[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"committee-activity-smed-host2-sukosol-singha-th":3,"$fkE1To33EA0Qu1xEXOd1skwJWO0dTeMLefQOZ3YUfkRw":172,"$fGwlI343EleAFFsM_1ccd5RZJZuulh_t-ASmp-v7U-eE":249,"$fjp3_FmgNlEcLYNUvDks5UHboArx6Blek7dTS-zNGR8Y":456},{"data":4,"meta":171},{"id":5,"documentId":6,"slug":7,"coreValue":8,"alt":9,"isHighlight":10,"createdDate":11,"isActive":12,"createdAt":13,"updatedAt":13,"publishedAt":14,"locale":14,"name":15,"description":19,"coverImage":23,"tags":27,"detailsTH":37,"detailsEN":129,"metaTags":158},324,"q5yiyp5go3szc0um8nng7kj9","smed-host2-sukosol-singha","sme","HoST รุ่นที่ 2 เรียนรู้โรงแรมยั่งยืนและการสร้างแบรนด์",false,"2024-09-13",true,"2026-07-20T09:27:11.462Z",null,{"id":16,"th":17,"en":18},28161,"HoST รุ่นที่ 2 เรียนรู้การบริหารโรงแรมยั่งยืนกับ The Sukosol และ Singha Estate","HoST Class 2 Explores Sustainable Hotel Management with The Sukosol and Singha Estate",{"id":20,"th":21,"en":22},28162,"โครงการ HoST รุ่นที่ 2 พาผู้ประกอบการเรียนรู้การบริหารโรงแรมยั่งยืน Food Waste, Green Tourism, Human Rights, Quick-Win Projects และการสร้างแบรนด์จาก The Sukosol, Singha Estate และ SAii","HoST Class 2 equips hotel operators with sustainable operations, food-waste management, green tourism, human rights, Quick-Win Projects, and branding insights from The Sukosol, Singha Estate, and SAii.",{"id":24,"documentId":25,"url":26},4319,"ovt0hizvwg494el2kg54x8v1","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F1_824203050c.jpg",[28,32],{"id":29,"documentId":30,"nameTh":31,"nameEn":31},42,"xilg0ocrikmztt246kdl57td","SMEs",{"id":33,"documentId":34,"nameTh":35,"nameEn":36},85,"kaazx6y9zg4w7v6zkxy65rlp","พัฒนาผู้ประกอบการ","Entrepreneurial Development",[38,42,88,91],{"id":39,"editor":40,"__component":41},7766,"\u003Cp>อัดแน่นทุกเนื้อหา 2 วันเต็ม เมื่อวันที่ 11 กันยายน 2567 เวลา 10.00 – 15.30 น. On-site visit The Sukosol Hotel \u003Cbr>คุณมาริสา สุโกศล หนุนภักดี ที่ปรึกษากิตติมศักดิ์สมาคมโรงแรมไทยและรองประธานกรรมการบริหาร กลุ่มโรงแรมสุโกศล ร่วมบรรยายพิเศษ ในหัวข้อ: “Hotel Sustainability Business Management” เทคนิคการบริหารโรงแรมมาตรฐานความยั่งยืนอย่างไรให้ประสบความสำเร็จ เผยทุกเคล็ดลับการเดินทางของโรงแรมในเครือสุโกศลต้นแบบด้านความยั่งยืน\u003C\u002Fp>\u003Cp>พร้อมเปิดบ้านต้อนรับ ล้วงลึกการบริหารตั้งแต่Operationหน้าบ้าน เดินเยี่ยมชมการบริหารจัดขยะในครัว การคัดแยกขยะ ความปลอดภัยในครัว การนับ ชั่ง ตวงเศษอาหาร เพื่อให้เกิดfood waste น้อยที่สุด, ตลอดจนการสอนการทำน้ำหมักจากเศษผลไม้เหลือทิ้ง, พาชม Engineer ระบบหลังบ้าน และชมห้อง Sustainability room ห้องรักษ์โลก เพื่อตอบโจทย์นักเที่ยวได้อย่างยั่งยืน\u003Cbr> \u003C\u002Fp>","shared.editor",{"id":43,"images":44,"__component":87},1683,[45,47,52,57,62,67,72,77,82],{"id":24,"documentId":25,"url":26,"alternativeText":46},"A diverse group of people poses with a 'HoST' banner in an outdoor setting.",{"id":48,"documentId":49,"url":50,"alternativeText":51},4318,"lwnzh46u3ktse71sg1w1ropi","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F2_0cd6ec10ba.jpg","Three trays display brown bags, wrapped snacks, and bottled brown beverages with green caps.",{"id":53,"documentId":54,"url":55,"alternativeText":56},4321,"qtu4691bjcjljvccklodah4a","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F3_98b2c88741.jpg","Smiling woman in a blue dress holds a microphone, speaking at an indoor event.",{"id":58,"documentId":59,"url":60,"alternativeText":61},4324,"q82acincv04qvomc0tjaaeip","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F4_3512ce1544.jpg","Man in light blue shirt speaks into microphone at an indoor professional event.",{"id":63,"documentId":64,"url":65,"alternativeText":66},4322,"x3ntu6pjq623kzkw58id4nwq","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F5_ee250b6e4b.jpg","Woman with glasses speaking into a microphone during a presentation in a meeting room.",{"id":68,"documentId":69,"url":70,"alternativeText":71},4326,"r1dlqsrodjd2fs54q6sab0b3","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F6_9495cab77c.jpg","A woman presents to a seated audience in a warmly lit conference room with a projector.",{"id":73,"documentId":74,"url":75,"alternativeText":76},4320,"nw3j6z0l1g1dbhjdt1vp53mc","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F7_b6bf4d5ee6.jpg","Woman in blue dress presents formal document to man in light suit at a professional event.",{"id":78,"documentId":79,"url":80,"alternativeText":81},4323,"fu5hjb23ujs37o519iqd66so","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F8_56062294a5.jpg","A group of professionals stands in a restaurant entrance, listening to a man in a dark suit.",{"id":83,"documentId":84,"url":85,"alternativeText":86},4325,"y0oz5otbzrg0c83w1baa4l20","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F9_abbc80bab1.jpg","A man in a mask demonstrates food preparation to three people in a commercial kitchen.","shared.slider",{"id":89,"editor":90,"__component":41},7767,"\u003Cp>ต่อเนื่องเนื้อหา ในวันที่ 12 กันยายน 2567 เวลา 10.00 – 15.30 น.  