Vietnam’s first major lifestyle hospitality chain Wink Hotels has launched, setting its sights firmly on the domestic market, as it readies to open its debut hotel later this year.
Setting out to redefine affordable luxury, Wink Hotels touts itself as “a sleek, chic and vibrant lifestyle brand” that reflects a “young, modern and confident Vietnamese identity”.
The hotel chain is designed by AW2, conceived by developer Indochina Kajima, and operated by Indochina Vanguard – the latter two being joint venture companies with Indochina Capital and Kajima Corporation, and Vanguard Hotels, respectively.
The first Wink branded hotel will be the 237-room Wink Hotel Saigon Centre @ 75 Nguyen Binh Khiem, opening in Ho Chi Minh City’s Da Kao area in 4Q2020. It will be the first in a pipeline of 10 hotels to launch across Vietnam over the next four years, according to a press release.
Properties to follow include the 243-room Wink Hotel Danang Centre @ 178 Tran Phu, and a third in riverside Danang as part of a mixed-use complex with a 60m façade on Tran Hung Dao Street, along the Han River.
Fuelled by economic growth and the advent of low-cost carriers, domestic tourism in Vietnam grew 22 per year from 2014 to 2019, registering 85 million domestic travellers last year.
Wink Hotels is looking to tap Vietnam’s booming domestic travel market, as the country’s successful management of the coronavirus and the quick re-opening of the economy have prompted greater emphasis on domestic tourism to spur growth.
With 48 per cent of Vietnam’s 96 million population under the age of 34, the brand is looking to capture “young, aspirational and highly mobile” business and leisure travellers.
Wink Hotels CEO Michael Piro said: “These are exciting times for the Vietnamese hospitality industry. There’s a massive, underserved market segment currently and it is our clear ambition to serve and inspire this youth market with a new and dynamic brand of hospitality.
“Wink Hotels will be modern, bold and resolute in personality – reflecting a strong cultural identity – while being deeply respectful of Vietnamese traditions. At the same time, we offer guests a fun and connected destination experience.”
Strategically positioned to embody a youthful spirit, the brand will aim to convey that through Wink Guides, a team of personality-driven associates that will individualise interactions with guests, leveraging their local knowledge and sharing their own stories.
Other key features will be self-check in; grab and go Wink Food Carts; as well as social, community spaces and flexible seating.
Partnership and collaboration will be a signature of all Wink Hotels as the brand celebrates Vietnamese culture, creativity and commerce. For example, Wink has partnered with Toong, Vietnam’s first chain of co-working spaces, which will be featured in all Wink Hotels.
With the recent news of countries opening up after extended lockdowns worldwide, travellers are beginning to see the light at the end of the tunnel, and are looking on releasing their pent-up travel desires.
Simplified as the phenomenon of “revenge travel”, places like China, the US and others saw a surge in travel the moment their lockdowns lifted. While this might seem to indicate a positive recovery for the hospitality industry, there is more than meets the eye.
Hotelplanner has been in the group travel industry for over 20 years, and has seen many such trends following the SARS pandemic and other crises like the 9/11 tragedy. While brands should naturally rejoice at the thought of travel bouncing back, it is something that calls for a well-thought-out strategy, and an accurate assessment of what recovery means.
Here are some insights that provide a clearer picture of the industry’s recovery post-Covid-19.
Recovery is uneven, unpredictable, and unequal
Inevitably, people emerging from lockdowns indicate an increase in travel demand. This in itself is undeniable. However, it is crucial to recognise a few things about recovery.
First, recovery will be uneven; it will come in waves while the pandemic comes under control. Second, it is unpredictable – media sensationalism and promotion of Covid-19 hysteria will hinder the recovery, and at times, stop it in its tracks. And finally, it is unequal. If any, recovery will be most significant in places like South-east Asia, over Northern Asia.
Recovery should not be expected to be consistent worldwide. For instance, in the US, revenge travel has come and gone – with a relatively short lifespan towards the end of June. Reason being, states have begun to retreat back into lockdown measures due to the increase in Covid-19 infections.
Whereas, in South-east Asia, people will be inclined to choose their travel destinations for its low-cost, large natural beaches for social distancing, and track record in containing the virus.
That said, South-east Asia’s recovery will also be dependent on the health of the airline industry. Several airlines like AirAsia and Hong Kong Air are on the brink of bankruptcy; if there is less competition among low-cost carriers, prices for air travel will rise, and higher prices will hurt the recovery.
Government bodies have a part to play
To revive world economies, governments around the world need to do more to add stimulus to the hospitality industry. Recovery is definite, but it has been slow. This slow growth makes it difficult for hospitality companies to deliver quality products and services – all due to low staffing levels. The industry should try to keep high staffing levels to provide quality even at low occupancies. Hopefully, we can see the government help these companies with a payroll stimulus plan.
On top of that, they need to protect the people so they feel confident to travel. Seeing the effort put in to enforce prolonged lockdowns, it is the hope that authorities put in an equal amount of effort in creating a stable society for economic recovery.
Adapt, invent, and innovate: Get used to a new normal
As death rates begin to decline, it signals the end of the pandemic is near. Brands should recognise that while this indicates the end of the crises, it does not mean that a V-shaped recovery is guaranteed. Things will not return to normalcy, and this is a time for them to adapt, invent, and innovate.
Take this opportunity to capitalise on the travel surge. Seize opportunities to make yourself visible online. Travellers that embark on revenge travel are generally social media junkies that consume content from specific channels. With the increased technology literacy that has come with Covid-19 and work-from-home measures, it can also be helpful in aiding companies to overcome limited capacity measures.
One way this can be done is through keeping staffing levels efficient to deliver the best product in line with pandemic protection measures. For example, virtual meetings at hotels will be the solution to having a 200-person meeting, allowing hotels and venues to socially distance and keep capacity low.
Venues can choose to have temporary walls installed in convention halls and split up rooms of a low number of people each, and tie these rooms together through virtual conference technology with cutting-edge AV systems.
Keep your brand in front of your customer, constantly grow, improve and innovate, and you will be able to capture the business you need.