Laguna Phuket sees a surge in Middle Eastern visitors
Laguna Phuket, Asia’s premier integrated destination, has witnessed a significant uptake in visitors from the Middle East, positioning itself as a preferred getaway for travellers seeking bespoke hospitality and a perfect blend of natural beauty for overall wellbeing.
Encompassing the stunning Bang Tao Bay and home to six exceptional hotels, the rise in visitation to Laguna Phuket is particularly notable for its contribution to overall growth and revenue across all of its hotels, marking a strong contribution to the tourism sector of Phuket. According to recent data, all hotels within Laguna Phuket experienced growth in room nights or revenue. Banyan Tree Phuket saw a gradual 5 per cent year-on-year growth in room nights from 2022 to 2023 from travellers originating from the UAE. Eddy See, Managing Director of Laguna Phuket, attributes this increase to a commitment to offering diverse experiences catering to different needs. See says, “Our growth today highlights our focus on crafting culturally focused services and diverse accommodation options to cater to different travellers. We’ve introduced halal-certified dining options and ensured our team is trained to deliver hospitality with an understanding of cultural traditions. Whether it’s luxury, 5-star resorts, or family-friendly choices, Laguna Phuket offers a well-rounded experience that prioritises wellbeing in various aspects, including our partnership with BDMS Wellness Clinic.” This strategic approach is evident in each hotel’s initiatives, with 40 per cent of the visitors coming from Qatar, 25 per cent from the UAE, and 10 per cent from Saudi Arabia. The hotels within Laguna Phuket have adapted their services to meet the increasing demand, emphasising privacy, family-friendly amenities, and cultural adaptability. At Banyan Tree Phuket, exclusive luxury accommodations such as private pool villas cater to the preferences of visitors seeking exclusivity in an intimate and serene environment. SAii Laguna Phuket has also adapted to the needs of travellers from the region, expanding its halal-certified dining options, while Banyan Tree Phuket offers prayer mats in its accommodation, and employing Arabic-speaking staff to offer personalised assistance. To accommodate the growing demand among families, Dusit Thani Laguna Phuket and Angsana Laguna Phuket provide family-friendly amenities, ensuring that both children and adults have plenty of activities to enjoy, whilst the resorts’ location along the stunning stretch of beach has proven to be a significant draw for those seeking a relaxing, scenic getaway. Another key factor in the growth of Middle Eastern visitors to Laguna Phuket is the strategic partnerships with key travel organisations and events, such as the Tourism Authority of Thailand and the annual Arabian Travel Market in Dubai. This is also supported by the Banyan Group’s Road Show in Doha, and Riyadh has bolstered its visibility among key travel agents and airlines. Cassia Phuket has strengthened its presence in the Middle East by hosting familiarisation trips for regional media to experience the resort firsthand. Looking ahead, Laguna Phuket plans to further engage the Middle Eastern market by offering exclusive promotions during key holidays such as Eid and Ramadan, along with value-added perks like room upgrades and complimentary airport transfers. Phuket’s accessibility from the Middle East has been a crucial factor in the increased visitation. Several major airlines, including Emirates, Etihad, Omar Air, and Qatar Airways, offer direct flights from key Middle Eastern cities such as Dubai, Abu Dhabi, Muscat, and Saudi Arabia to Phuket International Airport, with Saudia Airlines slated to launch direct flights to Phuket in December 2024.