BURITARA GROUP PLANS TO PUT UP HOTEL IN PAI

       Buritara Group, the operator of a chain of small hotels, plans to build a hotel in Pai, in Mae Hong Son province, and eventually aims to manage independent hotels in all major tourist destinations.
       The group's chief executive officer, Tite Chinsomboon, who has been in the hotel business in both Thailand and in overseas for more than 25 years, said now is a good time to invest in establishing a hotel-management network.
       Thailand remains a popular destination among international tourists, Tite said, but a new generation of travellers has emerged that is not content to stay in regular hotels. Buritara aims to tap that demand, he said.
       Construction of the hotel in Pai is expected to start soon. It will be the fourth property in the company's portfolio following projects in Kanchanaburi and Pattaya, and on Koh Pha-ngan.
       The new hotel will be nestled in natural surroundings and include a spa.
       "We only have plans to build one new hotel. We chose Pai because it has growth potential," Tite said.
       The group has its eye on the hotel-management business, as it has found that many individual hotels need help with marketing and general management.
       Buritara has already signed its first management contract, with a 70-room hotel in Pattaya, and aims to manage hotels and resorts in other destinations including Chiang Mai, Phuket and Koh Samui. It will soon begin managing a small hotel on Bangkok's Charoennakorn Road.
       To better position each property, Buritara plans to split its brand into three.
       Buritara Resort and Spa will comprise hotels in destinations outside of the large towns, such as Koh Pha-ngan.
       Buritara City Resort will cover hotels in cities, including Pattaya.
       Buritara Boutique Resort will be the brand for small hotels, including those in Bangkok.
       Meanwhile, the group is fitting out all of its hotels with new attractions and refurbishments, including a spa in the hotel in Kanchanaburi and more rooms at the Koh Pha-ngan site.
       "As we are operating in tourist destinations, 50 per cent of our customers are form overseas, particularly Europe.
       "The rest are local FITs [free individual travellers]," he said.
       Tite said he was confident the group would achieve its business goals despite the current political uncertainty.

       Buritara has signed its first management contract, with a 70-room hotel in Pattaya, and aims to manage hotels and resorts in other destinations including Chiang Mai, Phuket and Koh Samui.