Le Meridien to be rebranded: 'European chic' is new concept

Jan 08, 2009 (Bangkok Post - McClatchy-Tribune Information Services via COMTEX) -- HOT | Quote | Chart | News | PowerRating -- Starwood Hotels & Resorts Worldwide Inc will officially launch the rebranding of its Le Meridien hotels by March after finalising the brand concept.

The new concept goes beyond the French hotel style (Le Meridien once belonged to Air France) with a more modern "European chic", reflecting art, architecture, cuisine and fashion from across Europe, the company said.

Jee Hoong Tan, director for sales and marketing of the Le Meridien Bangkok, said the programme aims to inform consumers about the new look of the brand and its difference from the other brands under Starwood.

"The focus of the scheme will basically go to Le Meridien hotels in countries with less brand reputation and in new destinations like Indonesia," he said.

In Asia Pacific, Le Meridien Bangkok, the brand's flagship in Asia, is the first hotel to have the new concept. The 282-room hotel was opened on Dec 22, 2008, after a delay from last April. It is located on almost two rai on Surawong Road, and its room prices start around 5,500 baht per night.

The hotel is mainly targeted at corporate guests, particularly young businesspeople. It expects corporate customers to make up 28 percent of guests in the first year of operation and 40 percent in the second year.

The location is also expected to attract guests from international companies. The hotel is close to the financial areas of Sathorn and Silom, where over 60 percent of firms are transnational.

"Nobody denies that they are concerned, including me, about the current global recession and local political instability. The situation will improve but nobody knows when. So, the problem is how we should deal with it now," said Tan.

In his view, many people still have money in their pockets but are not confident to spend it. Bangkok is still cheap and a gateway to neighbouring countries.

Consequently, the hotel must convince customers that it is worth paying for and add value to what it has. For example, guests can accumulate points that can be used to claim privileges at hotels in its chain worldwide. Customers can gather the bonus points on cards issued by the hotel.

"Despite the present economic situation, our hotels will not enter a price war like other hotels. As long as airlines cut flights, the price war will be useless," he said.

According to Tan, effective measures to boost hotel revenues include aggressive marketing campaigns and cutting operating costs. He said this is the reason for hotel management to train staff in several work fields. The management also constantly rotates staff, particularly those working in food and beverages.

"Besides, the hotel offers personalised service. If you are our guest, our staff will pay special attention to you. If you arrive and order a latte, staff will later ask if you would like to have latte again with your favourite taste. This makes us different from others," he said.

Le Meridien is currently represented by approximately 110 properties in 50 countries.

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