HOLIDAY INN is another popular resort brand going through an image change and adopting a new logo, in this case a bold H on a green background.

Wolfgang Meusburger, who oversees the Patong and Phi Phi Holiday Inns, says that the revitalised 'H' will be seen on Phuket shortly, and at the 3500 inns worldwide.

Along with the fresh green comes a marketing reappraisal of the kind most brands require every so often. Online, the corporate site tells readers: ''We're going to have to make some dramatic changes around here, to catch our guests' eye, gain their affection, and make them fall in love with us all over again . . .''

Fortunately, a regular, returning bunch of guests remain quite happily in love with Patong. No doubt they will also love the new logo, and approve the more modern look.

Wolfgang (he's seldom called Mr M. and we hope that's not going to change) says that many resorts reach the seven-eight-nine years old phase and find the competition more intense.

''You either have to upgrade or downgrade your rates,'' he said. Once rates slip downwards, for whatever reason, it's difficult to resurrect them.

In Patong, 100 rooms and the foyer and the restaurant in the Holiday Inn's Busakorn Wing have just been refurbished, part of a 100 million baht spend.

As it happens, Wolfgang already thrives on guests' feedback. Two model showrooms were set up, and one was chosen after guests had the chance to compare them.

''Closing 100 rooms for four months did not displace business,'' he says. ''September was a good month for us. November occupancy rates are around 75 percent. January looks very positive.

''We are not having a 'V' recovery but we are seeing a steadily improving outlook.''

Rates were generally down, he admitted, although Holiday Inn's had not dropped much.

''We honestly believe rates are not the issue,'' he added. ''We have many more direct bookings today via the internet.''

One suspects that, given the lull in tourist traffic, visitors will probably note changes at other Phuket favorites, too.

However, there will be no makeover and no new logo for Patong, and the rationale for just letting it all happen as usual remains plain.

Although Wolfgang acknowledges there are areas that need improvement, he says Patong has an appeal that makes it one of a kind on Phuket.

''There are lots of people who like it,'' he said. ''There are plenty of people who enjoy this kind of environment. Not everybody wants a quiet beach hotel.

''People either love it, or hate it. We have guests who head out to Surin or Kamala to enjoy the beaches there for the day. But they think that at night, there's no better place to be than Patong.''