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
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