After operating the Pacific Prince Pattaya for more than 10 years, the owner decided to adopt the three-star brand to ride the boom times in Pattaya's lodging industry.

The beach haven is abuzz with building construction and infrastructure development. Many international hotel chains are establishing a foothold in the

city, as Suvarnabhumi Airport and a new highway open up easy access to the Kingdom's most popular resort destination.

"This will lead to stronger competition. But with All Seasons' foundation and the combination of individual charm, service and quality with very competitive rates, we are confident that our hotel will succeed," Lars Alund, the All Season Pattaya's new general manager, said last week.

The hotel is expected to remain 80-85 per cent full in the coming years, he said.

The 259-room, centrally located hotel - newly renovated and refurbished at a cost of over Bt100 million - provides for business, leisure or conference needs.

"All Seasons Pattaya will be marketed as a hotel with elegance, charm and individuality - with high standards, comfort and quality," Alund said.

The market mix will initially consist of 50 per cent leisure through travel agents, 25 per cent corporate and 25 per cent direct individual bookings, mainly via Internet sites.

The guest rooms feature contemporary design elegantly mixed with elements of feng shui.

Amenities include air-conditioning, mini-bars, wireless Internet connection, a Zen-designed swimming pool, spa and beauty facilities, a pool snack bar, the lobby lounge and the Seasons, an international and Asian fusion restaurant.

The executive suites offer "breathtaking" views of the peninsula and the bustling town.

Suchat Sritama

The Nation