Class & Workshop: Singha Estate นำโดยคุณศิริธร ธำรงนาวาสวัสดิ์ ผู้อำนวยการฝ่ายการพัฒนาอย่างยั่งยืน และทีมSD จากบริษัท สิงห์ เอสเตท จำกัด (มหาชน) ร่วมบรรยายในหัวข้อ: Green tourism and Sustainable development Goal, Human rights for Hospitality Business, การบริหารจัดการ Food waste พร้อมเผยถึงหลักธรรมาภิบาลในการดำเนินธุรกิจโรงแรมที่ Maldives จนได้รับรางวัลระดับโลกด้านความยั่งยืน Green Globe Certification และกิจกรรมworkshop: Quick win Project สำหรับโรงแรมของตนเอง\u003C\u002Fp>\u003Cp>ปิดท้ายกับ คลาสการบรรยายในหัวข้อ: Before MARKETING your hotel focus on BRANDING Case study: SAii Hotels and Resorts โดยคุณจิตศักดิ์ หลิมภากรกุล Director of Brand & Partnerships, S Hotel & Resorts PLC\u003C\u002Fp>\u003Cp>การสร้าง Branding ให้กับโรงแรม ตั้งแต่การค้นหาตัวตน เพื่อสร้างBrand Identityมีเอกลักษณ์ ให้คนจดจำได้ Case study: SAii Journey: Hell, Hub, Sleep, Play, Treat, Live and SAii for now. เพื่อกำหนดทิศทาง positioning โรงแรมของตนเองได้อย่างสร้างสรรค์ เป็นมิตรต่อสังคม สิ่งแวดล้อม ชุมชน อย่างยั่งยืน  \u003Cbr> \u003C\u002Fp>",{"id":92,"images":93,"__component":87},1684,[94,99,104,109,114,119,124],{"id":95,"documentId":96,"url":97,"alternativeText":98},4333,"i3m5n3gvbbmevvmddtvmh31f","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F1_b42ca30177.jpg","A large group of smiling people giving thumbs-up on a modern indoor staircase.",{"id":100,"documentId":101,"url":102,"alternativeText":103},4327,"q4dbaqgg3wbx13dghq5jajsp","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F2_54a7366059.jpg","Man in glasses speaking into a microphone, holding a presentation clicker.",{"id":105,"documentId":106,"url":107,"alternativeText":108},4331,"k9ghninn0mbsqhj9pcna1oir","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F3_eb5c3adf6f.jpg","Attendees watch a presentation on a large screen in a modern, bright conference room.",{"id":110,"documentId":111,"url":112,"alternativeText":113},4329,"n7aawxw6fvfvu2t5vg7grfon","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F4_b09dd32509.jpg","Attendees in a modern, multi-level classroom with a lecturer presenting.",{"id":115,"documentId":116,"url":117,"alternativeText":118},4330,"cdzdbrd4ls6we6rc67j1h22a","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F5_bfb1b80649.jpg","Two men, one looking at his phone, another listening intently in a modern meeting setting.",{"id":120,"documentId":121,"url":122,"alternativeText":123},4328,"jk3o2xdtzr5u6tr92mrd2if1","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F6_7968c0b231.jpg","Woman in grey hijab speaks into microphone addressing an audience during a presentation.",{"id":125,"documentId":126,"url":127,"alternativeText":128},4332,"ja7ymt8zn7kt3mc1l62zkcva","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F7_226eeee6f0.jpg","Attendees watch a presentation featuring clashing green and red boxing gloves on a large screen.",[130,133,145,148],{"id":131,"editor":132,"__component":41},7768,"\u003Cp class=\"isSelectedEnd\">\u003Cspan>The \u003Cstrong>Hotel Sustainability Transformation (HoST) Class 2\u003C\u002Fstrong> program continued its second week with two full days of intensive learning, combining an on-site visit to The Sukosol Hotel with practical classes and workshops led by Singha Estate and hospitality branding experts.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The activities equipped participating hotel operators with practical insights into sustainable hotel operations, food-waste management, human rights, environmental governance, green tourism, and distinctive hotel branding.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>On-site Visit to The Sukosol Hotel\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>On \u003Cstrong>11 September 2024\u003C\u002Fstrong>, participants joined an on-site learning visit to \u003Cstrong>The Sukosol Hotel in Bangkok\u003C\u002Fstrong>.