Pan Pacific Hotels Group shares strategy for growth at the Hospitality Investment Conference Asia Pacific in Hong Kong.

Pan Pacific Hotels Group revealed at the Hospitality Investment Conference Asia Pacific (HICAP) the strategic moves it has made to prime itself and its two brands Pan Pacific and PARKROYAL for growth.

At the three-day HICAP event in Hong Kong, attended by close to 700 investors, financiers, developers and leading industry professionals from around the world, the Group also spoke about how its business model and brands can offer hotel owners a viable and profitable alternative to big hotel chains.

Human-Scale Operations and Solutions

Speaking at the ‘Small is Beautiful – Operator/ Branding Alternatives to the Big Chains' session, Pan Pacific Hotels Group Senior Vice President of Development, Eric Levy highlighted how the Group's modest size translates into flexibility and agility in offering solutions to individual properties and its owners.

"Our size and consequent shortened lines of communications has great significance to how we interact and work with our hotel owners; it's not about whether you can speak to the CEO, but when you can speak with the CEO," said Eric Levy. "We are able to offer focused and customised solutions for each property and issue, instead of offering formulas and templates."

Looking Inward to Grow Outwards

The Group's Vice President of Operations Dennis Wright, who spoke at the workshop ‘How to Manage Asset Profitability by Maximizing Revenue during Volatile Times'  stressed the need for hotel operators to relook their hotel property and competitor set as a guest, instead of a hotelier.

"By identifying key guest expectations and then taking the necessary steps to exceed them in quantifiable areas, you will effectively gain customer loyalty to your brand," said Dennis Wright. "Step out of the box and look inside; in times like these, building strong brands requires us to exceed customer expectations, not compromise them."

Turning Tough Times into Opportunity

This year marks an important chapter of Pan Pacific Hotels Group's growth. Integrating both the Pan Pacific and PARKROYAL brands under it in April this year, the Group has also invested in its brands with the appointment of global brand strategists Interbrand to conduct a brand review on both Pan Pacific and  PARKROYAL brands. Now recently concluded, the review aims to refresh the value propositions of the two brands to prime them for future growth.

In August this year, Pan Pacific Hotels Group opened Pan Pacific Xiamen while Pan Pacific Suzhou will open on 11 January 2010. A brand new hotel in Tianjin is also scheduled for completion in 2012.  In addition, Pan Pacific Serviced Suites Bangkok is due to launch in January 2010, and that will follow with the opening of PARKROYAL Serviced Suites Kuala Lumpur in May 2010.

These moves mark Pan Pacific Hotels Group's efforts in realising its growth strategy, focused on expanding its hotel portfolio aggressively in the key markets of China, Southeast Asia, North America and Australia.