A Rewarding Life

A Rewarding Life
Aleenta Hua Hin-Pranburi Resort and Spa, Thailand
International Hotel Awards 2013 submission / 14 February 2013
Category for Submission: Hotel name: Company:
Location of entry:
Best Sustainable Hotel
Aleenta Hua Hin-Pranburi Resort and Spa
Aleenta
Hua Hin, Thailand
Details:
Category details:
Name:
Anchalika Kijkanakorn
Company name:
Akaryn Hospitality Management Services
Company address:
3 - Soi Ladprao 95, Ladprao Road, Wangthonglang
Country/State:
Bangkok, Thailand
ZIP/Postal code:
10310
Telephone (with code):
+662 514 8112
Fax:
+662 539 4313
Email:
anchalika@akarynmanagement.com
Website:
www.aleenta.com
Full name of entry:
Aleenta Hua Hin-Pranburi Resort and Spa
Location (country/state): Hua
Hin, Thailand
For existing hotels:
When was the hotel
first opened?
2006
For new builds / off-plan entries:
Is the hotel Fully constructed?
Name of your
awards advisor:
Name of company to be credited with the award /
Delivering Asia Communications
Partially constructed?
Planning permission granted
You must provide proof of planning authority to qualify
for entry (tick this box if this is included)
3
A Target market:
A1 – Describe the target market for the hotel in order of
A5 – Repeat business: what percentage of your clients return to
A6 – What measures does the hotel take to maintain customer
importance. Indicate the percentage for each demographic
the hotel 3 or more times?
loyalty?
Owner and founder Anchalika Kijkanakorn and Resort Manager
James Noble and his team have engendered a fierce loyalty
is built on a positioning of delivering ‘A Rewarding Life’ to
among fans of the brand and in particular this resort. As a result,
discerning travellers who appreciate barefoot luxury, a more
the repeat visits, by everyone up to and including royalty and A
down to earth and comfortable approach to resorts, and
List Hollywood celebrities, are quite frequent.
above all authenticity and thoughtfulness in every single guest
group Business/Tourist/Other (please state).
The primary target markets for Aleenta Hua Hin-Pranburi Resort
and Spa are the Thailand, UK, Germany, Australia, Hong Kong and
Singapore. In terms of demographics, the picture is thus: FIT Leisure
75 %, Wedding and honeymoon: 20%, Meetings 5%.
Thailand represents 40% of total business at Aleenta Hua HinPranburi We have targeted the local market since our inception 10
30% of guests who visited the resort in 2012 were returning
years ago. We take into consideration the carbon foot print left
guests of Aleenta.
by international travelers and as a result or key markets are Thai
Of this 30%, more than one third were guests who have stayed
nationality and Bangkok based expat community.
between three to 22 times.
A2 – Indicate how long guests stay per visit – short stay up to 3
days, medium stay 4-7 days, long stay 8+ days.
All of the above. There is the Bangkok market, which is mainly
of even longer are not unknown by loyal fans of Aleenta. Many
percentage, it would be fair to say about 12% of all guests have
returning guests to Thailand choose to stay at Aleenta due to the
returned three or more times.
A3 – List your competitors in the local area.
Aleenta Hua Hin-Pranburi’s main competitors in the local area
of Pranburi are Evason Hua Hin, Hotel De La Paix, Devasom,
Chivasom, Intercontinental Hua Hin.
needs that distances Aleenta Hua Hin from its competitors. But
what keeps us ahead is inspired leadership, innovative thinking,
our team members to the community we share.
boutique beachfront resorts. The vision of creator As a
of the Thai experience.
It’s the little touches, getting the details right, and anticipating
guest arrivals at Aleenta.
medium haul guests will stay anywhere up to a week, and stays
visiting Phuket or Samui 20 years ago and gives the true essence
members delivering it.
daring to be different, and rewarding lives, from our guests to
Aleenta Hua Hin-Pranburi is one of Thailand’s original luxury
resort offers. Many guests comment that Aleenta Pranburi is like
experience and genuine warmth and enthusiasm from the team
Returning guests of three stays or more make up for 10% of total
short stays over weekends and long weekends. Regional and
location and the original and unique experience in Thailand the
Aleenta Hua Hin-Pranburi and indeed the Aleenta brand
Aleenta is also launching an ‘Aficionado’ program, which
has begun life as a series of portraits of fans of the brand on
our website, but which will be developed into a unique and
innovative loyalty program inspired by the idea of rewarding
lives and barefoot luxury.
Our Resort Manager and all of his team do their utmost to lend
a personal touch, from remembering guests’ names and their
favourite things to knowing just the right time to send someone
over a complimentary drink or go the extra mile with some
special treat. At Aleenta, there are no dissatisfied guests: just
loyal fans we have yet to win over.
A4 – Do you have seasonal business? If yes, describe the season
and what steps do you take to increase client volumes in the off
season?
Aleenta Hua Hin-Pranburi is not a typically seasonal resort.
We our traditional high season which is our dry season. These
months run from December until April each year. The Summer
season or wet season runs from May-November. Traditionally
the resort is fully booked on weekends due to local market
from Bangkok escaping the city for the peace and tranquility of
Pranburi. Over the course of a 12 month year occupancy averages
at 75%.
5
B Location:
B2 – Provide details of surrounding points of interest making
it suitable for the market using one or more of the following:
photography, maps, site layout, CG imagery.
B1 – Provide details of the location of the hotel and describe the
benefits of the location.
Situated on the golden sands of Pak Nampran Bay, Aleenta
Hua Hin-Pranburi is a mere 2.5 hour drive south of Bangkok.
The journey from Bangkok is on a well-paved, world-class
highway. Private transfer is in a luxury limousine, complete
with a personal entertainment system, and can be arranged
directly through the resort’s reservation. The property is a
short distance away from Hua Hin’s array of world class golf
courses and the town of Hua Hin, and its beautiful beaches
are perfect for kiteboarding, windsurfing and sailing, among
other pursuits. Also notable is Sam Roi Yot National Park, with
over 300 mountains ideal for hiking, running and bike rides.
At Aleenta Huahin our guests can choose to do as much as he
or she wants...or nothing at all. Cooking Class, Thai Boxing,
Taichi, Yoga, Meditation, Kite Surfing, Cycling...the possibilities
are endless. Daily excursions are posted for guests to consider.
B3 – Give distance in kilometres or miles to the nearest airport,
railway station, underground transport station, car park or any
other key landmarks.
Aleenta Hua Hin is approximately 45 km from the Hua Hin
For all day trips, lunch may be purchased at local food
Airport, which is suitable for light planes and smaller private jets.
shops or we can pack a picnic lunch basket for you to take
To Suvarnabhumi International Airport in Bangkok, the drive is
with you. While Aleenta Hua Hin is located a little bit off
approximately 2.5 hours. Aleenta is about 30 km from the Hua
the beaten track, it is close to a lot of fascinating locations,
Hin Railway Station, an elegant and historic structure which is
and some of the adventures available to guests include:
well worth a visit. It is also about 40 km from Klai Klangwan, HM
• private pursuits
King Bhumbibol Adulydej’s palace in Hua Hin.
• active spirit
• cultural learning
• couple celebration
• conscious living
• family affair
7
C Guest facilities:
C1 – List all the hotel’s facilities, including bars
and restaurants, fitness, recreation, function
rooms, boutiques, entertainment, medical.
Food & Drink From nutritious wholesome cuisine carefully
crafted using healing herbs to delicious expertly prepared
Thai food bursting with exotic spices, Aleenta Hua Hin always
has something to dine for. For something very special, private
dining under the stars can be arranged. Aleenta’s restaurant
delivers delicious traditional and modern Thai and international
cuisine created using the fresh ingredients and organic herbs
and vegetables from the Aleenta Farms. Dining is available
from morning to night starring delectable dishes in delightful
locations. Select a sample menu below to fire up your appetite.
