SPECIAL ADVERTISING SECTIONThe hospitality industry has evolved over the
past decade to cater to the changing expec-
tations and lifestyle habits of an increasingly
sophisticated clientele, with travelers seek-
ing authentic and enriching experiences on
their trips abroad. To ensure that it stays rele-
vant amid this shif ting landscape, Pan Pacific
Hotels Group (PPHG) recently refreshed its
brand positioning and customer offerings.
The PPHG family carries two established
brands, Pan Pacific and PARKROYAL. Today,
the group operates more than 40 hotels,
resorts and serviced suites throughout Asia
Pacific, North America and Europe. It is the
only Asia-based hotel chain to offer all three
products: hotels, resorts and services suites.
“Next year, we’ll be counting 10 years
since PPHG was formed. Therefore we
decided it was timely to take a fresh look at
our brand positioning and customer offer-
ing with a long-term view to better serve
and anticipate guests’ needs, now
and into the future,” says PPHG
Chief Sales and Marketing Officer
Cinn Tan.
To begin, PPHG consulted with its
guests, partners, owners and other
frequent travelers to gain insight to
develop its new brand positioning.
Committed to Sincerity
The exercise resulted in three dis-
tinct but interconnected messages
for the group’s overall brand Pan
Pacific Hotels Group, which has
embraced the motto “Sincerely
Yours, with Pan Pacific Hotels and
Resorts” making the adage “Find
Your Balance” its own and PARKROYAL
Hotels & Resorts adopting “The Best of
You, By Us.” All three are linked by a com-
mitment to be sincere in everything the
group does.
As PPHG’s signature brand with locations
in major cities, Pan Pacific wants its hotels
to be viewed as safe harbors, where guests
can find their balance with its dependable
and gracious service.
Meanwhile, PARKROYAL’s “The Best of
You, By Us” positioning reflects the brand’s
mission to provide welcoming hospitality
with a genuine human connection.
Underpinned by PPHG’s hallmark sincer-
ity, the group aims to translate these core
messages into real-world experiences at
its properties around the world.
Recognizing that the key to its success is
its people, PPHG is focused on “heart-ware,”
reinforcing true hospitality through instilling
a trustworthy service culture and provid-
ing service excellence and brand training
throughout the organization globally.
In meeting the trends and needs of trav-
elers, PPHG has introduced a new web-
site with optimized booking facilities and
online customer experience, incorporatinguser-generated content as a key feature.
PPHG also rebranded its loyalty program
“Pan Pacific DISCOVERY,” which offers
exclusive room rates, late check-out and
room upgrades for direct bookings, and
integrated its serviced suites portfolio into
the program. It has also launched the invi-
tation-only “Pan Pacific Connections” to
reward loyal corporate clients with points
for booking rooms, meetings and events
at PPHG properties.A Growing Global Footprint
PPHG continues to expand its portfolio
selectively with exciting new properties
opening over the next few years. These
include Pan Pacific properties in London
(2020), Jakarta (2020), Singapore (2021) and
Nha Trang (2021), as well as PARKROYAL
properties in Melaka (2019), Langkawi
(2020) and Jakarta (2021).
“There is no doubt that PPHG is well
advanced on an exciting journey, with
strong foundations that will allow it to build
and grow into a formidable hospitality
player in the Asia-Pacific region,” says Tan.PARKROYAL on Pickering, SingaporeWith more than 40 well-established properties in its portfolio, the hospitality group is revitalizing its brand with a core focus
on connecting with its customers.
PAN PACIFIC HOTELS GROUP:
POISED FOR THE FUTURE
6 Asia’s Leading Business Hotels
Artist rendering of Pan Pacific London