“Gearing up for the holidays during the pandemic in Thailand”: Interview with Bjorn Courage; InterContinental Phuket Resort, GM
If you are not familiar with the InterContinental Phuket Resort, you should be. I recently had the pleasure of spending a few glorious days and nights at this enigmatic hotel where I enjoyed the best they have to offer in their ‘Club InterContinental Ocean View Room’.
It’s one of the most Instagram-worthy properties I have been to in my life, and there’s a little something for everyone here whether you enjoy strolling along the pristine sands of Kamala beach, exploring the lush gardens of the resort with its reflective glass tiles, or wandering along the tropical lagoons that meanders through the courtyard.
I was curious as to how the hotel has been dealing with all the challenges it has had to face since the Covid-19 pandemic began in early 2019 and wanted to discover how they plan to face the first holiday season in Thailand with limited travel allowed in the country and no vaccine available to the general public as of November 2020.
I had the pleasure of sitting down with General Manager; Bjorn Courage, for an in-depth conversation to discuss how the InterContinental Phuket Resort is surviving, thriving, and how they are planning to face the future.
You have been the GM here since the pre-opening in 2019; what are some of the major challenges you have had to face since the shutdown and re-opening?
Bjorn: The first challenge is attracting Thai guests to travel to Phuket amidst the pandemic. Phuket was never a holiday destination of choice for the Thai populace, so destination marketing is key to drive traction towards the island.
However, since we identified this gap early, our team made a quick pivot to drive domestic travel that required monumental changes in strategy and pricing. For example, we are partnering with the Phuket Hotel Association and launching the #Imaginephuket campaign, while working closely with TAT ( Tourism Authority of Thailand) to boost visibility. We are also attending domestic trade shows, optimizing our social media campaigns, and strengthening our local offerings to target Thais and expatriates in Thailand.
The second challenge is to raise awareness of the safety standards for our hotel. We have taken numerous actions to ensure that guests are safe from COVID-19. We have health and hygiene initiatives such as the IHG Clean Promise and have implemented safety certifications and protocols from both government and non-government organizations.
How would you describe the atmosphere of the hotel and what type of traveler or hotel guest are you trying to attract?
Bjorn: There is something for everyone. The resort is inspired by Thai mythology. The architecture, names of locations and overall design incorporate aspects of the Ramakien and The Story of the Three Planes of Existence (Thai mythology). The resort offers 221 rooms, suites and villas spread over a mountainous area, an immaculate garden, and amazing views of the Andaman Sea. Combined with the stories of Thai myths and InterContinental’s “True Hospitality” service, our resort will resonate with international travelers. Travelers can enjoy a resort that pays attention to the details for not just the design but also supports extraordinary experiences for couples and fun-filled holidays for families.
What are some of the new protocols you have implemented to protect guests and staff from Covid-19 to ensure an unforgettable experience?
Bjorn: We have a long-standing commitment to rigorous cleaning procedures established long before COVID-19 made its way into the world. In 2015, IHG launched the “Way of Clean” program with Ecolab and Diversey — world leaders in hygiene and cleaning. Our hotel, along with IHG as an organization, have built our reputations on a commitment to the health and safety of our guests and colleagues. When COVID-19 was spreading, the company realized we needed to raise the standards. This is done through the expansions on the IHG Way of Clean Program with the IHG Clean Promise on 1 June 2020. This is our commitment to our guests to reassure them that their room will meet IHG’s high cleanliness standard. If not, the hotel will make it right.
At the property level, we deploy Clean Champions to foster a culture of clean for all the employees who are employed at the resort. These champions focus on guest experiences while also assisting our employees to deliver elevated cleanliness standards.
