Parkroyal Collection debuts in Malaysia as a social center for travelers

Parkroyal Collection, a sustainability-focused brand of the Pan Pacific Hotels Group, has entered Malaysia with the launch of a mixed-use resort in Bukit Bintang. The resort is also home to Pan Pacific Serviced Suites, which are luxury suites that offer long-term guests the comforts of the city and the services of the hotel brand.

Group sales and marketing manager Cinn Tan (pictured below) told A+M that he was keen to expand his presence in Malaysia, given that the country is a premier tourist and business travel destination. In fact, Malaysia was its choice for the first Parkroyal Collection outside of Singapore, as Kuala Lumpur is a key center for leisure and MICE, where the modern generation of guests and corporate clients will seek new and inspiring focus on eco-wellness, Tan added.

Parkroyal Collection Kuala Lumpur’s marketing team is led by Wee Chee Jiun, Director of Sales and Marketing, and includes four marketing associates. Tan says A+M that Pan Pacific Hotel Group welcomes associates who are dedicated, passionate and responsible for sustainability, service and community. “We’re looking for talent who is engaged and can bring creativity to the table, with an open mind to explore new ideas for customer experience,” she explained.

The Group will position Parkroyal Collection Kuala Lumpur as a social hub for today’s travellers. According to Tan, social and corporate events will also be enhanced with the hotel’s versatile event spaces, featuring celebratory curators, epicurean menus and settings to create events. “Guests can come together for gourmet delights at three innovative dining venues: Thyme’s Culinary Theater, a celebration of Malaysian diversity and local flavors at the Botanist Lounge and Bar, and the serene Skye Chill Terrace Lounge,” said she declared.

The launch of Parkroyal Collection Kuala Lumpur comes on top of Parkroyal Serviced Suites in Kuala Lumpur and Parkroyal Penang Resort. Among the group’s 2022 projects for Malaysia are Pan Pacific Serviced Suites Kuala Lumpur and Parkroyal Langkawi Resort.

To market the Parkroyal Collection brand in Malaysia, the Group will focus on generating direct bookings on its website and leverage its loyalty programs – Pan Pacific Connections and Pan Pacific Discovery – to offer exclusive privileges to its customers. He will also continue to work through his network of global accounts and corporate clients, with whom the brand has built a strong relationship over the years.

“Now that travel is opening up, this is a critical opportunity to build our brand visibility in our key source markets, which can now travel more easily to Malaysia and Singapore,” she explained. . The Group will also organize and participate in trade and corporate networking events to connect with customers and increase awareness of its hotels.

While Parkroyal Collection’s first foray into Malaysia is certainly worth celebrating, the Group has also encountered challenges along the way, one of them being labor shortages. According to Tan, the Group will need more manpower in all positions, from maintenance staff to service staff. Additionally, there will be stiff competition as hotels compete for both employees and customers, as labor shortages have impacted the hospitality industry globally.

That said, there is still a silver lining for Parkroyal Collection as the brand takes advantage of Malaysia’s open borders to recruit from key job markets in the region. Tan predicts this will come in time as more tourist arrivals will ramp up in Malaysia in the second half of 2022.

The new hotel marks the first launch of the Parkroyal Collection brand beyond the shores of Singapore. Parkroyal Collection Singapore claims to be the country’s first “Garden-in-a-Hotel”, according to its website. Located in the Central Business District and Marina Bay area, the hotel is touted as the hallmark of a destination hotel for travelers seeking unique experiences.

Asked about the similarities and differences between the Singapore and Malaysian markets, Tan said A+M that its Parkroyal Collection properties in both countries bear the hallmarks of the luxury lifestyle brand. Defined by “iconic design, sustainable features and wellness-focused offerings,” she explained that guests can anticipate green standards across all hotels, such as wellness facilities, filtered water in the room, sustainably sourced ingredients and no single-use plastics. .

The differences lie in the offers it offers to customers. In particular, Parkroyal Collection Singapore boasts 15,000 square meters of high-rise gardens, and Parkroyal Collection Marina Bay boasts over 2,400 indoor trees, shrubs and ground covers. This is different from Parkroyal Collection Kuala Lumpur which features a vertical garden facade incorporating planters and rooftop terraces showcasing 13,000 square feet of foliage.

Additionally, Tan added that the aspect of sourcing farm-to-table meals for the two markets is different. In Singapore, the brand cultivates an extensive urban farm of more than 60 varieties of vegetables and herbs, providing up to 20% green ingredients, while Malaysia’s Parkroyal Collection Thyme restaurant is able to source sustainably from a host of locally harvested, seasonal ingredients.

Mr. Choe Peng Sum, CEO of Pan Pacific Hotels Group, said, “We are proud to expand our sustainable hospitality footprint beyond Singapore. Our opening of Parkroyal Collection Kuala Lumpur is timely as travelers seek new experiences that can reconnect them with nature and rejuvenate their being. As part of our global expansion, Pan Pacific Hotels Group continues to push for more eco-friendly hotel experiences around the world. »

According to the brand, Parkroyal Collection Kuala Lumpur exudes an inspiring design through its earthy tones and wood finishes, which is a signature of the Parkroyal Collection brand. Offering a lifestyle experience in a luxurious setting, its architecture and interiors are led by architectural firms DP Architects and FDAT, the design firm behind Parkroyal Collection Marina Bay, Singapore. He also added that the hotel offers eco-friendly operations, including sustainable bathroom amenities, biodegradable packaging, filtered drinking water solution in every room, as well as a waste management system. food.

Among the amenities Parkroyal Collection is bolstering is an all-day dining restaurant, Thyme (pictured right), with a gourmet theater concept. According to the brand, it serves authentic Asian and international cuisines using locally sourced, seasonal, sustainably sourced ingredients. Additionally, guests can also relax at the Botanist Lounge & Bar, a modern lifestyle space inspired by nature, as well as the Skye Chill pool bar. Parkroyal Collection Kuala Lumpur will also have a holistic wellness floor including St Gregory’s Spa, a modern gymnasium and fitness studio, and an outdoor swimming pool.

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Separately, on the loyalty front, Pan Pacific Hotels Group revamped its Pan Pacific DISCOVERY loyalty program, as part of the Global Hotel Alliance’s reinvention of the DISCOVERY loyalty program last year. As part of the revamped loyalty program, members enjoyed more benefits, such as the introduction of a new digital rewards currency, DISCOVERY Dollars (D$), as well as additional discounts on fares for rooms and dining experiences, among others. Additionally, members leveled up with faster level progression and earned D$ on premium hotel amenities and experiences. According to the brand, the redesign was a significant change from its previous program, which offered member recognition based on stays and nights accrued.

At the same time, the Group is currently working with the integrated communications consultancy PRecious Communications for strategy, planning and public relations consultancy in Asia-Pacific. The Pan Pacific Hotel Group spokesperson said A+M in a previous statement, PRecious demonstrated its strong experience in the hospitality industry, as well as its business acumen and cross-regional business acumen. The agency was named last year.

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