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Thailand Accommodation

Amari Hotels: new image, new ambitions

Luc Citrinot, eTN senior managing editor, Asia  Nov 27, 2009

Amari Hotels is a well-established hotel chain in Thailand. Although the group has achieved a certain degree of fame on the domestic front and in some neighboring countries, the chain is still lacking an international reputation. Amari is already the largest chain in Thailand with over 3,000 rooms in 11 properties located in Bangkok, Chiang Mai, Koh Chang, Koh Samui, Krabi, Pattaya, and Phuket.

“We, however, recognize that we are still lacking awareness outside Thailand, and we are now embarked into a massive overhaul program to transform ourselves to become more international oriented,” said Shamini Murugan, group director of communication for Amari. Shamini is originally from Singapore, and she perfectly personalizes Amari’s new commitment to a more international approach. “The impulsion comes from our president and CEO Peter Henley. Since he took office in October 2008, he has spent most of his first year to prepare our company to these deep changes. New senior positions have been, for example, filled up with people coming from other international chains to create a new spirit,” added Murugan.

Henley already declared that the Amari portfolio is growing from 11 to 51 properties with many of them being located abroad. To position Amari on international markets, the logo has been revamped. Launched on October 14, it was presented for the first time in Europe at the World Travel Market in early November. In bright orange colors, the Amari logo is underlined by a new tagline "colours and rythms."

“We still underline our Asian identity with our logo but we show a new, more dynamic image associated with a sense to enjoy all the warmth and fun from Asian hospitality. We think that we will also be able to seduce investors as we look to expand our portfolio. However, we will continue to focus on mid-upscale hotels in the four-star segment,” told Murugan.

Amari hopes to get management contracts in the region and is especially looking at expanding its presence in Australia, China, and India. Murugan is optimistic that some announcements could be made within six months' time. During this time, Amari continues, however, to expand in Thailand. In 2010, the group is refurbishing the Amari Watergate Bangkok and the Amari Coral Beach Phuket to new comfort standards, incorporating the new colors from the logo into the decor. By the end of 2010, it will open its first Amari Residences near Bangkok Hospital (128 rooms) and in 2011, it will inaugurate the Amari Hua Hin, a 223-room property.

Amari Hotels: new image, new ambitions

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