Exclusive: Pan Pacific Hotels Group CEO on repositioning brands for global growth

In the 22nd edition of the HM Industry Leaders Forum, HM invited leading hoteliers, tourism professionals and suppliers across Asia Pacific and the world to their insights into the hotel landscape and their outlook for the year ahead.

Here, Pan Pacific Hotels Group Chief Executive Officer, Choe Peng Sum, discusses global expansion and driving the return of Chinese travellers through social media and e-commerce.

At Pan Pacific Hotels Group, we remain focused on establishing the brand as a trusted global hospitality group. We have been recognised as the Best Regional Hotel Chain for seven consecutive years, and our aim is to expand our footprint in the global landscape. To achieve this, we are committed to growing our three brands – Pan Pacific, Parkroyal Collection and Parkroyal – as well as building our digital capabilities to meet the demands of modern travellers and guests.

In 2023, we launched Parkroyal Langkawi Resort, Pacific Serviced Suites Nairobi, Pan Pacific Orchard Singapore, Bellustar Tokyo – A Pan Pacific Hotel, and Hotel Groove Shinjuku – a Parkroyal Hotel. As part of our strategic growth plan, our foray into Jakarta this year will see three new openings; Parkroyal Serviced Suites Jakarta, Pan Pacific Jakarta, and Parkroyal Jakarta. These new properties will offer diverse accommodation options to meet the varying needs of modern travelers and cement our presence in Indonesia. 

Parkroyal Collection is heavily focused on sustainable tourism practices

Significantly, we evolved the Pan Pacific brand into version 2.0, focused on refining our offerings to ensure we remain relevant. An illustration of this commitment is the extensive and ongoing renovation of Pan Pacific Perth’s 488 guest rooms and suites, the lobby and Porte cochere, Pan Pacific Club Lounge, convention facilities, and dining outlets – which redefines the brand’s essence of graceful luxury with an emphasis on the guest experience.

Similarly, we are strategically repositioning our Parkroyal brand, emphasizing its sustainability advantage with a robust social-local offering. The soon-to-open properties in Dalian, Jakarta and Melaka exemplify our commitment to providing upscale accommodation that aligns with the evolving needs of the market.

Looking ahead, we are anticipating exciting announcements in the coming months as we continue our expansion plans.

Pan Pacific Perth

Acknowledging the shift in the travel landscape, driven by AI integration and sustainable travel we are attuned to the changing needs of consumers. Travellers now seek holistic experiences encompassing both the hotel and destination, with a heightened awareness of environmental considerations. To address these trends, our digital unit is deeply committed to data mining and leveraging on various communication channels with our guests.

Implementing a comprehensive Marketing Technology ecosystem, Pan Pacific’s website was revamped to reflect an improved site architecture, enhanced user journey and customer interactivity. To effectively target the Chinese market, we have optimised our social and e-commerce ecosystem, leveraging platforms like WeChat Mini Program, Xiao Hong Shu, and Fliggy Store. Pioneering live streaming of our properties, we have also opened e-commerce platforms and an E-Shop for delivery services, catering to a global audience, especially in China through our WeChat platform. These endeavors position us to meet the current demands of our domestic markets while preparing for the anticipated influx of Chinese travellers.

For more insights from global hotel leaders, visit the 2024 HM Industry Leaders Forum.

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