Minor rebrands Thai site to become first Asian NH Hotel

by | 01 Dec 2022 | Hotel Projects, Projects, Refurbishments

Minor Hotels has signed a management agreement with Phuket Boat Lagoon Co Ltd to rebrand the existing Boat Lagoon Resort in Phuket, Thailand.

The refreshed NH Boat Lagoon Phuket Resort marks the arrival of NH Hotels to Thailand and the brand’s Asia debut on 1 November 2022.

The official signing was presided over by William E Heinecke, founder and chairman of Minor International, the parent company of Minor Hotels.

Gradual rebrand

Located on the east coast of Phuket, in the heart of Boat Lagoon, Phuket’s first full-service marina, the resort will be repositioned into the upscale NH Hotels brand. The rebranding process will be undertaken in phases, with completion scheduled for the first quarter of 2023.

The 271-key property will feature a mix of rooms and serviced apartments, an all-day dining restaurant, lobby café, swimming pool with a bar, gym, tennis court and a kids’ club.

The resort will also cater to the MICE market, offering meeting and event facilities including a 1,000-sq-m marquee for large events, a business centre and onsite parking. For long-stay guests, the Boat Lagoon marina offers a range of local shops and conveniences including Villa Market, as well as restaurants and entertainment facilities including an ice-skating rink.

Key destination

Minor’s Heinecke commented: “We are delighted to partner with Phuket Boat Lagoon Co Ltd, for the launch of our first NH Hotel in Asia. It is a great pleasure to work with like-minded partners who are also committed to developing and enhancing the tourism sector in the region.”

Dillip Rajakarier, group CEO of Minor International and CEO of Minor Hotels, said: “We are pleased to announce our strategic partnership with Phuket Boat Lagoon Co Ltd to bring the NH brand to Thailand and establish the property as the brand’s launchpad in the Asian market. We look forward to working together to further position the property as a key leisure and MICE destination in Phuket, as well as driving the high-potential long-stay segment.”

Khun Boon Yongsakul, MD of Phuket Boat Lagoon Co Ltd, added: “We are delighted to partner with Minor Hotels and launch a new chapter for one of Phuket’s most beloved and well-established resorts. With a positioning towards family, long-stay and MICE segments, we think that the NH brand with its focus on value and service excellence is the right fit for the market.”

Thai expansion

NH Hotels has an existing portfolio of over 330 hotels in 30 countries across Europe and the Americas. NH Hotel Group, which also includes the premium boutique NH Collection brand and premium lifestyle nhow brand, was acquired by Minor Hotels in 2018 and integrated into Minor Hotels’ corporate portfolio.

The rebranding of Boat Lagoon resort is another milestone for the group following the announcement earlier this year of NH Collection Chiang Mai Ping River which is set to open in mid-2023, the first hotel under the boutique NH Collection brand in Thailand.

Furthermore, the luxury Anantara Hotels & Resorts brand will expand its Thai presence with the addition of 148-key Anantara Koh Yao Yai Resort due to open in Q2 2023.

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