AccorHotels Group has launched its new global campaign called "Inspired by Her" in the Thai market, aiming to boost the number of female guests and increase revenue for the boutique MGallery by Sofitel brand.
The French hotel chain yesterday introduced the campaign for the Asia-Pacific market on International Women's Day, marking the group as a pioneer in the hotel industry in addressing the distinct needs of female travellers, with offerings designed especially for women.
Patrick Basset, chief executive for Upper Southeast and Northeast Asia, said the campaign has been tested since 2014 in France and officially launched globally in February 2017.
The objective is to meet the demands of the growing female clientele worldwide.
"More exclusive services and special considerations throughout their stay will include attention to beauty items and feminine touches at the restaurant and the bar," Mr Basset said.
He said the campaign would help MGallery by Sofitel hotels to increase business from women by about 15%, including in Thailand.
AccorHotels operates nine MGallery hotels in Thailand with a total of 1,088 rooms. Average room rate for all MGallery hotels in Thailand is 3,475 baht. The top three guest groups for all MGallery hotels in Thailand in terms of numbers are Chinese (26.3%), Singaporeans (5.5%) and Hongkongers (4.7%).
Over the next few years, AccorHotels is scheduled to manage MGallery Yen Tu and MGallery Sapa, both in Vietnam, in the last quarter of 2018, and MGallery in the Maldives in 2019.
The marketing research company Ipsos has studied the habits and requirements of female travellers.
The survey of nearly 3,000 respondents in four countries -- France, Italy, Britain and Australia -- found that 86% of women (and 80% of men) favoured a female-oriented hospitality programme within a hotel, and when it comes to determining the destination, the vast majority (83%) of women surveyed said that they have the last word.
The poll found that while men and women are similar in their appreciation of special gestures at a hotel, such as attentive staff and name recognition, women are particularly appreciative of elements like gifts at the end of their stay (88%), help with their luggage (74%) and a handwritten message to welcome them (71%).
