Hilton Phuket Arcadia targets MICE market


Phuket Arcadia Beach Resort will be officially rebranded as Hilton Phuket Arcadia Resort & Spa this October, catering primarily to the MICE and leisure markets.

Peter Hourigan, general manager of the resort said that the rebranding was a "natural progression for the property to join a well-known international hotel chain.

<>"Recent developments in Thailand's hotel and tourism industry enable and provide opportunities for companies wishing to expand globally."</>

Along with the rebranding is a major refurbishment costing several million dollars, including a spa.

Of Hilton's 685 rooms, there will be enhancements to 462 of them with amenities such as high-speed Internet access.

He said Hilton Phuket is aiming for 45 percent MICE business next year with the rest for leisure.

Hourigan added that key feeder markets for the MICE and incentive business are Singapore, Hong Kong, China, Taiwan and Japan. Central Europe, the UK and US were also seen as feeder markets but to a lesser extent.

There would also be a unique postcard campaign with a special offer for travel agents and wholesale companies to attract them to experience the resort first-hand.

Even though the Tourism Authority of Thailand promotes Phuket as a MICE destination within the coun-try, Hourigan said internationally it is marketed mainly as a leisure segment.

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