Amora Group Illuminates a New Horizon in the Hotel Industry, Anticipating a Grand Tourism Resurgence.
In an audacious move that exemplifies their visionary stance in the luxury hospitality industry, the family-run Amora Group is leading the way for independent hotel chains. They’re significantly amplifying their investments in crucial tourist hubs: Australia and Thailand.
This year, the most recent feather in their cap is the newly acquired Amora Hotel in Brisbane, Australia. A substantial monetary commitment has been allocated to metamorphose this gem into a five-star haven, with its grand doors poised to swing open in December 2023. Additionally, the iconic Amora Beach Resort in Phuket, a remarkable establishment since 1999, is experiencing a major revamp worth a whopping THB 500 million (AUD$21 million).
Such monumental endeavours underline Amora Group’s consistent progress over recent years. Their focus? The rejuvenation of their esteemed properties. With global tourism displaying promising signs of rebounding, the group’s strategic endeavours aim to solidify its position as a stellar five-star hospitality magnate, not just in Australia and Thailand but with a broader canvas encompassing the Asia Pacific and burgeoning Southeast Asian territories.
(Left) Amornrat Siriphatrawan, Chairwoman, Amora Group and (right) Lars van der Most, General Manager, Amora Beach Resort Phuket.
Amornrat Siriphatrawan, the dynamic Chairwoman of Amora Group, voiced her perspective on their avant-garde approach. “While the COVID-19 pandemic instilled hesitancy in many investors, we, as owner-investors, remained undeterred. We recognized the latent potential and capitalised on unique opportunities, like the acquisition and subsequent rebranding of Novotel Brisbane in 2020.”
Phuket, especially, stands as a testament to the recovery and resurgence of tourism. A report by Sueksit Suwannaditsakul, president of the Southern Chapter of the Thai Hotels Association, highlighted a remarkable 80% room occupancy in Q1 2023. Furthermore, Rangsiman Kingkaew of the Phuket Tourist Association envisions over 14 million arrivals by the close of 2023, surpassing the 2019 statistics.
In alignment with this demand surge, the refurbished Amora Beach Resort Phuket aims to redefine luxury with a modern touch. The resort, catering to the adventurous spirits, will spotlight state-of-the-art facilities like a novel beach club concept, wellness centres, event lawns, and grand ballrooms, promising an unparalleled experience.
But what truly differentiates Amora? Earp Siriphatrawan, Owner/Director of Amora Hotels & Resorts, believes it’s their unwavering commitment to authenticity. “Our strength lies in providing spontaneous, memorable service moments. Our passionate staff, many of whom have been with us for years, foster a sense of warmth and belonging.”
This ethos is further strengthened with the appointment of hospitality maestro Lars van der Most as the General Manager of Amora Beach Resort Phuket. With a legacy spanning Marriott International and Starwood Hotels & Resorts Worldwide, Lars embodies the innovative spirit that Amora treasures.
Embracing change, setting unparalleled standards, and prioritizing authenticity – that’s the Amora way. Their path ahead promises exhilarating growth, pioneering innovations, and experiences that will undoubtedly redefine the essence of luxury hospitality.
Written by: Michelle Warner
