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New exclusive brand from Ritz-Carlton: Ritz-Carlton Reserve

The Ritz-Carlton Hotel Company, L.L.C. is launching a new exclusive brand for high-end travellers; Ritz-Carlton Reserve. Phulay Bay in Krabi, Thailand, will be the first property to open in spring 2009. The philosophy behind the Ritz-Carlton Reserve portfolio is to create idyllic retreats where guests can escape into an exclusive leisure experience. It offers guests a new interpretation of local lifestyle and culture. The architecture respects the environment of each destination and the suites and villas are integrated in it, furthermore local culture and history are reflected in the design. So a private exquisite atmosphere is created where guests can experience relaxed comfort and an intuitive individual service. Future locations will include The United Arab Emirates, Puerto Rico, Turks & Caicos and Costa Rica.

Paul Johnson

Paul Johnson is Editor of A Luxury Travel Blog and has worked in the travel industry for more than 30 years. He is Winner of the Innovations in Travel ‘Best Travel Influencer’ Award from WIRED magazine. In addition to other awards, the blog has also been voted “one of the world’s best travel blogs” and “best for luxury” by The Daily Telegraph.

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  1. Maybe I’m just dumb, but I don’t get it. Are they admitting their other resorts aren’t exclusive enough, or that they do a terrible job of blending into the environment? It sounds kind of like the “new and improved flavor” the food companies promote. What was wrong with the other flavor that you had to make a change?

  2. I think this is bad branding strategy. They already have a ultra lux reputation. Also, while Krabi will be their first location, Krabi just isnt that nice of an area. Railay Beach (5 minutes away) is the ULTIMATE dream destination, but there is no room to build there, and only 1 luxury hotel (Rayavadee – HIGHLY reccomended)

  3. not sure how this differs from their current hotels – i thought they were already like this!!!!!!!!

  4. For me, the X factor is the Thai architect Lek Bunnag. I’m always fond of his style. I’m really impressive with The Barai (Hyatt Regency Hua Hin). He’s also famous for Trisara Phuket and many more. Let’s wait and see his coming new project: Taj Exotica Resort and Spa (Phuket).

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