In an exclusive interview with TurizmcininGazetesi.com, Khun Piyalak Penkunaporn, affectionately known as PJ, the General Manager of Modena by Fraser Bangkok, shares her insights and vision for the future of the hospitality industry.
TurizmcininGazetesi.com (TG): Could you please introduce us your background in Tourism and Hotel industry?
Khun Piyalak Penkunaporn, affectionately known as PJ, has over 25 years of diverse experience in the hospitality industry. She has worked with big chains, luxury and boutique brands, and managed operations ranging from 192 to 684 rooms.
Before joining Modena by Fraser Bangkok, PJ held senior roles at well-known hotels such as the Holiday Inn, Hotel Indigo, Plaza Athenee, Sheraton Grande and Shangri-La. Her leadership style is all about fostering teamwork, open communication and coaching, ensuring our staff can thrive and deliver their best.
TG: What are your thoughts about the future of the hotel industry in Thailand, Asia, and in the world? Also new trends in the hospitality sector in Asia?
The future of the hotel industry globally and in Thailand and Asia presents both opportunities and challenges driven by evolving consumer preferences, technological advancements, and sustainability concerns.
In Thailand, hotels are expected to:
- Emphasise domestic tourism with tailored packages
- Adopt eco-friendly practices
- Focus on health and wellness offerings
- Enhance digital services such as mobile check-ins and smart room features
This evolution is also generally witnessed in the rest of Asia too, where there is growing demand for unique and immersive experiences, leading to a rise in boutique and lifestyle hotels. Sustainability and technological innovation, including AI and IoT, will be crucial in meeting eco-conscious travellers’ expectations and providing advanced guest services.
Globally, the trend towards personalisation and customisation will shape guest expectations, while the rise of remote work and bleisure travel (business and leisure) will influence hotel offerings. Health and safety will continue to be a priority, while sustainability and social responsibility will become central to hotel operations.
New trends in Asia’s hospitality sector include the growth in wellness tourism with a focus on holistic health, cultural and heritage tourism with local cultural activities, increased flexibility in bookings, local collaborations for authentic experiences and sustainable luxury practices. Embracing these trends will help hotels navigate future challenges and thrive in an evolving market.
At Modena by Fraser Bangkok, we lead with sustainability and community impact, from waste reduction to supporting local initiatives. Our staff are vital to this mission, inspired by the Frasers Living Innovation Challenge to foster growth, collaboration and innovation. By blending these efforts with advanced solutions, we aim to deliver exceptional, memorable experiences for our guests while making a positive global impact.
TG: Could you please tell us Modena by Fraser Bangkok?
Since its opening in 2016, Modena by Fraser Bangkok has redefined modern, eco-friendly serviced living with a focus on simplicity. Ideally situated near the Queen Sirikit National Convention Center (QSNCC) MRT station and Benjakitti Park, our hotel combines urban convenience with a serene atmosphere.
Our concept is centred on simplicity and minimalist elegance. Modena by Fraser Bangkok is also dedicated to sustainability, with eco-friendly practices incorporated throughout our operations.
The hotel features 238 stylish rooms, ranging from 28 sqm Deluxe Rooms to 55 sqm Studio Premier Apartments with kitchenettes. Each room is thoughtfully equipped with a 50” LED TV, an illy coffee machine and a JBL speaker, providing both comfort and functionality.
Guests benefit from complimentary high-speed internet, a daily international breakfast and access to a 24/7 gym. The Bistro@M restaurant serves a variety of Thai and Western dishes, while the Coffee and Cider Bar offers light snacks and hosts live DJ performances on select evenings.
TG: What are your main markets and average number of nights?
Modena by Fraser Bangkok caters primarily to event and meeting attendees at the nearby Queen Sirikit National Convention Center (QSNCC), a leading venue for concerts and exhibitions. We also attract medical tourists from MedPark, a renowned hospital.
The hotel’s prime location next to the MRT Queen Sirikit station makes it appealing to leisure travellers as well. As a result, the guest profile is diverse, with both short and long stays, and the average length of stay is approximately 3-5 days.
TG: What is the percentage of online bookings via the internet for your hotel compared to the traditional distribution channels?
Internet bookings, including both our Fraser brand website and OTAs, represent a larger share compared to traditional channels. The number of direct bookings is comparable to those made through OTAs.
TG: How will AI affect the hotel industry?
At Modena by Fraser Bangkok, we recognize that AI will have a significant impact on the hotel industry, particularly in areas like marketing, guest insights and data management. With the help of MarTech, AI can enhance our marketing strategies by targeting potential guests more effectively, analysing guest preferences and optimising our promotional efforts.
AI-driven tools will also provide valuable insights into guest behaviour and preferences, allowing us to tailor our services and offers to better meet their needs. By leveraging data analytics, we can improve our operational efficiency and personalise the guest experience.
But while AI brings many advantages, we believe that the essence of our hospitality lies in the personal touch and exceptional service we provide. At Modena by Fraser Bangkok, we are committed to continuously improving our service standards and ensuring that our human touch remains at the heart of everything we do, complementing the advancements brought by AI.
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