Amora Group Takes Bold Steps to Meet Bullish Tourism Rebound, Doubles Down on Hotel Investments

“Amora welcomes Lars into the fold and we look forward to a collaborative relationship that sees not just the resort thriving, but also our valued staff members and guests, and the local community in Phuket, thriving,” says Earp. He shared that Lars stood out as an ideal candidate because of his extensive experience in launching properties; familiarity with protocols that underpin five-star property management; and a modern mindset that is progressive and adaptive.

“The owners of Amora have a clear vision of building the brand, and I am very proud to join the group in their expansion plans and to be able to lead Amora Beach Resort Phuket in its transformation into a five-star modern lifestyle resort. Additionally, Amora’s professionalism and family-oriented approach in nurturing an inclusive environment made for compelling reasons to join the group. I look forward to working with the team to enhance guest experiences and to achieve operational excellence,” says Lars.

About Amora Group

Amora Group is a family-owned business established by businessman and entrepreneur Dr Tanapun Siriphatrawan in 1997 with the launch of Amora Hotel Riverwalk Melbourne. Currently, the group owns and operates six properties in Australia and Thailand.

The portfolio includes Amora Beach Resort Phuket, Amora NeoLuxe Hotel Bangkok, Amora Hotel Chiang Mai, Amora Hotel Jamison Sydney and Amora Hotel Brisbane, which is scheduled to open in 2024. These properties comprise four- to five-star city hotels and five-star beach resorts offering a total of 1,350 keys. 

Dr Siriphatrawan’s successful pioneering business in duty-free retail in Thailand’s then Don Mueang Airport paved the way for hospitality with his first property purchase in Melbourne. Following that, the group focused on expanding its brand of five-star hospitality, with Amora Beach Resort Phuket and Amora Hotel Jamison Sydney being flagship properties in their respective destinations. 

Amora Group plans to cement its footprint as a five-star hospitality group in Australia and Thailand, with the vision of eventually being a leading independent hotel group in Asia Pacific (excluding China). Amora’s expansion plans in Australia will include properties located in the central business districts of top cities to target corporate and business markets.

The group’s corporate hotels will eventually have a presence in key cities in Asia Pacific.  In the leisure tourism market, the group will continue its expansion in Thailand cities, including Bangkok, with a longer-term goal of taking the Amora brand to other popular tourism destinations in Southeast Asia.

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