Around 300 tourism and media representatives from Phuket and Bangkok assembled at the Beyond Resort in Khao Lak to listen to Pamuke Achariyachai, president of the Kata Group, explain that the new brand aims to appeal to “all who have a love for nature”.
The investment has been hefty – around B2.3 billion for the two resorts.
B1.2 billion was spent on buying and renovating the Krabi resort, which will mark its soft opening next month, and hold its grand opening in October.
The resort, on 24 rai at Klong Muang Beach, just north of Ao Nang, will have 171 rooms, divided into six types, including 77 stand-alone villas. It will be managed by Glenn Rodil Ferrer.
Meanwhile, the B1.1-billion Beyond Resort Khaolak, on Pakweep Beach, is a couples-only resort. The four-star-plus resort has 153 villas on 72 rai of land.
It soft-opened last month and is already running at 40 per cent occupancy. It is managed by Robert Frei from Switzerland, a 26-year veteran of the Thai hotel industry.
Mr Pamuke said that both resorts will aim initially to attract guests from Europe and Australia, with no more than 15 per cent of guests from the Thai market.
Mr Pamuke said that in the long term the Kata Group plans to expand the Beyond Resort brand into a chain.
Apart from the two Beyond properties, the Kata Group also owns and manages the Kata Beach Resort and Spa, the Karon Beach Resort and Spa and the Phuket Orchid Resort, all in Phuket, and the Kandaburi Resort on Koh Samui.