Connect with us


Fostering local attitude for Phuket’s property development

Legacy Phuket Gazette



PHUKET: Phuket has seen many property developers go bust, some rise and fall and even fewer, rise, grow and keep growing. Attitude Club is a great example of the latter. Present on the island for 15 years, the company has undergone some major changes throughout its history, but always moving in one and only direction – forward.

“When we started Attitude Club we had very limited funds, maybe enough to buy two high-end desktop computers,” says Wirachai Pranveerapaibool, the company’s CEO, when he spoke to me in his spacious office located in Attitude’s headquarters, just off the Bypass road – a modern building with great views of the green hills on the horizon.

“The timeline of Attitude Club’s operations can be divided into three periods,” continues Wirachai. “We started as architects and interior designers and this is something we still do today. Somewhere around 2004 we got involved in real estate. We decided to invest some of the profits from our design business into a small piece of land. We built two private pool villas in Nai Harn, one of the first private pool villas available for sale on the island.”

“We kept expanding and today we have over 300 pool villas. Some of the villa owners that we work with asked us to help manage their properties when they are away from Phuket. This is when we got into the property management business. We decided to do it in the rental-pool style, which in turn led us to the hotel business.”

This courage to explore new sectors of the industry and diversify has helped Attitude Club expand, even in difficult times. However, even though they try their hand in different niches, they have carried some core values with them throughout the company’s evolution.

“At this moment, our core activity is property and in the past five years we’ve realized that the hotel business is the most profitable in Phuket. Yet design is in our DNA, and we strongly believe in high quality design. It all works together,” explains Wirachai.

It seems that Attitude Club has a way of noticing opportunities and exploiting them. And even when dealing in the competitive markets of property and hospitality, they try to find new angles to look at things and serve the needs of customers which have been neglected by other companies.

“We’re not like other real estate companies. Our idea is to develop our hospitality business and with everything we do, we keep tourism in mind. We see other companies focused on real estate or focused on the hotel business, but our idea is to mix these two together, and add some great design,” says Wirachai.

“A good example is our Saturdays Condo project. It might look like a condominium, but after it is completed it will be more of a serviced apartment. There will be a restaurant, a spa. It’s aimed at customers who come to Phuket for a couple of months.”

This idea was born after conducting in-depth market research. Attitude Club realized that Phuket doesn’t offer much space for short term expats, “with a budget of 30,000-40,000 baht you won’t find a good quality apartment for a short-term rental and neither can you afford to stay at the hotel which charges at the daily rate. In Bangkok, there are a lot of serviced apartments directed at these kind of customers, but not in Phuket,” says Wirachai, as he describes the reasons behind Attitude Club’s approach to the island’s real estate market.

Talking about attitude, I ask him what keeps him motivated to come to work everyday, thinking that at this stage of the company’s development, it cannot be just the money.

“Now my goal is different than when we started the business,” he tells me. “I could quit right now and have enough assets to retire and live a comfortable life. But there are still challenges out there, there are things that make me want to go to work.”

“I have a new goal. On our new t-shirts we printed the slogan “local expert” and this is what I focus on. We are a local business and we’ve seen this place grow very fast, but the sad thing is that local business is dead. Their adaptation was not fast enough. This is why, while we expand, we want to help other local businesses by sharing our knowledge.”

“We do more than using local produce in our hotels. We meet the local businessmen, we share our expertise and teach them what we know about business in Phuket. One example is the coffee we use in our Foto Hotel. Not Illy, not some European brand, but our local coffee. But we don’t just use it, we helped the producer with packaging, with branding, with business strategy. And today they have become very popular and many other hotels want them to supply their product.”

As we continue to talk about the intense flavor of Phuket’s coffee, local eateries hidden in the narrow streets of Phuket Town (a beautifully designed map showing the best local food in Phuket Town will soon be available in Attitude Club’s Blue Monkey Hostel) I realize, that this passion for the island, the enthusiastic attitude towards the authentic, local things is exactly what the island needs. The only way for us to grow, is to grow together.

— Maciek Klimowicz


Want more Thailand news from the Thaiger family?

📱 Download our app on Android or iOS for instant updates on your mobile
📝️ Join the conversation on Thaiger Talk - discuss news & life in our Thailand forums
📧 Subscribe to our daily email newsletter
👍 Like/Follow us on Facebook
🔔 Subscribe to or Join our YouTube channel for daily video updates


Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Follow Thaiger by email:

Thailand13 hours ago

Tourism officials eye August reopening under “Pattaya Move On” travel scheme

Thailand14 hours ago

Thailand News Today | Covid vaccine for foreigners, PM “not going anywhere”, Boss update | June 15

Best of14 hours ago

Top 8 Affordable Hotels to stay in Bangkok

Phuket Sandbox July 1st


Thaiger is getting behind local businesses for the restart of tourism in July - up to 50% discounts across all advertising packages in June!

Sponsored by image

Thailand14 hours ago

Central Bankruptcy Court approves Thai Airways debt restructuring plan

Best of14 hours ago

Top 5 secret islands and beaches in Thailand

Best of15 hours ago

5 best national parks in Phuket

Thailand15 hours ago

Australian man arrested for alleged child sex abuse in Thai border town

Best of15 hours ago

10 best fruits and vegetables in Thailand

Thailand15 hours ago

3 dead in 3 truck crash in Surat Thani

Thailand16 hours ago

Bangkok Post and Fazwaz join together to galvanise property listings platform

Bangkok16 hours ago

CCSA has yet to begin talks on lifting alcohol ban at Bangkok restaurants

Coronavirus (Covid-19)16 hours ago

Yala enters lockdown today

Thailand17 hours ago

Thai police say they’ve gathered “strong evidence” on transnational drug trade

Phuket17 hours ago

Indonesian fisherman rescued after 9 days adrift at sea

Thailand18 hours ago

More than 100 cats rescued from owner

Thailand3 months ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism3 months ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket4 months ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism4 months ago

Phuket Thai food treats you need to try | VIDEO

Thailand4 months ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism4 months ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand5 months ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand5 months ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand5 months ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand5 months ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand5 months ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand5 months ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand5 months ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand5 months ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11

Thailand5 months ago

Thailand News Today | Southern floods, Face mask fines, Thai Air Asia woes | January 8