Hotel - Established

Contents
Topics
S.W.O.T. Analysis Thailand
Forecasting
Step of establishing new hotel
Location to Build
Size of the Hotel
Architecture of Hotel
Financial Sourcing
Target Market and Marketing
Price Structure
Rate of Return
Rate of Investment
Our Management
Keys to Success
Hotel Products, Services and Facilities
Reference
Appendix

Page

Foreword
S.W.O.T. Analysis Thailand
Strengths = Resource: Geography and culture
Currently, A strong support of Thailand and its
tourism industry as the country returns to normally
following political unrest earlier in the year. Attending the
recovery measures undertaken by the Thai Government
and the collaboration of the Thai private sector to support
tourism in the country and expressed the unwavering
solidarity of the international tourism community.
While recent unrest in the capital of Bangkok and the
provinces of Thailand has been brought under control, the
events had a significant impact on the flow of tourists, a
major source of jobs and export revenues for the country.
Weakness = Global economy crisis, Severe Emergency
Situation in the areas of Bangkok and some provinces in
Thailand
Opportunity = TAT would approach new markets by
participating in international trade shows in Russia,
Pakistan, Nepal, Sri Lanka, Canada, Japan, Iran, Oman,
Jordan, Poland, Syria and the US. The agency is also
planning to approach niche markets like diving, youths,
weddings, golf, shopping and senior tourists. And The
Thai Government has been quick to show support to this
key industry and implement recovery measures in close
partnership with the private sector. Measures include a
financial scheme for tourism entrepreneurs and small

businesses affected by the unrest, exemption from the

tourist visa fee for foreigners and a landing and parking
fee discount for airports.
Threat = Nowadays the politics of Thailand is badly
situations. Many tourists have canceled their flight to
Thailand because their country has warned them about
politics situation in Thailand is insecurity. So hotels
business in Thailand has lose income too much from
these situation.
Forecast Rooms Demand For Country
Due to the fact of Thais economy and political
analysis
Thailand's domestic politics and debt crisis in
European countries caused a sharp drop in foreign
arrivals .While the whole year 2010 revenue from tourism
will decrease as tourism operators must lower prices to
attract visitors.
A series of recovery programmes and promotional
initiatives have been launched recently, meaning that
tourism figures in Thailand have improved along with
eased political turmoil and the recently relaxed travel
warnings by several countries have restored the tourist
confidence. This can be seen an increase number of
tourists from China, Hong Kong and other Southeast Asian
countries. According to TAT acting that concentrate on
attracting tourists from two potential markets ,South Asia
and the Middle East.
Meanwhile, Attending a Special Meeting on
International Solidarity with Thai Tourism The World
Tourism Organization and the Pacific Asia Travel

Association was organized by UNWTO and PATA in

Bangkok in collaboration with the Ministry of Tourism and
Sports of Thailand have conveyed their strong support of
Thailand and tourism industry as the country returns to
normally following political unrest earlier in the year.
PATA is assisting Thai authorities in the recovery
process and we are confident that a safe and stable
Thailand will reinvigorate this truly unique and "Amazing"
tourism destination

The Bank of Thailand (the central bank) will maintain

an accommodative monetary policy stance during the
forecast period. It is unlikely to change its policy rate
sharply unless there is a rapid acceleration in inflation.
Among politic crisis , a lot of traveler from other
country have been canceled a long trip and room
reservation abruptly as we face problem.
So rooms demand is depends on number of traveler
who coming to Thailand. With situation like this selling
percent may not beyond 30 percents on low seasoning
and not beyond 60 percents on high seasoning.

Steps of establishing new hotel.