Culinary School and Organic Farms
We pride ourselves in sourcing home grown and local ingredients
for all of our dishes at Aleenta Pranburi. Our farm is located on
3 rai that is managed by the hotels team of chefs and gardeners.
We encourage our guests to visit our farm to see for themselves
the farm to fork concept at the resort. Cooking classes are
available offering both traditional Thai Cooking classes or Thai
fushion cooking classes and take place on the farm itself where
guests are surrounded by the plethora of fresh produce available.
Full Facilities
• 22 high end Suites
• Wireless Broadband Internet Connection throughout
Resort & Villas
• Spa IV offering full range of pampering and treatments.
• Restaurant Serving Thai and International cuisine,
with concentration on healthy lifestyle choices
• Yoga Practice Area and Instruction
• Room Service
• Swimming pool with ocean view
• Ocean View air-conditioned Gym
• In-room Library
• Personal Ipod with music collection and docking station
• Boutique
• Unique Wedding and Celebration Venue on the beach
• Executive Meeting Rooms / Business Centre
• Concierge & Security
9
C2 – Provide information about any services
or facilities offered free of charge.
• Welcome drink and fruit basket
• Wireless internet access
• Gourmet breakfast served with our compliments daily
• 15 minute welcome massage is offered to all
guests on arrival
• Daily canapés are served in residence at sunset
each day with the compliments of the resort
• Complimentary access to the resort Gym
• Complimentary local transfers to restaurants in
the area with our bio fuel powered luxury Tuk Tuks
• Bicycles are provided for all Residences with
our compliments
• Complimentary valet parking and car wash provided.
11
D Guest Services
D4 – What business services are provided?
Executive Meeting Rooms and a fully equipped Business Centre
are available for those who must mix business with leisure.
There is also hi speed wi-fi in all rooms and public areas
D1 – Provide details of guest check-in, check-out, concierge and portage facilities.
• Upon arrival the resort the guests are met by the entire Executive team
D5 Provide up to 10 testimonials from guests.
• Full 24 hour concierge and porter services are provided
Review 1
• Secretarial services including translating, printing, hotel and airline
A little piece of paradise
reservations, restaurant recommendations and sourcing tickets
Reviewed February 5, 2013
to the top shows in the area
by Tracey R – January 2013
D2 – Describe any fast track service to help guests
Just returned from a ten day stay at Aleenta what a fantastic find.
through the process as quickly as possible.
From the moment we arrived to the moment we checked out
• In room check-in is provided for all guests
everything was taken care of. The staff were really friendly and could
• All guests are offer “advance Aleenta” where guests can request all special
not do enough for you they really did tick every box. James is a real
inspiration to all the staff and the Aleenta as a whole. The team are
requirements prior to arrival at the resort. This includes dietary requirements,
great at making everyone’s holiday an individual and special time. The
Spa treatments as well as pre ordering dining arrangements and special
rooms are lovely all a little different we stayed in two during our visit
P[occasion touches.
but equally as good with lovely views of the ocean and beach. A dinner
D3 – Provide a list in order of importance of other guest services
on the beach was a special evening, food was fantastic and the service
along with a short description of each item if required.
was excellent.
Concierge – full service concierge desk that is staffed 24-hours, they
We will definitely be returning and have already been recommending
have great local knowledge of the area to help guests if they want
it to all our friends and family.
to leave the resort and can mage all arrangements for any activities
listed in section in C1 – they also speak a number of languages.
Luxury Car airport transfers – allows guests to take the drive from the airport in
This place has a heart and soul a real treasure of a find in my book.
THANKYOU ALL FOR MAKING OUR HOLIDAY SO SPECIAL.
Bangkok in style and safely. During the 3 hour transfer to the resort sparkling wine is
served, all seat recline into beds for those guests who wish to sleep after long flights
and pillows, blankets eye masks are also provided. Each vehicle is also equipped
Review 2
with dvd player with large screen and private movie collection. A masseuse can
“Best Boutique Hotel”
also travel with guests who wish to experience a treatment during the transfer.
Reviewed February 4,2013
Beach Pampering Service - which includes personal service on the
by Anne from London
beach with fresh towels, cucumber slices for the eyes, sunglasses
I have just returned from my second visit to Aleenta, this trip for 9
cleaning, and daily beach treats served on a complimentary.
nights. As previously, a fabulous holiday, beautiful setting on unspoilt
Childcare/babysitting services – a trained child carer will allow
parents some free time together during their stay.
beach. Stylish accommodation, wonderful restaurant serving their
home grown organic produce, excellent menu. Most importantly,
James and his team providing a first class service, their attention to
We encourage guests to explore the area of Pranburi and full car
detail and genuine kindness is very special. We will certainly return to
and motorbike rental with insurance is available at the resort.
which is now, our favourite hotel.
13
vegetarian spring rolls which has deep fried and raw version
Review 3
Review 4
“And it lived up to all we’d asked and beyond !!”
Heavenly !”
Reviewed January 29, 2013
Reviewed January 27, 2013
by JS in Australia
by Siddarth from India
So finally we stayed at Aleenta and what a stay it was !! I’d
Aleenta is one of the best boutique hotels we have even been to.
to the Frangipanni wing ( about 5 minutes walk at the beach) to
booked last year in October by directly emailing James Noble,
We were on a baby-moon and spent 2 nights there. We believe
use the pool but the water is cold. The staff English level is very
Resident Manager, Aleenta (Read my previous review “Wow!! &
that these “do nothing” holidays can be very very relaxing, the
basic but not too bad. The senior staff speaks good english. They
I haven’t even been there yet !!”. James had already made all the
room doesnt even have a TV ! so its complete “be together”
are efficient and always deliver all your request really well. The
arrangements as per our requirement and despite us visiting for
time.
resort also provides bicycles which are park across the road and
the 1st time, it felt like a known territory.
The hotel is quite secluded and is right at the beach. We took
on one plate. After dinner, we went for a walk along the quiet
street at the hotel stretch and admired the holiday villas. The
waves at the beach are strong but not the current. I wish the
resort has a bigger swimming or a lap pool. We did head down
you can cycle along the quiet street and along the coast. You
may catch the sunset against the hills and beautiful sunrise on
I was in touch with James via email right up to the day before
the palm suite, which has its own private jacuzzi, hammock, little
we were scheduled to arrive and made a last minute request
garden and over looks the beach and sea. Its quite an enchanting
for a bigger pick up vehicle due to the number of bags we were
feeling to hear the waves hitting the shores all day from your
There is a locally run restaurant, Tondo 5 minutes walk to the
carrying. As expected from James, nothing seems to be too big a
room. Gazing at the sea from your hammock or pool is quite a
right from the resort, Food is cheap, delicious and very authentic.
task for him and it was taken care of.
unique feeling.
We were there for dinner every night. There are other resto
We reached Aleenta by 10 am and to our surprise our room was
The staff is truly friendly and very very accommodating. Special
ready for check in and OMG !! what a view from the room. We
mention of James Noble. My wife and I are pure VEGETARIAN
If u are there on wednesday, friday or sunday, take the
stayed at the Frangipani wing. We had a swimming pool right
JAINS, James took special care in understanding our dietary
opportunity to go to the village market which is just 10 minutes
outside our room and beyond that the beach and gorgeous
restrictions and ensured we got the food we wanted (it tasted
drive from the resort. The service using the resort toot toot is
ocean. Room was very comfortable and everything had very
great too). He also arranged for a special candle light dinner to
only $10 return. We are into food, so the gems at the market
earthy feel to it. It was like being in a paradise. No TV in the
celebrate my wife’s birthday.
excites us. The mango sticky rice is only 25 baht, the steamed
room was a blessing. This is a perfect place to recuperate from
our ever so busy and stressful lives as you are compelled to
Would also recommend the SPA.
the water.
along the same street but at Tondo you can dine by the beach.
spicy fish custard is only 10 baht and both are divine. There is a
drink booth there, Tommy coffee and tea and the lady makes
relax….it was a bliss!!
