue Per Available Room 2016 vs. 2017 High Seasons: DEC-APRIL, JUL-AUG
TOP 5 INTERNATIONAL TOURIST MARKETS
Number of guest arrivals from different markets at accommodation establishments in 2016 and 2017
SELF SERVER, HUMAN CAMELEON, SOCIAL BALANCE PRO AND VULNERABLE CROWD
During our visit to Koh Samui, we were able to fully immerse ourselves in the island, from what it has to offer to an understanding of its nature and potential to be a premier destination for global travelers. This will serve as a key to identifying the opportunities and niches within the market that we have identified, which will serve as the basis of how we create the core concept.
IMMERSION MAP
WHERE WE WENT
By conducting research on the local community and local venues, we gain a deeper understanding of the market and the fundamental needs of our target market. This allows us to develop a brand with long-term relevance.
NOTABLE OPENINGS
HOTELS
BRAND POSITIONING
HOTELS
These are the major points the core concept should possess. They encompass the hotel needs, the key elements of success linked to the location, and a few takeaways we learned from the trends, and our researches.
A CORE ELEMENT MADE OF F&B OFFERINGS, EVENTS, AND SOCIAL GATHERINGS
WHAT ARE THE KEY BRAND VALUE TO ENSURE THE SUCCESS ?
Creating a lifestyle that encompasses a new approach to hospitality is the essence of our brand concept. The vision of this project is to end up creating a new community of like-minded travelers. Travelers with a purpose who live to experience and experience to live.
Locations can take advantage of views, expansive horizons, or untouched nature to become world destinations.
Providing natural, organic, and locally sourced stays, we aim to become a landmark for each destination we visit.
Casual, friendly, yet professional. With our in-the-know insight, guests can rely on us any time they need recommendations, new insights, or new destinations.
Across all hotels, there will be a signature collection of one bottle of each alcohol sourced and produced locally.
HOW DOES THE CONCEPT TRANSLATE THROUGH THE SPACE
Common Threads are core implementation guidelines we emphasize across all properties in order to deliver on our food and beverage philosophy consistently. These Common Threads also ensure a unified brand experience for guests, no matter which property they are visiting.
ARRIVAL: Signature, Regionally inspired, complimentary drinks and bites.
IN-ROOM: Excellent Signature Cocktails, Innovative presentation and service.
DURING STAY: Personalized offerings that are memorable and unique.
F&B OUTLETS: Beside the best international comfort food, the offering needs to dig into the regional resources to create a unique food sensation.
DEPARTURE: Providing customers with reusable or compostable packaging as a capstone of the experience will encourage and promote consciousness.
THE GARDEN OF EARTHLY DELIGHTS
HOW DOES THE CONCEPT TRANSLATE THROUGH THE SPACE
When considering the programming arrangements, adjacencies and hierarchies, we recommend centralizing the communal and social programs, such as the F&B so that they create the heart of the hospitality experience.
Guests could experience the resort with these activations: Activate visual senses through the striking hotel design; a continuation of such, by dazzling views; a sense of comfort provided by the food and beverage offerings; a sense of excitement provided by the programming options available to them; and a sense of discovery and exclusivity provided by the private offerings.
INTERACTIVE INFORMATION BOARD
An intuitive and inclusive touchscreen information board that retrieves and provides real-time data of bus arrival timings and bus location whilst having a system in place that provides a sense of security.
THE SPHERE
