Thailand’s Charn Issara Group will launch two new luxury hotels with a combined value of 2.5 billion baht (US$70.8 million) in Phuket and Cha-am this July, after its first hotel, Sri Panwa Phuket, gained renown as a place frequented by local celebrities.
Sri Panwa Phuket has proven popular with Thai and Chinese visitors, with a share of about 25 per cent in each market. Photos and check-in posts on social media by Thai celebrities has pegged Sri Panwa Phuket as a coveted resort, said Vorasit Issara, director of Charn Issara Group.
Artist impression of Baba Beach Club Hua Hin
Hoping to tap this existing customer base, the group will open Baba Beach Club Phuket, featuring 16 villas on a 6.7ha oceanfront plot along Natai Beach.
The other property in Cha-am, Baba Beach Club Hua Hin, will have 18 beachfront villas, 53 rooms and a penthouse.
Both hotels are scheduled for phase-one opening this July while the second phase will be completed by end-2018.