Greener pastures

Golf is one of the priorities and golf resorts are looking afresh. A recent event in Delhi saw a number of Thai golf courses come together to promote the destination. “Now, we want more FIT, leisure, spa breaks, weekend golf, etc,” says Chandran. “So, that’s what we are promoting. We weren’t targeting the MICE segment earlier. We are going to do so now. India and the Middle East will be our focus markets now. We have just signed up a partnership with the PGA. We are promoting golf in the Indian market through a golf league run by Shiv Kapur. Then we have a deal with Jeev Milkha Singh. We will be using his contacts to kick off golf. We will be hosting pro-am tournaments and are looking at promoting golf weekends. Jeev has always been a special guest and we hope to work closely with him in the future to strengthen our foothold in the Indian market and capitalise on the increasing traffic to Phuket.”

Singh, a leading Indian golfer, held a ‘Master Golf Clinic’ recently to promote the destination for potential Indian golfers, which Chandran describes as the ‘first real exposure to the Indian market. Golf as a sport has a huge potential in India and has always been popular amongst the business segment but now, we even have the younger generation expressing their enthusiasm,’ he says.

“Thailand is just a short-flight away and the direct connectivity that Phuket has with key metro cities, will enable more golfers to visit frequently. Laguna Phuket serves as an ideal destination for golfers and their families, as it is a holistic spot to enjoy golf as well as other holidaying activities that transforms the trip into a perfect family vacation.”

Banyan Tree is certainly hoping golf gets added to weddings and holidays, as a reason for Indians to travel. And, it is pulling out all stops to attract the bleisure-oriented Indian traveller.

Why Indian golfers head to Thailand

With over 250 golf courses located throughout the country, Thailand positions itself has a golfing destination of choice. “Due to the proximity and direct connectivity between the two countries, we see many golfers starting to visit different parts of Thailand from Chiang Mai to Phuket,” says Vachirachai Sirisumpan, director, Tourism Authority of Thailand (TAT), New Delhi Office.

According to the ‘Golfing in Thailand’ conducted from 21 June-5 July 2021, by Sports & Leisure Worldwide (SLW) on 1,001 golfers of different ages from across India, Thailand was seen to be a destination of choice for golfers. Respondents identified Thai hospitality, value for money and affordable luxury as the top three factors influencing their choice of Thailand as a premier golfing destination. Thailand’s proximity to India was seen as another positive factor, along with diverse scenic locations of golf courses throughout the country.  

Holiday, weddings and now golf

One of Thailand’s best known holiday resorts, Laguna Resorts Thailand is a subsidiary company of Banyan Tree Holdings, listed on the Singapore Stock Exchange. European hospitality major Accor has a 5 per cent share in Banyan Tree, increasing its reach across markets.

Banyan Tree, one of luxury hospitality’s most marquee names, almost entered India via a resort in Kerala a few years ago, but the deal fell through. Banyan Tree Holdings however has a presence in India. It used to manage the spas for the Oberoi Hotels.

Now, one of its brands, Angsana, is present in Bengaluru as Angsana Oasis Spa & Resort. It also plans to bring Cassia, a hotel targeted at millennials, to India. “We could get Cassia in India tomorrow,” says Chandran. “We are looking at opportunities.”

Chandran also points to the current uncertainty about the future of hospitality and cautions about issues, such as the lack of manpower, though he expects Thailand to do better in this respect than other markets. He also expects the current recession to impact the sector and expects brands such as Cassia, which have lower staff ratio but deliver quality service, to do better in the future.