Koen Vermeersch serves as an Area General Manager for Ascott Limited Thailand, and as General Manager of Ascott Thonglor Bangkok, having spent more than a decade working for the hotel firm in both China and Thailand. He has held roles in asset management and operations, real estate fund management, and has worked in investment and negotiation.
A native of Belgium, Koen, who also goes by KV, is a results-driven team player dedicated to elevating efficiency and effectiveness to achieve short and long-term key performance indicators (KPIs). With experience across Europe, Asia and Africa, he is expert in handling diverse teams, and strengthening bonds, that support operational and business success.
Globe recently interviewed KV, and he revealed what he appreciates most about working with Ascott, providing useful insight on the latest trends in the hospitality industry, as well as giving some recommendations of hidden gems for Ascott’s guests to find in Thonglor.
Hello KV. Can you tell Globe readers about some of the daily challenges you encounter in your current position, and what you find most rewarding when working with Ascott?
One of the primary challenges I encounter in my role at Ascott is ensuring we consistently achieve our financial targets by maintaining a robust influx of business. The hotel industry is a fast-developing market, and we have to work with both online and offline channels to stay competitive. We also try to meet our guests’ specific needs, by offering personalized services, such as F&B options, and other in-room arrangements. What I enjoy most about this role is working with individuals who are well-versed in the market, which allows us to stay informed on the newest data and trends. Also, working in a global hospitality setting like Ascott offers the opportunity to meet guests from diverse cultures and backgrounds.
What do you believe is the most exciting trend within luxury hospitality today? Can you provide some crucial examples of how Ascott is integrating this trend into its services?
There is a growing global trend, with travellers increasingly looking for more personalized experiences when visiting a country. At our hotel we focus on three key areas to increase the likelihood: Firstly, we make sure there’s a lot happening by having weekly events tied to both international and local holidays. We also make it a priority to understand what the guests like and dislike. Especially those who return repeatedly. By tracking their interests and expectations in our system, we enhance both the check-in and check-out processes. In addition, we are exploring the potential of AI to further personalize guest experiences. AI can help us analyze guests’ requirements and allow us to implement them effectively.
Are there a lot of guests who regularly come back to stay at Ascott Thonglor Bangkok? Which specific aspects of this particular property do they usually appreciate the most?
Indeed! We’ve got one guest who today completed his fifteenth stay, in just two years. He lives in SE Asia, and visits Thailand each month to meet his partner. He loves the hotel for its convenient location, and the fact that we recognise him, and know specifically what he needs. We also place a welcome card along with other personalized touches in the room, so he feels like he is returning home. Our goal is to provide that “home-away-from-home” experience, whether guests are here for a long stay, a business trip, or leisure. It is about making them feel, “they know who I am…they understand what I want, and my needs are taken care of” through touches such as room setup, or the food and beverages on offer.
How do your hotels incorporate Thai culture or traditions to improve client experience?
For every national holiday, we display something in the lobby that highlights the occasion, such as the King’s Birthday, or Buddha Day. We will often when appropriate put on events at the hotels I take care of. An example is the Thai New Year holiday Songkran, where the three hotels I manage prepare a fleet of electric tuk-tuks, and provide water guns. Guests have a chance to go on one of the tuk-tuks for a ride around our three hotels in Bangkok, while enjoying a thrilling water festival. Another benefit is that we prepare gifts related to these important holidays and place them in the rooms to surprise guests. When they are celebrating memorable occasions, we make sure to arrange something special for them.
Ascott Thonglor Bangkok has a marvellous 5 stars on TripAdvisor, which is not so easy! What exactly is it that entices your immensely loyal patrons to the 451-room property?
Currently, Ascott Thonglor Bangkok is the largest Ascott hotel in the world. But, this status may soon change, as new Ascott properties are being constructed globally. Our 451-room hotel appeals to many because we offer a variety of accommodations for clients to select, ranging from 35 sq.m. deluxe rooms, to more spacious options like studios equipped with kitchens and washing machines, as well as one-bedroom or two-bedroom suites. We also have three-bedroom suites, spanning a total of 140 sq.m., making our offerings especially attractive to those traveling with families. Another desirable aspect of the property is our commitment to personalized services, and ensuring all of our guests’ needs are fulfilled.
Could you share some of the hidden gems situated near Ascott Thonglor Bangkok that you would recommend to guests who are seeking an off-the-beaten-path experience?
Thonglor is renowned for its number of small, hidden restaurants and bars, many of which are Japanese-oriented. The area also has a host of Japanese stores. However, one lesser known gem is ‘Sit and Wonder’, located on Soi Sukhumvit 57. This quaint restaurant offers authentic, home-cooked Thai dishes at very reasonable costs, providing a satisfying meal without breaking the bank. Another exceptional place I would recommend is ‘The Melting Clock’, an Italian restaurant and wine bar. Beyond its yummy selection of food and drinks, the venue impresses with an astonishing design, and the artful presentation of its dishes. In addition, there are numerous popular bars just a few minutes’ walk from our property.
