Amanpuri is in the Face of Competition

Abstract

Even after the intense, ongoing battle between the new owners and the founder ends, Amanpuri will still need to undergo substantial reform after the change in ownership. Amanpuri, the first resort flagship of Aman Resorts, located in Phuket, Thailand, has recently been affected dramatically. There is a new management team -- Paul Linder, a veteran Swiss hotelier, was appointed as the General Manager (GM) in 2015. Many commentators familiar with the hospitality industry have noted that Amanpuri is increasingly facing strong competition from other nearby luxury hotels, some of whom are led by executives who were formerly general managers at Amanpuri.

Amanpuri -- one of the most acclaimed resorts in Asia -- is likely to survive and thrive within the highly competitive luxury hotel market now that it is under the supervision of Mr. Linder and his new management team. The resort’s architecture and aura of sanctuary is inspired by traditional Thai temples. Amanpuri sanctuary and its service-oriented hospitable employees promote a culture of “Thainess”. However, now that the two former Amanpuri GMs have departed to executive positions at competitor hotels, Mr. Linder, a new leader, has the challenge to make managerial changes that will build an even more loyal customer base, ensuring that Amanpuri retains its reputation as one of the world’s top resorts.