A necessary come-back? the Thailand Elite Card

BANGKOK- We could call a “wrong good idea”. When it was launched by the fugitive ex Prime Minister Thaksin Shinawatra back to 2003, the Thailand Elite Card was supposedly a sesame to a range of exceptional services  such as fast-track immigration, discounts at resorts and golf courses, VIP welcome at the airport and limousine transfer. The target was to attract one million card owners who would spend at least one million Baht (320,000 US dollars) to get a life membership. Unfortunately When it closed down business in 2011, the Elite Card had only attracted 2,600 members and had debts estimated at THB 1.4 billion.
But the card is back and it was recently presented by the Tourism authority of Thailand to professionals prior to the hosting of the Thailand Travel Mart this week.

The meeting, called by Mr. Suraphon Svetasreni, Governor of the Tourism Authority of Thailand in his capacity as Chairman of the Board of the Thailand Privilege Card (TPC) was designed to provide the TAT representatives in 12 countries with a full briefing on the privileges, terms and conditions, marketing tools, and sale kits required to promote memberships.

The Thailand Elite card project is designed to attract high net worth individuals and encourage them to make repeat visits to Thailand, whether for business or leisure. It is within the scope of the strategy to grow visitor expenditure and the economic impact of travel and tourism across Thailand.

Ms. Vilaiwan Twichasri, Deputy Governor of TAT and the Acting Managing Director of TPC stated that, “There were some key adjustments according to the change of the business environment and consensus of the Thai Cabinet; namely, privileges, sales and purchase conditions, as well as the marketing tools and sales kits.”

TAT and TPC are projecting about 1,300 new members within the first year after the launch, with about half expected before the end of 2013. The countries targeted in the first phase of the membership drive are China, Hong Kong, Taiwan, India, Russia, and the ASEAN and Commonwealth of Independent States (CIS) countries.

Under the revamped membership terms and conditions, cardholders will be able to join up for an initial down payment fee of two million Baht followed by a 20,000 Baht annual fee over a 20-year validity period. Cardholders will be eligible for a five-year Multiple Entry Visa to Thailand and a one-year stay privilege per visit.

They will also be able to receive Thailand Elite Personal Assistance (EPL) at Suvarnabhumi Airport and Phuket Airport, including a fast-track channel at the immigration counters and airport transfers by BMW series 7 limousines. They will also have a 24-hour call centre access for any special assistance.

One of the most important privileges is usage of high-standard, five-star golfing and spa facilities 24 times per calendar year.

The card will cost more than before but privileges will be more valuable as well. Will it be sufficient however to create more awareness for the Elite Card? Only the future will tell…
TAT Governor Suraphon Svetasreni declared that “The Thailand Elite Card will go a long way towards helping TAT raise the level of visitor arrivals to new heights. It will certainly be good for our luxury hotels, boutique properties, shopping malls and the many niche-market products that we are now focussing on.”

He also highlighted that the first round of briefings for TAT representatives in Asia and Russia would be followed by another round of briefings later in June for TAT directors and marketing representatives in Europe, Africa, Middle East and America.

Later on, special marketing representatives will be appointed to work on a commission basis to sell subscriptions.

Sourced: TravelDailyNews