Ritz-Carlton set to open hotel in Krabi

Developed and owned by a local firm, Piya International, a unit of the Bhiromphakdi family, Ritz-Carlton says the hotel is in a unique category, where "each property has a distinctive personality and sense of place reflecting its history and culture".

"When styling and designing the property, we were very conscious of the abundant natural beauty surrounding us, which is what makes people fall in love with Thailand," said Estelita Sebeto, the hotel's general manager.

She said the new hotel would feature 54 villas and pavilions. The property is surrounded by beaches, a coastline flecked with more than 200 islands, forests with rugged rock formations and hidden waterfalls.

She added that the group would not give up its expansion here despite facing three threats - the global economic crisis, political unrest and now swine flu.

"We are looking at long-term growth, so we decided to run a 30-year management contract in Thailand," she said.

The hotel is targeting a 50-60-per-cent average occupancy rate in the first year. Key international markets will be Japan, Singapore, Hong Kong and China.

With room rates from Bt20,000-Bt86,000 per night, the hotel is set to compete with other super-luxury hotels such as  Six Senses, the Four Seasons, the Amanpuri, the Rayavadee, the Tri Sala and the Banyan Tree.

Sebeto is the first female general manager in the Asia region. Joining Ritz Carlton 25 years ago, Sebeto has previously managed hotels in the US, Chile and Spain and also worked at the company's hotel in Singapore.

The group is planning to open a hotel in Bangkok in the next two years. According to Sebeto, the hotel in Krabi will offer "world-class personal service" with a ratio of six staff per guest as well as first-class culinary experiences throughout the resort.

To promote the hotel during its introduction, it will offer special deals including round-trip transfers from Krabi airport in Mercedes E-Class or BMW 5 Series, private butlers and daily breakfasts.

Thai architect Lek Bunnag designed the property "with a harmonious synergy of luxury and tradition" to complement its secluded location with traditional arts.