With the tourism and hospitality industry in Thailand looking to welcome international guests as part of a gradual reopening plan, a Bangkok-based boutique hotel consulting start-up is looking to give local hotels and restaurants an edge over the competition.
WaiThai Hospitality was founded in March 2021 and is led by experienced hotelier Thomas Pfordte, who has over 25 years of management experience in hotel and restaurant operations in Asia, the Middle East and Europe.
Pfordte: Hotel and restaurant owners should question the status quo if they want to cut their spending
In an interview with TTG Asia, Pfordte said that the idea of founding the company was born before the pandemic and was further developed during the long lockdown phase. The team also consists of Marketing Manager Jantana Tanprasit and Senior Advisor Bob James – both internationally experienced hotel professionals.
With the pandemic challenging a large number of hospitality companies, WaiThai Hospitality aims to promote the long-term profitability and sustainability of hotels and restaurants that are opening or reopening in Thailand.
Pfordte explains: “The hotel and restaurant sector in Thailand has seen many years of unprecedented growth until it peaked in 2019. Such a business environment often makes entrepreneurs less critical of their own activities.
“For example, (manpower) and efficiency, and sustainability and practices in general, have not been challenged to the extent necessary to produce a healthy long-term profit. Now is the time (for) hoteliers and restaurateurs to look into the details, (and) question expenses and processes.
“My most important point, however, is not only to reduce (manpower), but to look for intelligent solutions without ever impairing the guest experience.”
Given the ongoing headwinds from international tourism, operating a hotel or restaurant in the post-Covid era poses a number of new challenges.
Pfordte said that while reduced tourist flows could mean a decline in sales for hotels and restaurants, these establishments are being judged “more than ever on the experience they offer and at what price”.
He added: “This is why managing spending without ‘cutting corners’ is critical. The intelligent use of systems, both in terms of guest-related and administrative functions, is becoming even more relevant. The guests will want to experience a high level of creativity and culinary adventure. “
Pfordte noted that one of the most immediate challenges for many hotels and restaurants in Thailand is a serious cash flow problem after nearly 18 months of dramatically reduced demand.
By cutting payroll, the highest cost component in the hospitality industry, companies can find that the workforce is exhausted from doing normal tasks. In such cases, WaiThai Hospitality can step in to support F&B or hotel senior management functions in hotel companies as well as help with small, specific projects for hotels and restaurants, such as:
The company is currently negotiating with large and small companies to become potential partners, Pfordte said. As soon as travel picks up again, he plans to expand the company internationally, starting with other Southeast Asian countries and the Middle East.
As an advocate of sustainability, Pfordte also sees “great opportunities” to promote environmentally friendly practices among Thai hoteliers and restaurateurs.
“The country grows some of the best agricultural products in the world. Why do (restaurants in Thailand) have to fly in food from the other end of the world? Why is a bottle of imported mineral water (being sold) at an inflated price in restaurants when still and sparkling water (can be bottled) on site, eliminating the need for transport and still serving a premium product to guests? Some of the world’s best restaurants in the US, Europe and elsewhere have adopted this practice, ”he said, adding that restaurants in Thailand can do the same.
