UPCLOSE WITH SONG HOI-SEE
Founder and Chief Executive Officer of Plaza Premium Group
A Malaysian who is proud of his roots, Song Hoi- See not only founded his first independent lounge concept in 1998 at KL International Airport (KLIA) but returned 25 years later to unveil how he has transformed his local brand PPG into more than a world-class lounge service provider. Moving beyond the recent grand opening of the Plaza Premium Lounge (PPL) and Plaza Premium First (PPF), spanning 1,500 sq m at the Contact Pier of KLIA Terminal 1, at 66, the humble Song who hails from Sungai Udang but now resides in Hong Kong remains very passionate in what he does.
Calling both Malaysia and Hong Kong his home, he co-founded the Malaysian Chamber of Commerce in Hong Kong, creating a business platform for Malaysians in Hong Kong. Song continues to be an inspiration in the hospitality and travel industry with his visionary ideas and ambitious plans in the post-pandemic era with his membership-based global loyalty programme Smart Traveller, different airport dining concepts, airport hotels and airport passenger services under its ALLWAYS brand.
Share with us the plans for PPG’s 25th anniversary celebration this year.
We will be unlocking a series of new experiences and creating more value for global travellers besides continuing on our transformation course, redefining airport hospitality by investing in technology, sustainability and our people. One of our key initiatives is opening more mega lounges where Kuala Lumpur was the first to kick off this elevated experience with our new PPL and PPF. Growing our global footprint, we recently opened two lounges in Rome and Adelaide, and will be launching in Japan and Jordan later this year.
In the coming months, we will also be unveiling one-of- a-kind experiences as well as introducing new food and beverage (F&B) concepts. We will continue to work together with like minded industry friends and partners to make travel better. Complementing our lounge experience, PPG has been strengthening our 360° airport hospitality experience leveraging technology and diversifying our offerings under the ALLWAYS brand.
What are some of the highlights of your lounges and what distinguishes PPG from your competitors?
At PPG’s second branded lounge in the United States, PPL Orlando has become one of our flagship spaces in the Americas. It is a family-friendly destination with a children’s playroom and an interactive game wall. Additionally, “Their Patio” in Dubai is the first co-working space at the airport. At PPG, we focus on creating a holistic experience to complement our core lounge business. That is why we upgrade different aspects of our services such as technology, F&B offerings and design.
While the combo or mega lounge is not new, tell us more about its concept.
The mega lounge concept was first launched in Hong Kong housing PPF, PPL and our ALLWAYS concierge services. The focus is not so much on its size but its offerings in terms of airport experience for different travel purposes and profiles, and anticipating changes in the way travel will be approached in the long term.
It is more than just a pre-flight space but a destination in its own right from one country to another. At PPG, we emphasize a “sense of place”, in which we reflect local cultures in our in-lounge experience, including its interior and F&B offerings.
Where else do you plan to open them?
Besides our new location in KLIA, we have two new mega lounges in Toronto and Jakarta, with another two in Bangalore and Abu Dhabi in the pipeline.
By turning PPL and PPF in KLIA into a gallery space, what do you hope to achieve in your first exhibition collaboration with The Art People Gallery?
Through art, we strive to enrich the lounge experience by creating a dialogue with travellers using local culture. Working with this homegrown art gallery, our aim is to showcase the work of different local artists and the Malaysian heritage. We hope to attract the interest of art collectors and enthusiasts through these artists’ diverse range of modern and contemporary masterpieces.
PPG has bounced back from the Covid-19 pandemic with more airport lounges. How did you achieve that?
We adapted to the ever-changing business environment and consumer demands by diversifying our business and offering more than just lounges. We focused on airport hospitality by working closely with airports and have equipped ourselves to anticipate and shape the future of the airport experience. While we founded the independent lounge concept, we also helped other brands create their airport lounge experiences.
Amid the pandemic, PPG propelled digital transformation and transformed into a global 360° airport hospitality company focusing on technology solution development. It has been rapidly growing in the Americas and Africa, where we see massive potential.
What is the recipe for your success?
Hard work, teamwork, resilience, and the ability to pivot. They have been demonstrated through PPG’s growth and evolution over the past 25 years, helping us make it through the challenging times and reinventing ourselves as we look ahead. Another thing is you must maintain the quality of your offerings and services besides constantly reinventing them.
You mentioned that the barriers are high in what you are doing. What drives you then to persevere in this business?
When I first started PPG 25 years ago, it was even tougher because it was a completely new idea to the world. I spent much efforts convincing the airport authorities at HKIA and KLIA that a lounge other than an airline lounge would bring great value to travellers. Throughout the years, we have been able to earn trust and maintain good relationships with different stakeholders in the ecosystem and expanded the PPG network. I would say passion has been the driving force within me to make travel better for everyone and to make an impact in the airport hospitality industry.
How many airport terminal hotels under your award-winning Aerotel brand do you have? How are they performing, in particular the Aerotel hotel at KLIA Terminal 2 which opened in 2018?
We currently have 11 Aerotels globally offering a solution for travellers who need a place to sleep at the airport whether they are in transit or have an upcoming flight, Aerotel Beijing and Aerotel Muscat have received significant industry recognition. Our Aerotel’s business performance at KLIA Terminal 2 has been steadily picking up since the reopening of international borders. The hotel’s occupancy rates, average daily rate and revenue per available room have shown positive revenue growth as a result of incremental on passengers’ load. A one- minute walk to the departure hall in KLIA Terminal 2 and its flexible hourly booking module have made it a prime choice among passengers. As a winner of Agoda Golden Circle Award 2019/2020, Aerotel Kuala Lumpur has maintained its highest customer service level by being attentive, friendly, and responsive to guests’ needs.
Tell us more about ALLWAYS?
ALLWAYS, our all-encompassing global airport concierge service incorporates technology as one of its key competitive advantages. In 2022, we launched Airport Passenger Services (APS), a digital enabled one-stop-shop airport management and operations solution for both B2B customers under ALLWAYS with real-time tracking and analysis plus strong customer support. Our global footprint allows us to uniquely offer a comprehensive and seamless experience from departure to destination, curbside to tarmac, from airport lounges, hotels, dining to 360° passenger services that include Meet & Greet, buggy, porter, baggage wrap, airport transfer and carpark.
What are the projects identified in your digital transformation plans?
Emphasizing precision and seamlessness in the customer’s experience, technology will remain a key focus in PPG’s strategy moving forward. Our current key projects are TECO (Travel Experience Eco- system) and Smart Traveller. We recently relaunched the latter and will be taking it to the next level, offering exclusive privileges, benefits as well as member- only services and experiences. We are upgrading this platform to introduce Point Conversion, tying it in with other travel rewards programs next month so that the members can enjoy unique privileges with our partners worldwide.
Please enlighten us about TECO.
TECO is a digital platform that combines operations,commercialisation, technology and all back-end tasks in one place. Our APS under ALLWAYS is hosted on this platform which simplifies the booking processes for both business operators and consumers. Honoured to be trusted by two international airports, Hong Kong and Bangalore, as we introduced 360° solutions powered by TECO to create a seamless experience for travellers, we plan to gradually extend to other cities besides our lounges and Aerotels.
What legacy do you want to leave behind for the younger generation, including your own children who work in PPG?
Purpose, passion and values that they could apply in business and life. Both of my children hold key positions at PPG, with Mei Mei leading the Global Brand and Product team while Jonathan heads the Global Business Development team. I have confidence in what they do and hope to inspire them to lead with humility and compassion besides making an impact on the industry.