1. Marketing research
1.1 study what customers needs in investment
area and how best to meet those needs and
wants. For increase competitiveness by
identifying the interaction among a hotels
stakeholders, marketing variables,
environment factors, and marketing
decisions.
1.2 Adjust and specify explicitly service also
business boundary.
1.3 Specify distinctly target market
1.4 Reconsider for business role ,what-how-how
much?
1. Check for regulation and list to file a petition
according to Hotel act of parliament
1.5 file a license according to Building control act
to public works department and city
municipal. There are 2 choose able parts ,by
code 21 in building control act ( B.E. 2552 )
by the way this choice require permission
before construction. One or the other by
code 39 in building control act which can
start the construction after hand a license
permission.These two ways require
document (see appendix )
1. Requirement of resource
1.6 tools
1.7 Human
1.8 Funding
1.9 Readiness of Investor
1.10Requirement of stockholder
1. Do business plan.

1. Study feasibility plan.

1. Do operation plan.
1.11gather capital.
1.12register business.
1.13register related document such as taxation.
1.14Test tools quality and working.
1.15Recruitment
1. Organize other system
1.16Management system
1.17Accounting system
1.18Human resource system
1.19IT system
1.20Service system
1.21Etc.
1. Staff Training
1. Production plan
1. Marketing and selling plans
1.22Advertising ,presenting service plans
1.23Promoting selling plan
11. Start conduct follow the step and plans

Location to Build
An area that we should to build new hotel is located
on Lam Sing Beach , Phuket. We should this area
because the target market group of our hotel is business
man or any person that needed to relax and private area
to stay. This area is suitable for build the hotel because it
is far away from the other person and suitable to stay. By
the way the guests can go to shopping at Patong Beach ,
just 10 minute from the hotel , or go to phuket down town
just 30 minute by limousine. The beach is very clear
water and the scenery is amazing. The guests can touch
to the nature , they just walk out of the hotel then they
will see the beach in front of them. This picture will show
you how is it beautiful of Lam Sing Beach.

Site and Location

For the site and location that we should to build a
new hotel is located on Lam Sing Beach. This area is
really naturally and private, so there is suitable for the
guests that need to stay away from busy town and have a
privacy life. Convenience for transportation to any places
in Phuket. Otherwise the guests that dont want to go out
to do their business they just stay in our hotel , we

provide a business centre for them to use and there will

have a professional staff to take care of them. Many
services that our hotel provided to the guests such as
Spa, Business Center , Fitness Center, Leisure Activities
for kids and older-age guests , Clinic that have doctor
available 24 hrs. etc.

Size of the Hotel

Hideaway Phuket has 40 uniquely designed villa
accommodations.
Room Type
Number of
Room Size (Incl.
Rooms
Balcony)(Sqm.)
Pool Villa
20
154
Deluxe Pool Villa
Pool Villa Suite

15

181

228

Architecture/Style of your hotel

All villas have open-style bathrooms, creating an
atmosphere of space and light within and boast
magnificent views of the beach and surrounding
forestation. Each villa also features its own infinity-edged
pool with sundeck, creating an illusion of infinity between
pool and bay, and reinforcing a feeling of seclusion.

Local building techniques have been adopted, using

natural environmentally controlled materials. External
and interior walls are wood paneled, with roofs
constructed of sago palm leaf thatching.
Each villa is attended by a butler who is trained to
anticipated every whim. The butler service is designed to
create a new and unique concept for house guests, they
will threat you to be happy and feel an atmosphere like
their home all the time from arrival to departure.
We are reflects the warmth and welcome of a home
on a plantation estate. The Main House accommodations
all the dinning and entertaining alternatives.
Financial Projections
Financial projections for a proposed new
hospitality facility will normally comprise estimated
statements of profit and loss, and of cash flow, based
on which an investment analysis. A projection of
profit and loss will have three main platforms
volume , price and cost.
Hideaway funding is from direct investment with
100 million bath start up, purpose id avoiding
interest rate and NPL in the future.
Target market and segmentation
There are many types of customers around the world
to Thailand. All types of traveler include both business
and leisure. Hideaway is a 5 stars villa that located in
Phuket which is very close to all natural feeling and
attraction locations. That made Hideaway the most
relaxation destination who wants to enjoy living the most
comfortable and relax way while they spend their time in
Phuket.