We would be back at this place for sure !
fantastic smoothie and ice lemon tea.
And what do I say about food !! Really it was so so so good !!
Review 5
I recommend this resort to anyone who looks for a “do nothing”
Both me and my husband love Thai food and for us it was like a
kid in the candy store. We spoke to the chef and asked him about
a few dishes that we wanted to have but were not on the menu.
The chef was awesome and he not only made those for us but
“Wonderful; relaxing and memorable”
Reviewed January 25, 2013
by Ramona in Singapore
holiday. I will stay at this resort again if im back at Pranburi.
Review 6
“Best holiday ever!”
also made one of his own concoctions for us to try. Must haves
We stayed at Aleenta for 3 nights in mid January 2013. We
Reviewed January 23, 2013
from their menu are Thai infused sushi and their Satay. Satay not
arranged ourselves a limousine from the airport online, and 3
by Naureeny in London
so much for actual Satay but for the Satay sauce ice cream that
hours drive from BKK airport was comfortable
they serve with it instead of the sauce. It was just awesome.
Our stay at the Aleenta Hua Hin was amazing! We stayed in one
We were quite tired but got uplifted once we were at the resort.
of the frangileela suites and waking up to the sounds waves was
The best thing about Aleenta is their staff. They are so warm and
The resort’s entrance was rather deceiving, small single door but
a nice change from the usual traffic, so peaceful and relaxing.
friendly and nothing is too difficult for them. You just have to
once you are in its like “wahhhh......”!! We were captoivated by
Little touches such as iPods with soothing playlist and little treats
ask.
the beauty of the beach and the resort’s lush surrounding.
delivered to your doorstep every afternoon made the stay even
Thanks a lot James for making our stay such a bliss. Aleenta is
We booked a palm suite with the private jacuzzi pool and an
such a happy place and I can’t wait to get back J
ocean view. The room is spacious, with private patio and sun
deck chairs. We were lucky to get the Raffia Suite because our
sun deck chairs is surrounded by plants and bushes so it is really
more special. The staff were superb and always ready to help
whenever we asked. Special shout out to James and Khun Ban
for teaching us proper Thai cooking! We will be back and I would
recommend everyone to experience the beauty of Aleenta!
private. We had dinner at the hotel restaurant on the first night.
The Thai menu is surprisingly authentic, Our favourite is the
15
Review 7
Review 9
D6 – What is the hotel’s car policy?
“Paradise!”
January 2013
We discourage the use of car use at the resort and provide guests
Reviewed January 23, 2013
Dr. Anurag
with bycycles for their private use while at the resort.
Aleenta - a perfect honeymoon get away!! Scene sunries,
We do offer bio fuel energy driven Tuk Tuks for guests wishing
Stayed here for six days in December 2012. Stayed in a sky
mesmerising moonlit & soating sea waters! Hospitalble staff,
to dine in the local area at night.
beach house suite, and we were so happy about that! Beautiful,
a great teamwork. Aleenta - rewarding life, quite literally ^^
light room, two meters from the sea, with a private roof top
looking forward to visit again.
by Trilou from Oslo
terrace. Nice beach, nice little plunge pool by the restaurant,
nice restaurant, and an absolutely fantastic outdoor spa with
views over the sea. The last night, we had a private dinner on
the beach, perfectly made with torches and everything! Very
romantic!
Most of the staff lack a bit in their english knowledge, which
is a little annoying at times. One bad thing the last day: We
had (several days in advance) ordered a hotel car to take us to
Review 10
October 2012
Mrs.Sarah
We came to Aleenta to view the resort as a wedding venue and
we are delighted we have found you.
We have had an amazing stay; you have a beautiful hotel, lovely
ordinary taxi. The four hour drive to Bangkok was therefor a bit
staff and the place. A real experience.
hour flight in front of us...
car pooling for the transfer from Bankgok to Hua Hin
Private trips are available as this is requested from guests
Bangkok and the airport. What we got, was a pretty lousy and
more exhausting, which was annoying when we had a twelve
We encourage guests from time of booking to vehicle share and
however the resort also provided scheduled group trips for
guests to see local area sights such as the Hua Hin night market
located 30 kms away. The resort operates 2 x group trips to the
night market each week.
Roundtrip Luxury Transfer: Travel from the airport or anywhere
from Bangkok in chauffeur
For guests who decide to come by the Scenic Train Route to enjoy
the countryside and remove the car from their journey we cover
Looking forward and seeing you all, Thank you Jame & Khun Sa
the cost of their train ticket and we pick them up from the train
and all the lovely aleenta staff. See you on August 2013.
station with our compliments.
But all in all, a fantastic stay - and I very much hope to come
back!
The ultimate paradise!” Reviewed January 23, 2013 by Line in
Oslo
This hysterical spa hotel, is located ON the private beach. It’s
Review 11
October 2012
Mr. Sumeet & Mrs. Divya
totally quiet, and the standard is premium.. In any way! The
We are completely relaxed and destressed thanks to this
beds, docking-system, private plund pool, fresh fruit and water
beautiful space and the beautiful people. Thank you “Wan”,
that showes up ‘invisible’ several times a day, and amazing staff.
for changing our ipod four times a day!!! Thank you “Lek” for
Superb restaurant; I recomand just for the two of you on the
remembering “Sir, coffee”, “Madam, no coffee”. Thank you “Ae”
beach :-) You just can’t go wrong with Aleenta! Hallelujah x
for you entertainer and smile and we give you love to your baby
girl. Thank you “Kae” for communicating with a smile. Thank you
“Aod” & “Tum” for being the brause soldies your are!! Thank
Review 8
January 2013
Mr. Chi Hong Ip
you “James” for taking resposibility like a good manager and for
running this resort like we should run this planet!!! May Your
Tribe Increase!!!!!
Very joyful + Relaxing holidays. Both of us enjoy stay here.
Definitely a good choice for honeymoon.
17
Architecture, Landscape
E & Interior Design
E1 – List and give details of any awards the hotel has won over the
last 5 years. Include those for food hospitality, hygiene and staff
training.
On a pristine stretch of beach on serene Paknampran Bay just three
hours by luxury transfer from Bangkok, Aleenta Hua Hin-Pranburi unites
tropical beachfront bliss with a warm, welcoming and utterly comfortable
ambience that draws guests back time and again. Like a friend’s luxurious
beach house, each of our 21 ‘Outdoor Living – In’ suites is individually
designed, with private decks, wooden furnishings, lush linens, iPod docks
and luxuriant rain showers.
Plunge pool suites with private lawns are available. Peace prevails in our
main wing, where children are not permitted, but families may enjoy
the secluded luxury of the Frangipani wing. Sustainable cuisine is served,
Frangileela Suites are stunning suites with inviting daybeds facing
the sea and on the edge of the pool. Each of the Frangileela Suites is
unique, offering a sense of space and privacy, featuring large windows
which open on to private sundecks and gorgeous sea views; the
Franagileela Suites are perfect for an intimate hideaway.
Frangivaree Suites offer loft style living spaces, each is unique and
inviting in design. Each of the Frangivaree Suites offers direct access to
the swimming pool and is on the ground floor. Frangivaree 1 offers a
large bedroom with King size bed and a large door opening to a private
sundeck the swimming pool and the sea.
E2 Landscape – provide a selection of images featuring the hotel
grounds.
along with indulgences like gourmet breakfast in residence and authentic
pampering at Spa IV.
whitewashed lines and thatched roofs create a relaxing, chilled
The accommodation at Aleenta Hua Hin-Pranburi is unique in many ways.
Lush tropical landscaping, manicured lawns and simple
and unpretentious ambience at Aleenta Hua Hin.
