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Three perspectives on women as customers
Friday, 12th July 2013
Source : Minh Bui
At the WITX event in Bangkok – Women Redefining Travel – much was discussed about the growing role and influence of women as customers.

In this article, Minh Bui catches up with three industry personalities - Marisa Sukosol Nunbhakdi, Executive Vice President Sukosol Hotels; Craig Fong, Chief Operating Officer for Global Hospitality Solutions; and Do Van Anh Thu, Marketing Manager of Lufthansa German Airlines in Thailand – to learn more about their views on engaging with women travellers.

Q: Tell me about your women segment.

4Hoteliers Image LibraryMarisa (pictured right): In our hotels upscale and upper-upscale properties in Bangkok and Pattaya, 15-25% of our customers are females traveling alone, and around 50% are travelling as part of a couple.

All in all, women make up 50% of our hotel guests. They are generally aged between 30 and 40 and mainly from Asia-Pacific – China, Japan, Australia, Hong Kong, Taiwan, Middle East, and domestic Thai nationals.

There are fewer single female travellers visiting our super luxury hotel, The Siam, which has more long-haul travellers from the US and Europe.

Q: What are the main differences between female and male travellers, especially the way they spend money?

Marisa: Women spend more money on shopping, spa, wellness and food and are more concerned about safety. They notice and appreciate the little details in design and service and are happy to spend more for a better quality product and service.

Craig: In general, females have more patience and interest to research and shop for the best deals. Females tend to be more vocal and demanding when expectations and/or commitments are not met when travelling for leisure or business.

It's the wife or female partner, which usually raises the complaint and seeks compensation from service provider when expectations are not met.

Read the full story here.

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