TOURISM Authority of Thailand (TAT) will launch its Bangkok and Beyond strategy in June, with hopes to extend the duration and expenditure of tourists by promoting destinationswithin a few hours’ drive of the capital.

Sansern Ngaorungsri, TAT deputy governor for international marketing Asia and South Pacific, said: “The Bangkok and Beyond strategy aims to leverage the number of tourists who come to Bangkok and find the city too congested or crowded. We want to encourage them to extend their stay by travelling around Bangkok.

“A major part of our strategy is to reach 22 million tourist arrivals this year, but the focus is on extending stays and expenditure.”

Five tour routes will be promoted at Thailand Travel Mart Plus 2013: Nakhon Nayok-Korat, Ayutthaya-Ang Thong-Suphan Buri, Nakhon Pathom-Kanchanaburi, Amphawa-Hua Hin and Chanthaburi-Koh Chang.

The chosen destinations are easily accessible from the capital and boast attractions ranging from nature activities to beach tourism, but have received little promotional support from TAT thus far.

The NTO will collaborate with Campervan Thailand, a motorhome rental service, to target tourists from Australia and New Zealand who prefer self-drives.

“We’ll start by promoting the first (Bangkok and Beyond) route from Bangkok to Nakhon Nayok,” Sansern said. “Australia and New Zealand will be the first two countries we market this to, and we are inviting travel consultants to come over to review the products in June.”

Ayutthaya is a well-known historical site but of little interest to tourists from China, Thailand’s top source market. “We’re promoting other activities there, such as elephant riding, which is popular with the Chinese,” he revealed.

He added that Khao Yai was strong for nature tourism, while Hua Hin provided a higher-end, family-friendly alternative to the increasingly overcrowded Pattaya.

GTA and Jin Jiang International Hotels yesterday signed a partnership agreement to incorporate 20 Jin Jiang properties throughout Shanghai across three-, four- and five-star categories into the former’s databases.

The margin agreement contract with GTA will allow Jin Jiang’s hotels to promote their best available rates to businesses selling accommodation to holidaymakers and corporate travellers internationally.

Included in the new partnership are the five-star Jin Jiang Hotel, the four-star Park Hotel in People’s Square and a selection of three-star properties for FITs.

Martin Jones, vice president for sourcing Asia-Pacific, GTA, said: “As demand for fully independent travel to and within Asia increases, travel sellers will surely welcome this new partnership and our ever-expanding portfolio of hotels throughout China and beyond.”

Cinn Tan, senior vice president, marketing & sales, Jin Jiang International Hotel Management Company, said: “As China attracts greater interest from home and overseas, a deeper relationship with GTA will further encourage even more international visitors to Shanghai, in addition to showcasing our strong portfolio of Jin Jiang hotels in China.”

LOCAL low-cost carriers are taking advantage of the recent announcement of the Malaysian general election date of May 5 to increase their loads, rolling out varied offers to entice travellers.

Malindo Air, which currently flies only between East and West Malaysia, has offered one-way fares between Kuala Lumpur and Kuching from RM78 (US$26), and from Kuala Lumpur to Kota Kinabalu from RM108, for travel up to July 13.

AirAsia, on the other hand, has offered all-in fares starting at RM29 one-way for domestic flights within Peninsular Malaysia and from RM59 one-way for flights between East and West Malaysia, valid for travel from May 2 to August 31.

Regionally, AirAsia is offering all-in, one-way fares from RM55 departing Indonesian cities such as Medan, Padang, Balikpapan, Palembang and Pekanbaru; and from RM120 for all-in, one-way trips out of Singapore to Kuala Lumpur, Penang, Kota Kinabalu, Kuching and Miri. From other South-east Asian destinations, air tickets begin at RM124 one-way for the same travel period.

Longhaul affiliate AirAsia X is granting qualified registered voters access to its Fly Home to Vote campaign and promotional fares. Passengers are required to submit their identity card details to the airline, which will then check it against the election commission registry to ensure voting eligibility.

Those who qualify can book flights starting at A$199 (US$209) from its points in Australia, 12,000 yen (US$121) from Japan, RMB600 (US$97) from China, 129,000 won (US$114) from South Korea and NT$3,290 (US$110) from Taiwan to Kuala Lumpur.

