S Hotels & Resorts (SHR), the hospitality arm of Thai property developer Singha Estate, is plowing ahead with short-term initiatives to lure travellers back to its properties, including promotions and safety frameworks, and longer-term plans to double its existing portfolio in five years.
In the short-term, SHR is focused on launching promotions for domestic and intra-regional travellers at properties that have resumed business and implementing health and safety measures.
Eventually, expansion, including that of its upper-upscale resort brand SAii, will be achieved via management contracts, acquisitions and international investments.
SHR CEO Dirk De Cuyper shared in a press statement that he was optimistic that the company will recover well and be sustainable, in spite of the crisis. He cited SHR’s leisure and affordable luxury positioning and its business structure, low debt and healthy capital structure as reasons.
With border restrictions in many countries limiting hotel and resorts’ potential market to domestic travellers and expats, promotions targeted at these groups are pertinent.
At the Thai properties open for business, SHR is offering discounts of 40 per cent or up to 3,000 baht (US$95) per room night, with a limit of five nights, in line with the Travel Together campaign started by the government to boost domestic travel.
According to SHR, all Thai resorts have obtained the Tourism Authority of Thailand’s Amazing Thailand Safety & Health Administration certificate.
Over in the Maldives, which has reopened to all international travellers, SHR’s The SAii Lagoon Maldives and Hard Rock Hotel Maldives, are offering stay-three-nights-and-pay-for-two promotions.
SAii Lagoon Maldives conforms to Hilton Worldwide’s CleanStay programme, while Hard Rock Hotel Maldives has adopted the 272-point Safe + Sound programme with independent inspection.
SHR is expected to gradually reopen more properties as it monitors and responds to border control changes.