THE DATAI PITCH : THE STRUCTURE

The Datai Group wants to expand. They currently have their flagship Datai Langkawi. They are opening up another Datai in Desaru. Alongside, there are plans to open a Datai city hotel and also a family resort called The Desa also in Desaru. Looking at their expansion structure, I am introducing 3 simple elements which will run through all their hotels. 

The elements are THE ROOTS, THE WATER and THE CULTURE.

THE ROOTS

The pitch brief circles around The Datai being the epitome of 'Malaysian Hospitality'. I found this very vague. And if there is anything to define that, Datai will need to be the first to. Malaysia is not one thing but many. Like Singapore, it comprises of many races and cultures. No one has found a way to sum these up. The most common visual is that of 4 races namely Chinese, Malay, Indian and the Caucasian/Eurasian standing together. 

What is typically Malaysian then? If you look at the countries in the region, Thailand is known for its land and fields, Indonesia for its volcanos, Philippines for its islands, Vietnam for its caves and formations. The list goes on. What Malaysia can really own is the rainforest. And what is originally Malaysian is not the batik, not the food, not the architecture. All of that are borrowed from other cultures. 

The roots is about how Man and the rainforest co-exist. This codependence is Malaysian.

THE WATER

This element is part of how Man co-depend on Nature. And this, next to the rainforest is the sea for its abundance. This element will be played up according to the location of the property.

THE CULTURE

It isn't just one thing. Malaysia isn't just about Malays. It is the best of every race and culture put together. This is evident in the cuisine, the lifestyle and the possibilities. This element is played up in the city hotel where fusion and staying connected is the key theme.

This is an earlier chart I did up. The elements are a no brainer. The location of the properties would have already determined the theme. The above is a more in-depth structure of how to roll out the different aspects in the hotels.