The Thai version of QT Hotel

The Thai version of QT Hotel
By Hannah Edensor


There’s a fresh boutique hotel brand on the block, and this block lives in Thailand.

MANATHAI Hotels & Resorts launched back in late 2014, and in eight months have already opened three resorts in Thailand.

MANATHAI Khao Lak, MANATHAI Koh Samui and MANATHAI Hua Hin have all undergone extensive refurbishments and remodeling, and off the back of its speedy success, the brand will open a fourth resort, MANATHAI Surin Phuket, in November this year.

“People always want to try something new and fresh,” group director of sales and marketing Bobbie-Jane Skewes told The Nibbler.

“At MANATHAI, we want to attract customers who want a taste of Thai in Thailand. As a brand we retain our Thai-ness in everything we do.”

“We’re less focused on everyone and more focused on you.”

In its short lifespan, MANATHAI has managed to soar to (and stay at) the top of the TripAdvisor charts, and is now taking to the trade to spread the word about its unique property appeal.

Swimming Pool (1)

“The destinations where our hotels are will always be popular for Australians, especially the ones where you can fly direct,” Skewes told The Nibbler when we meet in the lobby of trendy QT Sydney.

“A different type of person stays in boutique hotels, and Australians are not a very conservative market. We’re like the Thai version of QT.”

But it’s the emphasis on personal service, the way Thai culture feeds into every element of the brand, and the desire to become a big name for Australians that are the driving force for MANATHAI now.

“Australia is one of our top markets, along with Scandinavia, Germany and the UK,” Skewes added, citing double digit growth from Aussies in Phuket since 2014 as proof.

And the brand has opened up its first office down under to make sure the Australian market continues to swell.

Manathai Hotels & Resorts, Manathai Khao Lak 19-12-14, Manathai

The new office will be Sydney-based, and will be headed by Belinda Montgomery, a highly-experienced sales professional, having specialised in launching hospitality products and brands in the Australian market in a career spanning over 25 years.

“For the discerning traveller not wanting to get lost in oversized resorts, MANATHAI’s properties offer the perfect blend of size with all the facilities expected in dreamy locations, offering individuality, understated luxury and value for money,” Montgomery said, adding that it will be her focus to share the brand’s story with the trade.

“Our goal is to educate the trade as opposed to let them make their own perceptions of the brand. It’s a big step for agents to book new products, as they get comfortable with what they know.

“We’ll be doing tradeshows and roadshows throughout the year, including Luxperience in September, and utilising a strong digital media agency to target our major markets.”

The hotels cater to a wide range of clientele, but want to make it clear they are nothing like the big hotel brands.

“We cater to special occasions, romantic getaways, honeymooners,” Skewes tells The Nibbler.

“We are friendly to families, friendly to couples, but we’re not theme park friendly – there’ll be no big volleyball matches on the beach or that sort of thing.”

Deluxe Lamai Suite Bathroom

Skewes tells us that there are still kids clubs and activities to entertain the kids, to ensure parents still get a sense of the boutique luxury the brand is known for.

“We also have a big customer base in the gay and lesbian market as well.”

Another key thing to know about the brand is its ‘Pad Thai’ signature restaurant brand that appears in each of its resorts, and ensures the brand “stays true to its Thai culture.”

“The reason people travel to Thailand is the great food,” Skewes emphasised.

“But it’s not a cookie-cutter restaurant. It’s upmarket, it’s street food, it’s relaxed. You’ll find culture in every dish.”

MANATHAI is intent on being one of the reasons Thailand is still a beloved destination for Aussie travellers, and believes it will continue to draw more and more curious explorers to its properties around the country.

“We’ve barely touched the Australian market,” Skewes added.

So stay tuned, we’re expecting big things.

Twin Bedroom

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