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The program featured a special presentation by \u003Cstrong>Ms. Marisa Sukosol Nunbhakdi\u003C\u002Fstrong>, Honorary Advisor to the Thai Hotels Association and Executive Vice President of Sukosol Group, entitled \u003Cstrong>“Sustainable Hotel Business Management.”\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Ms. Marisa shared practical approaches to successfully managing hotels in accordance with sustainability standards, drawing on the transformation journey and experience of Sukosol Hotels as a model of responsible hospitality management. Her official role as Executive Vice President of Sukosol Group is also reflected on The Sukosol’s corporate website.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Integrating Sustainability into Hotel Operations\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Participants received an in-depth look at both front-of-house and back-of-house hotel operations.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The visit covered several important areas, including:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Front-of-house operations and guest services\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Kitchen waste management\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Waste separation\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Kitchen hygiene and safety\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Measuring, weighing, and recording food scraps\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Reducing food waste\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Producing bio-fermented solutions from leftover fruit\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Engineering and building-management systems\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Sustainability-focused guest rooms\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The visit demonstrated that sustainable hotel management requires coordinated action across every department rather than isolated environmental activities.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>By collecting and monitoring food-waste data, hotels can identify the sources of unnecessary waste, improve purchasing and preparation processes, control operating costs, and use resources more efficiently.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Creating Sustainable Guest Experiences\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Participants also visited the hotel’s sustainability-focused room, which demonstrates how environmental responsibility can be incorporated into guest accommodation and the wider hospitality experience.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Sustainability should be designed in a way that allows guests to participate conveniently without reducing comfort or service quality.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cspan>When environmental practices are integrated naturally into hotel operations, they can strengthen the guest experience, enhance brand credibility, and support long-term competitiveness in the sustainable tourism market.\u003C\u002Fspan>\u003C\u002Fp>",{"id":134,"images":135,"__component":87},1685,[136,137,138,139,140,141,142,143,144],{"id":24,"documentId":25,"url":26,"alternativeText":46},{"id":48,"documentId":49,"url":50,"alternativeText":51},{"id":53,"documentId":54,"url":55,"alternativeText":56},{"id":58,"documentId":59,"url":60,"alternativeText":61},{"id":63,"documentId":64,"url":65,"alternativeText":66},{"id":68,"documentId":69,"url":70,"alternativeText":71},{"id":73,"documentId":74,"url":75,"alternativeText":76},{"id":78,"documentId":79,"url":80,"alternativeText":81},{"id":83,"documentId":84,"url":85,"alternativeText":86},{"id":146,"editor":147,"__component":41},7769,"\u003Cp class=\"isSelectedEnd\">\u003Cspan>The program continued on \u003Cstrong>12 September 2024\u003C\u002Fstrong> with a class and workshop led by \u003Cstrong>Ms. Sirithon Thamrongnawasawat\u003C\u002Fstrong> and the Sustainable Development team of \u003Cstrong>Singha Estate Public Company Limited\u003C\u002Fstrong>.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The learning sessions covered:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Green tourism and the Sustainable Development Goals\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Human rights in the hospitality industry\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Food-waste management\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Sustainable corporate governance\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Quick-Win Projects for hotel businesses\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Singha Estate’s official English-language communications use the spelling \u003Cstrong>Sirithon Thamrongnawasawat\u003C\u002Fstrong> and identify her leadership role in sustainable development.