Sirima Eamtako, Bangkok (2011-01-31)

ALILA Cha Am is intensifying its efforts to lure more foreign guests.

Besides targeting high-end segments from Scandinavia, Germany and the Benelux region, emphasis will be placed on attracting more Indian weddings, Asian meetings and high-spending Thais, said general manager Thiva Kesavan.

Kesavan said he expected the resort to have a 40:60 mix of foreigners and Thais this year, compared to the 30:70 ratio recorded in 2010. “I am hoping to see a year-round occupancy of 60 per cent, or about 30 per cent growth, with average room rate of 5,000 baht (US$161).”

Last year, the 79-key resort invested 20 million baht to upgrade its facilities. This year, with 30 per cent of its guests being repeat visitors, the resort has decided to focus on improving value-added services.