Bangkok riverside hotels unite for MICE

Upscale hotels create riverside marketing partnership

Eight hotels along the Chao Phraya River have come together to promote the riverside area in Bangkok, launching a campaign and other marketing activities.

The members of the Bangkok Riverside Marketing Partnership are the Anantara Bangkok Riverside & Spa, the Chatrium Hotel Riverside Bangkok, the Mandarin Oriental Bangkok, the Millennium Hilton Bangkok, The Peninsula Bangkok, the Ramada Plaza Bangkok Menam Riverside, the Royal Orchid Sheraton Hotel & Towers and the Shangri-La Hotel Bangkok.

The partnership aims to strengthen the positioning of the Chao Phraya Riverside as a sub-destination in Bangkok, further promoting the riverside for the leisure and MICE markets. It also aims to complement ongoing tourism recovery activities by local authorities.

It will implement a range of activities such as a campaign for better positioning, training for MICE sales staff and corporate social responsibility initiatives.

The original idea for the partnership goes back to 1986 and was executed between the Oriental, the Shangri-La and the Royal Orchid. This “resulted in a European, Australian and American incentive travel ‘boom’ for all three hotels in 1988-89,” a spokesperson for the partnership told TTG Asia.

“The key for success for hotels in the leisure and MICE markets has always been ‘destination first’, and the riverside destination within Bangkok is clearly a unique selling point.”

TTG Asia

[photo courtesy Mandarin Oriental, Bangkok]


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