Following an extensive refurbishment costing THB 500 million (US$14 million), the Amora Beach Resort Phuket is repositioning itself into a five-star modern lifestyle resort that meets the preferences of active and adventurous couples, friends and families. Located on a private 80m stretch on Bang Tao Beach, the 264-key resort is set to re-open in December this year with an array of newly built facilities.
Owned and operated by Amora Hotels & Resorts, Amora Beach Resort Phuket opened its doors in 1999 as a four-star resort, and with its refurbishment, it serves as the flagship resort for the group in Thailand.
The extensive renovation has helped the resort to evolve into a property designed to meet the needs of modern-day travellers. In addition to renovated rooms and suites across 13 categories, the beachfront resort has added the new-concept Nora Beach Club, Amora Wellness Center with massage and fitness facilities, Isla restaurant (below), a kids’ club, two pools, a beachfront events lawn, the Amora Grand Ballroom and four meeting rooms.
“With strong demand returning, the repositioning of Amora Beach Resort Phuket is a timely one, considering the Tourism Authority of Thailand’s re-focus on luxury tourism and new market opportunities, particularly to islands such as Phuket,” says Amora Hotels & Resorts’ Owner/Director Chaowaphat Siriphatrawan. “Travellers are now willing to pay a lot more for hotel room rates in Phuket, which has currently achieved a new peak, and Amora is stepping up our game to provide exceptional experiences and high-quality services and products that make it well worth their while and keep them coming back.”
“There is much potential for well-managed five-star resorts in Phuket to be outstanding in meeting the modern lifestyle needs of the travellers of today, and Amora is in a strong position to tap into the current opportunities,” adds Amora Beach Resort Phuket’s General Manager Lars van der Most. “Given the resort’s legacy of providing warm family-oriented service by long-serving staff to regular guests, and bolstered by a line-up of attractive facilities for leisure and MICE, I have no doubt that our brand will resonate well with all our guests.”
The resort’s rooms have been refurbished in a contemporary style, adorned in soothing neutral tones with clean, minimalist lines that flow organically from bed to balcony. Each room has a private balcony or terrace with views of either landscaped gardens, glistening pools or the Andaman Sea.
Guests have a choice of 32-40 sqm Superior room types, 36-48 sqm Deluxe room types, 32-40 sqm Amora Ocean View rooms, 40-48 sqm Amora Grand Pool View/Pool Side rooms, and 40 sqm Deluxe Family rooms with additional bunk beds for children. Three suite types ranging from 52 sqm to 144 sqm are also available.
A thoughtfully curated suite of facilities caters to the needs of different guest profiles. From quiet sophistication and holistic mindfulness to family adventures and culinary appreciation, guests will be able to enjoy their stay in an environment that snuggles them into their comfort zone.
One of the key highlights is the new-concept Nora Beach Club for guests who want to dine and chat, drink and chill, or dance and enjoy live music. The club is unique in its integrated concept featuring a restaurant, a bar and a lounge with distinct zones; sunken beachfront pods that ensconce guests in its private setting while ‘partially immersed’ in water; and a roster of international musicians playing live music.
Adults and children alike will have their favourite moments to remember at the resort. The kids’ club has been conceptualised for engaging playtime on different levels. There is a play zone fitted with a rubber slider in a ball house for the active ones, a craft zone for young artists to flex their skills, and a multimedia zone to nurture young minds with edutainment.
In addition, there will be a packed programme of beach activities, sports-related classes, movies, and more, which will keep the children happy and busy.
When it’s time to focus inwards and seek holistic healing, the Amora Wellness Center beckons with soothing spa treatments, rejuvenating massages or energising fitness workouts. To satiate the appetite, Isla offers all-day dining with a diverse menu of Western and Asian cuisines and a live-cooking station, while the Lobby Lounge offers a patisserie menu and a casual chic setting for teatime conversations.
Amora Beach Resort Phuket’s wedding and MICE facilities are also an important component of its refurbishment. Its beachfront location on the pristine Bang Tao Beach lends itself well as a desirable destination for weddings and incentive travel groups.
The new beachfront events lawn is specifically designed for those special moments. This versatile 1,000 sqm venue can be set up for intimate ceremonies, classy cocktail receptions or grand gala dinners, supported by an experienced events planning team. Astra is another venue that offers an ambient rooftop space overlooking the Andaman Sea.
Going indoors, the 360 sqm Amora Grand Ballroom can host up to 400 guests, ranging from about 250 pax banquet-style and 330 pax theatre-style to 400 pax reception-style. It is a newly built ballroom fitted with state-of-the-art audiovisual technology and designed in a contemporary style that creates a bright and uplifting ambience. Events organisers may also utilise an additional 700 sqm from four meeting rooms, which includes 330 sqm of configurable space.
“As a modern lifestyle resort, we cater to the diverse preferences of our guests in such a way that experiences may be enjoyed in their respective comfort zones with other like-minded guests. We segment our offerings with a zoning approach that provides a sense of spatial flow and exclusivity to the desired experience,” says Lars.
About Amora Group
Amora Group is a family-owned business established by businessman and entrepreneur Dr Tanapun Siriphatrawan in 1997 with the launch of Amora Hotel Riverwalk Melbourne. Currently, the group owns and operates six properties in Australia and Thailand.
The portfolio includes Amora Beach Resort Phuket, Amora Neoluxe Hotel Bangkok, Amora Hotel Chiang Mai, Amora Hotel Jamison Sydney and Amora Hotel Brisbane, which is scheduled to open in 2024. These properties comprise four- to five-star city hotels and five-star beach resorts offering a total of 1,350 keys.
Dr Siriphatrawan’s successful pioneering business in duty-free retail in Thailand’s then-Don Mueang Airport paved the way for hospitality with his first property purchase in Melbourne. Following that, the group focused on expanding its brand of five-star hospitality, with Amora Beach Resort Phuket and Amora Hotel Jamison Sydney being flagship properties in their respective destinations.
Amora Group plans to cement its footprint as a five-star hospitality group in Australia and Thailand, with the vision of eventually being a leading independent hotel group in Asia Pacific (excluding China).
Amora’s expansion plans in Australia will include properties in top cities’ central business districts to target corporate and business markets. The group’s corporate hotels will eventually have a presence in key cities in Asia Pacific.
In the leisure tourism market, the group will continue its expansion in Thailand cities, including Bangkok, with a longer-term goal of taking the Amora brand to other popular tourist destinations in Southeast Asia. You can learn more at www.amorahotels.com.
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