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Green Tourism and the Sustainable Development Goals\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The session highlighted the relationship between hotel operations, tourism development, local communities, and the environment.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Green tourism is not limited to reducing plastic or conserving energy. It requires hotels to examine their impact across several areas, including:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Energy and water consumption\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Waste and food management\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Responsible sourcing\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Biodiversity and natural resources\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Employee welfare\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Community relationships\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Guest awareness\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Business governance\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Aligning hotel operations with the Sustainable Development Goals can help businesses establish clear priorities and create positive economic, social, and environmental value.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Human Rights in the Hospitality Business\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Participants also explored human rights as an essential part of responsible hospitality management.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Hotels interact with employees, suppliers, contractors, guests, local communities, and other stakeholders. They should therefore establish practices that promote fair treatment, workplace safety, equality, diversity, dignity, and respect.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Human-rights considerations should be integrated into recruitment, employment conditions, supplier selection, guest services, and community engagement.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>A responsible approach helps hotels reduce operational and reputational risks while strengthening employee trust and stakeholder confidence.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Sustainable Governance and Food-Waste Management\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The Singha Estate team shared lessons from managing hospitality operations in the Maldives, including the integration of sustainability and sound corporate governance that contributed to internationally recognized sustainability certification.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The session demonstrated that environmental achievement requires:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Clear policies and organizational responsibilities\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Reliable operational data\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Measurable sustainability targets\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Employee participation\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Management oversight\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Transparent communication\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Continuous improvement\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Food-waste management was presented as an important area in which hotels can achieve both environmental and financial benefits.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Hotels can begin by identifying where waste occurs, recording the volume of discarded food, reviewing purchasing and preparation practices, and developing appropriate methods for prevention, redistribution, reuse, or responsible disposal.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Quick-Win Projects for Participating Hotels\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Participants developed \u003Cstrong>Quick-Win Projects\u003C\u002Fstrong> tailored to their own hotels.