•The Siam, Bangkok is owned by the Sukosol family, a famous Thai family of musicians and actors.
•There was a gap in the market for a small luxury property, the hotel’s GM said.
•Rack rates at the property range from approximately US$530 to more than US$1,500.
Cairo "Almasalla News " – BANGKOK—A blend of diverse culture and modern architecture continues to set the curve when it comes to luxury hotels in Bangkok.
From skyscrapers to villa retreats, new developments keep popping up in Thailand’s capital city, giving travelers a more diverse set of options when it comes to hotels. New to the scene: The Siam Hotel, which intends to keep luxury exclusive and bring a bit of recluse back to the city.
The hotel is set to open in March 2012, but the build-up to this boutique Bangkok hotel is brimming. The owners, a famous Thai family of musicians and actors, conceived the notion of the Siam after being gifted the land. The Siam is privately owned and managed by Siam Hotels & Resorts, with input and financing from the Sukosol family.
The 39-suite luxury retreat in the city’s historic Dusit district features some typical hotel amenities—and some not-so-typical. Conceived by Thai rock star and film actor Krissada Sukosol Clapp and acclaimed architect and designer Bill Bensley, the urban luxury hotel includes pool villas, open-air rooftop terraces, four traditional Thai teak wood houses inspired by Thai silk designer Jim Thompson, a private art gallery, Thai boxing ring and a private screening room.
But can it lure luxury guests to Bangkok?
“From a business perspective, we realized there was an enormous gap in the market for a small, yet super luxurious property,” said Jason Friedman, the property’s GM. “Bangkok has an oversupply of 5-star chain brands. Many are beautiful, and their service is indisputably impeccable, but they are all 200-500 room business-traveler behemoths. Even the exceptions such as The Oriental and The Sukhothai are both buzzing with daily traffic from weddings and meetings, affording guests little privacy.
“At the other extreme, Bangkok offers many charming guesthouses, but these cater to the backpacker/budget market. There are a couple of higher-end boutique gems, but the decor and service are inconsistent. No other hotel in Bangkok is going to be as personal and private as The Siam,” Friedman added.
Thailand’s Tourism
While The Siam might bill itself as the most personal and private hotel in Bangkok, the question remains: If they build it, will travelers come?
Thailand overall has seen a large influx of travelers during the past few years. According to the Association of Thai Travel Agents, member companies handled 2.26 million international tourists at Suvarnabhumi Airport during the first nine months of 2011, a 57.55% improvement from the same period last year. Overall, tourism in Thailand was up 8% from last year, and according to STR, more than 18,000 hotels will enter the Thai market during the next three years.
Luxury and upper-upscale hotels saw mixed results in Bangkok year to date through September, according to data from STR Global, a sister company of HotelNewsNow.com. Hotels saw occupancy increase by 32.1% to 63%; average daily rate slipped by 1.7% to THB3,886.03 (US$126.19); and revenue per available room rose by 29.7% to THB2,448.18 (US$79.50).
Those results, however, have fallen off dramatically during the past month as the city has seen significant flooding. For the week ending 5 November, occupancy dropped by 26.8% to 44.5%; ADR declined 22.4% to THB2,454.54 (US$79.56); and RevPAR plummeted 43.2% to THB 1,091.47 (US$35.38), according to STR Global data.
The flooding has not impacted development of The Siam, which will open March 2012 as originally scheduled.
Competition
The Siam does have some competition ahead of the hotel, however. Banyan Tree, Shangri-La, Anantara, The Peninsula, and the InterContinental Hotels Group are leading the way in luxury properties in Bangkok. Still, The Siam believes its escape offers something different in a unique district.
“We realized there were no luxury hotels in the historical Dusit district, where all the museums and palaces are located,” Friedman said. “To have the fortune of an undeveloped piece of land right on the riverfront is now quite unheard of. It was like being handed a slice of the Seine in Paris right next to Notre Dame.”
What will undoubtedly separate The Siam from its luxury competitors is price. With only 39 rooms in the resort, The Siam can afford to price up. Guests in one of the 16 Siam Suites can expect to pay rack rates of THB16,300 (approximately US$530), staying in one of the six Mae Nam Suites will cost you THB19,300 (approximately US$628); the six 1,076-square-foot Riverview Suites cost THB22,500 (approximately US$732), a Pool Villa Courtyard is THB31,000 (approximately US$1,010) and a Pool Villa Riverview is THB37,200 (approximately US$1,210), and the ultimate suite—Connie’s Cottage—is pricing at THB46,500 (more than US$1,500).
Exclusive Escapes
The Siam, however, might just buck the trend on traditional Thailand luxury hotels by offering unique options to its guests. Its owners, the Sukosol family (also known in Thailand as the “Musical Hoteliers”), are placing more focus on exclusivity and the traditional Thai service that sets the standard in hospitality.
“The Siam is privately owned and managed by Siam Hotels & Resorts. The Sukosol family members are multi-lingual, service industry professionals with a natural wanderlust,” Friedman said. “They have sojourned in a smorgasbord of establishments from homey abodes to private palaces. What inspires them most is the perfect balance of individuality, gracious service, cultural charm and a sense of serendipity.”
The Siam is a new build by renowned Bensley Design Studios and cost approximately US$50 million, discounting the land value, to develop. The property also includes four repurposed, century-old Thai teak wood houses from the ancient capital of Ayutthaya. All four houses share an intriguing history: They were sourced by Thompson, the late silk tycoon, with his friend and fellow agent/antiques dealer, Connie Mangskau.
Guests of The Siam’s suites, villas or Thai house also can enjoy the property’s tea room and tea garden, various bars, gym with outdoor yoga terrace, spa with bath house, infinity pool and Jacuzzi beds, salon, library and screening room, antique gift shop, art gallery, and private limousine service. According to Siam management, all amenities and facilities will be functioning upon The Siam’s opening on 15 March 2012.
Source: HotelNewsNow
