KATA Group Resorts Thailand has launched a new hotel brand, Beyond Resorts, which sees the mid-market value accommodation group venture into the luxury end.
Group president, Pamuke Achariyachai, said: “In order to allow the Kata legend to grow and attract a broader scope of international vacationers, the company will expand its hospitality offerings into the luxurious four-star plus market.”
“Our corporate strategy has been to grow Kata Group’s current four properties to include two high-specification resorts with more to be added in the future.”
Two new Beyond Resorts will open in Khao Lak and Krabi on March 23, strengthening Kata’s presence in the Andaman region.
Beyond Resort Khao Lak is a couples-only hotel offering 153 villas with easy beach access, while Beyond Resort Krabi caters for couples and families with 171 rooms in six configurations.
Beyond Resort Khao Lak has witnessed strong demand since soft opening, with major travel agents Thomas Cook and Go Vacations making 100 room bookings for six months.
Looking ahead, Pamuke plans to re-brand the Karaon Beach Resort & Spa in Phuket under the Beyond label. Confident that there will be sufficient demand, he also intends to increase capacity at Beyond Resort Khao Lak with 50 more villas.
Reporting by Timothy France
