Amari plans to add 40 properties across Asia Pacific

NEW DELHI: Amari, Thailand���s largest domestic hotel management company with an inventory exceeding 3,000 rooms and employing over 3,000 staff, on Wednesday announced that it will be investing $44.1 million in a corporate growth strategy. The group, which currently has 11 properties in key destinations across Thailand, including Bangkok, Phuket, Koh Chang and Pattaya, plans to operate 40 further properties in Asia Pacific by 2018.

This announcement comes one year after the appointment of president and CEO Peter Henley who has spent his tenure to date focused heavily on preparing for change, allocating investment to the enhancement of systems and processes, revitalisation of the Amari brand and corporate management restructuring.

A key cornerstone of this growth plan is the revitalisation of the brand identity. Building on Amari���s foundations of managing a mixed portfolio of city-based hotels and resorts, the company is looking to strengthen and broaden its brand proposition.

Planned developments will include a new logo along with the tagline ���Colours & Rhythms���, positioning Amari as a well-established and resolutely modern Asian experience within the mid-upscale hotel sector, and refurbishment of Amari Watergate Bangkok and Amari Coral Beach Phuket commencing in 2010, among others.

Talking about their plans, Amari CEO Peter Henley said: ���The next few years will see many changes both at the brand and property levels, ensuring that we continue to set new standards in modern Asian hospitality.���

Amari is also allocating $2 million to communicate these changes via consumer and travel trade marketing activity, including the hiring of public relations agencies in key feeder markets, including India, the UK, Russia and Hong Kong.