Married to the job
- Published: 28/01/2010 at 12:00 AM
- Newspaper section: Horizons
The undivided attention he has always given to his duties has opened windows of opportunity for Benjaphon Angsaengitham, allowing him to rise rapidly through the ranks of the hotel industry. He started out as an accountant and now, at the relatively tender age of 45, he is general manager of Asara Villa & Suites, a stylish, high-end resort in Hua Hin.
Benjaphon Angsaengitham’s dedication to his first love has paid dividends.
A member of the team which opened this resort in 2007, Benjaphon was appointed as GM six months ago. But this amiable man, who's a native of Phuket, is most candid about the humble nature of his origins.
"I come from a poor family and so I've had to slog for everything I've ever achieved in life.
"My mother taught me to always give more than what was expected of me. She used to tell me that if someone is paying you 10 baht for a job, you should put in 12 baht's worth of effort! And that has become my philosophy. I've never been picky about work; I do whatever is given to me. So, in addition to my regular duties as GM, I spend a large amount of my time attending to sales and marketing.
"And the room-occupancy rate has risen since I got directly involved in sales. As the head of the team, I have to set a good example."
Seeing Asara grow from being a relatively unknown destination to its current status has been a most rewarding experience, Benjaphon says, adding that the beachfront resort now caters to both the leisure-travel and MICE (meetings, incentives, conferences and exhibitions) markets.
How has Asara been different from the other places you've worked for?
I feel very much at home at Asara largely because its owner, Khun Nusara [Assakul] Banyatpiyaphod, has thrown her full weight behind me. So I'm able to manage the property to the best of my ability. Whenever she asks about my work, she often phrases it like this: 'So, Ben, how is everything at your resort?' She doesn't refer to it as her resort, which makes me feel appreciated and gives me a good feeling about managing the property. She trusts my judgement and doesn't meddle in my supervision of the day-to-day chores. Getting such undivided support from one's superior really is an enormous help.
What have been the biggest challenges for you, so far?
There haven't been any major ones yet. With two decades of operational experience under my belt I'm a pretty seasoned hotelier, so I have a tendency to face challenges head on. And whenever I encounter any sort of crisis in my life, I always try to find some light at the end of the tunnel.
Managing a luxury resort does mean addressing a slew of details on a daily basis. What works in my favour is the fact that I'm a details person and I always work with my heart. I believe that there's a solution to be found for every problem. I've done a fair bit of work fine-tuning the skills of my staff to get them up to standard and they're now being taught to multi-task.
How did Asara manage to weather the global economic downturn last year?
Relatively well, actually! We had a pretty consistent flow of local guests. We responded to the economic crisis by adjusting our prices to offer our guests some value-for-money packages. And due to the premium nature of our product we didn't find it necessary to drop our prices to shockingly low levels! We were able to fill our rooms by offering various perks and upgrades, while keeping our prices at almost the same level as before. As travellers, in general, are becoming more frugal with their money, working on tighter budgets, there's an increasing tendency for them to book over the internet at the last minute in the hopes of getting a lower rate. The downside to this, of course, is that they mightn't be able to get the first room of their choice.
What sort of feedback have you been getting from overseas travel agents?
Travel agents are keen to promote Asara because they know that we can host seminars and conferences as well as offering guests a relaxing time at our pool villas and suites. Our executive meeting hall can accommodate up to 70 and is equipped with the latest technology. We also have Kampu by Choice, a fine-dining option and Thai bistro, in addition to a spa and fitness centre.
Last year we came first in the gold class architecture and land-use-planning category of an award sponsored by the Pacific Coast Builders Conference in Western Building Show and Builders magazine.
Have you deteced any concern among potential guests of yours about political instability in Thailand?
There is some concern, yes, since the international media has been reporting on the red- and yellow-shirt movements since all the unrest began. As a Thai national, I felt so ashamed when I was asked during a roadshow we did in Dubai, "when are you Thais going to stop fighting?' I tried to deflect the question by pointing out that Hua Hin has always been a peaceful place and that it is far from the locations of all those demonstrations that people were seeing on their TV screens. I do hope that both sides will be able to settle their differences as soon as possible so that our country can start mending its tattered image overseas.
What plans do you have for Asara?
Since I love plants so much, I'd like to compile a book on the various species that grow on our 22-rai plot. There's also a possibility of extending the property and building a few more villa to accommodate guests during the peak season.
Any advice for up-and-coming hoteliers?
Persevere and be dedicated and passionate about your job. Working in a hotel is no bed of roses; in fact, it's like being married to your job!
To contact the writer, feel free to email yvonneb@bangkokpost.co.th
About the author
- Writer: Yvonne Bohwongprasert
- Position: Reporter
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