Pulai Desaru Beach Resort & Spa will undergo a RM10 million upgrade, in a bid to lift its performance, improve room rates and elevate its rating from three-star to four-star.
Azmi Sharuddin, General Manager at Pulai Desaru, said the resort started to show improvements from November last year, following the opening of the Senai-Desaru highway.
"We saw an immediate improvement in occupancy when the Senai-Desaru highway opened in November and we have also completed our rooms renovation," said Azmi.
In 2010, the hotel recorded a 41 percent occupancy and an average room rate (ARR) of RM185 while in 2011, figures went up to 47 percent and an ARR of RM198, respectively.
The resort is expected to benefit from the refinery and petrochemical integrated development (Rapid) project by Petroliam Nasional Bhd in Penggerang, Johor as it will increase the number of long-stay guests at the resort
"Currently, there are no competitors (in Desaru) in our star category," Azmi said.
Pulai Desaru expects 61 percent of room inventory and RM220 of ARR this year.
Most of the resort's guests came from Singapore while others were from the UK and Australia. However, the resort hopes to hit the European and South Korean markets as well as enhance its domestic arrivals from 35 percent in 2011 to 40 percent this year.
With 210 rooms across six categories, Azmi anticipates 80 percent of its room inventory to be filled within three to four years.
"We are looking at more facilities in the future," said Azmi, noting that RM3 million to RM4 million will be set aside to add more facilities. Beach bar and spas on the beach are said to be included in the second phase of the development.
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