PETALING JAYA: Hotels along the east coast of Peninsular Malaysia are stepping up efforts to counter a downturn in visitors caused by recent floods and heavy rains.
Viral social media images of inundated towns have made the situation worse, scaring away tourists, leaving hotels struggling to fill rooms. Operators are now relying on targeted promotions and a push to correct what they say are exaggerated claims on social media.
Many hotels are rolling out monsoon-focused campaigns to tell travellers that much of the coastline remains safe and enjoyable despite isolated flood-hit districts.
“Monsoon season is actually a very beautiful time to visit beaches and the seaside, although the weather forecast often says otherwise,” said Terrapuri Heritage Village managing director Alex Lee Yun Ping.
He said the perception of heavy rain throughout the east coast is often inaccurate.
“It was forecast to rain here for the past few days, but it turned out to be sunny.
“Yes, some areas experience floods, but it does not cover the entire state. Many places are perfectly fine,” he said.
This year’s occupancy drop, he said, has been significant, with some hotels experiencing days of being “totally empty”.
As a result, operators are leaning heavily on promotions and repeat guests who understand the region’s microclimate.
“We do have repeat customers who know the bad weather won’t affect the hotel.
“They come to enjoy the peace and quiet, as there are fewer visitors,” he said.
The authorities and other related bodies should help reshape public perception and promote the monsoon season as a good time to visit the east coast, he added.
While managing low-season costs is unavoidable, Lee stressed that hotels must remain careful not to compromise service quality.
“Everything in the hotel operates as usual, and we try to find a good balance between cost-cutting and maintaining the property.
“We cannot just cut costs on our workers and expect them to work the same amount,” he said.
Malaysia Budget & Business Hotel Association national president Dr Sri Ganesh Michiel said hotels are working closely with local councils, state agencies and tourism bodies that organise food festivals, cultural events and school-holiday activities to draw visitors and support nearby hotels.
He said that hotels complement these efforts by offering value-driven promotions, special family rates and CSR rates for NGOs, flood-affected communities and response teams needing temporary accommodation.
“We urge everyone not to portray the monsoon season as a ‘no-travel period’ or an extreme situation.
“While heavy rain occurs, it does not mean the entire coast is unsafe. Hotels update guests daily on weather conditions, road accessibility and safety so travellers can make informed decisions,” he said.
He said this monsoon season has brought an estimated 20%-40% drop in occupancy.
He added that stronger government support is needed through domestic tourism campaigns, monsoon-friendly promotions and temporary cost-relief measures.
“Monsoon season does not mean the east coast is closed for holidays.
“We urge everyone not to exaggerate the situation,” he said.
