19 January 2001Marriott International is poised to expand in Thailand over the next three months with the introduction of the Marriott brand at all Royal Garden properties bar one.
Three properties – in Bangkok, Pattaya and Hua Hin – will swap their Royal Garden identity for the title Marriott Resorts and Spas. It will give Marriott five properties in Thailand. The others are JW Marriott Bangkok and the JW Marriott Phuket, which is set to open in December.
The Marriott name will assume a higher profile in a stronger franchise relationship, with local partner Royal Garden Resorts. The Marriott Royal Garden Riverside will be renamed Bangkok Marriott Resort and Spa, the Royal Garden Resort Pattaya to Pattaya Marriott Resort and Spa and the Royal Garden Resort Hua Hin to Hua Hin Marriott Resort and Spa. The Royal Garden Village Hua Hin could take on a new brand name of Anantara.
Refurbishment of the Hua Hin and Pattaya hotels has been carried out to position them for the re-branding.
Essentially the Royal Garden Resorts properties are taking on a Marriott franchise. Royal Garden Resorts gives way to the Marriott brand, although Royal Garden Resorts will still be included as a tagline on promotions and collateral material.
A number of Marriott executives were transferred to Bangkok ahead of the expansion. Shaun Campbell is the Royal Garden Group’s vice president marketing, Laura Speirs is the group’s new marketing communications director and David Loiseau is new director of sales at Marriott Royal Garden Riverside.
Michael Burchett also moved from Four Seasons/Regent in Indonesia to a new posting as Marriott Royal Garden Riverside general manager and Royal Garden Group vice president operations.
Marriott is also gearing up to hit the Thai market with its timeshare operation Marriott Vacation Club International. The JW Marriott Resort Phuket comprises a five star hotel of 260 rooms and a 144 unit timeshare unit. The plan is to open all hotel rooms and 50 percent of the timeshare units in December, with the rest built on demand.
The resort will be Marriott’s first timeshare property in Asia and positioned as the Vacation Club International flagship for the region. A new regional office is being set up in Bangkok’s JW Marriott Hotel, headed by former director of marketing for the two Bangkok properties Jan Heesbeen, as Vacation Club International regional director marketing Asia/Pacific.