KICKING AGAIN
Interview with Yutthana Sanguannam, Assistant Managing Director of Ramada Resort Khao Lak

Yvonne Bohwongprasert

[Excerpt from Bangkok Post, Horizons Section - 17 May 2007]

Managing Ramada Resort Khao Lak - a four-star property on Bang Niang Beach - is not for the faint-hearted, says Yutthana Sanguannam, whose travels around Europe helped influence the contemporary-look of the resort he runs.

"The 2004 tsunami didn't just take lives but virtually annihilated the once booming tourism industry on Khao Lak," enthused the 29-year-old who is the resort's assistant managing director."The restoration period was a testing time for everyone. However, we have weathered the worst and tourism is picking up. I would not be exaggerating if I said that we are 80 percent back to normal. As you can see for yourself, there is little trace of the destruction the giant waves left behind.

"Khao Lak has a new look and the number of tourists, who are mainly Europeans, is steadily on the rise. Our recent special promotion packages also attracted Thai visitors, which is pretty unusual after the tsunami, but all the same a promising start."

Phangnga is up and running again, especially Khao Lak, which is looking better than ever. Roadshows such as the one by International Tourism Board brought positive results. Khao Lak is still in the hearts of German and Scandinavian vacationers, in particular, he said, because before the tsunami they made up the biggest market segment.

Local hoteliers have began to sign contracts with travel agents and with tourist confidence on the rise, a lot more resorts are being built to cope with the rise in tourist numbers.

How have you positioned your property?
We have positioned Ramada Resort as a four-star because we offer a very special product in terms of atmosphere and architecture. During high season we go up to four and a half stars. This way we get to appeal to a wider audience. By using the Ramada hotel franchise we are offering guests not just quality service but a product of high standard.

What makes Ramada Resort stand out from its competitors?
Our architecture is more contemporary and chic backed by a Thai touch in the guest rooms, while the rest have opted for the traditional Thai look. Rooms and villas are also equipped with modern comforts, with unobstructed views of the ocean. The interior of each room features contemporary Thai design. Our bath tubs are also one of a kind. Overlooking the beach, the resort boasts a range of facilities, with some still under construction, like the ballroom which will be capable of catering to 240 persons in theatre-style seating, as well as smaller breakout rooms and
pre-function areas. Our location is also central.

What is the most challenging aspect of managing a property on Khao Lak?
For us it is probably reaffirming our readiness to receive visitors back to the tranquil shores of Khao Lak. People still have the impression that the area hasn't fully recovered from the tsunami.

To address this issue, we have invited the press. The European and Scandinavian markets are now aware of our readiness in terms of accommodation and security. The greatest challenge is in persuading Thais to resume vacationing here. They are keeping away due to superstition and fear of ghosts. It will take time to convince them that there is nothing to fear.

Are Thais also keeping away due to fear of a repeat disaster?
This could be a possibility and here again there is no need to fear because authorities have erected tsunami warning towers throughout the area. Hotels and resorts, including ours, conduct regular evacuation drills to educate guests on how to deal with unforeseen incidents, so there is nothing to worry. The Marine Department is also playing a greater role in ensuring people's safety at sea.

What does 'new' Khao Lak have to offer tourists?
In terms of nature, today's Khao Lak offers a pristine seashore showcasing nature at its best. The area has always been renowned for its tranquil and unspoiled tropical beaches. I believe the ambience has been enhanced. It still has the perfect ingredients for a holiday in paradise. In terms of accommodation, the new look is more upbeat and stylish. There is also more variety and a better selection of accommodation for tourists.

So you're saying today's Khao Lak is the improved picture of its old self?
Yes, very much so. Khao Lak has become famous among people seeking a quieter alternative to Phuket. And quiet is just what Khao Lak is all about. Very quiet. This is still very much the case. Like in the past, tourists can still go swimming, sunbathing and relax in beach bars. It's just that the surroundings look prettier and more appealing to the eyes. More outlets - like mini-marts, car rentals and tailor shops - have mushroomed to cater to the growing number of tourists.

Running a hotel chain can be a taxing experience, how do you unwind?
I love the mountains and the beach is great, but that's not exactly my cup of tea. I enjoy Italy and other exotic destinations. Travelling gets you to appreciate the finer things in life.

If you wish to contact the writer, send an email to: yvonneb@bangkokpost.co.th.