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Interview with Patrick Basset reveal Accor’s extensive growth in the Land of Smiles

July 8, 2013 Destination Thailand, Headline News No Comments Email Email

egtmedia59Patrick Basset is Accor’s Senior Vice President for Thailand, Vietnam, Cambodia, Laos and the Philippines. 

His extensive experience in both operational and marketing aspects of hotel management has enabled him to celebrate many successes in this challenging business.  Patrick joined Accor in 1983 at Novotel Al Sadeer, Baghdad before becoming General Manager at Sofitel Doha palace Qatar, Novotel Accra Ghana and Novotel Turqoise Side Turkey.  In 1993, Patrick relocated to Asia to leadWSFH_BANNER_SQUARE Accor’s flagship hotel, Novotel Bangkok on Siam Square.

He then took up various Senior executive roles with Accor, including Executive General Manager for Thailand; Director of Operations Accor Thailand, Cambodia, Myanmar, Laos and Vietnam; Chief Executive for Ibis Thailand; and Chief Executive of Accor China, South Korea, Hong Kong and the Philippines.  Patrick returned to France in 1998 to take responsibility for the development and worldwide roll-out of Accor’s new reservation system, TARS, before returning to Asia three years later to oversee Singapore, India, Malaysia and Vietnam.  Currently, he is now overlooking almost 70 hotels in Thailand, Vietnam, Cambodia, Laos, and the Philippines.

Accor has been in Thailand for 25 years, out of that quarter of a century Patrick Basset has been involved in the Thai market for 21 years.  The situation in Accor this year has been a good one for tourism and hospitality.  Accor has a growth of 18th percent as of May 2013.  According to TAT, the number of arrivals in 2012 increased by 16% to 22.3million.  This year’s forecast of visitor arrivals is an increase of over 25 million people.  Thailand is the best performing country in Asia in terms of hotels and hospitality.

This is the 3rd consecutive year on extensive growth for Accor Thailand with a 93% increase of visitors. Thailand is one of the first destination choice for Chinese tourists accumulating to the largest ethnic visitor group in Thailand.

One reason behind this extensive growth is the numerous new hotels that are adding up to the lifestyle and demand of tourists.  Accor’s hotel counts up to a total of 50 in Thailand, with is a good balance of 15 5 stars, 19 4 stars and 16 hotels of which are in the economical budget. Accor currently has 8 hotels that are under construction in Phuket, Krabi, Cha-am and Bangkok.  Another cause for superior growth in tourism is the low airline cost industry, which is picking up a fast rack of awareness allowing passenger capacity abundance.  This increases the span of market target making it easier and more affordable for people to travel.

Accor is aware of the emergence of distribution with the growth of booking hotels online.  In May, the total number of rooms sold online through Accor was 39%.  The primary goal is to drive towards 50%.  Accor is investing a lot on online marketing, websites, and social network, moving away from old tools like brochures.  Accor has a total of 12 million members worldwide generating over 23% of total revenues.

Patrick Basset ended with a statement of Thailand’s progressive growth, “The advantage about the land of smiles is that tourists are fascinated by their trip and always would like to return.  The weather is sunny all year round, which is paradise for tourists.  According to geographical features, Thailand is surrounded by 300 million people being an important gateway to many countries.”

Written by :  Richard Visavutanont

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