THE B-LAY Tong Resort, Phuket is now open, right on beach road at the northern end of Patong.

Patrons just have to cross the road to enjoy the surf. But they may struggle to leave the surroundings of the large central pool, with its see-through sides.

The doors opened at the B-Lay on December 20, with the high season providing a good opportunity to make a start. The opening was kept so hush-hush that we've only just found out.

Perhaps that's why they call it a ''soft'' opening.

What did hotels and resorts do before there were soft - and in some cases, very very soft - openings? We think they just went from the end of construction to the grand opening.

Everything else would have been sorted out as they proceeded. And the guests would pay full rate, probably, without knowing to expect some birthing issues.

We haven't had the opportunity to see what the B-Lay Tong has to offer yet, so it may be that everything here is perfect, right from the start.

But usually, given the high standards that travellers demand these days, it takes weeks and sometimes months for a place to settle down, to develop teamwork, and to build a unique character.

Marketing departments sometimes even boast about the staff they've managed to entice from other well-regarded resorts.

''Our accounting staff are straight from Twin Palms and the wine cellar attendant used to pour at the Chedi'' . . . that kind of thing.

What we've seen of the B-Lay Tong certainly sets it apart as a stylish edition to Patong's four-star lineup.

Being right on beach road, as Graceland, its large near-neighbor, has already discovered, is a huge advantage.

There are 123 rooms. The soft opening, we guess, has advantages to pioneer guests if the rates are good.

From January 1 to March 31, B-Lay Tong is available from 9000 baht a night. Mind you, if you fancy the Presidential Suite, the rate bounces up to 53,000 baht. For that kind of money, you might be entitled to expect perfection from the moment you arrived.