In its long history, the Frangipani Wing served first as a beach getaway for
E3 Interior design – public areas: show images and provide a
the owner’s family, before it was converted into five stunning beachfront
description of materials and finishes.
suites, all with private balconies and direct access to the large infinity pool
overlooking the stunning Pak Nampran Bay. Nearby, the whitewashed
despite the obvious differences in style, location and finishes. Privacy
Chaba Villa is an intimate hideaway with ocean views, two bedrooms and
and luxury are complemented by an intelligent design approach we
a large living room with doors that open onto green manicured lawns.
call “Outside Living – In’’. It is a system that allows guests to open
A signature philosophy informs and unites the resorts of AHMS,
themselves up to nature, as much, or as little, as they desire. Slide open
The main resort, located along the beachfront, features white-washed
the doors, throw open the windows, and catch the scent of exotic
buildings with thatched roofs, amid swaying palms. The picturesque
flowers on the warm sea breeze. Float in space and time to murmur of
Resort Wing offers a variety of suites, steps away from the seashore and
gentle waves. But if it’s too hot for comfort, you can cocoon in chilled
complete with private plunge pools.
air-conditioning too. Each of our resorts feature stylish tropical modern
Frangipani Wing
all of them include LCD large screen TV, iPod and iDock with a large
The Frangipani Wing accepts children of all ages, while the Aleenta Wing
is adults only. Chaba Villa is part of the Frangipani Wing, the villa has a
design, some more formal, some more relaxed. Standard features in
movie and music library, naturally sourced amenities from our exclusive,
authentic and very Thai Spa IV, and up to 430-thread count Egyptian
cotton sheets.
ground level patio and lawn leading to the beach. The small villa is full
of character and colour. It has all the comforts of home including a living
room, dining room and Kitchen.
19
E4 Interior design – standard guest room. Show typical standard
room and list specifications.
The main resort, located along the beachfront, features
white-washed buildings with thatched roofs, amid swaying
palms. The picturesque Resort Wing offers a variety of suites,
steps away from the seashore and complete with private plunge
pools.
Pool Suites
A romantic bungalow by the sea, with your own private plunge
pool...luxury can be so simple. Exotic, one-bedroom, thatched
roof bungalows set directly on the beach. The Pool Suites are
designed for total relaxation with plush king size beds, large
private verandahs and Jacuzzi/plunge pools.
Palm Pool Suites: Coconut Palm, Raffia Palm, Salak Palm, Chusan
palm and Açia Palm: Exotic, one-bedroom residences set back
from the beach with lawn leading to the beach. The Palm Pool
Suites are designed for total relaxation with plush king size beds,
large private verandahs and jacuzzi/plunge pools.
Ocean View Suite
Just steps away from the sea, each with its own flavor.
Embodying the inside living out concept. Intimate, one-bedroom
suites discreetly tucked away within the Resort’s flower-filled
courtyard. There are two Ocean View Suites on the ground level
and two Suites upstairs overlooking the sea.
Frangipani Wing
Chaba Villa is part of the Frangipani Wing, the villa has a ground
level patio and lawn leading to the beach. The small villa is full
of character and colour. It has all the comforts of home including
a living room, dining room and Kitchen.
Frangileela Suites
Stunning suites with inviting daybeds facing the sea and on
the edge of the pool. Each of the Frangileela Suites is unique,
offering a sense of space and privacy, featuring large windows
which open on to private sundecks and gorgeous sea views;
Franagileela Suites are perfect for an intimate hideaway.
Frangivaree Suites: Loft style living spaces, each is unique
and inviting in design. Each of the Frangivaree Suites offers
direct access to the swimming pool and is on the ground floor.
Frangivaree 1 offers a large bedroom with King size bed and a
large door opening to a private sundeck the swimming pool and
the sea.
E5 Interior design – VIP suite. Show your most important
room / suite and list specifications.
Pool Suites:
Fengshui
Rooms made from sustainable materials throughout
Hammocks are sourced from local fishermen who make the
netting by hand.
Walls are made from rock that is sourced locally within 30km
The floors of the Pool Suites are made from pebbles sourced
locally on the beach
The ceiling is constructed from locally sourced cane and the roof
is thatched with local grasses.
Bathrooms amenities are made from locally organic ingredients
including lemongrass, ginger and mango.
Our outside living in philosophy and the out door living
spaces provided reduced the time spent in residence and the
requirement for air conditioning
All Residences upon arrival have the window and doors opened
to encourage guests to use natural breezes from the gulf of
Thailand to provide air cooling.
The air conditioning units were replaced in all residences in 2011
for energy efficient standalone single units with a 10 second cut
off once guests depart their residences.
Air conditioning is only turned on during turndown if specifically
requested by guests on arrival.
The hotel water provided in the Residence is heated to 65
degrees and is solar assisted with electric back up used only
during periods of high demand.
Guests upon check in are advised of our policy to re -use towels
and linen where possible and guests can request linen changes in
line with their requests.
21
F Awards, Highlights
F1 List and give details of any awards the hotel has won over
the last 5 years.
Include those for food, hospitality, hygiene and staff
training.
Aleenta Hua Hin-Pranburi Resort and Spa was named Best
Luxury Coastal Resort at the World Luxury Hotel Awards,
announced at a gala ceremony on October 13, 2012, at
Malaysia’s Pan Pacific Kuala Lumpur International Airport
hotel.
We have an overview photo below, but our most notable
features are our beachfront location and every guest has a sea
view from their room. The entire site was designed and built
using local companies so we have incorporated Thai design and
craftsmanship into every aspect of the design, construction and
the materials we have used.
F2 List any affiliations or memberships the hotel holds.
Small Luxury Hotels of the World.
The Green Leaf Foundation, an initiative of the Board of
Environmental Promotion of Tourism Activities, also comprises
representatives of the Tourism Authority of Thailand, the Thai
Hotels Association, the United Nations Environment Program,
the Demand Side Management Office of Electricity Generating
Authority of Thailand, and the Association for the Development
of Environmental Quality of the Metropolitan Waterworks
Authority.
The foundation awards hotels with Green Leaf Certificates from
1 to 5 leaves, and Aleenta expects to receive its rating any day
now. Before that, we were inspected in August 2012 by Small
Luxury Hotels of the World, a group of hotel professionals
who critiqued the hotel in a number of areas including service,
maintenance, staff levels, amenities, cleanliness and the quality
of our food and beverage. They always come unannounced and
if we do not pass the inspection, then we do not get to keep our
Small Luxury Hotels membership.
Of course we are also getting regularly inspected by members of
the travel industry to see if we are good enough to get on their
programs or if they want to work with us and the media.
F4 When was the last time the hotel was inspected?
Provide details and include information about the
inspectors.
Tablet Hotels
Mr. and Mrs. Smith
I – Escape
Tourism Association of Hua Hin
F3 Describe up to 5 highlights in the hotel’s history
The resort was invited to join Small Luxury Hotels of
the year in 2006
The resort has been voted for the past 3 years once of the top 20
Best Small Hotels In Thailand on Trip Advisor.
The resort celebrated its 10th Birthday on XXXX and welcomed
it 25,000 guest arrival on 10 November 2012. The resort has
welcome over 110 Nationalities and proudly flies the flag for
Pranburi to the world.
The resort was last inspected in September 2012 as part of
Aleenta’s moves to secure Green Leaf Foundation certification
for our environmental and sustainable approach to hospitality.
23
Safety, Security,
G Sustainability &
Innovation
G1 – List the forms of energy used to heat the hotel buildings,
the pool (s), the hot water etc
Aleenta is fortunate that the balmy Pranburi climate alleviates
the need for any heating of public areas, rooms or even the
water in our swimming pools.
Hot water is provided by solar powered heaters which are backed
up only by electric during peak demands. Surplus electricity from
the hot water panels are used to operate the air conditioning
units in the Residences.
