C9 HOTELWORKS
Airport factor propelling Hua Hin to rival other Thai leisure destinations Branded family-friendly hotels capture domestic demand
Hua Hin Airport Passengers Passengers
"Unlike other Thai leisure destinations that ore heavily reliant on international visitors, Hua Hin receives is strongly leveraged in the domestic market. Pre-COVID, 7 4% of the total visitors originated domestically.
%
l 00,000
1,000
80,000 500
60,000
The destination's legacy is a weekend and holiday getaway for Greater Bangkok . There is robust domestic demand on Friday and Saturday nights, which results in the highest rotes of the week . Typically, overage occupancy is 90% and above during the weekends and public holidays.
40,000
0
20,000
0
-500 2018
In FY2020, the Hua Hin hotel market posted the highest domestic occupancy with 39% surpassing top tourist destinations such as Pottoyo, Phuket, and Bangkok. Although Hua Hin's overage room rotes were slightly lower than Phuket's, the market-wide RevPAR in Hua Hin was the highest.
2019
2020 Growth
Source: Civil Aviation Authority of Thailand
Hua Hin hotel supply is anticipated to continue to grow at a moderate pace. In 202 l incoming inventory will rise 4%. Of the 2, 16 l new hotel keys in the pipeline, 7 4% ore in the upper-midscale category, 15% in upper-upscale segment, and l l % at the luxury tier . All the hotels in the pipeline ore branded to chains."
Hua Hin Airport hos become on important demand generator as demonstrated by 233% passenger growth between 2018 and 2019 . The main market feeders included international visitors on AirAsio and high-net-worth holiday travelers flying in on private oircroh .
Bill Barnett, Managing Director, C9 Hotelworks
•
Topping on domestic demand, Thai AirAsio hos been flying from Chiong Mai and Udon Thoni to Hua Hin prior to the current restrictions .
•
In Feb 202 l , the government announced the approval of a significant expansion of Hua Hin Airport. Project completion is slated for 2024
•
Benefiting from its drive-in proximity to Bangkok, hotels hove pushed demand through various packages such as workcotions and long stays .
•
After the airport upgrade is complete, larger regional oircroh con be accommodated with potential routes to Chino, South Korea, and Indio.
•
With brood hotel demand segmentation relying on family FIT and OTA travelers, wholesale business and MICE groups who fill weekday occupancy, remains challenged
•
The ongoing double-track railway project set to finished in 2024 is continuing with the Nokhon Pothom - Hua Hin and Hua Hin - Prochuop Khiri Khan segments now 66% and 82% com leted
TOURISM MARKET REVIEW Tourism Indicators Total Passengers at Hua Hin International Airport - 2019 vs. 2020
Passengers 10,000 7,500 Total Passengers
5,000
2020: 30,842 2,500
2019: 88,027 Jon
Feb Mor Apr Moy Jun -
2019 -
Jul
Aug Sep Oct Nov Dec
2020 Source: Civil Aviation Authority of Thailand
Top International Markets - Five Year Trend
Tourism Receipts
Visitors (M)
%
010
20
0.08
15
0.06
10
0.04
5
0.02
0 -5
0.00
U.K
Chino -
2015 -
Germany ■
2019 --5-yeor Growth
International
■
Domestic
Source: Thailand Ministry of Tourism and Sports * Data FY2019
Hotel Supply Growth
N o.
Hotel Supply By Area
N o. of Establishments
of Keys
20,000
419 418 417 416 415 414 413
15,000 10,000 5,000
0 2020 -
Keys
2021*
2022*
- - Establishments
■
Hua Hin Town Center ■ Hin Lek Foi
■
Khoo Tokiob ■ Hua Hin Beochfront
■ Others
22
C9 Hua Hin Hotel Market Review: July 202 l
Source: C9 Hotelworks Market Research * Data FY202 l
HOTEL MARKET REVIEW Hotel Performance Average Daily Rate Growth
THB
RevPAR
Occupancy
4,200
10
4,000
5 0 -5
80
-5
60
-10
40
-15
3,600
-10
20
-20
3,400
-15
0
-25
3,800
2019 -
100
0
2019
2020
Growth
3,000
0 -10
2,000
-20 -30
1,000
-40 -50
2020
2019
occupancy - - Growth
-
ADR - - Growth
THB
Growth
Occupancy
-
2020
RevPAR - - Growth
Source: STR and C9 Hotelworks Market Research *Data FY2020
Weekday vs. Weekend Hotel Trading Comparison Room Night Demand (%)
Long Weekend
Valentine's Day
I
I
100
"'
~
80
Average Occupancy 60 Weekday: 17%
40
Weekend: 65%
20
0 l st Week
2nd Week ■ Weekday
3rd Week
4th Week
■ Weekend
Source: STR and C9 Hotelworks Market Research *Data Feb.202 l
Hotel Pipeline Currently, registered accommodation establishments in Hua Hin account for 13,456 keys, representing 415 accommodation establishments in total. Hotel Name
Location
Keys
Opening Year
The Standard Hua Hin
Phetkasem Road
199 406 238 136 132 1050
Dec 2021
Best Western Plus Carapace Hua Hin - Khoo Tao
Khoo Tao
lnterContinental Residences Hua Hin
Hua Hin Soi 71
Park Regis Pranburi
Pranburi
U Hua Hin
Hua Hin Soi 1-3
Best Western Plus AD Hua Hin Lake & Resort
Phetkasem Road
Dec 2021 Dec 2022 TBA TBA TBA
Source: C9 Hotelworks Market Research
23
C9 Hua Hin Hotel Market Review: July 202 l
BILL BARNETT MANAGING DIRECTOR C9 Hotelworks is on internationally recognized consulting firm with extensive experience in the Asia Pacific region. Its core business focus includes: •
Hotel and Resort Development
•
Asset Management / Ownership Representation
•
Project Feasibility and Ana lys is
Key competencies include international hotel operator search , selection and contract negotiation, mixed use hotel and residen tial planning and operation reviews . A w ide range of both institutional and private developers and a comprehensive portfolio of completed projects give C9 the ski ll set and background to focus on key issues , evaluate complex ones and assist clients in achieving sol id results. Based in Phuket, Thailand and led by Managing Director Bill Barnett, who has 30 years of experience in Asia Pacific, the firm is we ll positioned to serve an increa sing demanding marketplace.
C9 Hotelworks Company Limited 9 lagoon Road, Tambon Cherngtalay, Thalang Phuket 83 l l O Thailand T +66 (0)76 325 345/6 E info@c9hotelworks com www.C9hotelworks.com