Amora Hotels & Resorts Announces Sydney as New Regional Hub for Asia Pacific Growth

Published on April 30, 2024

Amora Hotels & Resorts, a leading independent hospitality company, is embarking on an ambitious expansion throughout the Asia Pacific region. The company is set to broaden its distinctive approach to customer-focused luxury hospitality to new markets across the Pacific and Southeast Asia.

This week marked a significant milestone with the opening of its first corporate office in Sydney, which will serve as the command center for Amora’s strategy to double its portfolio from six to 12 hotels within five years. The new regional hub will facilitate the hotel group’s rapid growth by enabling strategic acquisitions and enhancing oversight in strategy, branding, operations, finance, and human resources.

The expansion effort is spearheaded by Earp Siriphatrawan, the owner and Director of Amora, who is putting together a seasoned team to strengthen and grow the thriving enterprise. As part of these efforts, Ravi Chandran, formerly a top executive at Banyan Tree with over two decades of experience, has joined as an independent board director to focus on strategic and brand development.

The Sydney corporate office will be managed by Tamer Habib, Group Vice President of Operations and former Starwood executive. His role will be pivotal in ensuring the operational excellence of both existing and newly acquired properties.

“This is an exciting time for Amora Hotels & Resorts, as we embark on a new era of regional expansion in Asia Pacific,” said Mr. Siriphatrawan. “Our commitment is clear; we are investing in people and products, seeking fresh opportunities for acquisitions and looking forward with a bold vision. This is a fast-evolving industry and we understand the need to innovate to lead the independent hotel space.”
 
The corporate office will take a holistic view of strategy, brand, operations and finance, driving a customer-centric approach and guest recognition programme, consolidating back office procedures and evaluating acquisition opportunities, added Mr. Siriphatrawan.

Established in 1997, Amora currently manages six properties in the Asia Pacific. In Australia, the Amora Hotel Jamison Sydney and Amora Riverwalk Melbourne were recently joined by the Amora Hotel Brisbane in the first quarter of 2024, following a significant AUD 30 million transformation. In Thailand, a THB 500 million renovation was completed at Amora Beach Resort Phuket in December 2023, adding to the Amora Neoluxe Hotel Bangkok and Amora Hotel Chiang Mai.

With Australian visitor spending projected to increase from a record AUD 170.3 billion in 2023 to AUD 223.3 billion by 2028—a 61% increase from pre-pandemic figures—the timing is ideal for investing in the local tourism industry. The expected surge in international arrivals, particularly from key Asian markets like Thailand, Vietnam, India, and the Philippines, aligns well with Amora’s commitment to delivering customer-centric luxury hospitality.