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Published on March 26, 2008

In a first phase of its expansion abroad, the group plans to open hotels in Vietnam and China. Details of the developments have not been revealed. However, a source at the Amari Group said they would be joint ventures with local investors and that all properties would be managed under a new brand name.

The group, which is owned by giant construction firm Ital-Thai, has 12 properties in Bangkok, Chiang Mai, Pattaya, Phuket, Krabi and Trang and on Koh Chang and Koh Samui.

It also manages a resort at Doi Angkhang in the north of Chiang Mai province and a property in Loei, as well as two City Lodge properties: the Saint James Hotel in Bangkok and the Nova Platinum Hotel in South Pattaya. The group, often perceived as an international chain, has been one of the quietest in terms of expansion.

Now, as well as venturing abroad, Ital-Thai is developing a new hotel on Koh Samui worth Bt1.6 billion and scheduled to open next year or in 2010. Called the Sirimaya, it will target high-end tourists and be managed by Amari.

Amari Palm Reef Resort Samui general manager Viranat Silananda said the new property, located on Chaweng Beach, would be the group's second hotel on the island. It will be a pilot project under the new Sirimaya brand, which will separate it from the rest of the Amari chain.

The Sirimaya will feature 110 rooms and located on 10 rai of land on Chaweng Beach.

"Tourism on Koh Samui is growing," he said. "Many hotels and resorts are under construction. We intend to tap into the trend."

The Amari Group is also planning to expand its existing Phuket hotel by adding 200 more rooms to cope with an increase in tourist arrivals.

Suchat Sritama

The Nation