Market Segments

Business
cooperate
International
tourist

local leisure

Family
travellers

Hideaways primary marketing target will be

40% of international tourist guest from international.
The rest of the targets are 30% of Family travellers ,
20% from local leisure and 10% of business
cooperation or business guess because of the
availabilities of location, Variable travellers in Phuket
for absolute leisure occasion.
Market the Hotel Attracts
The target market that villa wants to attract are not
just international corporate business guest. The real
target market that the villa wants to get is more
likely to be the business or family tourist because of
their frequency usage of hotel facilities. The villa is
always looking for type of market that tends to use
more villa facilities in order to maximise the profits

and bring in as much income as the villa can get.

Price structure
Room Type

High season
Price
430 U$++

Low season Price

Deluxe Pool Villa

500 U$++

450 U$++

Pool Villa Suite

620 U$++

600 U$++

Pool Villa

410 U$++

Sensitive analysis
Needs (A)
Selling price (B)
Selling Cost (C)
Produce Cost (D)
Operation Cost (E)
Interest rate (F)

Income estimation
Initial investment
100,000,000 baths
Project life/Depreciation
5 years
Income estimation: Day
Pessimist Expecte Optimist
Very
ic
d
ic
Optimisti
c
Circulatio 5 rooms
10
20 rooms 35 rooms
n
100,000
rooms
400,000
700,000

200,000
Facilities
circulatio
n 20 %
Total
Circulatio
n
Investme
nt cost *
Operation
cost**
Total Cost

20,000

40,000

80,000

140,000

120,000

240,000

480,000

840,000

69,444

69,444

69,444

69,444

40,000

40,000

40,000

40,000

109,444

109,444

109,444

109,444

Profit

10,556

130,556

370,556

730,556

Business
taxation
30%
Net
income
Per
month

3,166.8

39,166.8 111,166.8 216,166.8

7,389.2

91,389.2 259,389.2 514,389.2

221,670

2,741,67 7,781,676 15,431,67

0
6

*Investment cost calculate from capital 100,000,000 bath

which has 5 years project life.
Break-even point
From income estimation sheet
business expense =
39,947,060 per year
Business Tax 30 % =
11,984,118 per year
=
51,931,178 per year
Suppose that customer circulation at 25,000
Cost = 50 % of circulation =
12,500
G.P. =
12,500

Hence, primary profit stands at 51,931,178

51,931,178/12,500
= 4154.49424
So BP of business is at 4155 person per year.
ROI- Return on investment
ROI % = (50,000,000/100,000,000)*100
= 50% per year

Management
Hideaway establish from direct investment due to
the fact of size of villa and direct management , CEO
prefer to treat customer closer and give direct contact to
them also make sure for creating the best service to
customer.
Competition analysis
Virtual survey
Phuket villa 406 is our competitor ,with 5 bedroom
luxury oceanfront Villa located on the headland over
looking Surin Beach, Phuket. To learn more or book this
beautiful villa online, visit. Each bedroom has air
conditioning, coded safes, a music system and a mini bar
(filled with drinks and snacks). The house includes
comprehensive PABX phone systems with private
telephones to each room. Satellite television, DVD players
and UBC (the local cable connection) are provided in all

rooms.
A comprehensive collection of DVDs and CDs disk is
available for the movie watching nights. We have two
spare camp beds available for the overflow of children or
visitors wishing to stay. The pool area and main dining
area has a fully functional stereo system. On the lower
level is an Australian barbecue, spa massage bed, study
and library. The house is our home and therefore holds a
large array of beautiful antiques and woodcarvings.

Topic

Hideaway

406 villa

Prize

Cheaper

More expensive

Size

Larger

Smaller

Promotion

Price include
dinner

NONE

With their 5 villas may not support more customer

and they are the only competitor in this area.
Hideaway statement
We sure that we make things people want to buy. As
long as richer are in this world , they always seek for
comfortable and private place for their daily life ,
Hideaway answer their needs with exclusively place ,
reasonable price and be where you want to hide from
outside as long as you can.
Our advertising and marketing specify customer with high
society life , limited by entry and price .

