ReallycoolGO banking on niche strategy
Online travel platform switches to customised, exclusive experiences during pandemic. By Narumon Kasemsuk
After starting a new chapter with online travel platform ReallycoolGO in 2018, Patee Sarasin, chief executive of Really Really Cool Co, gradually developed the IT system to help tourism operators in Thailand add more distribution channels.
The business plan was disrupted by the spread of Covid-19 globally, forcing the company to adapt its marketing plan to domestic customers only.
Even though Mr Patee is a novice in the tour industry, he is not new to aviation, serving as chief executive of Nok Air — one of the oldest low-cost carriers in Thailand — for 14 years.
He also has insights into the hospitality business, including a tight-knit network of professionals and hands-on experience that can help steer the new business amid unprecedented global challenges.
Prior to the pandemic, ReallycoolGo was set to grab every opportunity, including inbound, outbound and domestic packages.
But as the outbreak continues to pummel the industry, the platform chose to offer 15 customised travel packages, targeting local tourists seeking unique experiences they cannot find elsewhere.
The company is prepared to learn about customers’ preferences in order to provide creative options that meet the needs of each generation, said Mr Patee.
By introducing niche services for the mid- to high-level market, the price of a package can increase 5-10% from the market average, he said.
The first phase pinpoints fun-seekers, with packages including a free personal photographer to help capture the moments. These include as night jet skiing on the Chao Phraya River and IG Addiction trips for three days, two nights in Samui at a photogenic hotel that is famous among Instagram users.
“We invested more than 30 million baht in the IT system to prepare ourselves as a strong platform to serve three purposes: help the hospitality business, tap specific customers and offer unique experiences,” said Mr Patee.
He said the technology is moving very fast as it has to follow behavioural changes.
IT systems need to be prepared once the tourism industry is back on its feet, even though it is expected to start out slowly, said Mr Patee.
“International travellers may not return to Thailand this year,” he said.
“Foreign arrivals to Thailand this year could exceed the level in 2020, but are unlikely to reach 8 million as global travellers are hesitant.”
Mr Patee said as long as there is a 14-day mandatory quarantine, fewer people will think about visiting Thailand, especially when surrounding countries mandate shorter quarantine periods.
“We all speculated on the quarantine period based on our own assumptions. Thailand will have more opportunities if travellers can spend fewer days in quarantine, assuming they provide a certificate of vaccination,” he said.
The former Nok Air supremo also shared some thoughts on the Thai aviation industry, which is struggling with turbulence.
Mr Patee suggested airlines do not increase seat capacity during this time to trigger another price war, as it would hurt every player the same.
Domestic flights offer less profits than international routes, which are grounded.
“Airlines need to keep a compact size, as most have to carry a cost burden while the
By introducing niche services for the mid- to highlevel market, the price of a package can increase 5-10% from the market average. PATEE SARASIN CHIEF EXECUTIVE, REALLY REALLY COOL CO
revenue stream dries up,” he said.
Assuming vaccines are effective and widely used, Mr Patee believes a new dawn for the tourism industry is on the horizon.
He said if and when tourism does rebound, it will face new challenges.
The global tourism industry should blossom again in 2023, said Mr Patee.
Around that time, travel demand will surge to its highest point after being pent up for years, he said.
Price wars should not occur in 2023 as supplies, especially logistics, will still be lacking because the aviation business will take a while to recover after downsizing and some market exits, said Mr Patee.
He said airlines can help bolster travel confidence by requiring people to show a vaccine certificate before boarding airplanes.
“Maybe we will never again see mass tourism take hold of this industry as people will remember this pandemic and demand more exclusive travel experiences,” said Mr Patee.
“Even tour groups from China can shrink in size to beware of risks.
“Human beings have the habit of travel ingrained in their nature. The tourism industry will definitely bounce back. If we have good technologies, but cannot meet behavioural changes, it will be useless.”