Amari Phuket lauds success of 3-year renovation

The hotel initiated a complete renovation three years ago, investing Bt550 million to upgrade its 423 guest rooms to offer “six-star” service under general manager Pierre-Andre Pelletier.
The hotel says it now is running more than 90-per-cent occupancy. It has been named “Best Beach Hotel” by TTG travel magazine for two years running despite its limited beach access.
 The investment in additional suites on the cliff with a spectacular view of Patong Bay has been a runaway success among private individual investors, according to Onyx Hospitality Group, part of Italthai Group, which manages the property. 
Pelletier said he graduated from the Ecole Hoteliere de Lausanne in Switzerland, his homeland. He has spent 26 years in Thailand, including a stint at the Oriental Hotel in Bangkok, and then Amari Watergate, Airport and Pattaya.
“He is a leadership example [in serving customers] to everyone |at Amari Phuket,” said one of the staff.
The hotel has become a temporary home for wealthy international travellers not just from Europe but also India, Eastern Europe and China. 
Amari suites on the Patong cliff have sold at prices ranging from Bt9 million to Bt25 million. They have a leases of 30 years, renewable twice, and a service contract with the hotel for 15 years.
There is a guarantee of 6-per-cent return on investment in each of the first three years. Investors can stay for up to 60 days each year.
“We are running ahead of the [guaranteed] return to investment. Moreover, Amari is among the top three best-performing hotels on the island,” Pelletier said.
Patong is a major part of the success of the hotel, he admitted, thanks to its bustling activities. 
It is easily accessible, but the Amari Phuket is secluded and carries a visible ambience that needs to be experienced to justify its reputation. Guests might go down to Patong town out of curiosity for a day, but spend the rest of the time at the hotel, he said.
Amari Phuket has also hosted a lot of weddings for customers coming from as far away as South Africa and Australia, as well as events for Ferrari and Rolls-Royce.
Pelletier expressed an opinion on whether the success of high-end hotel businesses justifies the Thai government’s policy of promoting “quality” versus “mass” tourism.
“After 26 years in Thailand, I think we should stop saying we want to have this [or that] market. Thailand has a variety,” whether it be luxury, medical, golf, meeting and incentive, or leisure travel. 
The strategy, according to Pelletier, should depend on information, financial performance, and meeting customers’ needs. “The Tourism Authority of Thailand has done a fantastic job … on different market segments.”
Pelletier is also Onyx’ area general manager for southern Thailand, with seven properties under a series of brands in Krabi, Samui and Hua Hin.
Onyx is also expanding, including to Qatar, China and Australia. It aims to manage 99 properties internationally by 2024. The key to success, he said, is “Thai hospitality” – the drive and commitment to service.