Luxury Trisara brand to expand across Asia

Luxury Trisara brand to expand across Asia

Montara Hospitality Group's chairman reveals plans for dual brand growth

Montara Hospitality Group's chairman reveals plans for dual brand growth

A pool villa at Trisara Phuket
A pool villa at Trisara Phuket

Montara Hospitality Group, which operates the Trisara resort in Phuket, is planning to expand the ultra luxury brand into new Asian markets.

Speaking to reporters in Bangkok today, Montara’s chairman, Narong Pattamasaevi, revealed that the company is looking to develop a series of new-build pool villa resorts in established beach destinations across Southeast Asia, starting in Thailand.

“We have two serious projects which we’re looking to sign… in the first quarter of next year,” Khun Narong told Travel Daily, adding that the new developments would be located in “Samui, Phangan”.

He also revealed that Montara is “in the talking stage” about a new property in Indonesia.

The Trisara resort has been operating in Phuket for 10 years, offering an ultra-luxury private pool villa concept, along with a range of private residences. And this concept will now be exported to other destinations, offering a series of brand traits including “privacy, nature and exceptional customised services”.

According to Narong, these new properties will have to be built from scratch, as it is “difficult to find existing hotels” that fit in with the brand’s ultra-high-end concept. Trisara’s pool villas typically measure at least 200m².

The Trisara brand will be complemented by another new resort concept, called ‘By Montara’, which could be used for new-build or conversion projects. This boutique offering will feature a series of small, luxury beachfront resorts with approximately 20 rooms.

Narong Pattamasaevi
Narong Pattamasaevi

Between the two brands, Montara initially expects to expand to a portfolio of approximately 10 properties in the coming years, with six or seven ‘By Montaras’ and three or four Trisaras. The first new Trisara property however, is unlikely to be ready until 2018, due to the building time required.

“It takes three to four years to build, so [there will be] no new Trisara until 2018,” Narong told Travel Daily. “But by then we expect to have four to five Montara hotels open,” he added.

Driving this expansion is a new management team at Montara, which includes Bill Black, formerly of SilverNeedle Hospitality. Narong said that he has been approached many times over the years to develop new resorts, and now the company has the necessary know-how and structure in place to deliver.

“We are ready to start our expansion on a solid foundation,” Narong said. “With Trisara… and the iconic Boathouse on Kata Beach in Phuket both under our ownership and management, our quest to strengthen and spread the Trisara brand initially in Thailand and ultimately across Asia, will not be so daunting.”

Mark Elliott
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Mark Elliott
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