In addition to the steps taken by IHG, we have also collaborated with the Thai authorities to ensure the Resort is in compliance with local safety & hygiene certifications. We strive to obtain the necessary certifications to build consumer confidence in our resorts. We have multiple certifications to prove that we are meeting cleanliness standards from various organizations. The first one is the Amazing Thailand Safety and Health Administration (SHA) certification, initiated by the Tourism Authority of Thailand to build consumer confidence in order to boost the return of tourism post COVID-19. The certification ensures safety standards follow COVID-19 guidelines issued by the Ministry of Public Health. There are 5 specific areas for the evaluation process, which we all successfully passed.
The second one is the Safe Travels’ Stamp issued by Thailand Incentive and Convention Association (TICA). This shows that we are a Safe Travels Ambassador, recognized by the WTTC (World Travel & Tourism Council). The WTTC represents the Travel & Tourism sector globally. The stamp is an important and powerful signal that shows we have a consistent approach. This internationally-recognized stamp is how TICA and WTTC acknowledge the COVID-19 prevention methods are in compliance at our resort. These certifications give our guests re-assurance that we are going above and beyond to ensure a safe vacation for our guests while they enjoy the property's unique aspects.
What would you say are some of the special features or unique attributes that guests expect from this hotel that they will not find at other properties?
Bjorn: The special features are Club InterContinental, Sati Spa & Wellness, the Art Tunnel, the Thai Sculpture Sets which depict Thai mythology, and Sawan, the iconic building (that looks like a Buddhist temple), an embodiment of our “heaven on Earth” concept. The Club InterContinental is for guests of the Club InterContinental rooms and villas which feature ten special benefits that range from personalized butler service, complimentary breakfast, all-day refreshments, afternoon tea, sunset canapes, premier TWG tea selections, and much more.
Sati Spa & Wellness is located within Sawan. It offers unique signature treatments inspired by local traditions and natural remedies. We also have the Art Tunnel which connects the beach and mountain sides of the resort. Phuket’s local artists were invited to paint on the tunnel walls. The mural showcases all the elements unique to Phuket. It’s a great way to get a snapshot of Phuket. We feature a Sculpture Set designed by Komkrit Thepthian. “Kuan-Ka-Sian-Samut” is a collection of important events in Thai Ramayana culture. These events are captured in five sculptures located on the walls of Club InterContinental.
Sawan; the iconic building set against the mountain background and infinity pool, is perfect for relaxation and makes a great photographic backdrop for a memorable vacation.
Another exciting certification we are proud to have achieved is the LEED GOLD Certification (Leaders in Energy & Environmental Design). Leaders in Energy highlights conservation through energy-efficient air-conditioning systems, windows, roof, and wall insulation, and 100% LED-lighting. An environmental energy savings of up to 30%. Another example of LEED is that all rainwater is temporarily collected and stored in underground retention tanks before it is treated and reused for flushing, saving 50%, and wastewater is recycled and used for landscape irrigation, a savings of 100%. Importantly, the fresh air system has been installed in all guestrooms to ensure optimum quality of air cleanliness is obtained.
Which of the hotel restaurants do you recommend and are there any signature dishes that people should try when they visit?
Bjorn: I recommend all the restaurants as they offer a variety of unique experiences. Jaras offers authentic fine dining Thai cuisine prepared from regional and local ingredients. We have a five-course tasting menu with wine pairing. I recommend the Southern Yellow Blue Crab Curry with Rice Noodles.
Pine Beach Bar is the place to be for sunset cocktails with Western cuisine and delicious pizzas. We are famous for our pizzas, particularly the Truffle. There are seven to choose from, all are delectable in their own way in addition to our “pizza of the day.”
While Pinto is the elegant market-place inspired restaurant that serves a wide selection of international food.
There are so many luxury and boutique hotel choices in Phuket. Why should someone choose this property?
