PHUKET: As suddenly as it arrived on Phuket, the Courtyard by Marriott brand is vanishing as the owners of three resorts opt for alternatives.
Three Courtyard resorts, one in Patong (with the Hard Rock Cafe at one end) another in Surin and a third in Kamala, boosted the Marriott presence on Phuket as they opened in succession from mid-2008 after extensive rebuilding at all three properties.
The three Courtyards added MoMo cafes and upped service levels to Marriott International standards.
It's unusual to have a brand invest so much in three Phuket resorts - plus a fourth in Cha Am, near Hua Hin on the Gulf of Thailand - and walk away after such a short period.
Owners Destination Properties Thailand have other plans, and the Courtyards are likely to be just a branding memory from April 1, it appears.
According to thephuketinsider.com, Marriott has issued the following statement by Philip Bryson, Area Vice President for Marriott in South East Asia: "We are happy to conclude these discussions with our partners at Destination Properties and we wish them well with the on-going success of these four hotels and we are excited to continue working with them on other existing projects here in Thailand."
All staff are to be retained, Phuketwan has learned, but the new owners have decided to ''change the positioning'' of the Phuket resorts, which were marketed to families.
Branding switches are not unusual, but major refurbishments and brand launches usually last longer than three and a half years.
The deal involving Phuket's old Chedi for example lasted for more than 20 years before a change, a refurbishment and a relaunch last month as the Surin.
Other brands, some of them international, announce plans well in advance to brand new and old resorts, only to have them change for one reason or another before consummation.
One classic example - ironically also involving Marriott - is the JW Marriott Khao Lak Resort and Spa, which reopened as the independent Cher Fah in 2009 after the property took a hammering in the December 26, 2004 tsunami.
It was then the Sofitel Magic Lagoon Resort and Spa, having been upgraded from a four-star Novotel and reopened full of honeymooners a matter of days before the wave swept in.
After that, it was due to become Thailand's first Kempinski, a brand better known in Turkey and Europe, then a Rixos Premium. Somewhere between the Sofitel and the Cher Fa, first Kempinski then Rixos Premium parted ways with the resort's owners.
Today the Novotel-Sofitel-Kempinski-Rixos Premium-Cher Fah remains a Marriott. The broad Marriott portfolio in Greater Phuket still includes the original JW Marriott at Mai Khao, two Marriott Vacation Club International ownership resorts and the Renaissance Resort at Mai Khao.
Another JW Marriott was at one stage being planned for the southern foreshore at Kamala, along Millionaire's Mile.
Three Courtyard resorts, one in Patong (with the Hard Rock Cafe at one end) another in Surin and a third in Kamala, boosted the Marriott presence on Phuket as they opened in succession from mid-2008 after extensive rebuilding at all three properties.
The three Courtyards added MoMo cafes and upped service levels to Marriott International standards.
It's unusual to have a brand invest so much in three Phuket resorts - plus a fourth in Cha Am, near Hua Hin on the Gulf of Thailand - and walk away after such a short period.
Owners Destination Properties Thailand have other plans, and the Courtyards are likely to be just a branding memory from April 1, it appears.
According to thephuketinsider.com, Marriott has issued the following statement by Philip Bryson, Area Vice President for Marriott in South East Asia: "We are happy to conclude these discussions with our partners at Destination Properties and we wish them well with the on-going success of these four hotels and we are excited to continue working with them on other existing projects here in Thailand."
All staff are to be retained, Phuketwan has learned, but the new owners have decided to ''change the positioning'' of the Phuket resorts, which were marketed to families.
Branding switches are not unusual, but major refurbishments and brand launches usually last longer than three and a half years.
The deal involving Phuket's old Chedi for example lasted for more than 20 years before a change, a refurbishment and a relaunch last month as the Surin.
Other brands, some of them international, announce plans well in advance to brand new and old resorts, only to have them change for one reason or another before consummation.
One classic example - ironically also involving Marriott - is the JW Marriott Khao Lak Resort and Spa, which reopened as the independent Cher Fah in 2009 after the property took a hammering in the December 26, 2004 tsunami.
It was then the Sofitel Magic Lagoon Resort and Spa, having been upgraded from a four-star Novotel and reopened full of honeymooners a matter of days before the wave swept in.
After that, it was due to become Thailand's first Kempinski, a brand better known in Turkey and Europe, then a Rixos Premium. Somewhere between the Sofitel and the Cher Fa, first Kempinski then Rixos Premium parted ways with the resort's owners.
Today the Novotel-Sofitel-Kempinski-Rixos Premium-Cher Fah remains a Marriott. The broad Marriott portfolio in Greater Phuket still includes the original JW Marriott at Mai Khao, two Marriott Vacation Club International ownership resorts and the Renaissance Resort at Mai Khao.
Another JW Marriott was at one stage being planned for the southern foreshore at Kamala, along Millionaire's Mile.
brands do not spend any money on resorts, its the resort owners who pays for all the renovations, the hard ware and invest according to brand standards. It is usual in the business that if the brand, does not deliver owners expectations that owners opt for alternatives. Brands like Marriott, Starwood , IHG, usually do not own hotels or resorts, they only manage and get a fee, all capital investments is from the owners side. Sad to see the Courtyard brand go, they did very good work in their properties and lifted the hotel profile in Patong, Surin and Kamala where they operated.
patong hotelier
Posted by wm on January 4, 2012 12:38
Editor Comment:
The Courtyard GM in Patong was heavily involved in the resort during reconstruction. The Courtyard involvement was more intimate, not just a labelling exercise.