When you've been around a long time but in various guides; it is often hard for people to accept your new identity.

Such is the case, of the Westin Grande Sukhumvit in Bangkok. It's been carrying that name since February 15, 2003 but some folks still have a tough time remembering that and accepting that it truly is a very different hotel from before.

That's because in its previous life, it was first the ANA Delta Grand and then, Grand Pacific before it became a Westin.

What also confuses the market is that they used to know the Westin as in the Westin Banyan Tree, which is now operated by Banyan Tree Hotels & Resorts.

"I guess for the local market, there's been so many changes that they feel it's just another name change," says director of sales and marketing, Yeoh Fay Linn.

"From the outside too, it looks like nothing has changed but really, so much has changed."

What's changed is a total makeover worth US$10 million. The hotel now exudes a Westin feel – from its smells to the lighting to the music to the landscaping. Think high-end spa ambience meets hotel-experience.

The 364-room Westin Grande Sukhumvit is not fully there yet as the Westin Kuala Lumpur which, with its hundreds of candles in the lobby, makes me feel I am entering the hallowed grounds of an urban temple.

But work is in progress to deliver the full Westin promise at this Bangkok property by June this year.

"To me, it's like marketing a new hotel," says Fay Linn, who was seconded to the hotel and has stayed on. "We want the local market not only to know about the new product but also the extent to which things have changed.

"The hardware has been totally changed. We are now a modern international hotel with a strong executive product. Our staff have also been re-trained to deliver an international experience."

Given the stiff competition in the Bangkok market which is full of great hotels, Fay Linn knows no hotel can really make a big difference in its hardware but it can do so through its staff.

"The only real difference is in the service we offer, yet it's very difficult to see because you must experience it."

Response though to the new product and service levels has been good. "The only complaint we get is the price has increased," she laughs.

Westin Grande sits right across the road from sister hotel, Sheraton Grande, and Fay Linn says the two hotels do not compete but complement each other. "The Sheraton Grande is part of the Luxury Collection and is very grand. We are very modern. We cater to people with different tastes."

The hotel averaged occupancies of 73 percent last year on an average rate of US$130. "It was a good year and this year promises to be even better, provided nothing bad happens to scare away tourists," says Fay Linn.

Next year, the competition will heat up in this part of town. New hotels such as Regent, Royal Crowne Plaza and Millennium & Copthorne are opening within a radius of one kilometer from Westin Grande.


The SHY Report
A regular column on news, trends and issues in the hospitality industry by one of Asia's most respected travel editors and commentators, Yeoh Siew Hoon.

Siew Hoon, who has covered the tourism industry in Asia/Pacific for the past 20 years, runs SHY Ventures Pte Ltd. Her company's mission is "Content, Communication, Connection".

She is a writer, speaker, facilitator, trainer and events producer. She is also an author, having published "Around Asia In 1 Hr: Tales of Condoms, Chillies & Curries". Her motto is ‘free to do, and be'.

Contacts: Tel: 65-63424934, Mobile: 65-96801460

Check out Siew Hoon's new website, www.shy-connection.com, which features a newly-launched e-zine with a difference.