Family-owned Amora Group is ramping up hotel investments in Thailand and Australia with the refurbishment of Amora Beach Resort Phuket and Amora Hotel Brisbane.
Its flagship property Amora Beach Resort Phuket, first opened in 1999, will undergo an extensive refurbishment costing 500 million baht (US$14 million), while the newly-purchased Amora Hotel Brisbane will be transformed into a five-star hotel.
As tourism demand returns, Amora Group is also gearing up to cement its footprint as a five-star hospitality group in Australia and Thailand, with a longer-term goal of expansion in key cities in Asia-Pacific and developing properties in South-east Asia.
With Phuket expecting more than 14 million international and domestic arrivals by end 2023 as stated by the Phuket Tourist Association, the reopening of Amora Beach Resort Phuket, scheduled for December 2023, will help meet this demand.
Key highlights of the flagship’s transformation include newly-built facilities such as a new-concept beach club, a wellness and fitness centre, two pools, a kids’ club, a restaurant, a beachfront event lawn, a grand ballroom and four meeting rooms.
Amora Hotels & Resorts’ owner and director Earp Siriphatrawan said: “The group is confident that Amora Beach Resort Phuket will offer a distinctive guest experience that honours over 20 years of tradition in hospitality and yet adapts to the future with a young and innovative approach.”
As for manpower, he shared that each property is operated by the company and “remains very autonomous in their management, while adhering to guidelines”.
He explained: “General managers have the flexibility to adapt protocols in such a way that they are able to provide unique, unscripted and even spontaneous service that creates memorable moments for our guests.
“At Amora, we have many long-serving staff who are passionate about what they do, and have established a warm rapport with returning guests – a key factor that translates into brand loyalty and differentiation.”