Pan Pacific builds market-specific strategies with brand refresh

As part of its global brand refresh, Pan Pacific Hotel Group (PPHG) will introduce market-specific strategies on top of a revamped logo and new hotels in the pipeline.

Cinn Tan, chief sales & marketing officer, PPHG, told TTG Asia: “We are working more strategically with local partners in every key source market, such that we can identify and understand the behaviour (of customers in those markets).”

For example, in Japan, the group is working closely with JTB and online travel agencies to identify what the Japanese are looking for and are particular about to better fulfil their needs, she explained.

She added that for the Middle East market, PPHG now crafts customised “combo” packages for the frequently large family groups to accommodate them in connecting suites.

This market-specific strategy also includes an e-concierge “mini-programme” on WeChat for its Chinese guests, who can access information about the hotel and nearby attractions, as well as other technology in its hotels based on market segment profiles and preferences.

Tan revealed: “We can no longer set a standard operating procedure to cut across every region. This is a service industry so we need to allow our staff to have a degree of flexibility.

“We still have certain standards but we want our staff to exercise their own initiative in deciding what should go on top of delivering our standard service.”

To inculcate the refreshed service philosophy, PPHG is also launching a new service training programme that sees its own regional and upper-management teams conducting training classes for their own staff.

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