Early Life
William Ellwood Heinecke was born in Quantico, Virginia, USA, in 1949. His father served in the U.S. military, and his mother was an Asia correspondent for Time magazine. In 1963, at the age of 14, Heinecke moved to Bangkok, Thailand, with his family, having previously lived in Japan, Hong Kong, and Malaysia. He attended the International School Bangkok.
Rise to Success
Heinecke's entrepreneurial journey began at 17, when he became the advertising manager for Bangkok World. A year later, he founded Inter-Asian Enterprise, which supplied office cleaning services, and Inter-Asian Publicity, a radio advertising company, with a borrowed capital of $1,200. He sold Inter-Asia Publicity to Ogilvy & Mather. In 1967, Heinecke founded Minor Holdings, which grew into The Minor Group, comprising over 30 companies. His first hotel venture was the Royal Garden Resort Pattaya in 1978.
Key Business Strategies
Heinecke's success in Thailand was also due to his early connection with the Crown Property Bureau (CPB), which helped him secure lease agreements for properties on Crown land. He introduced American-style fast foods like Mister Donut, The Pizza Company, and Burger King to Thailand. He has expanded his business to hospitality, restaurants, and lifestyle brands, with over 530 hotels and resorts across 55+ countries.
Philanthropy
Heinecke has been involved in philanthropic initiatives, including the Heinecke Foundation which supports education for less-fortunate children; the Golden Triangle Asian Elephant Foundation; and the Mai Khao Marine Turtle Foundation. He has also been involved in The St. Regis Bangkok Charity Gala & Auction.