Rooms made from sustainable materials throughout
Hammocks are sourced from local fishermen who make the
netting by hand.
Earth Hour Daily : Electricity is turned off in all front of house
and back of house areas including guest residences each day
between 12H00 -13H00. This is traditionally the hottest part
of the day and where energy wastage is at its highest. Guests
are encouraging to be part of this initiative and activities are
arranged on the beach for guests to participate during this time.
The resort farm is equipped with a solar powered oven for
dehydrating and semi drying of farm produce. No electricity is
used at the Aleenta Farm except for a water pump from our own
natural well located 17 metres below ground.
Recycling:
90% of waste generated in 2012 at the resort was recycled. ( 82%
in 2011)
The resort divides all waste into cardboard, cans /metals, plastic,
bio degradable and non-recyclable.
G3 – If the hotel has air conditioning, provide details.
• Noticeably brighter, softer and fluffier linen
In our tropical climate we do have air conditioning. We use a spilt air
• Water use maximisation
conditioning system that comprises of two parts: the outdoor unit
and the indoor unit. The outdoor unit, fitted outside the guest room,
houses comp cooling fan.
• Clean, stain-free linen
• This system also cuts down on noise pollution.
• Minimised rewashes
• At check-in all guests are introduced to our air conditioning policy
• Reduced linen replacement costs
and are encouraged to use it only when necessary.
G4 – What is the policy for laundry?
All guests are reminded of our laundry policy with tent cards and
any of the bathroom linen to be washed, we ask (via a tent card printed
All of the products in the laundry and for cleaning are accredited Ecolab
on recycled paper and placed by the wash basin) they place it in the
bath tub and we remove it daily to be washed. We request that if they
want to re use the towel and cut down on the washing process that
products that are less harmful to the environment and supplied to us
directly.
G2 What are the methods or material used to insulate and
they simply hang the towel back up and our house keeping staff will
G7 – How does the hotel manage its waste water and sewerage
reduce the energy consumption in the hotel?
leave it be. At turn down at night we leave a polite reminder (via a
and is there any treatment or recycling of water undertaken?
postcard printed on recycled paper) on the bed that if the guests would
do not require the use of any insulation. When air conditioning is being
bed. If they do not require it to be changed, we ask they place the
The floors of the Pool Suites are made from pebbles sourced
locally on the beach
used buy guests, we use the following methods to ensure it is switched
postcard back on the bed and our house keeping staff will remake the
on only when needed:
bed. This is repeated until the guest asks us to change it.
The ceiling is constructed from locally sourced cane and the roof
is thatched with local grasses.
• In Residence air conditioners are strictly kept turned off when not in
G5 – What laundry facilities does the hotel employ and what
use, and set to 24 degrees C and with fans on low before guest arrival
steps are taken to minimise the energy used?
Bathrooms amenities are made from locally organic ingredients
including lemongrass, ginger and mango.
• Our intentional design is for all rooms and public areas to open up
Our laundry is equipped with Ecolab equipment and washing
(large sliding doors and windows) as much as possible for sea breezes to
materials. When the hotel was opening we considered bids from five
cool these areas
other providers and we considered this system the most efficient and
• These large open areas also reduce the amount of light needed
during daylight hours as natural light is in abundance
friendliest to our policy of reducing wastewater and using laundry
soaps that are least harmful to the environment. We also enjoy the
comfort that we can reach our account manager at any time if we have
All Residences upon arrival have the window and doors opened
to encourage guests to use natural breezes from the gulf of
Thailand to provide air cooling.
• We have also using tiling and farmed wood on all indoor floor
any issues with the operating system so we can ensure we are getting
surfaces. These materials ensure these areas stay cool
the best out of our laundry facilities at all times. We also have regular
The air conditioning units were replaced in all residences in 2011
for energy efficient standalone single units with a 10 second cut
off once guests depart their residences.
light bulbs
Air conditioning is only turned on during turndown if specifically
requested by guests on arrival.
• Enhanced safety
G6 – What type of detergents and cleaning products are used?
like their bed linen replaced to leave the card on the table beside the
Our outside living in philosophy and the outdoor living
spaces provided reduced the time spent in residence and the
requirement for air conditioning
• Increased labour productivity
reminders in the bathroom and the sleep quarters. If the guest requires
We do not have to heat any of the areas in the hotel and therefore we
Walls are made from rock that is sourced locally within 30km
• Pleasant, fresh-smelling linen
• Throughout the resort, light bulbs have been changed to low watt
inspections from Ecolab auditors to ensure we are using the facilities in
the correct manner and they are operating efficiently to maximise the
benefits we get from this system. Ecolab guarantees us that their service
We have a Fresh Water Resources and Waste Water Management
Policy in use at the resort. Fresh water is sourced from our artisan
wells and once it’s been used, it is recycled through a reverse osmosis
filter system, via our lake and used to irrigate the gardens. Water is
conserved as much as possible in all areas of the resort.
G8 – How does the hotel manage its consumable waste –
including bottles, packaging, paper, food, plastic?
In 2011 we stepped up our recycling policy so that almost all waste is
now carefully sorted and either recycled, or used where suitable organic
waste is concerned made into compost so we have a renewable source
of non-polluting fertiliser for our lush tropical gardens. According
to the resort’s Waste Minimisation and Recycling Policy, garbage is
automatically separated and any items that can be recycled – such as
paper or aluminium cans – are sold to local recycling companies. We
don’t have plastic bottles in any of the guest rooms. Paper usage is kept
to a minimum by using a centralised computer network and recycled
paper is used for any printed matter.
• A strictly timed lighting schedule is operated for external and garden
specialists actively care about our business. They design a program that
G9 – Hotel vehicle: list the vehicles and what type of fuel is used
lights
will optimise performance and customise wash programs based on our
to power them.
guest satisfaction requirements, specific soils, water conditions and cost
• Guest rooms have a room key-activated energy saving system and
constraints. Their high-performance products ensure consistent, quality
door sensors cut the air conditioning if the doors are open for longer
results, while helping us boost productivity and reduce operating costs.
The hotel water provided in the Residence is heated to 65
degrees and is solar assisted with electric back up used only
during periods of high demand.
than necessary (of course if other guests remain in the room – they can
As a result, we benefit from:
Guests upon check in are advised of our policy to re -use towels
and linen where possible and guests can request linen changes in
line with their requests.
mind, and we encourage guests to keep their doors and windows open
simply turn it back on)
2 x Tuk Tuks which are powered on bio fuel sourced locally.
22 x mountain bikes are provided with pedal power by guests
1 x Pajero Jeep purchased in 2012 and is powered by LPG.
• All of our rooms are designed with air flow and wind direction in
to experience the beachfront tropical living without having to turn on
their air conditioning
25
G10 – Does the hotel have a written sustainability and
environmental policy? If yes, please include this.
Involvement with the Local Community
Aleenta prides itself on hiring most of its staff from the local
H Safety & Security
As we are committed to supporting its surroundings and the local
community. We provide a congenial workplace with very competitive
community, we have introduced a Core Environmental Policy. This
benefits, which allows staff to remain in their social environment and
comprehensive scheme of initiatives reflects our relationship with
community. We also support the local school with scholarships and
the environment, our engagement with the local community and is
financial assistance. Staff participate in school activities and help with
H1 List all features included in the property which improve
executed by our staff, with the help of our guests.
educational and renovation projects.
the safety and security of guests and staff and highlight any
As part of Aleenta Hua Hin’s moves to secure Green Leaf Foundation
This includes our involvement with our sea turtle charity to assist in
certification, we have reviewed and bolstered our Core Environmental
their survival and the regeneration of affected coral areas through our
Policy in 2012, including more comprehensive recycling measures, use of
Pure Blue Foundation.
rechargeable batteries throughout the resort and introducing organic,
sustainable coffee throughout the resort from March 1, 2012. We have
also put our application for ISO 14,000 certification and as part of that
G11 – Describe any use of innovative technology in assisting the
hotel improving the hotel’s impact on the environment.
we will also continue to review and upgrade our own internal policy on
Throughout the resort, light bulbs have been changed to compact
sustainability and environment.
fluorescent light bulbs. A strictly timed lighting schedule is operated
Our Core Environmental Policy consists of: Fresh Water
Resources and Waste Water Management (see G7)
Landscaping and Beach Maintenance
Surrounded by verdant gardens, planted with native trees and shrubs,
Aleenta Resort is conscientiously designed and sensitively built as part
of the local environment. The resort regularly participates in organised
beach clean-ups with neighbouring properties and is committed to
ensuring beaches are maintained in their natural state without being
changed or re-shaped in any way. The beach clean-ups, particularly in
the off season, when rough seas leave debris on the resort’s beach and
surrounding areas, are also conducted with the local schools.