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>These projects focused on practical initiatives that could be implemented within a relatively short period while producing visible and measurable results.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Potential project areas included:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Reducing food waste\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Improving waste separation\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Lowering energy or water consumption\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Engaging employees\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Communicating sustainability to guests\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Supporting local suppliers and communities\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Quick wins can help organizations build internal confidence, demonstrate early results, and create momentum for broader sustainability transformation.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Build the Brand before Marketing the Hotel\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The final session featured the presentation \u003Cstrong>“Before Marketing Your Hotel, Focus on Branding,”\u003C\u002Fstrong> delivered by \u003Cstrong>Mr. Jitsak Limphakornkul\u003C\u002Fstrong>, Director of Brand & Partnerships at S Hotels & Resorts Public Company Limited.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The session emphasized that effective hotel marketing must begin with a clear and distinctive brand identity.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Before promoting a hotel, operators should understand:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>Who they are\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>What the hotel represents\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>Which guests they aim to serve\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>What differentiates the property\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>How they want customers to remember the brand\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>How social and environmental responsibility supports the brand promise\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>A strong brand identity provides direction for the hotel’s services, communication, design, customer experience, and market positioning.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>SAii Hotels & Resorts Brand Journey\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The SAii Hotels & Resorts case study demonstrated how a clearly structured customer journey can express brand identity through memorable guest touchpoints.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The official SAii journey includes:\u003C\u002Fspan>\u003C\u002Fp>\u003Cul data-spread=\"false\">\u003Cli>\u003Cspan>\u003Cstrong>Hello:\u003C\u002Fstrong> A warm Thai welcome\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>Hub:\u003C\u002Fstrong> The social heart of the resort\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>Sleep:\u003C\u002Fstrong> Comfortable rooms, suites, and villas\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>Play:\u003C\u002Fstrong> Activities and guest experiences\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>Treat:\u003C\u002Fstrong> Creative food and beverage experiences\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>Live:\u003C\u002Fstrong> Weddings, events, and memorable occasions\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cspan>\u003Cstrong>SAii For Now:\u003C\u002Fstrong> A sincere and distinctive farewell\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"isSelectedEnd\">\u003Cspan>Each touchpoint supports the brand’s positioning and creates a consistent guest experience from arrival to departure.\u003C\u002Fspan>\u003C\u002Fp>\u003Ch2>\u003Cspan>Strengthening Sustainable Hotel Competitiveness\u003C\u002Fspan>\u003C\u002Fh2>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The second week of HoST Class 2 demonstrated that hotel sustainability must connect operations, employees, environmental responsibility, human rights, governance, customer experience, and brand identity.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"isSelectedEnd\">\u003Cspan>The on-site visit and workshops enabled participating hotel operators to translate sustainability concepts into practical initiatives for their own businesses.