Second Hilton deal for major Phuket resort

BANGKOK: Hilton International Co is to take over management of Karon’s Phuket Arcadia Beach Resort, which will be rebranded as the Hilton Phuket Arcadia Resort and Spa from October 1 next year. The deal between Hilton International and PPC Holdings Ltd., which currently runs the resort, was announced today. It is the third addition in as many months to Hilton’s portfolio on the Andaman coast. The island’s Panwaburi Resort and Spa is to be refurbished and branded as the Conrad Phuket Resort and Spa in late 2004 and the purpose-built Hilton Krabi Resort and Spa is scheduled to open in 2005. Koos Klein, President, Hilton International Middle East and Asia Pacific, said the group had a strong conviction that Thailand will soon be one of the largest upmarket resort destinations in Asia. “The Tourism Authority of Thailand [TAT] has forecast the 2004 growth in revenue, at 8.54%, to outstrip growth in arrivals, suggesting that Thailand will appeal to a higher-yielding, bigger-spending tourist,” he said. Representative of PPC Holdings and current General Manager/Director of Phuket Arcadia Beach Resort, Maitree Narukatpichai, added that the Hilton brand will be a powerful marketing asset, attracting a broader range of holidaymakers from beyond the regional markets. “The Hilton Phuket Arcadia Resort and Spa has the largest meetings and conference facilities on Phuket,” he said. The Phuket Arcadia Beach Resort, on the Karon beach road, has 695 rooms, 13 food and beverage outlets, three large swimming pools and other facilities including a fitness center and five function rooms with the largest holding 1,000 people. The resort will undergo a multi-million-dollar rebranding program to bring it in line with Hilton standards, including upgrades to 255 of the guest rooms. Hilton International, an operating division of the UK-based Hilton Group plc, owns the rights to the Hilton brand outside North America. A global marketing alliance between Hilton International and the North American-based Hilton Hotels Corporation extends the number of hotels worldwide to more than 2,400.

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