Amora Group owners, the Siriphatrawan Family

Family-owned Amora Group is investing in its hotel network across Australia and Thailand with major refurbishment projects underway at key properties.

The Amora Hotel Brisbane – formerly Novotel Brisbane, which was purchased by Amora Group from CDL Hospitality Trusts in 2020 – is set to reopen as a five-star hotel in December 2023; while flagship property, Amora Beach Resort Phuket, is undergoing an extensive refurbishment to the tune of THB500 million (AU$21 million).

“Many investors stayed away from the hospitality industry during the uncertainty caused by the Covid-19 pandemic. But, as an owner-investor, we understood that the industry would persevere,” said Amora Group, Chairwoman, Amornrat Siriphatrawan.

“Therefore, we took this opportunity to make our presence felt as an independent hotel group that is committed to strategic expansion in the region.”

With tourism on the up in Thailand, Amora Beach Resort Phuket will capitalise on demand with new facilities including a beach club, wellness and fitness centre, two pools, a kids’ club, restaurant, beachfront event lawn, a grand ballroom and four meeting rooms.

“The group is confident that Amora Beach Resort Phuket will offer a distinctive guest experience that honours over 20 years of tradition in hospitality and yet adapts to the future with a young and innovative approach,” said Amora Hotels and Resorts’ Owner/Director, Earp Siriphatrawan.

“The pandemic brought about a shift in the mindsets of travellers, and their motivations are very different now. They seek unique and meaningful experiences that bring value to their vacations. It is not enough to just position a property as ‘five-star luxury’.”

Slated to re-open in December under the leadership of experienced hospitality leader Lars van der Most as General Manager, the five-star modern lifestyle resort is intended to cater to active and adventurous couples, friends and families.

“As an independent group, each property is operated by us and remains very autonomous in their management, while adhering to guidelines. But the general managers have the flexibility to adapt protocols in such a way that they are able to provide unique, unscripted and even spontaneous service that creates memorable moments for our guests,” Earp Siriphatrawan added.

As the tourism and hospitality sectors continue to gain strength across the Asia Pacific region, Amora Group is planning to expand into key cities and develop Southeast Asian destinations.