Key to success
Hideaway always consider 3 variable for our
success .
1. Seasonality
1. Manpower planning
1. Perishability
Critical success factors
We believe that the more provide the more
customer
although Hideaway is the place to relax and avoid
from city buy we provide comfortable life as youre in
the city.
Entry and growth strategy
We start advertising via international agencies
and promote in Airline magazine also high-end
magazine. Give special rate for high-end Credit card
holder and special package as promotion.
Rules of new comer
Hideaway consider for rules of new comer that
must be better or different , we sell cheaper, variable
and larger.

Hotel Products, Service and Facilities

Our hotel provided any services to their guests such
as hideaway spa, business center, fitness center, leisure
activities, Main House dinning restaurants.
Hideaway provides full range of facilities suitable for
both business and leisure to have most effective usage of

the hotels facilities services and enjoyable stay. The list

below shows all facilities within the hotel.
Services and Facilities

24 hours room service

Airport Limousine
Babysitting on request
Parking for 80 vehicles
Valet Parking Service
Bakery shop
24-hour laundry, dry-cleaning, pressing and
valet services
Hideaway Worldwide Reservations Centre
Safe-deposit facilities
Doctor's clinic
Shopping arcade
Currency exchange
Film processing
Mail Service
Wireless internet access

Restaurant and Entertainment

Hideaway provides full range of ideal of 3 difference
styles of restaurants within the hotel. The Guest can also
enjoy evening life music form the most selective
international brand that will be change in every 6 month.
The lists below show information of all restaurants in the
hotel.

The Paradise (80 seats), serves light snacks,

traditional afternoon tea and creative cocktails.
1

2 Olympus ( 80 seats) serves international

buffet, with the style of show kitchen serving a
wide selection of international and Asian items
for breakfast. Additional varieties for lunch and
dinner include the new Japanese-style yakitori
grill and a steam counter for Asian dumplings
(Yam-Char). Fresh seafood selections and a sushi
and sashimi corner are also available.
Scenery (80 seats), the trendy restaurant
serves authentic Italian cuisine with two lively
bars and in the late evening, dancing to a live
band.
2

Spa Cottage is the accommodation provided for the

gust that is using the services of Atlantis Residential Spa
& Club.with full service of spa, treatment program and
facilities.

Villa Facilities
Two-line IDD telephones
Direct broadband Internet access
Fax machine
Voicemail
Satellite TV console
Video / CD player
Pay-per-view movie system
Refrigerator
Minibar
Sitting room flat screen satellite television
Bedroom flat screen satellite television
Headboard individual reading lights
Bedside compact control panels
Coffee / tea facility
Smart Card door lock system
Stereo
Walk-in closet
Bathrobes
Slippers
Suit stand
Folding luggage rack
Bedroom satellite television console
Personal safe
Vanity table

Reference
.. ,Marketing insight, through the
line, 2550
, ,
2549
, Find your own business in 7 days,
2550
Other
Industrial placement report, Hyatt erawand ,Wanicha
nuchrungang , Perth 2547
Website
http://www.thaihotelstaff.com/index.php?
lay=show&ac=article&Id=44856&Ntype=2
http://www.answers.com/topic/hotel-resort-2
http://www.hotelbizconsult.com/index.php?
lay=show&ac=article&Id=538602181
http://www.dpt.go.th
http://www.hotelnewsresource.com

Appendix
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Pre-Opening Checklists
The following checklist is designed to aid new properties in the pre-opening phase to plan
accordingly for multiple simultaneous tasks that are required to prepare for the propertys
opening. The task and corresponding timelines are intended to be a guideline, and due to
specific market conditions or situations, may warrant different lead time. In addition,

there may be numerous tasks unique to individual properties that are not mentioned
herein.

