AT LEISURE
YVONNE BOHWONGPRASERT
Sukhothai native Wiwat Tharawiwat believes in taking calculated risks. Almost five years ago, this financial consultant with a degree in accountancy but absolutely no experience in the hospitality industry opened Ananda Museum and Gallery Hotel, a four-star establishment in the heart of Sukhothai's Muang district. A year later, he began work on another project, this time a smaller, boutique-style establishment in a tropical garden setting, which he dubbed Tharaburi Resort. Both properties have since become popular with high-end tourists willing to pay big bucks to be pampered.
"Yes, we're full all year round despite the fact that our room prices are much higher than those at other hotels in the area," said the soft-spoken 34-year-old.
"The success of both Ananda and Tharaburi has been due to hard work and perseverance. Taking calculated risks is part of starting any type of business, and I'm happy it's paid dividends for me. I believe that our guests are willing to dig deep into their pockets because they're guaranteed top-class service and a unique style and ambience."
What motivated you to become a hotelier?
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| Wiwat Tharawiwat _ upping the style ante on Sukhothai's hotel scene. |
I'd always wanted to have my own business but had never got around to seriously making my dream come true. What got me going first was an advertisement I came across in a magazine for the Tamarind Village Resort in Chiang Mai. I fell in love with its alluring architecture, and was later introduced to an executive from that property while working on a project for my company at the time. After getting an opportunity to inspect that establishment, and seeing how well it was run, I was inspired to start my own hotel business. At that time, Sukhothai didn't have any hotels in the upper, high-end level.
What makes Ananda and Tharaburi stand out?
Both properties have their own charm. Ananda is a gallery-turned-hotel with 32 guest rooms while Tharaburi has 20 rooms designed in a contemporary Asian style. The room amenities and furniture I picked up in and around Sukhothai, so it's a real treat to stay in one of these rooms. The ambience also sets both establishments apart: While Ananda is a typical, modern hotel it's located in the same compound as the Sangkhalok Museum; Tharaburi, on the other hand, offers a more laid-back, community environment.
What were the biggest hurdles you faced in the initial stages?
I'd say training the staff to multi-task was probably the most challenging and exhausting part of setting up shop. The general manager of Tamarind Village was a huge help; he gave me valuable advice on running a five-star property, and also allowed staff of mine in managerial positions to observe how hotel guests should be treated. That's when I came to realise how important it is that staff be able to multi-task.
Marketing was another challenge. Business was slow at the beginning as well-heeled travellers preferred to stay overnight in luxury hotels in Phitsanulok because Sukhothai didn't have much of a choice in [terms of top-quality] accommodation.
There were times when we didn't have a single guest! I'd order my staff to keep the lights in the guest rooms switched on so that it'd look like we had visitors. This was all done to attract potential customers and, while the plan didn't always work, it was better than sitting around twiddling my thumbs. Thank goodness business did [eventually] pick up or I'd have had to go back to my old job! Guests started recommending our place to friends and I began to market my properties at travel road shows in Bangkok and overseas.
How much of an impact did the recent murder of a Japanese tourist in Sukhothai Historical Park have on tourism?
It had a significant impact because Sukhothai province is a favourite among Japanese tourists. Neither of my properties were directly hit because Europe and Scandinavia are my biggest markets, but the incident was unfortunate because it made tourists, especially single female visitors, uneasy. The local police have stepped up patrols of the area. Time is the best healer. Things are returning to normal now, with Japanese tourists slowly coming back. Nevertheless, I hope the police will succeed in catching the culprit soon!
Tell us something about your next project.
I'm now working on a third property, the Sukhothai Treasure Resort and Spa, which is due to be completed in November, 2009. It'll be a five-star boutique resort located close to the Old City area in Muang district. There will be 78 standard guest rooms, in addition to international-standard meeting and conference facilities. From the resort, it's only a five-minute drive to Sukhothai Historical Park and 10 minutes to the hospital, department stores and the national museum. The architecture will be typical Sukhothai but in a modern-day setting.
Which places in the province do you think are worth a visit?
Sukhothai has much to offer in terms of tourist attractions. There's not a single district that disappoints so it's really difficult to name just a few places. If you want to go trekking, you need look no further than Ramkhamhaeng National Park, which covers Muang, Khiri Mat and Ban Dan Lan Hoi districts. It has Khao Luang [mountain range] and there's a three-kilometre hiking trail which starts from the park headquarters.
Si Satchanalai Historical Park is another popular spot. It contains the ruins of some 200 temples and monuments in beautiful natural surroundings. Of equal importance is Sukhothai Historical Park, known also as the Old City, in Muang district. Here you'll find the ruins of Buddhist temples, royal palaces and numerous historical monuments. A mini light-and-sound show is being staged there daily until September 6. If your readers want more information they could call the Sukhothai TAT office on 055-611-196.
To contact the writer, email yvonneb@bangkokpost.co.th
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