In a significant stride towards scaling its operations, Amora Hotels & Resorts has chosen Sydney as its regional headquarters to spearhead the brand’s ambitious growth strategy across the Asia Pacific. This move marks a pivotal phase in the company’s journey, laying the groundwork to double its hotel portfolio from six to twelve over the next five years.
Amora Riverwalk Melbourne.
Amora Hotels & Resorts, a titan in the independent hospitality industry, is embracing an aggressive expansion model. Opening its first corporate office in Sydney is a strategic decision and a clear statement of intent. This new office will serve as the nerve centre for the company’s operations, driving brand strategy, financial planning, and human resources, all tailored to fortify its presence across new and emerging markets in the Pacific and Southeast Asia.
Earp Siriphatrawan, Amora’s astute owner and Director, is at the helm of this expansive drive. Siriphatrawan is no stranger to the intricacies of the hospitality sector and is now focused on harnessing a blend of veteran insight and fresh ambition to propel the brand. In a strategic hire, Ravi Chandran, formerly of Banyan Tree, who played a pivotal role in their global ascent, joins the team as an independent director. Chandran’s remit is clear: to refine and execute a forward-thinking strategy that enhances Amora’s market footprint.
Amora Hotel Jamison Sydney.
Under the operational guidance of Tamer Habib, Group Vice President of Operations and a former Starwood executive, the Sydney office is poised to ensure that existing and newly acquired properties achieve peak operational performance. “This is a thrilling juncture for Amora Hotels & Resorts as we gear up for a dynamic expansion in the Asia Pacific region,” shared Siriphatrawan. “We are not merely growing in size but are also passionately investing in our people and infrastructure to set new benchmarks in the luxury hospitality segment.”
Founded in 1997, Amora owns and operates six Asian Pacific properties, with three in Australia and three in Thailand. Following a robust AUD 30 million revamp, the recent addition of Amora Hotel Brisbane underscores the brand’s commitment to elevating urban luxury accommodations. Moreover, the extensive renovation of Amora Beach Resort Phuket confirms its long-term vision for Thailand’s lucrative tourism market.
The timing for expanding in Australia could not be more suitable, with projected increases in visitor expenditure signalling a robust recovery and growth phase for the tourism sector post-pandemic. According to forecasts, total visitor expenditure in Australia is expected to soar to AUD 223.3 billion by 2028, a 61% increase from pre-pandemic levels, driven by a surge in arrivals from key Asian markets such as Thailand, Vietnam, India, and the Philippines. This demographic is increasingly drawn to Amora’s hallmark blend of customer-centric luxury, making the brand a preferred choice for discerning travellers.
For more information about Amora Hotels & Resorts and their expansion plans, visit www.amorahotels.com.
Written by: Jill Walsh