Waste Minimisation and Recycling (see G8)
SLOW Food Movement
While not always possible or practicable, Aleenta believes in the tenets
of the SLOW food movement, and strives to use produce that is sourced
for external and garden lights. Guest rooms have a room key-activated
of these measures which go beyond the minimum required by
building code / law.
24 hour security by a team of 14 gaurds is maintained at Aleenta
Pranburi
In 2012 we had no record of any accidents, injuries, theft for guest or
hotel team employees
All walk ways are well lit and are level
energy saving system and door sensors cut the air conditioning if the
36 cctv cameras
doors are open for longer than necessary (of course if other guests
H2Describe the fire prevention and suppression systems.
remain in the room – they can simply turn it back on). We update our
Ecolab products when they become available.
G12 Is local wildlife encouraged, if so how ?
There is a plethora of local fauna inhabiting Aleenta Pranburi. In
December 2012 there were 5 active birds nests housing humming birds.
Aleenta has its very own fire truck that can be used in cases of
emergency. 2000 litre tank
H3What emergency medical procedures are you equipped to
handle and how many staff are trained in first aid.
Once a nest is discovered a 3 metre exclusion zone is placed around the
egg.
The resort also supports the local Soi Dog Foundation which provides
neutering to local canine populations. The resort raises money and
support the full time salary of a local Veterinary Doctor for a visit to
the area 4 times per month. Money is raised through guest donations
that are equaled by the resort and by selling resort made wristbands for
guests to purchase.
locally whenever feasible and if imported from overseas, express
shipping is avoided. We encourage our suppliers to deliver products
in recyclable or reusable packaging. Most of our food and natural
ingredients are sourced locally. All food storage and preparation is
in accordance to the international HACCP hygiene standards, which
guarantees absolute freshness and impeccable quality for our guests.
27
I Hotel Management
I 1 – List key staff, include a brief curriculum
vitae and mentions any qualifications and career
highlights.
As owner and operator of the hugely successful Aleenta
Phuket – Phang Nga (and the Aleenta Hua Hin Pranburi),
leading Thai businesswoman, Anchalika Kijkanakorn, has
fulfilled the first part of her dream of building an intimate
Martijn Dekker
Yann Gouriou
Paul Counihan
James Noble
Director of Finance AHMS
General Manager AHMS and
Director of Sales & Marketing
Resident Manager
retreat concept in her homeland.
Aleenta Phuket – Phang Nga
Aleenta Hua Hin-Pranburi
Resort and Spa
Resort and Spa
Anchalika’s gift for launching and developing companies
and dynamic business acumen stems from both her
international education - she holds a BA in Marketing from
University of Texas and an MBA in International Business from
the University of South Carolina – and from her diverse career.
Martijn joined AHMS in 2008 as Director of Finance
Yann is an international hotelier with extensive experience.
Dublin-born Paul Counihan graduated from Shannon
Englishman James Douglas Noble is a jovial fellow who forges
and also as a minority shareholder, with his focus on
Well versed in all operational and financial aspects of running
College of Hotel Management before embarking on a
consulting, mergers and acquisitions, and financial control,
boosting turnover and overhauling accounting, reporting
small, medium to large volume operations with experience in
globetrotting career spanning 14 years of international
managing teams across Asia, Europe and the Unites States.
and compliance systems within the group to achieve world
various markets such as Europe, South Pacific, the Middle East,
experience in hospitality. He has spent two years in
The first eight years of her illustrious career were spent with
class standards. As a regional finance director of 20 years’
Asia and Caribbean. He has a proven track record to deliver
Switzerland with the Intercontinental Montreux and 4 years in
global financial giants GE Capital Financial Services in London,
experience in Asian markets, Martijn has managed fully
positive business results while improving the tangible as well
London with Intercontinental Forte Crest Heathrow and The
England, before moving to Cologne, Germany to take up a key
owned small to mid-size operations with revenues of $5
as intangible service aspects of the operation. Passionate and
Sheraton Park Tower Knightsbridge. He then journeyed to
role for Honeywell Home and Building Control Services.
million up to $60 million.
dedicated leader of people, committed to developing and
Scotland for 3 years as Resident Manager with Malmaison and
He is the group’s bean counter extraordinaire and financial
furthering talent in the industry.
Hotel Du Vin.
close bonds with his guests and fiercely protects the privacy
of Aleenta’s growing coterie of A list celebrities and assorted
other movess and shakers. Of course, when you have been Mick
Jagger’s private chef on the hideaway isle of Mustique, perhaps
“A classically trained chef with a modern outlook’’ and full of
‘’passion and flair’’ is how he describes himself. He joined AHMS
as Executive Chef and his promotion to Resident Manager of
Aleenta Hua Hin hasn’t stopped him getting into the kitchen and
getting creative whenever he can.
Anchalika Kijkanakorn
Owner of Aleenta Resort & Spa Phuket – Phang Nga and
Managing Director of Akaryn Hospitality Management
Services (AHMS)
She has held various leadership roles specialising in audit,
Anchalika believes now is the time for her management
company to expand the brand with the launch of two sister
gatekeeper, but he also brings a genuine interest in
Yann is well versed on managing the needs and requirements
He has spent 5 years in Asia including 4 years as Director of
brands under the AHMS umbrella – akyra and Akaryn. Both
hospitality and an abiding love for Thailand to the mix. His
of a luxury resort as he joined Aleenta from his role as hotel
Sales with The Sarojin in Phang Nga, Thailand. During his four
of these brands will open their first resort on the idyllic island
breadth of experience and , always staying ahead of the curve
manager at Cambridge Beaches Resort and Spa in Bermuda.
years there, the resort was voted Asia’s Leading Boutique
resort of Koh Samui this year.
when it comes to innovative ways to improve profitability,
In Thailand, Yann also has valuable experience having worked
Hotel three years running at the World Travel Awards. His
internal controls and achieving significant reductions in
at the lebua Hotel in Bangkok where he managed there the
role with AHMS covers overseeing all Sales and Reservations
costs and working capital. Martijn is also a former Finance
Dome complex famous for the Sky Bar, Sirocco, Mezzaluna and
functions and strategies, positioning of all brands within
Director with H.B. Fuller Asia Pacific, where he was involved
Breezes restaurants - all frequently appearing in the famous
the AHMS portfolio, and overseeing Sales and PR teams
in directing operations in Asia Pacific to the tune of over $110
Conde Nast Traveler Hot Tables list for a number of years.
worldwide.
million annually, and also with Van Leer, the world’s biggest
Yann was also a key figure in organising the Epicurean Masters
manufacturer of steel industrial containers.
of the World II event - climaxing in the gala charity dining
Anchalika is a mother of mother of two young children
and speaks fluent Thai, English, conversational French and
basic Cantonese and she has just been elected for a second
term onto the board of directors of Small Luxury Hotels of
the World, a prestigious international organisation with
membership spanning over 400 privately owned luxury hotels.
