Ennismore is taking its all-inclusive resort brand, Rixos, to Thailand, signing a new project in Phuket.

The Rixos Water World Phuket is part of a push by the Accor group division, to take its Rixos brand deeper into the Asia Pacific market. It will see the rebranding of the existing Splash Beach Resort and Splash Jungle Water Park to the Rixos brand, relaunching in early 2028. The conversion will entail refurbishment of more than 600 guest rooms and villas, along with five restaurants.

A Switch To A Growing International Brand

Ennismore already manages the resort, a situation that has given it the best opportunity to see how it might operate under its own Rixos brand. The conversion has been agreed with Central Group Capital, the fund management division of leading Thai conglomerate, Central Group.

“Bringing Rixos to Thailand marks an exciting moment for the brand as we continue expanding our luxury all-inclusive offering across Asia,” commented François Baudin, Chief Business Officer for Rixos and the ALL Inclusive Collection. “We’re introducing a new audience to our immersive, experience-led approach that defines Rixos.”

The evolution of this latest Rixos signing is indicative of a shift in the hospitality offering across the Phuket region, towards all-inclusive. Such properties are ideal for families, giving certainty around holiday costs, and providing vital entertainment for younger members of the family.

Club Med is preparing to open a resort in Koh Samui, while two more branded all-inclusive projects have been signed. The Club Med project, once again backed by Capital Group, will be the third Club Med Exclusive Collection Resort in the region. The property will have 303 rooms, and a 200 metre long private beach, and is due to open for business in the first half of 2028.

Radisson has recently added significant inventory in the region, with two openings during 2026. The Radisson Blu Resort, Phuket Mai Khao Beach has 222 rooms, is located on the island’s northwest shores. Further south, it has added Radisson Resort Layan Phuket, which has 300 guest rooms. Later this year, Wyndham will launch its Wyndham Grand Phuket Surin Beach resort. Another massive development, it will have 858 rooms and includes villas being offered for sale.

Adding To The Portfolio In Vietnam

Elsewhere in the region, Ennismore will open Rixos Phu Quoc in Vietnam, later this year. This massive resort will have over 1,700 rooms, along with ocean views and direct access for guests to the beach. The resort will feature 27 restaurants and bars, along with family-oriented kids and teens clubs.

Among other plans for Thailand, Ennismore will introduce its 25hours brand to the country. It has signed to launch 25hours Hotel Bangkok, which will open in early 2029, with 345 rooms. The hotel will form part of the much larger mixed use development, CenTRal cENtrAL, which is being created in the Central Pattana district. The hotel’s interiors will draw inspiration from the nearby Siam Square, with Art Deco influences in its architecture.