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Amari plan to develop Oman hotels by 2012

  • 24-Nov-09 17:05
  • Oman
  • Holiday Industry

A leading Thailand hotel group are planning to rebrand their image and venture into the Middle East with a range of new properties including Oman hotels by the year 2018 as part of a multi-million dollar business growth strategy.

Amari plan to develop Oman hotels by 2012

Plans are in place for Amari hotels, Thailand's largest domestic hotel group, to open a series of new Oman hotels, Maldives hotels and Dubai hotels over the next two years.

The hotel group have been operating for 35 years and currently have 11 four-and-a-half star properties in Thailand but have recently announced that they want to increase their portfolio and rebrand the image of the company with three new Amari brands which will include a limited service brand and a luxury brand, as well as a range of Oman hotels.

Peter Henley, Amari's President and CEO, has revealed that he is "keen" to develop properties within the Gulf region, resulting in hotels totalling 51 by the year 2018.

Henley said:

"In most of those destinations there is scope for a limited service product and a luxury product. We are trying to find locations where we can take at least two of these brands - the Middle East as well as Australia, Bali, the Maldives and Sri Lanka."

"We would hope to have properties in the Middle East by 2011/2012; we see some opportunities for existing properties but maybe some new buildings in Oman."

Amari are looking to rebrand the company's image with the new tagline, "Colours & Rhythms" whilst incorporating a sense of "imbued with vibrancy, warmth and a sense of dynamism".

Henley added:

"We want to develop an emotional attachment to Amari as a brand."

Other changes to Amari include introducing the company's group's first resort, Amari Hua Hin in 2011, refurbishments of existing properties Watergate Bangkok and Amari Coral Beach Phuket in 2010, and developing the first Amari-branded resident apartments located near Bangkok hospital.

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