James has a consistent culinary background and excels in cuisine
creativity (Mediterranean, French, Asian and International food);
he has experience with a la carte, buffet, banquets, wedding,
outside catering and exclusive and bespoke events from 10 to
3,000 guests. His credentials extend to HACCP certification and
implementation. With a strong emphasis on leading from the
front and team interactivity, James possess excellent leadership
and staff development skills, kitchen management skills and
financial budgetary control. He has experience with pre-opening
hotels and welcomes the challenges that troubleshooting brings
event which selling for THB1 million a seat.
I 2 – How long has the current hotel been owned
or managed by the current operators?
One year
29
J Marketing
Supply examples of marketing for the hotel. Include samples
from brochures, adverts, published PR and web sites. If you
have a marketing plan include details of this. Originality,
innovation and eye-catching marketing will score highly.
As a smaller resort with only XX keys, our marketing
budgets are somewhat smaller than other properties in Hua
Hin and Pranburi. However, we invest our money wisely in
a select number of high quality brochures (the three you
see below are obviously distributed to our partners widely
electronically to keep our goals of using less paper in check)
and the partnerships we go for, with Small Luxury Hotels of
the World for example.
been in place since 2010 and the only printed collateral we
provide for guests and agents is locally printed postcards on
reclyed paper that guests are welcome to post home with our
We don’t give out paper brochures to partners any more. The
compliments. All brochures are provided on line for download
brochures attached are stored on thumb drives that we give to
and the all Sales and Marketing packs are given in the form of
our partners and they also make handy corporate gifts as they
USB drives.
can be reused.
We retain the services of a PR and communications company,
Aleenta Hua Hin – Pranburi works with small niche operators
Delivering Asia Communications, to ensure a steady stream of
around the globe and has built up a loyal friendship with
key journalists and reviewers from prestigious titles in target
Tour Operators that believe in the same guest experience
markets are coming through the hotel, while spending very
and sustainable way to travel as we do. For example, we have
little on consumer advertising.
forged a close relationship with the Green Pearls collection
of resorts which is one of the first Operators and Websites to
focus purely on sustainable Tourism and guest activities.
http://www.greenpearls.com/hotels/thailand/aleenta-resortspa-hua-hin
This is an outline of the media communications strategy
by Delivering Asia Communications (DAC) for implementation
company in key international business feeder markets.
with large mass tourism providers that are in the market. We
of believers, influencers and agents of trust.
Therefore, the creation of compelling, on-brand content has
become the most important communications foundation. It is
from this point that all stories are built and emanate.
These story lines are then utilised not only in all media
channels but in all other communications and strategic
marketing tools – from sales and marketing collaterals, menus
and brochures to websites, awards pitches and corporate
social responsibility causes that suit and fit the brand story.
ALEENTA RESORT AND SPA HUA HIN-PRANBURI
Brand Positioning
Brand Experience
Target Markets
Sophisticated and
Rewarding
Elegant
Long Haul:
• Germany
• UK
• Australia
• Russia
• USA
Knowing and Contented
Class
Stylish and Glamourous
Tasteful
into account the resort’s situation, positioning and key
Intuitive Luxury
Romance
Key Strengths
Key Challenges
Strong reputation
Maintaining interest
Aleenta brand
Ensuring the enviroment
is clean and engaging
Superb beachfront
location on unknown
beach
Working with the
destination to develop
marine experience
approach to communications (with an emphasis on traditional,
harmony of the region.
online and social media relations) based on the contents of
section one.
Clean and quiet getaway
20 minutes from Phuket
International Airport
Strong regional and
international access
Short Haul:
• Singapore
• Hong Kong
• Malaysia
• Middle East
Thailand:
• Local Thais
• Bangkok-based expats
b. Press Releases distributed to DAC’s extensive high-end
luxury media network – covering corporate end users, upscale
business event organisers and niche travel wholesalers as well
as trade and consumer media across print, online, broadcast
and social media platforms. DAC core strength is copywriting
and storytelling expertise, as well as excellent media contacts,
The key components of the communications strategy are as
and this is where releases can achieve cut through and get top
follows:
notch results in a cluttered marketplace.
Increase press coverage in key target markets through two
core types of press activities:
an expert – either based in Thailand or with international
a. Media Familiarisation Trips. These will be driven in three
ways:
i. Local journalists – Thai and English language
ii. International journalists based locally or in Thailand visiting/
on other story assignments
1. Experiential Packages: activities or courses “led” by
credentials. The point is to tap into niche interest and passions
– that can be utilised extensively and aggressively in packages
to sell and drive interest through social media channels.
Examples:
a. Photography
b. Art, painting, crafts etc
Authority of Thailand to ensure that Aleenta properties are on
Female/Male
that do come to the resort value the experience and the
influencing decisions through the media and creating a host
wherever we communicate.
The strategy is split into two sections: The first section takes
raising awareness through the media.
positioning of the brands, the brand experiences – by
iii. International journalists: DAC will work with Aleenta
Inspiring
attributes as they will determine the direction to be taken in
This strategy is designed to promote and leverage the
With the dynamic distribution tools for communications, it is
more important than ever that there is a tight set of brand
communication messages, phrases and words that are utilised
Confident and Arrived
The second section highlights recommendations on the
printed brochures as traditionally provided by resorts. This has
But the emergence of powerful new digital communications
channels such as online websites, social media platforms and
search engine optimisation combine to create a new force
that can only be utilised effectively if the brand messaging is
communicated clearly.
Spiritual and Radiant
carefully select who we work with to ensure the customers
As part of our Green policy the resort does not produce
Resort and Spa Hua Hin-Pranburi. This document is prepared
family Owned Tour Operator focusing on individual travelers
As Aleenta Hua Hin is such a unique property we do not work
Traditional print media brands are still very influential as
they command trust and belief. They still need to be skilfully
and effectively engaged.
to support the execution of all plans and actions for Aleenta
by DAC and AHMS resources and agencies that work with the
operators who send clients who based on experience.
MEDIA MARKETING COMMUNICATIONS STRATEGY
INTRODUCTION
Tischler Reisen and Geoplan Reisen in Germany are both
looking for unique experiences. We work only with niche
SUMMARY
appointed GSA representatives to work with them to secure
c. Meditation
the correct type of journalists as well as with the Tourism
d. Cooking
media schedules
e. Diving and marine exploration
f. Engagement with reef restoration
g. Bird watching
h. Triathlon and hiking
i. Golf
2. Retreat Packages:
a. Wedding
b. Honeymoon
c. High End Corporate Meetings/Retreats
d. Special Family Gatherings (anniversaries, birthdays)
3. High-end product launches
c. Leadership Profiling AHMS Managing Director, Anchalika
Kijkanakorn as an industry leader – not only in terms of
innovative property branding and design, but in terms
of championing sustainable tourism and environmental
development in Thailand. Tactics will include:
1. Newspaper columns – ensuring we can control
the message
2. Speeches at important industry events
4. Key Staff appointments
a. PATA
5. Business partnerships and affiliations
b. SLH
6. Corporate Social Responsibility
7. Awards wins
8. Celebrity visits and social events
9. Other key announcements as they arise or are generated
c. Trade show panel discussions
d. Other industry events such as HICAP
3. Launch a sustainable tourism development roundtable
a. Attended by TAT, THAI, major tour operators,
major hotel operators,
31
c. Meet the Tourism Authority of Thailand and Thai Airways
b. Content to be generated to be utilised for
a. Financial Times
b. Far Eastern Economic Review
International’s overseas office senior directors to present
AHMS
a series of press activities:
i. Press Release
c. American Express
ii. Social Media
d.Monocle
iii. Travel Trade Media
e.Prestige
iv. Consumer Media
f.Tatler
4. Recognised as a key “go to” person for socially
conscious, environmental tourism stories and interviews
5. Appearance at key events for social media photography
g. Travel + Leisure
d. Request local GSA representative where appropriate to
arrange two media interviews and track coverage
SOCIAL MEDIA
h. Conde Nast Traveller
a. All social media strategies need to focus on the brand,
i. Sunday Times
its values, its messages and positioning so content can
j. Daily Telegraph
NEWSLETTER
events and happenings at AHMS
a. Frequency: bi monthly
b. Content: driven out of press activities
c. Distribution: media, trade and former guests
d. Content to be utilised for Facebook
become a part of conversations
k. Sydney Morning Herald
l. Travel + Leisure
Encourage repeat visits by keeping guests in touch with
e. Monthly magazine – AHMS LIFE – to detail brand values and
b. Facebook – now the world’s most visited site ahead of
used as tool to communicate with guests on happenings
d. Exclusive Storylines Engage key media in the following
m.Wallpaper*
Google – though Twitter and You Tube, as well as the
both within and beyond the individual resort and AHMS
categories: with USPs, audiences, messages and objectives
n. Gourmet Traveller
likes of Pinterest, Socialcam, Foursquare, Foodspotting,
group.
