HAVING established itself as a sports tourism destination for top-performing athletes from around the world, integrated resort Thanyapura Phuket (TTGmice e-Weekly, November 28, 2013) is now training its sights on corporate groups from Asia.
“Many people are talking about mindfulness today, and more companies are seeking balance for (their) high performers to relieve stress,” said Philipp Graf von Hardenberg, who was appointed president and CEO of Thanyapura Phuket in June.
Existing programmes combining mindfulness, sports and motivational elements are rising in popularity for corporate groups, which on average stay two or three nights at the destination, he said.
The resort also offers mind-training programmes for corporates, headed by Alan Wallace, an ordained monk and former translator to the Dalai Lama.
While admitting that corporates make up a small component of Thanyapura’s current business, Graf von Hardenberg said: “Some of (these executives) will come back as individual guests. These people have high expectations, and they want to achieve something during their vacation time.”
Thanyapura is aiming at the corporate and MICE markets of Hong Kong, Singapore, Kuala Lumpur and Bangkok, regional cities located a short flight from and with ample daily connections to Phuket.
The bulk of Thanyapura’s guests currently hail from Asia-Pacific, with Thailand making up roughly 25 per cent, Australia 15 per cent, China 12 per cent, and the Netherlands, Hong Kong and Singapore at around 10 per cent each.
The chief executive also revealed that it sees the fastest growth in the guest segment aged 35 years old and above. “More middle-age or older people aged 50 and above are coming in regularly to train for triathlons, plus younger people are also keen in sports and marathons.”
Separately, the resort will debut new track and field programmes next year and has plans to partner professional golf courses to develop indoor golf courses for golf clinics.
When asked if the Thanyapura concept will be replicated elsewhere, Graf von Hardenberg does not rule out the possibility but any expansion beyond Phuket’s shores is likely to take place after 2016.
