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JW Marriott Khao Lak Resort & Spa is confident of attracting leisure travellers.

With the presence of 14 different properties in Thailand already, Marriott International opens its third JW property, JW Marriott Khao Lak Resort & Spa, in Phang Nga province, this month. The 298-room resort, located on a lushly-landscaped site along a one-kilometre stretch of the pristine Khuk Khak beach, is developed by Cherfah Company Limited.

John Toomey, area marketing director, Hong Kong, Macau & Southeast Asia, Marriott International, said: “Thailand has proven to be one of the most successful destinations for us globally.

It has demonstrated tremendous growth over the past three-to-five years. It has extended its source market reach beyond Europe and is now attracting visitors from India, Australia, Japan, China, and many other Asian markets.”

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Despite the prevailing global economic slowdown, Toomey said it was a perfect time to open a new resort as there is a lot of pent-up demand.

“People will always want to travel and with the economic climate improving, the desire to enjoy sandy beaches and picturesque sunsets is growing again.”

He said Marriott opened its first JW Bangkok property in 1997 during an economic crisis, but managed to weather the same.

“Marriott has, at times, turned crisis into opportunity. By the time the world economy started to rebound, we were already engaging customers while others were still trying to enter the market”, he added.

The company said the physical product met all their required criteria to open the luxury brand, JW Marriott, at that location. The hotel is getting ready for aggressive marketing with an inaugural rate of THB5,300 per night (Rs7,500) in the pool view room.

“We will focus our efforts around public relations and direct sales, as well as third parties that have a presence in key feeder markets such as Germany, the United Kingdom, and Scandinavia, as also short haul markets in Asia,” Toomey said. To promote the hotel, it will also work with other colleagues from the group.

Marriott properties in the vicinity include JW Marriott Phuket Resort & Spa, Courtyard by Marriott Phuket at Surin Beach, Courtyard by Marriott Phuket Patong, Courtyard by Marriott Kamala Beach, and two Marriott Vacation Club resorts.

The resort has seven restaurants and bars, out of which six are clustered along the beach, offering views of the Andaman Sea. Restaurant concepts will centre around Waterfront, an all-day, beachfront dining facility.

In addition, the resort has three themed restaurants including Ta-Krai, featuring Thai cuisine; Sakura, offering Japanese delicacies; and Olive, highlighting Mediterranean specialties.

Marriott International will open two more properties, the Renaissance Phuket Resort and the Phuket Marriott Resort & Spa at Kamala Cove, in 2010, which are under construction at the moment.