Marketed as a luxury staycation for Yellow and Red IC holders (Brunei citizens and permanent residents), the package is priced at BND 260 per night for a Superior room, including breakfast, dinner, and access to resort facilities. Despite the luxurious inclusions, the public response has been lukewarm at best.
A Public Outcry Over Prices
The BND 260 promotional rate has faced criticism as being overpriced and lacking value.
Many commenters voiced their frustration, noting that the cost of staying at The Empire appears excessive compared to previous rates of around BND 198.
The significant price increase, especially as regional travel becomes more affordable, has invited comparisons with neighbouring countries where Bruneians can enjoy premium hotels for the same amount—if not less—while experiencing superior facilities and more vibrant surroundings.
This situation prompts the question: Has The Empire genuinely evaluated its competition?
Value Beyond the Price Tag
While much of the criticism focuses on pricing, The Empire Brunei does offer a luxurious experience worth considering.
The opulent accommodations, gourmet meals, and numerous resort amenities promise local and regional visitors a high-end staycation.
It's essential to emphasise that The Empire is not merely a hotel; it’s a destination that blends luxury, relaxation, and cultural richness.
However, the package's positioning may have alienated the market it intends to attract—those seeking value alongside luxury.
Critics argue that for BND 260, guests expect more than just a night in a Superior room; many expect multiple nights at high-quality resorts in neighbouring countries, which offer vibrant settings and ample entertainment options.
Although The Empire includes breakfast and dinner, the overall experience must justify the price, particularly for locals and expatriates who are becoming increasingly discerning in their spending.
Inclusivity Matters: The Exclusion of Green IC Holders
The promotional package is exclusively available to Yellow and Red IC holders, excluding Green IC holders—guest workers and expatriates who also contribute to Brunei.
This exclusion resonated negatively with the public, many of whom perceived it as discriminatory. Green IC holders play a significant role in Brunei’s economy and society.
By excluding them, The Empire missed an opportunity to showcase inclusivity and foster community ties. Luxury offerings should not be reserved solely for Brunei's wealthy; they should be accessible to anyone seeking a premium experience.
A Reflection of a Struggling Industry?
The narrative surrounding The Empire's promotional package reflects deeper challenges within Brunei’s tourism sector.
The Brunei Darussalam Business Sentiment Index (BSI) for December 2023 indicates that many businesses within the hospitality sector expect slower activity over the school holidays, with consumers favouring international travel over domestic options.
Despite these challenges, there are signs of recovery.
The Tourism Performance Report 2023 reveals a significant rise in international visitor arrivals, increasing from 35,701 in 2022 to 120,059 in 2023. This upward trend could enhance domestic tourism initiatives.
Staycation bookings for Kenali Negara Kitani (KNK) packages increased from 6,255 in 2022 to 12,720 in 2023, indicating a growing interest in domestic tourism that requires nurturing.
The hospitality sector must rethink its approach to include innovative offerings that cater to a wider demographic rather than repackaging outdated ideas at inflated prices.
Government Efforts to Promote Staycations
The Brunei government has made strides to promote domestic tourism through the KNK campaign, offering over 80 staycation packages tailored to diverse tastes and demographics.
These packages include luxurious hotel stays, cultural experiences, marine diving, and family-oriented activities like arts and crafts, beach soccer, and kayaking.
Designed to attract both citizens and permanent residents, these initiatives also include Green IC holders, fostering inclusivity and community engagement.
While some industry players limit their promotions' scope, the KNK campaign emphasises affordability, with attractive rates for various accommodations, including breakfast and dinner.
For instance, deluxe rooms start at BND 75, contrasting sharply with The Empire's high rates. This focus on affordable luxury aims to make local tourism experiences accessible to a broader audience.
By incorporating family-oriented activities and making luxury more inclusive, the government is setting a standard that the industry could strive to match.
Facilities Falling Short of Expectations
Public sentiment regarding The Empire's facilities has been critical. There is a perception that Darussalam Assets—The Empire's owner—and its management view the resort more as a burden than an asset.
This attitude appears to direct attention towards cost-cutting rather than strategic investment, resulting in makeshift fixes instead of substantial restorations.
Rather than committing to long-term improvements, temporary solutions and ad-hoc structures have been installed, likely due to budget constraints.
This mindset undermines the resort's potential to reclaim its esteemed status, leaving many guests with the impression that corners are being cut.
