The occupancy rate of the 403 key W Hotel on Sathorn was 61% in Q1 2024 with an ADR of 5,700 baht . The occupancy rate seems lower than many other five star hotels , I’m not sure why the W underperformed.
Interesting with the wide ranges of occ rates between the properties
Nothing to do with Chinese tourism it has everything to do with a niche market product that has 408 keys to fill everyday and marketing to a broader aligned customer group not putting all of their eggs into a Chinese sector
Looks like price sensitivity was very high during this period.
Factors contributing to this can include its niche market positioning and contemporary style, which may not align with traditional luxury travelers' preferences. Its location in a business district, pricing strategy, and strong competition from other luxury hotels can also play a role. Additionally, economic conditions, seasonality and marketing effectiveness could also be influencing its performance.
Maybe it’s an issue with the W brand overall and not necessarily this particular property. The brand had a bit of an identity issue, wanting to be in the 5 star category but being too quirky to appeal to that market yet the rates aren’t always accessible for that younger demographic who is into glitter disco balls and boxing glove pillows. There is a new look that W is launching globally with a few just opened or renovated which shows a more refined aesthetics. So maybe that’s it, not sure though, just thinking out loud 😁
You have to consider the no. of keys in the hotel as well...W has almost more than double the inventory compared to other hotels. Also the price point is quite high since it is a high end property.
W bangkok performance Has been issue since opening .. never performed despite the massive investment .. W benchmark around the world is higher then this one .. location/size /design ? ....operator/brand should know how to handle ..
Lacks the Z factor. Location not ideal, pool tiny and the vibe is average. I had a good stay but wouldn’t rush to return
Interesting view
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