in mind, DAC will concentrate on securing editorial in the
o.DestinAsian
Urbanspoon, Whats App, Line, Tango and many more can
play their parts in the social media mix.
following media segments. Please note that while the core
media target groups are outlined below, others may be added
according to new and alternate stories as they arise.
1. Travel sections in major press – weekday and weekend
editions
2. Major press luxury travel and lifestyle magazines
3. Travel and lifestyle magazines appealing to high-calibre
travellers
4. Wedding and bridal publications
5. Travel trade magazines, business titles, newswires, industry
publications
6. Design, gourmet and fashion magazines
7. Targeted custom titles, ie AMEX Centurion and Departures
8. Television travel programmes
9. Freelance travel writers with a focus on the high
end of the market
10. Niche interesit publications that cut across our resort or
key players’ interests
11. Online portals with travel sections
12. Inflight magazines
13. Bloggers
14. Publication Examples:
e. Media Target Delivery
c. User demographics for social media have changed rapidly
with the rise in smart phones and executives and high
1.Announcements and editorial feature story development in key
spending “luxury” travellers are now prominent
markets to support AHMS’s brand and tactical objectives. This
will include:
d. Communications on Facebook need to be driven out of
the brand – triggering conversations between users on
2. Press release writing and editing
Facebook sites
3. Distribution into relevant key markets in accordance with
e. It is important to not be intrusive – but to “gently
campaign objectives
intervene” into conversations with strong content.
EVENTS
There are two types of events. Those generated by the resort,
and those existing that we can leverage.
a. Internal events driven by the schedules of individual
properties which we will support with copywriting, press
releases, interviews and other activities
b. External events: tie up with key events held in the
destination that are on brand and reflect the brand
positioning and will achieve cut through in key publications
4. Organisation and facilitation of national, regional and
international press visits to AHMS of high-end media targets
with the objectives of positioning and awareness to drive
business and resort profile (pending budgets)
CORPORATE SOCIAL RESPONSIBILITY
Launch corporate social responsibility initiatives to support
5. One-on-one exclusive interview placement. Stories to cover
the brand positioning of all AHMS properties and contribute
the different Unique Selling Points of AHMS
to local communities.
6. Support and attendance at trade/road shows and escorting
press to the location as required
7. Social media announcements, storylines and monitoring
INTERNATIONAL TRADE SHOWS
a. Leverage attendance status (buyer/exhibitor etc) to utilise
show media database to distribute press information
b. Story lines pitched to daily print and electronic newspapers
at the show to raise AHMS profile and assist with sales to
press in attendance at shows
Launch corporate social responsibility initiatives to support the
brand positioning of all AHMS properties and contribute to local
communities.
a. Brand positioning
b. Press coverage
CONSUMER MARKETING PARTNERSHIPS
Partnerships with key target media outlets to co-promote AHMS.
a. Leveraging brands that compliment AHMS
b. Maintain visibility
c. Example: Travel + Leisure– launch a subscription drive
with the magazine for which we would offer a prize –
and in return for which they would provide a full page
of advertising in the magazine and online promoting the
partnership
c. Engaging local officials and trade – TAT, TG, local
government, prominent partners - who should be present
in all social media releases
d. Utilise well known people/celebrities where possible e.
Improving the local community and environment
33
TRADE MARKETING PARTNERSHIPS
We will still continue to buy into relevant trade brochures
and websites. We have strong marketing through our trade
K Overview
partners already and we have made resources available this
year so our sales team can keep working on them, while our
K1 In your opinion why do you think this hotel should win an
K3 When was the hotel last upgraded, remodeled or
communications agency concentrates on media (electronic
award in this category? If your hotel has a unique selling point,
refurbished
and printed), social media and planning a number of local
please start your statement with your USP.
and international events for us where we feel our marketing
budgets will be better spent.
We are careful to keep these targeted and goal-oriented so
that they penetrate channels that are a clearand strong match
with our target audience. Our marketing serves to purposes,
of course to attract guests to our resort, but now we have the
operational excellence, to expand our brand as well.
Aleenta Hua Hin-Pranburi and indeed the Aleenta brand is
If your hotel has a unique selling point, please start your
build on a positioning of delivering ‘A Rewarding Life’ to
statement with your USP. (No more than 100 words.)
discerning travellers who appreciate barefoot luxury, a more
Aleenta Hua Hin - Pranburi Resort and Spa is the original
award winning boutique luxury resort upon which the Aleenta
brand was founded, and indeed one of the original boutique
resorts in Thailand. This special boutique luxury resort and spa
down to earth and comfortable approach to resorts, and
above all authenticity and thoughtfulness in every single guest
experience and genuine warmth and enthusiasm from the
team members delivering it.
features 22 unique suites, most with a private pool. Each suite
It’s the little touches, getting the details right, and
Finally, while we do them from the heart, our various CSR
is located within steps of the beach and offers commanding
anticipating needs that distances Aleenta Hua Hin from its
programmes impress our guests who also want to get
views of the stunning sunset sea view of the Gulf of Thailand.
competitors. But what keeps us ahead is inspired leadership,
involved, especially in our turtle, coral regeneration and clean
the beach programmes.
Situated on the pristine and golden sand stretch of Pak
Nampran Bay, Aleenta Hua Hin - Pranburi is a mere 2.5
hour drive south of Bangkok. Aleenta Hua Hin - Pranburi
innovative thinking, daring to be different, and rewarding
lives, from our guests to our team members to the community
we share.
offers a perfect location for a romantic beach wedding and
Aleenta is also launching an ‘Aficionado’ program, which
honeymoon with its beautiful and private setting. An onsite
has begun life as a series of portraits of fans of the brand on
wedding planner is available to help create the most magical
our website, but which will be developed into a unique and
celebration whether it is a honeymoon, wedding, or renewal
innovative loyalty program inspired by the idea of rewarding
of vows.
lives and barefoot luxury.
At Aleenta Hua Hin the ocean and the Gulf Of Thailand is your
Our Resort Manager and all of his team do their utmost to
permanent view of the world. We endeavor to cocoon our
lend a personal touch, from remembering guests’ names and
guests from the outside and still give the freedom to explore.
their favourite things to knowing just the right time to send
someone over a complimentary drink or go the extra mile
with some special treat. At Aleenta, there are no dissatisfied
K2 When was the hotel first opened
guests: just loyal fans we have yet to win over.
Aleenta Hua Hin-Pranburi was opened in August 2002.
35
Aleenta Hua Hin-Pranburi Resort and Spa, Thailand
Aleenta Resort and Spa
3 Ladpraw Soi 95
Wangthongland
Bangkok 10110
Thailand
Tel: +66 2 514 8112
Fax: +66 2 539 4373
www.aleenta.com