Descriptions of the hotel as "old and run down," with outdated amenities like small TVs and old ironing boards, illustrate the gap between expectations and reality.
Complaints about declining quality in breakfast offerings, maintenance, and cleanliness further highlight areas in need of improvement.
However, the Tourism Performance Report 2023 noted a positive trend in tourism receipts, which rose from BND 19.47 million in 2022 to BND 74.83 million in 2023, suggesting the potential for funding improvements to The Empire's offerings.
The Empire boasts significant assets, including sprawling grounds, luxurious spa services, a world-class golf course, and gourmet dining prepared by top chefs.
Its spa and the Jack Nicklaus-designed 18-hole championship golf course offer unique experiences that can distinguish it as a destination.
The reopening of Lee Gong and The Bunker restaurants adds further appeal to its culinary variety, making it an enticing option for those seeking diverse luxury experiences.
Unfortunately, many of these amenities are under-promoted or underutilised, leaving potential guests unaware of their true value.
To resonate with modern travellers, The Empire needs to articulate a unique luxury experience that appeals to everyone—not just the elite.
Missed Opportunities for Growth
Criticism of The Empire extends beyond pricing; it includes concerns over perceived stagnation in their offerings. Many locals feel that the current packages lack excitement compared to options just a few hours away.
A true staycation should provide a refreshing change of scenery with unique activities and memorable moments, yet The Empire’s offerings come across as mundane.
There is significant potential for The Empire to enhance its offerings in alignment with public expectations.
The rebranding of Jetudong Park, along with improved experiences at The Empire, could transform both locations into a premier staycation destination that provides more than just luxury accommodations.
A shift in mindset is essential—modern travel and adventure tourism transcend merely providing bed and breakfast services for the affluent.
They demand crafting unique, memorable experiences for a broader audience that incorporate innovation, excitement, and authenticity.
Selling Experiences, Not Just Products
The public's frustration with staycation initiatives points to a fundamental flaw in how some players in the tourism industry approach their services.
There has been an overemphasis on pricing and selling products instead of delivering experiences and adventures. In today’s travel landscape, it is essential to create emotional connections and narratives that travellers want to engage with.
For instance, Apple sells more than just a phone; it embodies innovation and lifestyle. Similarly, The Empire should offer more than luxurious rooms—it should promote the dream of adventure, relaxation, and transformation.
Lessons from Global Players
To enhance its positioning, The Empire Brunei could look to successful luxury brands like the Dorchester Collection.
Renowned for its properties in key cities such as London and Paris, the Dorchester prioritises unique, memorable luxury experiences accessible to anyone, not just the affluent.
The Empire, with its regal ambience and tropical setting, has the potential to differentiate itself by offering a unique blend of grandeur and local culture that appeals to a wider audience.
Both The Dorchester Collection and The Empire operate in the luxury hotel sector but have distinctive approaches.
While The Dorchester specialises in urban luxury tailored for sophisticated tastes,
The Empire's serene, tropical setting presents an opportunity for relaxation and cultural immersion. By making these unique experiences more accessible, The Empire can position itself as an inclusive luxury destination that attracts local families and international travellers alike.
Is Domestic Tourism Being Taken Seriously?
As staycation trends rise globally, Brunei has a genuine opportunity to establish itself as a top destination for local and regional tourists.
However, there exists a significant gap between government efforts to develop and promote tourism—particularly in enhancing the staycation concept—and actions taken by industry players.
Many stakeholders seem primarily focused on short-term profits rather than collaborating with government initiatives aimed at reducing outflows of cross-border spending.
The strategic rebranding of Jetudong Park in conjunction with The Empire could create a comprehensive staycation experience that merges luxury with family-friendly adventure.
For this to become a reality, Brunei’s tourism stakeholders must take meaningful steps to make these destinations attractive, affordable, and inclusive.
Currently, efforts to promote domestic tourism seem half-hearted, primarily involving the repackaging of old ideas at higher prices rather than innovating to provide fresh, engaging experiences for the community.
The public response to The Empire's promotion serves as a wake-up call for the industry. Without genuine changes, Bruneians will continue to seek leisure experiences abroad, leaving the promise of domestic tourism growth unfulfilled.
The crucial question remains: Will Brunei’s tourism sector rise to the challenge and innovate, or will it continue to overlook the expectations of its people? The future of domestic tourism in Brunei hinges on the answer. (DMAO/MHO/12/2024)
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