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Massive Regional Plans for Amari; 40 New Hotels by 2018

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Amari, one of Thailand’s largest domestic hotel management companies, with an inventory exceeding 3,000 rooms and employing over 3,000 staff, is to invest US$44.1 million in a new corporate growth strategy.

 The group, which currently has 11 properties in key destinations across Thailand including Bangkok, Phuket, Koh Chang, Pattaya, Koh Samui, Chiang Mai and Krabi plans to operate 40 more properties in Asia Pacific by 2018.

The move comes one year after the appointment of President and CEO, Peter Henley who has spent his tenure to date focused heavily on preparing for change, allocating investment to the enhancement of systems and processes, significant revitalisation of the Amari brand and corporate management restructuring. This has included the appointment of a number of strategic senior hires from hospitality giants including Ritz-Carlton, Hilton Hotels & Resorts, Six Senses and Shangri-La. The new management structure includes the addition of roles with specific skill sets in areas including development, technical services and revenue management.

A key cornerstone of this growth plan is the revitalisation of the brand identity. Planned developments will include:

- A new logo along with the tagline “Colours & Rhythms” which replaces “Hotels & Resorts”

- Positioning Amari as a well-established and resolutely modern Asian experience within the mid-upscale hotel sector

- Refurbishment of Amari Watergate Bangkok and Amari Coral Beach Phuket commencing in 2010. These will be the first properties in the group to encapsulate the new brand. At the same time Amari is rolling out new service and product offerings to reflect the brand’s spirit throughout its entire portfolio of hotels and resorts.

- In late 2010, the introduction of Amari Residences Bangkok, the first Amari-branded serviced apartments for the group. Located adjacent to the Bangkok Hospital, the 128 room property will target short and long term visitors, especially those visiting the city for medical treatments

- Amari Hua Hin, opening in late 2011. This will be the group’s first new resort, located on 7.5 acres in the popular Thai seaside town, offering 223 rooms and suites as part of a mixed use development project that will also feature luxury condominiums.

 “Recognising the competitiveness in today’s hospitality industry, we realised that to maintain and develop our position we needed to create a long-term plan to take the company forward,” said Chief Executive Officer Peter Henley. “The next few years will see many changes both at the brand and property levels, ensuring that we continue to set new standards in modern Asian hospitality.”

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