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Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
Developing a winning hospitality property concept
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Developing a winning hospitality property concept

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Insights into how to develop a winning hospitality concept …

Insights into how to develop a winning hospitality concept
& bring to life

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  • 1. Developing a winning hospitality propertyHow to develop a winning concept & bring to life bi t lif September 2011
  • 2. Louk Lennaerts President & Chief Visionary Officer Creating many different hospitality & C ti diff th it lit real estate projects in Europe as well as in Vietnam Creator & Father of Life Resorts, developer & shareholder of Victoria Hoi An Passionate worker. With his partner, Marco van Aggele, at Serenity Holding, creates new surprising combination of services attracting investor • Serenity Holding is an A-Z supplier of services having focus on the creation of t f tourism and reall estate projects i d t t j t
  • 3. Your answers for Developing winning concept in tight market Closing the gap between Concept & development Optimizing marketing and sales cost & maximize ROI
  • 4. Developing winning concept in tight marketConcept - Fundamental part to ensure successC t Financial consequences Architectural design g Interior design Landscaping Operation SalesTime & Creativity y
  • 5. Developing winning concept in tight marketWinning concept Different & suite to its environment Focus on the needs of end-user from the beginning & continuous updating Invest & deal with cash flow Consistent in all aspectsPractical,Practical Different & Innovation** Should implement in early stage of new development
  • 6. Developing winning concept in tight market real concept orAny current innovative ideas ???
  • 7. Closing the gap between Concept & Development “Soup “S of many cooks”
  • 8. Closing the gap between Concept & Development
  • 9. Closing the gap between Concept & Development Owner’s demand:Cultural connection100 keys at 5 star standard4 ha more deep than wide(could not give sea view for all units)Avoid copy by other projects
  • 10. Closing the gap between Concept & Development Our steps:Optimizing cash flowMore f future guests & less ofM for f t t l farchitectural creativity & createsome things made all visitorssurprisedThe Hue forbidden architecture,providing privacy(courtyards & own pools)Different in management style:Fusionist program & new spa program
  • 11. Closing the gap between Concept & DevelopmentFusion Maia for those who love to enjoy all spa treatments Fusion Maia Phu Quoc Fusion Maia Ham Tan
  • 12. Closing the gap between Concept & DevelopmentFusion Alya for those who love to enjoy culinary experiences Fusion Alya Lagi Fusion Alya Hoi An Fusion Alya Phu Quoc Fusion Alya Dalat
  • 13. Closing the gap between Concept & Development
  • 14. Closing the gap between Concept & DevelopmentMe to Be/ M2 Optimizing
  • 15. Closing the gap between Concept & DevelopmentTraveler needs: Good accommodation Our steps: in the city at fair price (~USD 50) Income per m2 floor International standard Small room ~ 14m2 Surprising appeal F & B attractions Mix accommodationDeveloper sDeveloper’s headache: • Only need land of Land cost (USD 10,000 – 20,000/m2) 300-600m2 in very good city location. 5 current yProfit??? locations for 2Boutique in Saigon & Hanoi
  • 16. Closing the gap between Concept & DevelopmentM2Boutique Phu Quoc M2Boutique Dong Khoi M2Boutique Danang
  • 17. Optimize Marketing & Sales cost, and maxize ROIHow to optimize marketing &sales cost, and maximize ROI ???
  • 18. Optimize Marketing & Sales cost, and maxize ROICreate demand
  • 19. Optimize Marketing & Sales cost, and maxize ROICreate story
  • 20. Optimize Marketing & Sales cost, and maxize ROI
  • 21. Thank you for your attention!Serenity Holding’s aim is to be not justdifferent in Vietnam but become atrend setter for Asia & the wholehospitality industry with integrated conceptsthat go behind the traditional projectsShould you have any inquiries, inquiriesplease contact us atthuy.uyen@serenity-holding.com

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