The renowned Phuket resort Indigo Pearl, located at Nai Yang Beach just south of Phuket International Airport, last month was rebranded as The Slate as a member of the Design Hotels network.
Design Hotels AG is a publicly traded company providing hospitality services to a network of over 280 independently owned small boutique and luxury hotels in over 50 countries worldwide.
Here Paul Jordaan, General Manager of The Slate, speaks exclusively with The Phuket News on what the rebranding of the iconic resort means.
Resort Owner and Managing Director Wichit Na-Ranong, much considered as the “founding father” of Phuket tourism, speaks of the need to “evolve”. Has anything notable changed at the resort? Are there any plans to make any major changes? If so, what changes are coming?
The refreshed brand and new name is a nod and reflection of the unique untold history of our property and link with the Tin Mining heritage of Phuket. One of the key materials found in this industry was slate and the Na-Ranong family are third-generation miners so the name The Slate immediately brings us back to the history of the property. Moreover, we want to share a different Phuket experience highlighting this very untold history and the true character of the island.
We are refreshing all suites, villas, food and beverage outlets, and wellness facilities. Our new menus offers a wider range of healthy options as well as flavourful local dishes that stay true to Phuket’s culinary traditions.
We are also working on launching new inspiring and exceptional experiences in the coming months. For example, we have expanded the range of activities we offer children to include unique spa experiences, Thai cooking classes, Muay Thai boxing classes, scavenger hunts, etc.
We are treating our junior guests to special in-room tents, marshmallows, and colouring books so they can have their own slumber parties.
We have also launched a new MICE programme to encourage productivity and team bonding with group activities such a yoga, archery and cooking class plus healthy, wholesome meals focusing on superfoods for the brain.
Has the resort’s key target market changed? If so, from what to what? If it hasn’t, what remains the resort’s primary target market and why the resort is holding to that model?
The Slate will continue to attract travellers who seek true and local experiences. Our guests like to stand out from other tourists and they are interested in discovering the real, authentic Phuket. They enjoy experiencing bespoke itineraries which offer unique experiences for example, learning how to cook authentic dishes from Phuket or island excursions led by a local guide. We have always placed an emphasis on making family travel fun and comfortable. We want to create a family-friendly environment that allows guests of all ages to experience Phuket’s character and culture.
Is The Slate now financially involved with any hotel chains, boutique or otherwise? If so, who, and what is the relationship?
Our brand has one property in Phuket, Thailand. The Slate is still owned by the Na-Ranong family who are very hands-on in the running and management of the property. We are proud to be part of Design Hotels™ where every hotel in their portfolio provides an individual hotel experience and reflects the vision of an independent hotelier. We share their vision of offering genuine hospitality that is rooted and enhanced by thought-provoking design.