(Desperately) Seeking Brand X
With the flurry of hotel activity for new projects announced over the past few weeks there looks to be a shake up in existing properties seeking out brands to improve performance in an increasingly competitive marketplace. We'd be expecting announcements soon on branded management to enter two Bangtao projects with Allamanda 2 & 3 now splintering off from the 1, and an affiliation in the works. Over at the villa project The Residence they are actively pursing management options.
Looking at B-lay Tong in Patong set to open later in the year, which could be this year's sleeper in the success category, is reportedly on the cusp of making public a tie up. From the speculative part of our collective brain viewing Surin's Manathai hotel which is now up for sale, its premium location next to Twin Palms, and proximity to Chedi and Amanpuri make this strategic to boutique brands wanting to enter the market with an operating asset.
So desperately or optimistically the search for brands is on. Expect for news soon once deals are formally announced and a more complex playing field is expected in the coming high season's Brand X games.