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cspan>By combining responsible operations with a distinctive brand and meaningful guest journey, hotels can strengthen stakeholder trust, improve resource efficiency, create memorable experiences, and pursue sustainable long-term growth.\u003C\u002Fspan>\u003C\u002Fp>",{"id":149,"images":150,"__component":87},1686,[151,152,153,154,155,156,157],{"id":95,"documentId":96,"url":97,"alternativeText":98},{"id":100,"documentId":101,"url":102,"alternativeText":103},{"id":105,"documentId":106,"url":107,"alternativeText":108},{"id":110,"documentId":111,"url":112,"alternativeText":113},{"id":115,"documentId":116,"url":117,"alternativeText":118},{"id":120,"documentId":121,"url":122,"alternativeText":123},{"id":125,"documentId":126,"url":127,"alternativeText":128},{"id":159,"metaTitle":160,"metaDescription":163,"metaImage":167},4174,{"id":161,"th":9,"en":162},28159,"HoST Class 2: Sustainable Hotels and Branding",{"id":164,"th":165,"en":166},28160,"HoST รุ่นที่ 2 ศึกษาดูงาน The Sukosol และเรียนรู้จาก Singha Estate ด้าน Green Tourism, Human Rights, Food Waste, Quick-Win Projects และการสร้าง Brand Identity สำหรับธุรกิจโรงแรม","HoST Class 2 explores The Sukosol and Singha Estate’s approaches to green tourism, human rights, food waste, Quick-Win Projects, and brand identity for sustainable hotel growth.",{"id":168,"th":169,"en":170},4747,{"id":24,"documentId":25,"url":26,"alternativeText":46},{"id":24,"documentId":25,"url":26,"alternativeText":46},{},{"data":173,"meta":244},[174,197,221],{"id":175,"documentId":176,"slug":177,"coreValue":178,"alt":179,"isHighlight":10,"createdDate":180,"isActive":12,"createdAt":181,"updatedAt":182,"publishedAt":183,"coverImage":184,"tags":188,"name":189,"description":193},418,"fjdy0qlrjf3844jyup4rsk03","soc-balanced-business-buriram","none","หอการค้าไทยจัดสัมมนา “ธุรกิจก้าวพอดี สู่การเติบโตที่ยั่งยืน” ครั้งที่ 3 จ.บุรีรัมย์ พร้อมถ่ายทอดแนวคิดธุรกิจยั่งยืนและ Workshop สร้างแบรนด์จังหวัด","2026-08-21","2026-08-23T06:55:28.224Z","2026-08-23T07:06:15.455Z","2026-08-23T07:06:16.012Z",{"id":185,"documentId":186,"url":187},5266,"qlgcjywjnx70ahk04u2ex6ep","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F1_e26b9b76e0.jpg",[],{"id":190,"th":191,"en":192},31874,"สัมมนา “ธุรกิจก้าวพอดี สู่การเติบโตที่ยั่งยืน” ครั้งที่ 3 จังหวัดบุรีรัมย์","Balanced Business Towards Sustainable Growth Seminar #3 in Buriram",{"id":194,"th":195,"en":196},31875,"หอการค้าไทยร่วมกับหอการค้าจังหวัดบุรีรัมย์ จัดสัมมนา “ธุรกิจก้าวพอดี สู่การเติบโตที่ยั่งยืน” ครั้งที่ 3 ถ่ายทอดแนวคิดธุรกิจพอดี พร้อม Workshop สร้างแบรนด์จังหวัด (City Branding)","The Thai Chamber of Commerce and Buriram Chamber of Commerce hosted the 3rd “Balanced Business Towards Sustainable Growth” seminar, featuring sustainable business concepts and a City Branding workshop.",{"id":198,"documentId":199,"slug":200,"coreValue":178,"alt":201,"isHighlight":10,"createdDate":202,"isActive":12,"createdAt":203,"updatedAt":204,"publishedAt":205,"coverImage":206,"tags":210,"name":213,"description":217},414,"z25d75orxp4o1h979gjwnjjm","smed-big-brother-10-meeting-ceo","Big Brother Season 10 จัด Meeting with CEO เปิดมุมมอง AI for Healthcare, Digital Healthcare และ Brand Archetype เสริมศักยภาพผู้ประกอบการไทย สู่การเติบโตและการแข่งขันในโลกธุรกิจยุคดิจิทัล","2026-08-19","2026-08-18T09:31:00.616Z","2026-08-19T03:08:35.758Z","2026-08-19T03:08:36.020Z",{"id":207,"documentId":208,"url":209},5216,"llu4qdoi6d91laos5iml0lfy","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002FNIK_7810_0_15_11zon_f206d31b88.jpg",[211],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},86,{"id":214,"th":215,"en":216},31684,"Big Brother Season 10 เจาะลึก AI for Healthcare และกลยุทธ์ Brand Archetype","Big Brother Season 10 Explores AI for Healthcare and Brand Archetype Strategies \n\n",{"id":218,"th":219,"en":220},31685,"โครงการ Big Brother Season 10 เปิดมุมมองอนาคต Healthcare ผ่าน AI, Data Analytics, Digital Healthcare และ Preventive Healthcare พร้อมเรียนรู้กลยุทธ์ Brand Archetype เพื่อยกระดับแบรนด์และขีดความสามารถการแข่งขันของธุรกิจไทย","Big Brother Season 10 explores the future of healthcare through AI, data analytics, digital healthcare, and preventive care, alongside Brand Archetype strategies designed to strengthen branding and enhance the competitiveness of Thai