Indigo Pearl relishes its new life
PHUKET – It wasn’t only the Indigo Pearl Resort in Phuket that changed dramatically after being given a top-to-toe makeover and then rebranded from the Pearl Village.
Most of the resort’s regular customers took one look and walked away, complaining that the room rate had more than doubled and their friendly but slightly shabby holiday retreat had re-emerged as a luxury enclave.
“We were able to live with that,†said the resort general manager, French national, Arnaud Girodon.
“Previously we were a traditional Thai resort especially liked by Swiss and German customers in the 45-65 age bracket. Many were regulars who came year after year.
“With the refurbishment we increased the number of room from 220 to 277, introduced seven room categories and deliberately set out to attract a different clientele who appreciated the resort’s new design elements.â€
Indigo Pearl celebrates Phuket’s tin mining history – the resort’s owner was once a tin mine operator – with the work of international architect and designer Bill Bensley represented throughout the resort
“We switched our marking focus to include emerging markets and countries such as France, Australia, Singapore, Hong Kong and the Nordic countries.
“Now the age bracket of guests is predominantly 30-45 years, mostly couples or couples with very young children because we don’t target teenagers. These people are attracted by the very individual design of the property and the opportunity to relax away from the Patong nightlife area,†Girodon said.
Indigo Pearl is located on Nai Yang beach in Phuket’s northwest, 10 minutes from the airport. It has its own private beach club adjacent to the resort.
“Business during our first two years was slow, below that of our competitors, but we were on a par with them in the third year – and above them in certain brackets such as direct bookings,†said Girodon.
The resort has built up a strong MICE and weddings business with a variety of meetings rooms and an events pavilion that can accommodate 500 for a gala dinner.
With help from carriers like Pacific Blue and V Australia, which have launched services ex Australia, Phuket is set to continue to shine as the star of Thailand’s tourism sector.
“The customer looking at Phuket is often the one that has done Bali and wants to experience a different culture and the warmth of the Thais,†Girodon added.
Ian Jarrett
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