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HOTELIERS need to strengthen their service culture and management standards as the country braces for an influx of tourists with the "Visit Malaysia Year 2026" campaign, said Minister of Tourism, Arts and Culture Datuk Seri Tiong King Sing.
The best industry practises must be adopted by all hoteliers, especially in four- to five-star rating properties, the Bintulu MP said.
The common complaints associated with hotels are poor communication skills, slow response to complaints and shoddy standards in rooms, as well as quality of the food and beverage services, with allegations of false advertising and promotions.
"Hotels must go beyond facilities and star ratings by strengthening service culture and operational standards. Hospitality today is no longer defined solely by infrastructure, but by service quality and professionalism,” he said at the launch of the Iconic Majorie Hotel near Sungai Nibong.
The launch saw a star-studded affair where the Yang di-Pertua Negri Tun Ramli Ngah Talib and his consort Toh Puan Raja Noora Ashikin Raja Abdullah graciously opened the property.
Among those present were Chief Minister Chow Kon Yeow, Entrepreneur Development and Cooperatives Minister Steven Sim Chee Keong, former chief minister Lim Guan Eng, Deputy Women, Family and Community Development Minister Lim Hui Ying, state executive councillors, and tourism industry leaders.
Tiong highlighted concerns over complaints involving service shortfalls at certain high-end hotels.
He cited cases where guests were unable to receive proper explanations or assistance from the senior management.
“The ministry cannot accept excuses such as general managers being unavailable when guests raise legitimate concerns,” he added.
Hotel managements must take full responsibility in addressing complaints to ensure a positive impression, he said.
Tiong said hotels must implement and regularly review standard operating procedures for vendor management and maintenance.
These practices are essential for preserving the overall image and competitiveness of Malaysia’s tourism, he stated.
The Iconic Majorie Hotel was developed with an investment of RM180 million.
It is the rubber glove manufacturing group’s second hotel project, following the Iconic Hotel in Seberang Perai in 2016.
The hotel is located adjacent to the Iconic Regency, a 268-unit serviced residence.
Meanwhile, Chow said that the Iconic opening marks another facet in the development of the state's leading stature as a tourism destination.
“The arrival of Iconic Marjorie Penang fits naturally into our Penang2030 vision, and it comes at a timely moment as we move into the Visit 2026,” he said, adding that Penang is strengthening its tourism appeal now.
Despite concerns of a glut in the accommodation sector due to the growth of the homestays and serviced apartments, Chow said that the state has consistently emphasised accessibility and connectivity, including expanding air routes, welcoming more cruise ship calls, improving internal mobility, and ensuring the availability of quality hotels to support tourism growth.
“These efforts are beginning to show real results,” he said.
The Penang International Airport recorded 7.91 million passenger arrivals last year.
On the Meetings, Incentives, Conferences and Exhibitions front, Penang welcomed 423,731 delegates, generating an estimated economic impact of RM1.83 billion.
He encouraged Tiong's ministry to continue adopting a locally adaptive approach in its campaigns by working closely with state governments, engaging local communities and making full use of local small and medium enterprises.
Chow congratulated Iconic Group chairman Datuk Seri Tan Keat Tet, Marriott International, and all partners involved for believing in Penang and strengthening the state’s tourism and hospitality ecosystem. - January 18, 2026.