Singapore-based Amara Holdings' hospitality arm Amara Hotels & Resorts continues its regional expansion with the development of a new, 272room hotel in central Bangkok, marking the group's first entry into Thailand.
Amara is principally engaged in hotel investment and management, property investment and development, and specialty restaurants and food services.
Developed through the group's wholly owned subsidiary, Amara Hospitality (Thailand), Amara Bangkok Hotel will be on Surawong Road.
The location was chosen for its nearness to the financial centre on Silom Road, convenient access to and from Suvarnabhumi Airport and proximity to other commercial and shopping centres.
"With all of the amazing activities and attractions and brisk commercial traffic in the area, we see a need for the quality accommodation that Amara provides," Albert Teo, CEO of Amara Holdings, said on Tuesday.
"The central location of our new hotel in Bangkok and its proximity to the other parts of the city, coupled with easy access to the airport expressway will offer maximum convenience to tourists and business travellers alike."
Scheduled to open in 2012, Amara Bangkok is being designed as an exciting business/leisure hotel with an emphasis on the use of local materials to create an "oasis in the city". It will also provide comprehensive facilities for the MICE (meetings, incentives, conventions and exhibitions) business.
The property will feature a contrast of timber, glass and steel materials for a contemporary feel.
"Customers are more discerning and welltravelled and as such are looking for an emotional aesthetic experience with attentive service, individual style and a personal touch. We aim to capture the imagination of our guests and offer them all of these in a great location," Teo said.
Amara's flagship hotel, Amara Singapore, began operations in 1986. Its portfolio also includes a boutique resort on Sentosa Island, the Amara Sanctuary Resort Sentosa and a range of specialty restaurants.
On its website, the company highlights its strategy to export the Amara brand to gateway cities of Asia. It is developing a 360-room hotel, retail centre and office building in Shanghai, China.