Standing out in a saturated market to be Phuket’s favourite resort destination

We think of paradise when we think of Phuket. For millions of tourists visiting Thailand every year, the island is a dreamy escape from their work life and everyday routine. Because of this, hotels flock to the island. However,  Four Points by Sheraton Phuket Patong Beach Resort braved the market and was built during the most challenging time for the hospitality industry.

TD has spoken with Daryn Hudson, general manager of Four Points by Sheraton Phuket Patong Beach Resort about the resort’s edge against competitors, sustainability initiatives, and his personal goal for the property. Daryn has 30 years of experience in the hospitality industry, 17 years he gained in Marriott. He considered the employees as their greatest asset. Daryn walks the halls of the property following the motto, “Lead. Inspire. Engage.”

Travel Daily (TD): Being the first Four Points by Sheraton resort in Thailand, how is your property positioned in such saturated market?  What is your edge against your competitors?

Daryn Hudson (DH): We opened on October 1, 2020, at the height of the COVID Pandemic. Many of our competitors in the market were closed. Positioning a resort for success is a combination of investing in your identity, and your brand, understanding where you fit into the market, and focusing on our key attribute.

1. The resort and facilities where classic designs and décor are presented in a modern way. Credit goes to the resort’s owners, Jee Teng Hospitality Group, and our designer PIA Interior Company Limited for designing and building this wonderful resort
2. The location at Patong Beach, and
3. Marriott’s Loyalty program, Bonvoy, with over 150 million members worldwide.

We invested in digital marketing to ensure we are visible in the right places at the right time. We put emphasis on our Food & Beverage offering, and we invested in getting the right core team on board. Believe in your people, your brand and your loyal customers, and your business partners.

TD: Four Points by Sheraton Phuket Patong Beach Resort opened at the height of the pandemic, what are your silver linings post-COVID?

DH: The silver linings, I believe, will be new emerging markets, non-traditional markets in Phuket. These, plus the continued return and opening of traditional source markets which will support the re-opening of many hospitality support venues such as restaurants, bars and retail.

TD: Moving forward, the fine line between profit and green sustainability, what is your property doing to pave the way, especially in Phuket?

DH: It’s crucial that the hospitality industry engages in sustainability practices to mitigate the potential environmental impact of their business operations. We are committed to make a sustainable and positive impact wherever we do business.

As a Marriott Resort, our sustainability and social impact platform, Serve 360: Doing Good in Every Direction, which puts our core value, Serve Our World, into action, provides a framework to guide our efforts through 2025. Aligned with the United Nations Sustainable Development Goals, Serve 360 is delivering positive results through four priority areas: Nurture Our World, Sustain Responsible Operations, Empower through Opportunity and Welcome All and Advance Human Rights, each with its own set of 2025 goals.

From hotel design to the guest experience, sustainability is embedded into our business strategy. Our sustainability strategy is driven by a wide range of initiatives that have been fostered throughout our history of putting people first, giving back to communities, and operating more responsibly to Serve Our World. This includes efforts such as creating resource-efficient hotels, purchasing sustainable products, and supporting innovative environmental initiatives.

TD: What are the hospitality trends you think we will see this year and next year? How do plan to capitalise on these trends?

DH: Some of the trends that will continue into next year, I believe, would be:

• Bleisure travel, more guests are working remotely and can work from anywhere. Many businesses are adopting flexible work models, so definitely great internet and flexible spaces are essential.
• Family travel, more people are travelling as family groups, connecting and re-connecting, using travel and destinations, particularly larger shared living spaces, connecting and family rooms.
• Mobility and digitised experiences, Brand/hotel apps are changing the way we communicate and manage our guest experience. Contactless solutions include mobile check-in and room keys, guest feedback, Food & Beverage ordering.
• More and more guests are technology savvy and are less reliant on traditional travel agents, preferring to individualize their travel plans
• Sustainability, avoiding single-use plastics and reducing food waste

TD: What is your personal goal for the property? How will you get there?

DH: To be the favourite resort destination in Patong, creating inspiring beverage and food experiences with genuine authentic service. To achieve this, we must focus on service and genuine warm Thai hospitality for every guest that will leave everlasting impressions throughout their stay.