Bangkok, Thailand, January 17, 2023 / TRAVELINDEX / Thailand's tourism industry is experiencing rapid growth, with international arrivals pouring into the country and China poised for the next big wave. But what's next for the Kingdom? The world has changed in the last three years. How will Thailand innovatively reshape the sector, or will it revert to the era of mass tourism?

The Thailand Tourism Forum (TTF 2023) returned to Bangkok on Monday, January 16, 2023, for its 12th edition to discuss current issues and develop forward-looking concepts. Under the theme "Innovation in Hospitality," the creative half-day event offered high-profile speakers and discussions on key topics that will shape the industry in the coming months and years.

Around 800 professionals from the travel and hotel industry participated and learned how Thailand's tourism industry needs to reinvent itself and develop into a pioneering role in branding, design and technology in order to emerge stronger and more sustainable in the post-pandemic era.

Following the opening speech by Bill Barnett, CEO of C9 Hotelworks, the event organizer, in which he explained "Why Thailand needs to be innovative," the forum's keynote speaker took to the stage. Wallapa Traisorat, CEO and President of Asset World Corporation (AWC), Thailand's leading hotel owner and developer, spoke on the topic of "Shaping a new hotel landscape with brands."

Other key topics on the agenda included “Disruption and Change in Hotel Technology and Distribution” with Liz Perkins, Vice President of Revenue Management & Commercial Services for Asia-Pacific at Hilton; “Reorienting Thai Design Culture” with Ho Ren Yung, Senior Vice President of Brand & Commercial at Banyan Tree; and “Challenges for Hotel Owners” with Proudputh Liptapanlop, Executive Director of Proud Real Estate. Attendees also received an update on hotel transactions and financing in Thailand from JLL Hotels & Hospitality Group and an analysis of the competitiveness of the Thai hotel industry from STR Global, before Greenview founder Eric Ricaurte presented his vision of the “Hotel of the Future.”

The biggest challenge, which Bill Barnett of C9 says requires urgent attention, is the shortage of workers who, after the Covid pandemic that resulted in the loss of over 1.45 million tourism jobs, are unwilling to return to the hotel industry. “Where will the next generation of workers come from? They are the ones who will ensure the success of the next generation. Thais no longer want to work in hotels, so we need to consider how to develop innovative offerings and bring the best talent back into the industry. We need to pay higher wages. Thailand’s hotel industry needs to change now,” Barnett said.

Proudputh Liptapanlop, CEO of Proud Real Estate PLC, reinforced this point, saying that Covid had been a real wake-up call for owners about how to take care of their employees.

Wallapa Traisorat, CEO and President of AWC, argued that the integration of product and brand is key to future innovation. “For us, it’s all about creating joy,” she said. “We are all looking for fulfillment, and I believe we need to partner with brands to develop unique projects that integrate with the destination and involve the local community in the hotel experience. It should create a holistic customer journey.”

For Liz Perkins, Vice President of Revenue Management & Commercial Services at Hilton APAC, the right balance between technology and human interaction is crucial. “The key is to successfully combine physical and digital processes to create a seamless travel experience. During the Covid pandemic, we invested in technology. For example, we introduced digital keys for expedited check-in. Guests can still visit the front desk, but we offer them more options.”

“For me, innovation arises from limitations,” added Ho Ren Yung, Senior Vice President – ​​Brand and Commercial of the Banyan Tree Group. “We developed the pool villa concept because we weren’t located on the beach 30 years ago. Now we’re launching a product without walls and doors to bring nature indoors.”

Further information can be found at www.thailandtourismforum.com