S Hotels and Resorts Public Company Limited (SHR), the flagship hospitality arm of Thailand’s Singha Estate PCL, expects to rebound from the COVID-19 induced global downturn and has reiterated its commitment to its long-term expansion strategy, which will see the company double in size within five years.SHR felt the effect of this year’s worldwide travel restrictions, as all 39 of its hotels and resorts on five countries had to suspend operations temporarily. But with life and travel now resuming in many countries, SHR has embarked on a progressive reopening plan, in line with the “new normal” of enhanced health and hygiene protocols, and a proactive effort to drive business back to its entire portfolio of properties.
In the short-term, SHR will roll-out a series of innovative commercial initiatives that target the domestic and intra-regional markets, to help its existing collection of hotels adapt to the changing conditions. Looking ahead, the group will continue to pursue its ambitious expansion goals, with a target of doubling its portfolio within five years through international investments, acquisitions and hotel management agreements. This will include the growth of its new upper-upscale resort concept, SAii, which launched in late 2019 to attract free-spirited, experience-seeking travellers.
“The global pandemic has caused unprecedented disruption to the global hospitality industry, and SHR was certainly not immune to its impact. We are confident however, that our company’s structure and key strengths – including our upper-upscale and leisure positioning – will help us bounce back more easily. With our healthy capital structure and low debt, we are aiming to build a strong and sustainable future for SHR,” revealed Dirk De Cuyper, Chief Executive Officer, SHR.
SHR’s recovery has already started, with seven hotels and resorts having reopened their doors in July. In Thailand, every SHR property will be participating the government’s “Rao Tiew Duay Kan” (We Go Travel Together) campaign, which is offering 40% discounts worth up to THB 3,000 per room per night for a maximum of five nights.
Properties have also unveiled their own special deals; Phi Phi Island Village Beach Resort, opened on 1st July, is inviting guests to unwind in paradise with a “Buy 1 Get 1 Free” promotion, entitling domestic travellers to free nights and additional extras, such as dining, spa treatments, excursions and more!
Santiburi Koh Samui, which relaunched on 15th July, is promising “Buy 1 Get 1 Free” deals for Thai residents, as well as an exclusive new private transfer service from Bangkok. Guests can also enjoy a series of immersive activities, as part of Santiburi’s unique Lèn programme. These include an eco day trip to Koh Taen, local seafood cooking classes, explorations of Koh Samui’s native flora and fauna, a coffee spa treatment, and more.
SHR’s two Outrigger branded resorts in Thailand, both of which reopened in July, are offering discounted accommodation and 50% off breakfast for Thai nationals and expats. Rates start from just THB 1,799 at Outrigger Laguna Phuket Beach Resort and from only THB 1,999 at Outrigger Koh Samui Beach Resort.
Guests seeking an idyllic island escape in the Maldives can now take advantage of an exclusive “Stay 3, Pay 2” promotion for stays from 15th July at SAii Lagoon Maldives and Hard Rock Hotel Maldives, the stunning sister properties at CROSSROADS, the Maldives’ first integrated multi-island leisure destination. For visitors who want to immerse themselves in this exotic destination before they book, both resorts have revealed new 360-degree virtual tours – click HERE to explore SAii Lagoon Maldives, and HERE to check out Hard Rock Hotel Maldives.
Travellers who want to get away from it all can now rediscover Outrigger Fiji Beach Resort, the five-star retreat on the Coral Coast of Viti Levu, which reopened in July. Castaway Island, Fiji and Outrigger Mauritius Beach Resort are both expected to start welcoming guests in August, followed by Outrigger Konotta Maldives on 1st October. All properties will continue to closely assess the easing of border restrictions by local authorities. In the UK, nine out of SHR’s 29 Mercure and Holiday Inn branded properties are now accepting guests, 11 will reopen within July, and the remaining nine hotels are expected to relaunch in August.
Whichever destination they choose, customers can rest assured that all of SHR’s properties have implemented a series of stringent health and safety standards. Every resort in Thailand has received the Amazing Thailand Safety & Health Administration (SHA) certificate from the Tourism Authority of Thailand; SAii Lagoon Maldives adheres to Hilton Worldwide’s comprehensive CleanStay programme; Hard Rock Hotel Maldives conforms to the Safe + Sound programme – a 272-point independent inspection; and every Outrigger resort follows the brand’s Clean Commitment guidelines, which were developed in partnership with Ecolab.
With a collection of self-contained resorts and spacious accommodation – including private suites and pool villas in many locations – SHR’s resorts in Asia Pacific and the Indian Ocean are ideal for travellers who want to get away from the crowds and unwind in safety and seclusion, with social distancing guaranteed.
It is little wonder that SHR’s hotels and resorts have been honoured with a series of prestigious international awards. Outrigger Laguna Phuket Beach Resort was named as the “Favourite Family Resort – International” in the Condé Nast Middle East Readers’ Choice Awards 2020, and Outrigger Konotta Maldives Resort was runner-up in the “Favourite Beach Hotel – International” category.