Bjorn: In addition to being one of the most photogenic locations on the island, InterContinental Phuket Resort offers the “Unseen Kamala” experience which takes travelers to new discoveries in Kamala Village. For instance, you can surf on our beach. Surfers consider Kamala Beach to be one of the best surfing spots in Phuket for both beginners and professionals. You can also explore the Andaman Sea by booking a trip at a local dive center. Another thing is ‘Batik’ cloth which is a Phuket tradition that is both an art and a craft. Some of the finest batik cloth in the world is made here. You can visit the village and meet the villagers who make this world-renown cloth. If you ever wanted to ride horses on the beach, visit the Imron Horse Club. You can ride horses on the beach or spend some time feeding animals such as deer and goats. A local villager and horse aficionado opened this horse farm which offers animal therapy as a way to help children cope with mental and physical difficulties. We also offer complimentary classes such as yoga, kickboxing, and meditation right here at the resort.
What do you think the future holds for the InterContinental Phuket Resort and for the overall tourist industry in Thailand as the borders open up?
Bjorn: For the near future, we are relying on the domestic market until international travel resumes. It gives me joy to see all the travel taking place domestically, it reminds us how beautiful the country we live in actually is. I truly believe that domestic travel has strengthened and will remain strong in future years. There are programs such as the Alternative Local State Quarantine (ALSQ) and Special Tourist Visa (STV) which allows select groups of international tourists into the country. Despite the challenges of the current situation, we remain positive. Crisis’ will occur frequently. Despite this, all crisis’ have one thing in common: recovery will always follow.
What are some of the biggest challenges you will have to face over the next few months and years in a post-pandemic world and what are some of the biggest lessons learned thus far?
Bjorn: In the short term, the biggest challenge is to stimulate domestic travel while we wait for Thailand’s borders to open. Whether this happens in the next few months remains to be seen, so our resort is stimulating domestic travel to Phuket. In the long term, the biggest challenge is for the tourism industry to recover and get back on track to pre-pandemic levels. It will take a few years to defeat the virus and return to the good old days. The fact is that Thailand will re-open to overseas travelers at some point, although it is a complex matter. We will work closely with the government to open up Thailand to international guests. It is an important but difficult process. The government has kept Thailand COVID-free, which is an incredible achievement. They work alongside the private sector to find ways to open up safely. Thailand is loved by the world and by our business partners all over the globe. Our loyal guests want to return. We believe that Thailand will recover rapidly when we can safely re-open the borders to welcome foreign guests.
Do you think things will ever go “back to normal” or be the way it was before Covid-19?
Bjorn: A “normal” life in the post-coronavirus world will resume when we have a safe vaccine for everyone. According to the pharmaceutical industry, the development of the vaccine might take as long as 18 months. It could take up to 2–4 years for us to get back to full recovery.
What are some of the things you are doing to keep up the morale of your staff?
Bjorn: Managing the effects of COVID-19 on our industry and our company is a team effort. We try to make decisions carefully & responsibly for the short and long term and do the right thing for our guests, colleagues, and local communities. Communication is very important and we pro-actively keep everyone involved in what is happening and being done. We believe that “alone we are strong, but together we are stronger.” Despite the challenging circumstances we believe that through honest actions and communications, our guests trust us and our employees remain loyal to us, two of the most important components in my opinion to handle the present challenging situation. We are working better together to turn this challenge into an opportunity.
What do you most want people to know about the InterContinental Phuket Resort and what they can do to support your success in the future?
Bjorn: Phuket is safe as the Phuket tourism industry enterprises have gone to great lengths to ensure the safety and wellbeing of all visitors. Airlines & Airports have also taken measures to ensure flights from Bangkok to Phuket are safe. For example, all inbound & outbound passengers must pass body temperature scans at airports, face masks are a must, and social distancing protocols are strictly enforced. Both government and tourism businesses have shown they apply essential measures to make the holidays safe and comfortable, such as temperature checks, wearing face masks, and having hand sanitizers available. Our guests can support our success in the future by remaining positive and optimistic about the future. In the present, we must do our best to adhere to health guidelines to defeat the virus and ensure a productive future for us all.