Promotional fares are valid for travel between April 22 and May 5 for inbound passengers, and from May 5-19 for passengers returning after the elections.

KOREAN Air has inked a partnership and codeshare MoU with Myanmar Airways International (MAI) to promote bilateral cooperation in all areas including passenger traffic, safety, inflight services, flight operations and maintenance.

The agreement will see MAI place its 8M code on Korean Air’s daily flight between Seoul and Yangon (TTG Asia e-Daily, September 19, 2012). Korean Air plans to expand the codeshare agreement on flights operated by MAI. Myanmar’s flag carrier currently operates seven international routes.

Separately, Korean Air also announced that it has formally acquired 44 per cent of Czech Airlines, having made a bid in early March (TTG Asia e-Daily, March 5, 2013). It is now the latter’s second largest shareholder.

Yang Ho Cho, chairman and CEO of the Hanjin Group and Korean Air, said: “We have known Czech Airlines for a number of years, during which we have both been part of the SkyTeam alliance.”

The move also makes Korean Air the first South Korean airline to acquire a stake in a foreign airline, offering its passengers a wider variety of European routes via Prague.

According to a press release issued by the airline, the carrier will expand its network through Prague airport by increasing the number of codeshare flights and reworking connection schedules with Czech Airlines. Twice-weekly direct flights linking Prague and Incheon are also on the cards.

STARWOOD Hotels & Resorts has concluded the month-long immersion of its senior leadership team in Dubai, from where over 200 of the company’s senior leaders and general managers ran day-to-day operations.

In March, Starwood president and CEO, Frits van Paasschen, and members of the senior leadership team met with 3,000 associates, conducted close to 50 owner meetings and visited all 14 Starwood properties in the city.

The team also rendezvoused with government officials and potential development partners in fast-growing markets of 19 cities across 12 countries, including Lebanon, Saudi Arabia, Ethiopia, Mauritius, Tajikistan, Kazakhstan and India. Executives also met up with more than 150 corporate and leisure customers who drive business to hotels globally.

This is Starwood’s second leadership move after a similar one in China in June 2011.

“With 80 per cent of Starwood’s pipeline coming from rapidly growing markets, it’s important for us to remain at the forefront of new travel demands and changing travel patterns,” said Simon Turner, president of global development, Starwood Hotels & Resorts.

“The Middle East is experiencing rapid economic growth, a growing middle class and ever greater global connectivity, and the Dubai relocation will help us expand all of our brands across this important region.”

Starwood last month announced plans to grow its Middle East and Africa portfolio by over 60 per cent, with almost 50 new properties hitting the market within the next five years, offering 14,000 more guestrooms in the region.

The number of properties operated by Starwood in the Middle East and Africa is likely to cross 100 by 2015, with 82 currently in operation and more than 20 set to launch by then.

THE rise of the Internet has not eclipsed the role of traditional distribution channels, which still play an important part in Australia’s inbound tourism sector.

According to a joint study by Tourism Australia and PwC, the role of online sources throughout the customer purchase cycle is gaining traction, but differs across the stages of the cycle itself – dreaming, planning, booking, destination and sharing.

Such a shift has been prompted in part by the presence of OTAs and airlines that offer direct bookings, especially low-cost carriers.

However, digital bookings are less prevalent in emerging markets due to poor Internet penetration, infrastructure and trust. On the other end of the spectrum, Internet use for planning and booking has plateaued in mature markets.

The study reported that while 46 per cent of travellers to Australia are booking at least part of their trips online before arrival, brick-and-mortar establishments play a role in converting the remaining 54 per cent.

In emerging markets and for key purchases such as airfares and tours, the conversion rate of traditional distribution channels is as high as 90 per cent, according to stakeholders consulted during the study.

Meanwhile, even companies that have seen strong growth with a 100 per cent online presence and booking system are moving into traditional wholesale and retail channels in pursuit of further market growth.

Longhaul travel is also proving to be a weakness for online travel, with stated and observed customer behaviours indicating a slower take-up rate of online methods when booking longhaul travel to Australia.