1) Total Pre-Opening Checklist (All Functions Sorted by Due

Date)
Weeks to
Opening
20
20
20
20
20
20

Task
Submit property information to MarRFI (Marriotts Request for
Information) via https://rfi.marriott.com
Review MEA Marketing Communications Manual

Functio
n
Mktg
Mktg

Finalize pricing for apartments (with Regional Revenue Management

Mktg
Staff)
Compare the local tourist authoritys standards for standard or deluxe Mktg
with the 5SU order to make sure the property has all the elements
necessary for proper classification.
Review MEA SOP and Brand Integrity Manual
Ops
Reservation and Yield Management System (equipment must be ordered,
installed, and training scheduled)
Licenses and permits

Ops

Ops

16

5SU order placed (ideally five months prior to delivery); see MEA 5SU
Manual
Confirm that the MarRFI data was used to populate the property web
page on marriott.com
Determine how to process Travel Agent Commissions.

16

Create Public Relations Plan, including grand opening event

Mktg

16

Pre-opening brochure (designed and delivered)

Mktg

16

Offer apartments to lease

Mktg

16

Marketing Plan

Mktg

16

Establish lease (review local real estate laws)

Ops

12

Establish organization chart

Ops

12

Staffing guidelines (7 days, 24 hours)

Ops

20
20
16

Ops

Mktg
Mktg

12

Job descriptions (all positions, each discipline)

Ops

10

Report apartment rental status (weekly)

Mktg

10

Uniforms (determine style and order)

Ops

10

Hiring of staff

Ops

10

Signage (determine what and where); see MEA Design Guide

Ops

10

Associates Handbooks

Ops

10

Outside contractor usage (who, LSOP)

Ops

10

Linen PARS

Ops

10

Elevator usage associates

Ops

10

Associates cafeteria

Ops

10

Associates Entrance (LSOP)

Ops

10

Associates information boards

Ops

10

Short-Term Resident Policies (LSOPs)

Ops

10

Problem Resident Policy LSOP (payment, noise, damage, etc.)

Ops

10

Airport Pick-Up (LSOPs)

RS

10

Food & Beverage menus, including room service to printer

RS

Establish local advertising schedule

Mktg

Resident Handbook

Ops

Engineering supplies (local purchases ordered)

Eng

Radio/paging system

Eng

Key Card/Masters Control System

Eng

Printed forms (determine needs)

Ops

Design closing room

Ops

Food & Beverage service standards established

Ops

Chemicals/Eco-Lab

Eng

Reservations (LSOP)

Mktg

Marriott Hotel rate (walks)

Mktg

Local task force established

Ops

Soft opening event

Ops

Inventories (above 5SU for each area)

Ops

LSOPs: cash, locks, patrol, communication, etc.

Ops

Supply list for offices (administration)

Ops

Apartment use as office (LSOP)

Ops

Dirty linen collection, cleaning and return (LSOP)

Ops

Food & Beverage storeroom par established

Ops

Monthly Services Billing and Collection (LSOP)

Acctg

Eng

Telephones (apartment units, front/back of house, phone/fax numbers,

DID lines)
Engineering shifts and responsibilities

Maintenance signs for apartments

Eng

Time clocks

Eng

Hotel/MEA Security Interface (LSOP)

Eng

Security Communication System

Eng

Commission policies LSOP (travel agents, relocation agents)

Mktg

Property map

Mktg

Product sponsorship opportunities

Mktg

Tenant Payment Procedures (LSOPs)

Ops

Eng

Locker rooms

Ops

Associate locker room policy

Ops

Establish inspection teams for pre-opening

Ops

Petty Cash Policy (LSOP)

Ops

Tenant Breaks Lease (LSOP)

Ops

Establish credit policies, cashing, direct billing (LSOP)

Acctg

Payroll activated

Acctg

Accounts payable/receivable

Acctg

Television/cable (determine offerings)

Eng

Apartment showing (hours, LSOP)

Mktg

Local promotions exclusively for tenants

Mktg

Apartment General Management Program (create LSOP)

