| Hotelier Indonesia

Amornrat Siriphatrawan

(3rd from left) Amora Group’s Chairwoman Amornrat Siriphatrawan and (from left) Directors Earp Siriphatrawan, Eye Siriphatrawan and Chatkaew Siriphatrawan

The Siriphatrawan Family

Lars van der Most, General Manager, Amora Beach Resort Phuket

PHUKET, THAILAND (September 27, 2023) – Family‑owned Amora Group is leading the way for independent hotel operators by increasing its investment in hospitality assets across Thailand and Australia — two key destinations in its growing portfolio. Amora Beach Resort Phuket, the group’s flagship property first opened in 1999, is currently undergoing a comprehensive renovation valued at THB 500 million (approximately US$14 million). In Australia, the newly acquired Amora Hotel Brisbane will also receive significant capital investment to upgrade it into a full five‑star destination.

The group has advanced steadily in recent years through strategic acquisitions and planned revitalisation of its properties. As global tourism demand rebounds, Amora Group aims to solidify its position as a leading five‑star hospitality operator in Australia and Thailand, with long‑term plans to expand into major cities across the Asia‑Pacific region and emerging destinations in Southeast Asia.

“Many investors stepped back from the hospitality sector during the uncertainty brought on by the COVID‑19 pandemic. However, as owner‑operators, we remained confident that the industry would recover and grow. We viewed this period as an opportunity to strengthen our position as an independent hotel group committed to strategic regional expansion. The acquisition of Novotel Brisbane from CDL Hospitality Trusts in 2020 and its rebranding as Amora Hotel Brisbane was one such strategic move,” said Amornrat Siriphatrawan, Chairwoman of Amora Group.

In Thailand, Phuket’s strong tourism recovery has reinforced market confidence. According to Sueksit Suwannaditsakul, President of the Southern Chapter of the Thai Hotels Association, average room occupancy in Phuket reached 80 % during the first quarter of 2023. Rangsiman Kingkaew, Deputy President of the Phuket Tourist Association, also projected that the island would welcome more than 14 million international and domestic visitors by the end of 2023 — surpassing the pre‑pandemic record set in 2019. ¹

To meet this growing demand, Amora Beach Resort Phuket is scheduled to reopen in December 2023 as a five‑star modern lifestyle resort, designed to suit the needs of active couples, groups of friends, and families. The rebranding introduces a fresh, vibrant offering that stands out in the market. Major upgrades include new facilities such as a concept‑driven beach club, a wellness and fitness centre, two swimming pools, a dedicated kids’ club, a signature restaurant, a beachfront event lawn, a grand ballroom, and four meeting rooms.

Earp Siriphatrawan, Owner and Director of Amora Hotels & Resorts, commented: “We are confident that Amora Beach Resort Phuket will deliver a distinctive guest experience — one that respects our 20‑plus years of hospitality heritage while embracing a modern, forward‑thinking approach. The pandemic shifted traveller expectations; today’s guests seek authentic, meaningful experiences that add real value to their holidays. Simply being labelled ‘five‑star luxury’ is no longer enough.”

“As an independent group, each property is managed directly by us while maintaining operational autonomy within our brand standards. This flexibility allows our general managers to adapt services and create genuine, unscripted moments that guests remember long after their stay. That is our true competitive advantage. We also benefit greatly from long‑serving, passionate team members who build strong relationships with returning guests — this is what builds lasting loyalty.”

Leading this transformation is hospitality veteran Lars van der Most, who joined Amora Beach Resort Phuket as General Manager in April 2023. Lars brings over 19 years of senior experience with global brands including Marriott International and Starwood Hotels & Resorts Worldwide, having held leadership roles across Beijing, Shanghai, Shenzhen, and Stockholm before relocating to Phuket.

“Amora is delighted to welcome Lars to the team. We look forward to working together to ensure the resort thrives, while also supporting our staff, serving our guests, and contributing positively to the local community in Phuket,” Earp added. “Lars was selected for his proven track record in launching and repositioning hotels, his deep understanding of five‑star operations, and his progressive, adaptive mindset.”

“The Amora Group has a clear vision for building its brand, and I am honoured to join them at this exciting stage of growth,” said Lars van der Most. “Leading Amora Beach Resort Phuket through its transformation into a modern lifestyle resort is a fantastic opportunity. Beyond that, the group’s professional standards and family‑oriented culture — which prioritises inclusion and care — made this a very natural fit. I look forward to working with the team to elevate guest experiences and deliver operational excellence.”

¹ Note: This forecast was shared by the Phuket Tourist Association during a briefing with the Bangkok Post regarding Phuket’s tourism roadmap for 2023–2024.

About Amora Group

Founded in 1997 by entrepreneur Dr Tanapun Siriphatrawan, Amora Group began with the opening of Amora Hotel Riverwalk Melbourne. Today, this family‑owned business owns and operates six properties across Australia and Thailand. Its portfolio includes Amora Beach Resort Phuket, Amora NeoLuxe Hotel Bangkok, Amora Hotel Chiang Mai, Amora Hotel Jamison Sydney, and Amora Hotel Brisbane — scheduled to open in 2024. Combined, these four‑ and five‑star city hotels and beach resorts offer approximately 1,350 rooms.

Dr Siriphatrawan first built his career in duty‑free retail at Thailand’s former Don Mueang Airport before expanding into hospitality with his first hotel acquisition in Melbourne. Since then, the group has focused on growing its reputation for high‑quality service, with Amora Beach Resort Phuket and Amora Hotel Jamison Sydney serving as its flagship properties.

Amora Group’s long‑term vision is to become a leading independent hospitality group across the Asia‑Pacific region (excluding China). In Australia, expansion will focus on central business districts to capture the corporate and business travel market. In Thailand, the group will continue growing in key cities including Bangkok, with plans to introduce the Amora brand to other popular leisure destinations across Southeast Asia.
Website: www.amorahotels.com

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