VRANDA Public Company Limited has teamed up with Marriott International to bring its premium hotel brand, ‘Autograph Collection,’ to Phuket, aiming to expand its customer base in Europe, America, and Asia. The new hotel, “Veranda Resort Phuket, Autograph Collection,” opened in late December 2024, and is set to play a key role in boosting growth for VRANDA as Phuket’s tourism market enters a golden period.
Mr. Phawat Ongvasit, CEO of VRANDA, a leading hotel and resort business as well as property development and lifestyle company, announced that the company had signed an agreement with Marriott International to bring the ‘Autograph Collection’ brand—one of Marriott’s premium hotel brands—into the market. This partnership will expand VRANDA’s customer base, particularly targeting high-end European, American, and Asian tourists. The new hotel will further strengthen VRANDA’s growth, with the ‘Autograph Collection’ brand focusing on luxury travelers seeking unique experiences, design, and art, making it a perfect fit for VRANDA’s distinctive brand.
The Autograph Collection brand is known for its impressive loyalty program, which boasts an occupancy rate of around 60-70% for Marriott Bonvoy members, making it easier for international travelers to recognize and choose Veranda Resort Phuket, Autograph Collection. However, VRANDA will continue to maintain its unique identity and design, which has long been favored by the Thai market.
The opening of the hotel in Phuket is a significant milestone for VRANDA, representing the company’s largest investment yet. This also marks the first time that the Thai hotel brand, VRANDA, has partnered with a global hotel brand like Marriott International. The company expects this new hotel to generate a ‘new high’ for VRANDA in global recognition, with a noticeable increase in revenue in the second and third years of operation. The property will also be the first Autograph Collection hotel in Phuket.
Mr. Phawat continued, saying that Veranda Resort Phuket, Autograph Collection is located on more than 10 acres of land in the ‘Phanwa-Ao Yon’ area, with 159 rooms. This will increase VRANDA Resort’s total room count by over 20%. It is expected that in 2025, the average daily room rate (ADR) at VRANDA hotels will increase by 12%, contributing to a total revenue of 1.65 billion THB for the hotel business, a growth of about 37% from the previous year.
In addition, VRANDA Resort is also developing a real estate project, “Veranda Villas & Suites,” located nearby, consisting of 17 units, including 6 villas and 11 suites, with a total project value of 870 million THB. The transfer of ownership is currently underway, and the company expects to recognize 565 million THB in revenue from this project in 2025.
Mr. Brad Edman, Vice President for Thailand, Cambodia, and Myanmar at Marriott International, stated, “Autograph Collection” is a premium brand of Marriott International, renowned for its image, service, and design uniqueness. It provides a one-of-a-kind experience for travelers and is a must-visit destination for travelers worldwide. This aligns with VRANDA Resort’s vision of creating a distinctive and memorable experience for guests through unique design and service, which ensures ongoing popularity with customers. Through this collaboration, Marriott will introduce the Autograph Collection brand to Phuket for the first time, and we are confident that the Marriott Bonvoy membership base will increase VRANDA’s brand recognition among international customers.”
