It’s not just a backpacker’s paradise – the cities and islands of Thailand offer a host of options for luxury events, says Gigi Onag.
Thailand’s distinctive culture always ranks highly with event organisers looking for an exotic destination. In many cases, what tips the scale in the kingdom’s favour is value for money. The ability to stretch an event’s budget without sacrificing the quality of the experience makes it one of the most established business event destinations in South East Asia.
However, this value-for-money proposition has proved to be both a help and a hindrance, because with it has come the perception that Thailand is a budget destination, casting a shadow over its ability to host high-end incentives.
“Service is most important for high-end groups and we can definitely deliver on this front,” says Puripan Bunnag, senior manager of the meetings industry department for the Thailand Convention and Exhibition Bureau (TCEB). “We may not be as expensive as other countries but we offer luxury experiences that are on a par with the rest of the world. Luxury does not have to be expensive, but it has to be exclusive.”
Last year, the TCEB launched its “Luxury MICE” initiative to target this top-earning segment. According to Bunnag, about 15 per cent of incentive groups that came to Thailand in 2011 fell into this category. “A typical high-end group would spend about 60,000 baht [£1,215] per person for a three-day trip. And some groups spend up to 1 million baht [£20,250] for a gala dinner,” he says.
The TCEB has identified Bangkok, Phuket, Chiang Mai, Koh Samui and Hua Hin as luxury event destinations. So what kind of activities can be arranged?
City life: Bangkok
The capital city is ideal for groups looking to experience urban chic, Thai style. It’s the place for shopping and fine dining. “The challenge with Bangkok is that it is familiar to a lot of people, so it is hard to customise something that has a wow factor,” says Nicole Chua, marketing director of event management company Asian Detours. “There are no in-betweens when planning a programme for an elite group. You have to go all the way to offer something that will really impress.”
Siwa Sinsap, senior account manager at destination management company (DMC) Pacific World Thailand, says even common parts of an itinerary can be enhanced with little touches. “We put different components into an activity that people could not arrange by themselves if they were travelling on their own. For example, a tuk-tuk caravan with a police escort and a walking tour of the back alleys of Chinatown.”
Sinsap recalls a recent activity Pacific World Thailand conducted for a small group: “We took a long-tail boat ride on Bangkok Yai Canal for a half-day session at an antique venue called the Artist’s House, where people in the community are preserving the art of Thai puppeteering.”
As well as enjoying a traditional performance, the group was divided into teams of three and taught how to manoeuvre a puppet to perform dance moves. “After the teams learned the basics, they were asked to perform a mini-show together,” Sinsap says. “So not only did it provide a nice cultural touch but it also incorporated a team exercise. It was a lot of fun.”
Island retreat: Phuket
While some people may consider this southern island too commercialised, it remains a go-to beach destination for high-end events, especially for groups of 500 to 600 people.
“Phuket is a versatile destination with a range of luxury accommodation and meeting facilities,” says Phanlop Ritthirong, managing director of Eventage Thailand, another DMC. “It is known for top-line water sports with its multimillion-dollar marinas, yachts, sailing and diving facilities. In addition, it has everything from fine-dining restaurants to world-class spas and lots of shopping options.”
Sirithorn Jaengjai, director at Asian Corporate Travel (ACT), agrees that Phuket has the infrastructure to handle the capacity that many large companies demand. More important, however, is the service-oriented culture among the local people that enables organisers to make things happen.
“They understand that high-end incentive [groups] are not after something that they can book by themselves through the internet,” she says. “Venue operators and suppliers are adept at regularly changing their products and services to offer new experiences. Organisers can be assured that they know how to meet expectations and requirements.”
ACT has arranged Thai cooking classes with a chef from the royal household, and booked an event on a privately owned island through special connections. A platinum event for a 350-strong group from BMW Germany saw the total buy-out of the JW Marriott for one week, exclusive five-day hire of the Blue Canyon golf course, and a test-driving session involving 60 BMW Series Seven cars.
Chua at Asian Detours notes: “Products for the high end are still being built. Developers are now starting to move from the west to the east coast, choosing the most remote beaches.” She also points out that for time-challenged corporate groups, Phuket’s ability to “extract the local experience and bring it directly to the client” only increases its international appeal.
