Amora Hotels & Resorts selects Sydney as regional hub to drive Asia Pacific brand expansion strategy

Leading independent hospitality company Amora Hotels & Resorts is positioning itself for a new phase of expansion in Asia Pacific as it prepares to introduce its unique style of customer-centric luxury hospitality to new destinations across the Pacific and Southeast Asia.

This week, the group opened its inaugural corporate office in Sydney, which will spearhead a growth plan to double its portfolio from six to 12 hotels in five years. The establishment of the regional hub will be a launch pad for the fast-developing hotel group to leverage opportunities for acquisitions while driving strategy, brand, operations, finance and human resources.

The new chapter of growth is being written by Earp Siriphatrawan, Amora’s owner and Director, who is assembling an experienced team to consolidate and expand the flourishing company. Ravi Chandran, who spent more than 20 years as a senior executive with Banyan Tree, helping engineer their growth from a small hospitality firm to a leading global player, has been brought in as an independent director to the board, to drive strategy and brand development.

The corporate office will be led by Group Vice President of Operations Tamer Habib, a former Starwood executive who will be charged with ensuring the operational success of existing and newly acquired hospitality assets.

“This is an exciting time for Amora Hotels & Resorts, as we embark on a new era of regional expansion in Asia Pacific,” said 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 Siriphatrawan.

Founded in 1997, Amora owns and operates six properties in Asia Pacific. In Australia, Amora Hotel Jamison Sydney and Amora Riverwalk Melbourne were joined by Amora Hotel Brisbane in Q1 2024, having undergone an AUD 30 million (USD 20m) transformation in the Queensland city’s CBD. In Thailand, the THB 500 million (USD 14m) renovation of Amora Beach Resort Phuket was completed in December 2023, joining Amora Neoluxe Hotel Bangkok and Amora Hotel Chiang Mai.

With total visitor expenditure in Australia forecast to rise from a record high of AUD 170.3 billion in 2023 to AUD 223.3 billion in 2028 – 61% higher than pre-pandemic levels, this is an optimum time to invest in the country’s tourism sector. The growth of international arrivals is set to be driven by demand from key Asian source markets such as Thailand, Vietnam, India and the Philippines, which will naturally gravitate towards Amora’s style of customer-centric luxury hospitality.


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