Place:

"We believe that our location is our greatest asset, but conversely, it does severely limit our market. The majority of inbound tourists to Thailand wouldn't be amused by the fact that we are located an hour away from the nearest airport and large town, and about 2000 miles from the beach.

"Location is a tricky one, it's double-edged sword for the hotel - as far as the camp goes, we are the only people doing what we're doing in this market and so location doesn't affect it so much. With guests booking to learn to drive an elephant, being a little way off the beaten track is actually an advantage.

"Anantara's Web site is where we aim to focus our promotional efforts; particularly as the sort of potential customers we target (often people with office based corporate jobs - managers, middle managers and Chief Executive Officers) can access the Web at work. We are aiming to use the Web more and more. The Web site allows potential customers to research into what Anantara offers, but it also can handle direct bookings. A good Web site which is entirely in our control is I believe, the future. That's where I'd like us to concentrate our efforts.

Image: A good Web site is an important influence in customers' choice of a hotel, and, John believes, is the future in terms of promotional efforts.

"Even if people are not booking through the Web, a good Web site is an important influence in customers' choice of a hotel. All hotels tend to look the same in travel agents' brochures. As all hotel resorts pay to go into the brochures, the agents are duty bound to give the best coverage to those who pay the most. Even if customers eventually book their Anantara holiday through a travel agent, they may be able to specify this hotel to the agent as a result of visiting our Web site. That's why it's so important to have a good, imaginative Web site which outlines our USPs."

Promotion:

Image: Singapore's financial district - 'ex-pats' in nearby cities make up part of Anantara's target audience, as well as people booking a holiday from Europe or America. Copyright: Charles Somorin, stock.xchng

"The purpose of our promotional activities is to get guests to come and stay. It's important to remember that the Anantara Resort and Spa has only been operating for 18 months. Luxury hotels have never been seen in this area before.

"We do have a budget as a group, but the main promotional work has been done through the print media. The Golden Triangle and the mahout training has, thus far, proved a strong enough angle to get us coverage in all the main daily broadsheets in the UK, plus the BBC, GMTV and Sky TV, as well as an increasing number of European and American media. This obviously has cost implications for us but is cheaper than massive advertising campaigns.

"We also pay brochure 'contributions' though, in my opinion, we have been too liberal in this - they don't represent us very well. We could be more careful in our market selection - four or five well-produced, well-placed contributions would, in my opinion, be better than twenty 'tacky' ones catering for the wrong target market.

"When we first opened we sent a lot of postcards to corporate headquarters throughout Asia. We also took adverts out in newspapers that serve the 'ex-pat' audience in Bangkok, Singapore, Hong Kong and Kuala Lumpur. But recently, rather than using direct mailouts to past and potential resort customers, we have relied on what we call 'e-blasts' - using electronic media."