The Peri Hotels Charts a Course For Growth Standard International's New Brand is Poised for Further Expansion Throughout Asia

Monday 12 April 2021 15:40
Despite the devastating impact of the Covid-19 pandemic on the hospitality industry, Standard International, owner of the renowned Standard and Bunkhouse brands, created and launched its new Peri Hotel brand with two new properties in Thailand. The Peri Hotel brand benefits from the company's twenty-year track record of culture led innovation and world class design, development, operations, food & beverage, marketing, PR, technology, revenue management and sales infrastructure.
The Peri Hotels Charts a Course For Growth Standard International's New Brand is Poised for Further Expansion Throughout Asia

In December of 2020, The Peri Hotel brand debuted two new hotels in Thailand's top drive to destinations from Bangkok, The Peri Hotel Khao Yai and The Peri Hotel Hua Hin. Both hotels demonstrate the brand's soulful and engaging approach to hospitality, with a strong commitment to the communities in which they are located.

"We created and introduced The Peri Hotel brand during this pandemic," Standard International's CEO, Amar Lalvani said. "It was not easy, but it was meaningful for our team and the industry, to keep moving forward with optimism despite the challenging circumstances. The hotels turned out beautifully, and we are now ready to grow the brand. Peri is the perfect concept for this moment, when travellers are looking to reconnect with life's simple pleasures and each other. The Peri Hotel brand allows owners of existing hotels to make their properties relevant with the next generation of guests who love what we do."

The Peri Hotel brand presents a unique proposition to owners of independent hotels: the ability to tap into Standard International's unmatched creativity and proven platform rather than going it alone.

The Peri management team works closely with owners in all aspects of the hotels' renovations and operations for customized, cost-effective conversions. The Peri brand is creative rather than prescriptive regarding contract terms property improvement plans, setting it apart from the brands owned by large hotel companies with rigid criteria.

Despite debuting during one of the most challenging periods to hit the travel and tourism industry, The Peri Hua Hin and The Peri Khao Yai's post rebranding performance demonstrates the benefits of the redesign, the immersive programming and the infrastructure the Standard International platform provides to the hotels and their owners.

Understanding our communities and creating thoughtful experiences for both travelers and locals sits at the heart of our approach to repositioning properties under the Peri brand.

In Hua Hin, we launched three new F&B concepts, Chow Mong Seafood Restaurant, Peri Surf Lodge, a new Tiki inspired cocktail bar. As a result of the repositioning, The Peri Hotel Hua Hin achieved a 37% year over year increase in F&B revenue. On the rooms side, despite the challenges in attracting overnight guests during this period, The Peri Hotel Hua Hin captured significant market share gains relative to its competitors with less than half the RevPAR loss compared to other hotels in the market (25% decrease for the Peri versus 50% decrease for the market as a whole.

In Khao Yai, the Peri hotel capitalizes on its location in the picturesque mountainscape to deliver our take on a mountain lodge, including the addition of a newly built F&B and events venue, Chao Barn, nestled within the valley of a lush forest and surrounded by nature with rustic cooking methods that bring out the true tastes of natural open fire recipes. Positive results similar to Hua Hin were achieved at this property as well.

Like its sister brands, The Standard and Bunkhouse, The Peri brand attracts the local communities to its food and beverage outlets, reducing reliance on cross-border travel and providing a more robust, diversified customer base and income stream for the hotels.

Peri also benefits from the significant property development expertise and project management resources of Sansiri PLC, Standard International's largest shareholder.

For more information, visit www.theperihotel.com or email The Peri Hotel business development team at [email protected]

About The Peri
The Peri Hotel offers travellers a home away from home, where they come to find life's most basic pleasures done just right. This approach is grounded in a vision for dependable and soulful hospitality delivered with simplicity and humility. With its roots stemming from the ethos of The Standard, The Peri Hotel brand upends expectations of typical inward-looking hotels and resorts by offering one-of-a-kind experiences deeply embedded in each destination, while being informed by and embracing of their local communities.

About Standard International (The Standard hotels):
Created in 1999, The Standard hotels are known for their taste-making clientele, their pioneering design, and their unrelenting un-standard-ness. With 7 hotels in New York, Los Angeles, Miami, most recently London and the Maldives, the goal of every Standard project—be it a hotel, a rooftop discotheque, or a magazine—is to defy conventions, up the aesthetic stakes, and deliver an experience that can only be had at The Standard. The Standard's irreverent and playful sensibility, combined with a careful consideration of design, detail and service, have established its reputation as a pioneer of hospitality, travel, dining, nightlife, and beyond. Sansiri PLC, Thailand's leading real estate developer made its first investment into Standard International in November 2017, which increased over time, making Sansiri PLC the majority stakeholder.

Source: Sansiri