Amari invests US$44.1 million in the Asia Pacific region by 2018
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From Left: Mr. Thorsten Ries (COO), Khun Yuthachai Charanachitta (Director),Khun Nijaporn Charanachitta (Chairwoman),Khun Valaithip Charanachitta (Director) and Mr. Pierre-Andr?? Pelletier, General Manager, Amari Watergate Bangkok??
Amari, one of Thailand???s most established hotel companies since 1965 announced that it will be investing USD$44.1 million in a corporate growth strategy. The group, which currently has 11 properties in key destinations from scenic seaside and mountain locations to vibrant urban settings across Thailand including Bangkok, Phuket, Koh Chang, Pattaya, Koh Samui, Chiang Mai and Krabi plans to operate 40 further properties in Asia Pacific by 2018.
A dynamic new brand identity for Amari was unveiled by Khun Nijaporn Charanachitta (Chairwoman), Khun Yuthachai Charanachitta (Director) and Khun Valaithip Charanachitta (Director) together with Chief Operations Officer, Thorsten Ries. A new logo along with the tagline ???Colours & Rhythms?? which replaces ???Hotels & Resorts?? to reinforce the message that an Amari experience will be imbued with vibrancy, warmth and a sense of dynamism. It will position Amari as a well-established and resolutely modern Asian experience within the mid-upscale hotel sector.
Amari. The Colours and Rhythms of Modern Asian Hospitality.
The budget will go on hotel refurbishment, internal restructuring and taking on senior executives, most of whom have worked for international chains such as Ritz Carlton, Hilton Hotels & Resorts, Six Senses and Shangri-La. The new team will work to promote the revitalised brand in both international and domestic markets.
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, an exciting concept that will become 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 will introduce its flagship property in HuaHin, which will comprise a 230-room hotel and a 210-room condominium building. The whole project is scheduled to be completed in 2011.
Amari is also allocating USD$2 million to communicate these changes via consumer and travel trade marketing activity including the hiring of public relations agencies in key feeder markets including the United Kingdom, India and the Middle East.
Chief Executive Officer Peter Henley commented: ???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.??
???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.??
