Serenity Resort & Residents: New GM and the rebranding

“Outrigger Serenity Terraces Resort was a new resort in Phuket launched since April 2 last year (2009) under the management agreement of Outrigger Enterprises Group”. This seemed to be old news already. Phuketindex.com keeps you up to date as the resort has decided to rebrand itself and got their new ‘spearhead’. Talking with Mr Urs Aebi, its new General Manager, probably clears things up:

“We decided to brand the resort and market it by ourselves as we thought that this would suit the concept of the resort better.”

So how is the resort going to look like after the rebranding?
“The main product has no change actually. It is still the same hotel you have. But under the new name ‘Serenity Resort & Residences’, guests can expect somewhat a boutique experience with us. Besides, we decided to join The Preferred Boutique Hotel group as I believe it will help us reflect the right image and attract the right visitors to the hotel.

Mr Urs also told us that the new Serenity Resort & Residences will be more open for Phuket locals and residents, yet with a few more interesting features added for a plus in island living and escape:
“Everybody is welcome at our ‘EAST 88 beach club whether you are hotel guests or not. We are going to have events, parties, DJ, music, band, etc. habitually. Just keep your eyes open, check out, come and join us.”

Serenity Resort & Residence’s signature East 88 serves a selection of contemporary Mediterranean, Asian and Traditional Thai cuisines in a chic and stylish pool side setting overlooking the Andaman Sea. East 88 provides Lunch time salad bar, weekly Seafood BBQ, cool cocktails and tapas. You can chill out with some smooth music, weekly DJ and music parties in the evening.

“We also have a boat called Lady Anita which can take up to 40 guests. You can make a private charter if you want to sail to Racha Island or to Phang Nga Bay for example. You can have an event or a romantic dinner for two. Lady Anita can be anything for any purpose. It can even be like a floating beach lounge for guests to enjoy when the tide is low and the beach is not friendly to swim from. For Phuket residents, the hotel is nothing for them but this boat can be something for their daily life. ”

Lady Anita was built from mahogany and hardwoods. The 29m two – master Lady Anita provides exceptionally roomy and palatial living space both above and below decks. Five sizeable cabins can accommodate up to 10 guests each. All are equipped with five-star facilities and amenities.

The yacht provides several cozy areas for relaxation. It has plush furnishings and a broad selection of board games, an extensive movie and music library. Internet connection is also available on board together with a full range of water sport toys offer activities such as wakeboarding, kayaking and snorkeling for guests to enjoy. Diving equipment and a dive master can also be arranged onboard with prior notice.

Lady Anita is available for Serenity Resort’s clients as a cocktail lounge serving tapas and other snacks. Dinner cruises, regular DJ parties and other activities are held on board too.

Thank you Urs Aebi for your kind interview with us. We hope you are successful with the new image of Serenity Resorts & Residences.

About Urs Aebi
Urs Aebi was appointed as General Manager since August 2010. He was born in Switzerland; Urs graduated from the Hotel Management School Lausanne (EHL) in 1992 and soon after moved to Asia to take up his first assignment with Amari Hotels and Resorts in Bangkok.

Executive positions with Sofitel Centara Hua Hin and Cape Panwa Hotel in Phuket followed before he joined The Racha – an all villa resort near Phuket – in the capacity of General Manager. Urs opened The Racha in the third quarter of 2004 and quickly established it as one of the premier resorts in South East Asia. A member of Small Luxury Hotels of the World (SLH), the Racha was named as one of the ‘Hottest New Resorts’ in 2004 by the Conde Nast Traveller magazine.

In 2007, Urs became General Manager of the new Alila Cha-Am in Thailand, a very innovative luxury resort and member of Design Hotels, which was recognized by Conde Nast as one of the ‘Best New Hotels of the World’ in 2008.

Immediately prior to joining Serenity Resort & Residences Urs was Director of Operations and Development for Akaryn Hospitality Management Services based in Bangkok, where he oversaw the operations of the two award winning Aleenta Resorts in Thailand and pre-opening services for a new ultra luxury resort near Sihanoukville in Cambodia.