Pan Pacific builds market-specific strategies with brand refresh

As part of its global brand refresh, Pan Pacific Hotels Group (PPHG) will introduce market-specific strategies on top of a revamped logo and new hotels in the pipeline.

Cinn Tan, chief sales & marketing officer, PPHG, told TTG Asia: “We are working more strategically with local partners in every key source market, such that we can identify and understand the behaviour (of customers in those markets).”

A redeveloped Pan Pacific Orchard that will grace Singapore’s skyline come 2021

For example, in Japan, the group is working closely with JTB and online travel agencies to identify what the Japanese are looking for and are particular about to better fulfil their needs, she explained.

She added that for the Middle East market, PPHG now crafts customised “combo” packages for the frequently large family groups to accommodate them in connecting suites.

This market-specific strategy also includes an e-concierge “mini-programme” on WeChat for its Chinese guests, who can access information about the hotel and nearby attractions, as well as other technology in its hotels based on market segment profiles and preferences.

Tan revealed: “We can no longer set a standard operating procedure to cut across every region. This is a service industry so we need to allow our staff to have a degree of flexibility.

“We still have certain standards but we want our staff to exercise their own initiative in deciding what should go on top of delivering our standard service.”

To inculcate the refreshed service philosophy, PPHG is also launching a new service training programme that sees its own regional and upper-management teams conducting training classes for their own staff.

Tan: working closely with local partners in key markets to better understand customers

“The top management team knows their product and brand the best. They know the challenges and kinds of customers (the hotel is) facing day to day, so they are able to relate better, quote examples and give solutions to staff during training,” explained Tan.

The group has also combined its three websites into one to streamline and simplify its booking process. The new website will also feature social elements, such as reviews and user-generated content, to appeal to the younger generation of travellers, revealed Tan.

Lined up for the next three years are a slate of four new Pan Pacific and three Parkroyal additions globally, including the flagship Pan Pacific London by 2020, a redeveloped Pan Pacific Orchard in Singapore by 2021 and Pan Pacific’s first resort in Danang.

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