What’s more, the island has a high risk-management quotient. “Be it natural disasters or political upheavals, Phuket has the resources to maintain its stability, and if need be, contingency plans can be put in place,” Chua says.
Cultural pursuits: Chiang Mai
The capital of the ancient Lanna Kingdom, this destination in mountainous northern Thailand has a rich history and culture that provides a treasure trove of inspiration for incentives.
“Organisers have a choice of excellent venues for on-site and off-site events, including museums and private residences,” says Kritsanee Srisatin, general manager of Destination Asia, who adds that properties such as the Four Seasons and Mandarin Oriental Dhara Dhevi have the expertise and facilities to meet the requirements of premium groups.
According to Tim Upchurch, MICE manager at Exotissimo Travel Thailand, Chiang Mai’s unique topography makes it ideal for nature-based programmes. Activities can include taking groups in sturdy 4WD jeeps to the jungle, where they can see spectacular waterfalls, meet people from the Karen hill tribe and enjoy a forest picnic in superb natural surroundings.
Other options include exploring the city by bike, enjoying locally grown coffee at the Achara plantation, river rafting and visiting a remote temple for a private sanghatan gift-giving ceremony.
“Last year, a leading confectionery manufacturer from Brazil hosted 145 people for a high-end incentive,” Upchurch says. “The itinerary included a trishaw ride around Chiang Mai. We went to the Lanna temple, where each delegate received a blessing, before we set off for the elephant camp, which had been privatised for the day.”
Luxury in the Gulf: Koh Samui
This beach destination in the balmy waters of the Gulf of Thailand is enjoying strong word-of-mouth support among the country’s business events insiders as the next up-and-coming destination for high-end incentives.
“It is our favourite luxury beach destination,” says Boontawee Jantasuwan, MICE director at Asia World Enterprise. “A lot of five-star properties have sprung up in the area, from the W Retreat and Four Seasons to Banyan Tree. All of them are up to the task of providing the finest tailor-made services.”
For Asia World, a key highlight of visiting Koh Samui is cruising to a nearby island on a private yacht, which comes with its own butlers who serve guests canapés and chilled champagne. Stopping in the middle of the ocean, guests can take a dip in the clear blue water as well as sharpen up their diving skills.
Koh Samui is a bit thin on local attractions, but the feeling of being in a remote destination has compelling appeal for groups wanting an exclusive corporate retreat. “The lack of a low-cost airline service to Koh Samui has restrained local demand,” says Bill Barnett, managing director at hospitality consulting firm C9 Hotelworks. “This can be seen as a hindrance in terms of volume, but in terms of attracting travellers with high disposable income and limiting the impact of the island’s strained infrastructure, it is a positive thing.”
Because of its narrow roads that prevent the use of big vehicles, Koh Samui is being positioned for small groups, with an ideal number being between 60 and 100 people.
Royal ties: Hua Hin
Situated 200km south of Bangkok, Hua Hin is renowned for its close ties with the Thai royal family. Once a favourite haunt of the city elite, in recent years its old-style charm has taken a back seat as younger beach destinations such as Phuket and Koh Samui have hogged the limelight.
This does not mean it has no potential for luxury incentives, however. “Hua Hin has a superb range of five-star villas and a long list of high-quality activities, including vineyard tours, tribal village experiences and idyllic barbecues on remote beaches. It has an exotic natural environment and charming fishing villages to explore,” Upchurch says. “Gala dinner possibilities range from beachside private villas to the grounds of the royal summer palace.”
One of the most memorable events Hua Hin has hosted was at the Baan Chao Phraya Rim Racob, the former residence of the summer palace’s chief aide. Built in the same style as the palace, Exotissimo used it as the venue for a “Royal Summer Garden Party” complete with marching bands, elephants and live music.
Meanwhile, a must for any itinerary is a visit to the beautifully preserved Royal Railway Station. With permission, groups can enjoy a specially catered lunch on a private chartered train that makes the four-hour trip to Bangkok.
