Insights into how to develop a winning hospitality concept & bring to life

1. Developing a winning hospitality property
How to develop a winning concept
& bring to life
bi t lif
September 2011

2. Louk Lennaerts
President & Chief Visionary Officer
Creating many different hospitality &
C ti diff th it lit
real estate projects in Europe as well
as in Vietnam
Creator & Father of Life Resorts,
developer & shareholder of
Victoria Hoi An
Passionate worker. With his partner,
Marco van Aggele, at Serenity
Holding, creates new surprising
combination of services attracting
investor
• Serenity Holding is an A-Z supplier of
services having focus on the creation
of t
f tourism and reall estate projects
i d t t j t

3. Your answers for
Developing winning concept
in tight market
Closing the gap between
Concept & development
Optimizing marketing and
sales cost & maximize ROI

4. Developing winning concept in tight market
Concept - Fundamental part to ensure success
C t
Financial consequences
Architectural design
g
Interior design
Landscaping
Operation
Sales
Time & Creativity
y

5. Developing winning concept in tight market
Winning concept
Different & suite to its environment
Focus on the needs of end-user
from the beginning & continuous
updating
Invest & deal with cash flow
Consistent in all aspects
Practical,
Practical Different & Innovation
** Should implement in early stage of
new development

6. Developing winning concept in tight market
real concept or
Any current
innovative ideas ???

7. Closing the gap between Concept & Development
“Soup
“S
of
many
cooks”

8. Closing the gap between Concept & Development

9. Closing the gap between Concept & Development
Owner’s demand:
Cultural connection
100 keys at 5 star standard
4 ha more deep than wide
(could not give sea view for all units)
Avoid copy by other projects

10. Closing the gap between Concept & Development
Our steps:
Optimizing cash flow
More f future guests & less of
M for f t t l f
architectural creativity & create
some things made all visitors
surprised
The Hue forbidden architecture,
providing privacy
(courtyards & own pools)
Different in management style:
Fusionist program & new spa program

11. Closing the gap between Concept & Development
Fusion Maia for those who love to enjoy all spa treatments
Fusion Maia Phu Quoc Fusion Maia Ham Tan

12. Closing the gap between Concept & Development
Fusion Alya for those who love to enjoy culinary experiences
Fusion Alya Lagi Fusion Alya Hoi An
Fusion Alya Phu Quoc Fusion Alya Dalat

13. Closing the gap between Concept & Development

14. Closing the gap between Concept & Development
Me to Be/ M2 Optimizing

15. Closing the gap between Concept & Development
Traveler needs:
Good accommodation Our steps:
in the city at fair price (~USD 50) Income per m2 floor
International standard Small room ~ 14m2
Surprising appeal F & B attractions
Mix accommodation
Developer s
Developer’s headache: • Only need land of
Land cost (USD 10,000 – 20,000/m2) 300-600m2 in very good
city location. 5 current
y
Profit??? locations for 2Boutique
in Saigon & Hanoi

16. Closing the gap between Concept & Development
M2Boutique Phu Quoc M2Boutique Dong Khoi M2Boutique Danang

17. Optimize Marketing & Sales cost, and maxize ROI
How to optimize marketing &
sales cost, and maximize ROI ???

18. Optimize Marketing & Sales cost, and maxize ROI
Create demand

19. Optimize Marketing & Sales cost, and maxize ROI
Create story

20. Optimize Marketing & Sales cost, and maxize ROI

21. Thank you for your attention!
Serenity Holding’s aim is to be not just
different in Vietnam but become a
trend setter for Asia & the whole
hospitality industry with integrated concepts
that go behind the traditional projects
Should you have any inquiries,
inquiries
please contact us at
thuy.uyen@serenity-holding.com