Thailand relaunches Elite traveller scheme
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Thailand has relaunched its high-end traveller privilege programme, Thailand Elite.
Aimed at attracting wealthy individuals to spend longer in Thailand and make repeat visits to the country, Thailand Elite offers a series of privileges such as long-stay visas, faster immigration clearance and use of high-end amenities.
Previously aimed at wealthy Westerners, the Tourism Authority of Thailand (TAT) is now trying to drive new membership from the world’s emerging markets, including Russia, China and India. To achieve this, the TAT recently briefed its international representatives in 12 countries on revamped programme’s details, providing them with marketing tools and sale kits to drive new business when the Thailand Elite Card officially relaunches in June 2013.
“The Thailand Elite Card will go a long way towards helping TAT raise the level of visitor arrivals to new heights,” said TAT governor, Suraphon Svetasreni, who is also chairman of the Thailand Privilege Card. “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.”
Under the revamped membership terms, cardholders will be able to join up for an initial down payment fee of THB2 million (US$66,000) followed by an annual membership fee of THB20,000. This will entitle cardholders to five-year multiple entry visa to Thailand, including a one-year stay per visit. Other services include VIP assistance at Bangkok Suvarnabhumi and Phuket airports, including fast-track immigration clearance and airport limousine transfers, plus access to a 24-hour call centre access for special assistance. Members will also have use of high-end golf courses and spas 24 times per calendar year.
The TAT said it expects to generate about 1,300 new members within the first year, which would equate to revenues of more than US$85 million in down payments alone.
Countries being targeted in the first phase of the membership drive are China, Hong Kong, Taiwan, India and Russia, plus former ASEAN and CIS nations.
