Ritz-Carlton Introduce Reserve Brand
Tuesday, September 16, 2008：Dubbed a brand extension, Ritz-Carlton introduced their most important development in over a decade at a Hong Kong event this week. The new Ritz-Carlton Reserve brand will be an exclusive, ultra-luxury group of remote resorts that will emphasis the local environment while offering unparalleled levels of comfort.
The first Reserve property will open in Krabi, Thailand, in February 2009. Phulay Bay, A Ritz-Carlton Reserve, will boast just 54 villas across 10 acres of unspoilt beachfront in Southern Thailand and will set the bar for future Reserves and for luxury resorts globally.
“What we are trying to do is create a unique setting that blends with its natural environment, a hotel that doesn’t look like a hotel,” said General Manager of Phulay Bay Estelita Sebeto, at the Hong Kong event. “When you check in, it will be unlike anything you have experienced before, a truly intimate and personalised experience. The villas are luxurious and we used the natural rolling landscape to ensure privacy and space.” It is expected that only 10-12 Reserve properties will be built, to continue the exclusive nature of the brand.
The Krabi resort has been designed by Thai architect Lek Bunnag, who is well known for his fusion of traditional and contemporary Thai design elements. He has created a harmonious synergy of luxury and tradition to compliment the resort’s secluded location, while many aspects, including indoor and outdoor tubs, personal plunge pools and beds come oversized.
“When styling and designing Phulay Bay, we were very conscious of the abundant natural beauty surrounding us, which is what makes people fall in love with Thailand,” explained Ms Sebeto. “We want guests to enjoy and discover the extraordinary diversity and beauty in this part of the country in a setting of relaxation and rejuvenation. So we have worked with nature to maintain a setting that evokes the very best of the natural environment of the hotel. We see the resort as an ambassador for the local environment and for the tradition of the land here in Phulay Bay.”
The Thai property will include three restaurants and four bars, including a seafood grill and pool bar, while all dishes on the in-room dining menu can be cooked in-villa and meals can be taken anywhere in the grounds.
The Australian market will be one of several key targets for the new brand, according to Ms Sebeto. “Australians love their natural surroundings and a property like Phulay Bay will offer them an alternative to typical Thai resorts. We have access to world class diving, golf and our in-house ESPA, as well as the truly unique luxury of the resort itself. We believe the Phulay Bay property will prove very popular with Australia’s affluent travellers.”