businesses. ",{"id":222,"documentId":223,"slug":224,"coreValue":178,"alt":225,"isHighlight":10,"createdDate":226,"isActive":12,"createdAt":227,"updatedAt":228,"publishedAt":229,"coverImage":230,"tags":234,"name":236,"description":240},409,"k5gdsu50ohsfpg2mybrwyw89","smed-big-brother-season-10-tcp","หอการค้าไทยจัด Big Brother Season 10 พาผู้ประกอบการเรียนรู้จาก TCP ทั้งกลยุทธ์ธุรกิจ การบริหารคน นวัตกรรม และ Smart Manufacturing เพื่อสร้างการเติบโตอย่างยั่งยืน","2026-08-18","2026-08-18T08:19:33.704Z","2026-08-18T08:49:34.725Z","2026-08-18T08:49:35.009Z",{"id":231,"documentId":232,"url":233},5187,"z27ncoajb1ci6o8eciqgfoqv","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002FS_7463088_0_1_11zon_f0c9683e38.jpg",[235],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":237,"th":238,"en":239},31664,"“ไม่ใช่แค่รอด แต่ต้องไปต่อได้” หอการค้าไทยพา Big Brother Season 10 เปิดแนวคิดผู้นำ TCP สู่ธุรกิจที่เติบโตอย่างยั่งยืน \n\n","Beyond Survival”: TCC Big Brother Season 10 Explores TCP’s Strategy for Building Resilient and Sustainable Businesses",{"id":241,"th":242,"en":243},31665,"หอการค้าไทยจัดกิจกรรม Big Brother Season 10 เยี่ยมชมกลุ่มธุรกิจ TCP ถ่ายทอดกลยุทธ์จาก CEO พร้อมเรียนรู้ People & Innovation, Sustainable Growth และ Smart Manufacturing เพื่อยกระดับขีดความสามารถผู้ประกอบการไทย","The Thai Chamber of Commerce brings Big Brother Season 10 entrepreneurs to TCP Group to explore leadership, innovation, sustainable growth, culture transformation, and smart manufacturing.",{"pagination":245},{"start":246,"limit":247,"total":248},0,3,131,{"data":250,"meta":452},[251,257,263,285,307,332,355,379,402,425],{"isHighlight":10,"createdDate":202,"id":198,"documentId":199,"slug":200,"coreValue":178,"alt":201,"isActive":12,"createdAt":203,"updatedAt":204,"publishedAt":205,"coverImage":252,"tags":253,"name":255,"description":256},{"id":207,"documentId":208,"url":209},[254],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":214,"th":215,"en":216},{"id":218,"th":219,"en":220},{"isHighlight":10,"createdDate":226,"id":222,"documentId":223,"slug":224,"coreValue":178,"alt":225,"isActive":12,"createdAt":227,"updatedAt":228,"publishedAt":229,"coverImage":258,"tags":259,"name":261,"description":262},{"id":231,"documentId":232,"url":233},[260],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":237,"th":238,"en":239},{"id":241,"th":242,"en":243},{"isHighlight":10,"createdDate":226,"id":264,"documentId":265,"slug":266,"coreValue":178,"alt":267,"isActive":12,"createdAt":268,"updatedAt":269,"publishedAt":270,"coverImage":271,"tags":275,"name":277,"description":281},412,"fopq0u111pb3gn65vfuk0h4e","smed-big-brother-season-10-smart-warehouse","หอการค้าไทยพา SME เรียนรู้ Smart Warehouse, Automation, Logistics และ Fulfillment จาก CP All ภายใต้ Big Brother Season 10 เพื่อช่วยลดต้นทุน เพิ่มประสิทธิภาพ และยกระดับขีดความสามารถในการแข่งขัน","2026-08-18T09:03:35.864Z","2026-08-18T09:21:38.299Z","2026-08-18T09:21:38.712Z",{"id":272,"documentId":273,"url":274},5197,"w5bq5ci02pcg9phmq4vrdkjh","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002F998689_0_19_11zon_aa4f76f76e.jpg",[276],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":278,"th":279,"en":280},31676,"Big Brother Season 10 พา SME เรียนรู้ Smart Warehouse และ Logistics","Big Brother Season 10 Empowers Thai SMEs through Smart Warehousing and Logistics",{"id":282,"th":283,"en":284},31677,"หอการค้าไทยจัด BB Business Academy & On-site Visit ภายใต้โครงการ Big Brother Season 10 ร่วมกับ CP ALL พาผู้ประกอบการกว่า 70 ราย เรียนรู้ Smart Warehouse, Automation, Logistics และ Fulfillment ณ ALL Now Complex เพื่อเพิ่มประสิทธิภาพ ลดต้นทุน และยกระดับขีดความสามารถในการแข่งขันของ SME ไทย","The Thai Chamber of Commerce (TCC) and CP ALL organized the Big Brother Season 10 BB Business Academy & On-site Visit, bringing together over 70 entrepreneurs to explore Smart Warehouse, Automation, Logistics and E-Commerce Fulfillment solutions at ALL Now Complex.",{"isHighlight":10,"createdDate":226,"id":286,"documentId":287,"slug":288,"coreValue":178,"alt":289,"isActive":12,"createdAt":290,"updatedAt":291,"publishedAt":292,"coverImage":293,"tags":297,"name":299,"description":303},421,"vjm3u5yu93hq4ce0lzul7f4r","smed-ba-bootcamp","BA Bootcamp ติวเข้ม SME ด้าน Financial Intelligence การเข้าถึงแหล่งเงินทุน การบริหารต้นทุน ระบบหลังบ้าน พร้อมใช้ Data และ AI วิเคราะห์ธุรกิจ เพิ่มประสิทธิภาพและสร้างกำไรอย่างยั่งยืน","2026-08-27T08:50:07.775Z","2026-08-27T09:53:08.328Z","2026-08-27T09:53:08.717Z",{"id":294,"documentId":295,"url":296},5331,"cv3x1pdbd3b6pje4kvllhyxm","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002FNIK_8600_0_5_11zon_851205da2e.jpg",[298],{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":300,"th":301,"en":302},32085,"BA Bootcamp ยกระดับ SME ด้านการเงิน ระบบหลังบ้าน และ AI ","BA Bootcamp Empowers SMEs with Finance, Data and AI ",{"id":304,"th":305,"en":306},32086,"BA Bootcamp เสริมศักยภาพ SME ตั้งแต่การเตรียมความพร้อมเข้าถึงแหล่งเงินทุน บริหารต้นทุนและระบบหลังบ้าน ไปจนถึงการใช้ Data และ AI วิเคราะห์ธุรกิจ เพิ่มกำไร และสร้างการเติบโตอย่างยั่งยืน ","BA Bootcamp strengthens SME capabilities in financial readiness, access to funding, cost management and back-office operations, while harnessing Data and AI to improve profitability, competitiveness and sustainable business growth. ",{"isHighlight":10,"createdDate":308,"id":309,"documentId":310,"slug":311,"coreValue":8,"alt":312,"isActive":12,"createdAt":313,"updatedAt":314,"publishedAt":315,"coverImage":316,"tags":320,"name":324,"description":328},"2026-07-31",405,"zszfitvpe1r38yleku4kfwzy","smed-tcc-onsite-visit-seavalue","TCC On-site Visit โดยหอการค้าไทย นำสมาชิกและผู้ประกอบการ SMEs ศึกษาโมเดลธุรกิจส่งออกของ Sea Value Group เรียนรู้มาตรฐานการผลิต นวัตกรรม และแนวทางสร้างการเติบโตอย่างยั่งยืน","2026-07-31T09:55:47.133Z","2026-07-31T10:09:19.618Z","2026-07-31T10:09:19.894Z",{"id":317,"documentId":318,"url":319},4856,"wtp6qmfm1kfb95i6puwvzcyz","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002FS_6758505_0_11_11zon_9bfc7a1757.jpg",[321,323],{"id":322,"documentId":30,"nameTh":31,"nameEn":31},43,{"id":212,"documentId":34,"nameTh":35,"nameEn":36},{"id":325,"th":326,"en":327},30188,"TCC On-site Visit พาสมาชิกหอการค้าไทยศึกษาดูงาน Sea Value Group เรียนรู้กลยุทธ์ธุรกิจส่งออกและอุตสาหกรรมอาหารสัตว์เลี้ยงสู่ตลาดโลก","TCC On-site Visit Explores Sea Value Group’s Global Export Strategy and Pet Food Industry Success",{"id":329,"th":330,"en":331},30189,"โครงการ TCC On-site Visit นำสมาชิกหอการค้าไทยและผู้ประกอบการ SMEs ศึกษาดูงาน Sea Value Group เรียนรู้กลยุทธ์ธุรกิจส่งออก มาตรฐานสากล นวัตกรรม และการต่อยอดสู่ธุรกิจ Pet Food เพื่อยกระดับขีดความสามารถการแข่งขันของ SMEs ไทย","The Thai Chamber of Commerce led SME members on a TCC On-site Visit to Sea Value Group, offering insights into global export strategies, international manufacturing standards, and sustainable growth through innovation in the pet food industry.",{"isHighlight":10,"createdDate":333,"id":334,"documentId":335,"slug":336,"coreValue":178,"alt":337,"isActive":12,"createdAt":338,"updatedAt":339,"publishedAt":340,"coverImage":341,"tags":345,"name":347,"description":351},"2026-06-25",252,"y7uixi5ft2ukxjxrmclav3f9","smed-tcc-onsite-visit-wha-group","หอการค้าไทยนำสมาชิกศึกษาดูงาน WHA Group เรียนรู้การสร้าง Business Ecosystem การประยุกต์ใช้ AI และ Digital Transformation พร้อมแนวทาง ESG และ Net Zero เพื่อการเติบโตอย่างยั่งยืน","2026-06-25T10:04:31.807Z","2026-06-25T10:21:44.965Z","2026-06-25T10:21:45.609Z",{"id":342,"documentId":343,"url":344},2811,"lzyerjf62vfr7mackrrg0rp5","https:\u002F\u002Fingenious-frogs-fb47b9568c.media.strapiapp.com\u002FNIK_3102_JPG_0_550c422978.jpg",[346],{"id":322,"documentId":30,"nameTh":31,"nameEn":31},{"id":348,"th":349,"en":350},15177,"หอการค้าไทยพา SMEs ศึกษาดูงาน WHA Group เรียนรู้ Digital Transformation, AI และ Sustainability เพื่อยกระดับธุรกิจสู่อนาคต","TCC Brings SMEs to WHA Group to Learn Digital Transformation, AI, and Sustainability Strategies for Enhancing Business Competitiveness ",{"id":352,"th":353,"en":354},15178,"TCC On-site Visit โดยหอการค้าไทย นำผู้ประกอบการ SMEs ศึกษาดูงาน WHA Group เรียนรู้แนวคิด Business Ecosystem, Digital Transformation, AI, ESG และ Sustainability เพื่อยกระดับขีดความสามารถการแข่งขันของธุรกิจไทย","The Thai Chamber of Commerce organized a TCC On-site Visit to WHA Group, enabling SME entrepreneurs to explore Digital Transformation, Artificial Intelligence (AI), Sustainability, ESG practices, carbon management, and Business Ecosystem strategies that drive competitiveness and sustainable growth in the new economy.",{"isHighlight":10,"createdDate":356,"id":357,"documentId":358,"slug":359,"coreValue":8,"alt":360,"isActive":12,"createdAt":361,"updatedAt":362,"publishedAt":363,"coverImage":364,"tags":368,"name":371,"description":375},"2026-06-24",248,"gnuwxb8nrtuf6x0ehenf322b","smed-big-brother-financial-class","หอการค้าไทยจัด Financial Class 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