Ops

Apartment insurance for tenants

Ops

Establish walk policy

Ops

Property Management System

Ops

Procedures for check in/out (create LSOPs)

Ops

Ops

Housekeeping LSOPs (apartment cleaning, lost and found, linen storage,

inventory procedures, checklists)
Tenant Arrival/Departure LSOPs

Services Offered at Property LSOPs

Ops

English language and other training for associates

Ops

Associate orientation

Ops

Associate meals (LSOP)

Ops

Amenity Program (LSOPs)

Ops

Ops

Tenant Storage (LSOPs)

Ops

Establish phone rates (LSOP)

Ops

Tenant laundry and dry cleaning (pricing, SOPs)

Ops

Meeting Room Charges (LSOP)

Ops

Resident ID card

Ops

Linen room set-up

Ops

First tenant event

RS

Kids programs

RS

Establish house rules

Ops

Cots/cribs (LSOPs)

Ops

Overall physical Plant Maintenance Program

Eng

Emergency procedures (medical, bomb threat, fire smoke, etc.)

Eng

In-house music system

Eng

Maintenance contracts

Eng

Window Cleaning (LSOPs)

Eng

Pest Exterminators (LSOPs)

Eng

Cleaning responsibilities upon building turnover

Ops

Ops

Back of the house office areas set up (Housekeeping, Engineering,

Sales/Administration, Front Office, Security)
Public area cleaning (establish SOPs)

Apartment move-in/move-out procedures

Ops

Name tags

Ops

Accident prevention (policies and procedures)

Ops

Associate recognition programs

Ops

Ops

Deliveries, laundry, supplies, etc.

Ops

Storerooms

Ops

Resident Messages, wake-up calls (LSOPs)

Ops

Resident trash policies (LSOPs)

Ops

Purchasing (LSOP)

Ops

Resident Lounge Services

Ops

Apartment Inspections (LSOP)

Ops

Security staffing and planning

Ops

Grocery shopping service

Ops

Apartment attendants equipment

Ops

In-Unit Plants (LSOP)

Ops

Documentation of conversations with Residents (Guest Ware)

Ops

No Pets Policy (find alternative for Residents)

Ops

Apartment Damage Procedures (LSOP)

Ops

Business center (equipment, pricing, LSOPs)

RS

Doctors/dentists

RS

Resident Response Card

RS

Resident Service Directory

RS

Concierge set up (services, information, etc.)

RS

Newspaper Delivery (LSOP)

RS

Babysitting Service (LSOP)

RS

Grounds maintenance

Eng

Equipment testing

Eng

Energy management

Eng

Preventive Maintenance (LSOP)

Eng

Grand Opening Event

Mktg

Bed/Furniture Storage/Changing Policy (LSOP)

Ops

Trash removal policies

Ops

Parking procedures (pricing, LSOPs)

Ops

Mail (SOPs)

Ops

Fitness Center (signage, maintenance, LSOPs)

Ops

Repeat Resident Program

Ops

Develop Resident Comment Form (GSS)

Ops

Flower requirements (establish need)

Ops

Associate-on-Duty Program

Ops

Team Building Event for MEA Associates

Ops

Internet service provider

Ops

Departure gift for Residents

RS

Whats Wrong in Apartment? card

RS

Resident service requests (Guest Ware)

RS

Taxi services

RS

Resident birthday program

RS

Regular management/Resident functions

RS

Lost and Found (SOPs)

RS

Local holidays (communicate to tenants)

RS

Food & Beverage test meals

RS

At
Opening
Soon
After
Opening
ASAP

Budget next calendar year

Acctg

Grand Opening Celebration

All

Hotel name/logo created (following current guidelines and protocol

Mktg

ASAP

MHRS Directory page created and property e-mail addressed created

Mktg

Opening
Day
Ongoing

E-mail and Admin Bulletin announcing opening

Mktg

Ensure synergy with hotel staff

Ops

Legend:
Acctg = Accounting
Eng = Engineering
Mktg = Marketing & Sales
Ops = Operations
RS
= Residence Services