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'Dusit Princess' heads to Dubai.

Byline: Bangkok

Bangkok-based Dusit International is sending Chanika Sripha, ambassador for their Princess brand, to help launch the 'Dusit Princess City Centre Dubai, the first Dusit Princess hotel outside of Thailand.

Wolfi Malik, general manager, Dusit Princess City Centre, Dubai said, "Chanika will be an invaluable asset to us. Some international brands use celebrities or highly paid models. What makes our brand real is that Sripha is a talented employee, living the brand experience."

Sripha was chosen to become the brand ambassador, while working as a guest relations officer at the Dusit Princess Korat hotel in Thailand. The 24-year old graduate of Bangkok University will arrive in Dubai shortly to join the pre-opening team.

Apart from bringing the Dusit Princess brand identity to life, Sripha is also looking to broaden her appreciation of Arabic culture and heritage.

"Although I have never been to Dubai or the Middle East before, my perception of Dubai is a rapidly developing city, which although man-made is very beautiful and I am keen to learn more about Arabic culture," said Sripha.

"Beside my responsibilities in guest relations, as brand ambassador I have to be a role model to the Dusit employees and convey the brand values of Dusit Princess to our guests," she added.

Those brand values are in many ways the embodiment of Thai culture. "For example, staff at any Dusit Princess hotel, are encouraged to help guests make the most of their journey with a warm and sincere interest," Malik said.

Sripha explains with Thai simplicity, "Thai service is sincere, polite and gracious, but with great attention to detail. However most important of all is the exceptionally warm Thai smile, that cannot be taught. It is in our genes."

Looking to the future, Sripha has very definite career goals. "I have learnt so much about public relations and marketing and that would be a natural progression for my career. However ultimately I am aiming to become a general manager, although I appreciate that along with the title comes a great deal of responsibility and hard work," commented Sripha.

Five minutes walk from Deira City Centre shopping mall the four-star property features 120 rooms and suites, exclusive meeting rooms, an all day dining restaurant, a speciality cafE[umlaut], gymnasium, swimming pool with Jacuzzi and Juice bar.

The management contract was signed with Dubai-based Sharaf Group in December 2008 and construction work is now nearing completion.

According to Malik, "The exterior work is complete and the contractors are now working inside on the interior finishing. We are planning a soft opening within the coming months."

Sripha who features in many corporate adverts for the Dusit Princess brand will also help to create awareness of the Dubai hotel opening by appearing on a 70 foot poster which will be draped over the hotel's exterior.

According to Malik the hotel aims to attract both budget conscious business and leisure guests all year round.

"We are ideally situated for corporate travellers. We are close to Dubai International Airport, Airport Expo, Dubai Airport Free Zone, local trading companies, as well as Dubai Government departments in Deira."

Leisure travellers will also find the Dusit Princess an attractive proposition, with Deira City Centre and its wealth of retail outlets and family entertainment, Malik is confident of securing reservations from GCC families during weekends, Eid and special festivals such as Dubai Shopping Festival and Summer Surprises.

"With our branding, location, family atmosphere and value-for-money rates, we are well positioned to gain market share in this sector," Malik added.- TradeArabia News Service

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Publication:TradeArabia (Manama, Bahrain)
Date:Jul 21, 2009
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