MontAzure Phuket has joined forces with Accor, a global partner, to penetrate the booming Branded Residence market, responding to the increasing demand by advancing sales of the MontAzure MGallery Residence, which is the first MGallery Residence in Thailand. This project is located on Kamala Beach, renowned for its stunning sunset views in Phuket, making it a premium location highly sought after by both Thai and Asian investors.

The MontAzure project is a mixed-use kingdom resulting from the collaboration of three partners: The Narai Group (from Thailand), ARCH Capital (from Hong Kong), and Philean Capital (from Singapore), part of the Pontiac Land Group. It is ideal for residential living or as a second vacation home. MontAzure spans over 454 rai (178 acres or 72 hectares), covering areas from the foothills to beachfront, featuring a variety of quality projects including resort-style condominiums, beachfront condominiums, a five-star hotel, high-end villas, leading retail shops, social venues, and renowned beach clubs, all designed to provide a nature-filled relaxation experience on Kamala Beach, developed with utmost care.

Mr. Jonathan Umali, Managing Director of ARCH Capital and Executive Director of MontAzure, discussed the soaring demand in the Branded Residence market in Asia, stating, "Phuket is becoming increasingly attractive to investors. MontAzure is therefore adopting a strategy of partnering with global allies to enhance the long-term value of the project for owners. The partners and investors collaborating on this luxury lifestyle real estate project recognize the unique potential of this prime location. Currently, MontAzure is progressing with the construction of the MontAzure MGallery Residence, which is continuously advancing. Next year, we plan to launch additional residential projects in collaboration with renowned business partners to further develop high-quality real estate projects and enhance investment value in the future."

“The MontAzure project has elevated the standard of real estate by creating one of the most complete mixed-use communities in an unparalleled location at the famous Kamala Beach. We are ready to collaborate with partners to develop other projects to enhance the completeness of the MontAzure kingdom on the remaining 30% of land awaiting development,” Mr. Jonathan Umali added.

Mr. Umali also emphasized the growth of the global Branded Residence market, noting, “The international Branded Residence market continues to grow, with one-third of Branded Residences worldwide located in Asia. There are 79 projects set to open a total of 16,130 new units to meet demand by 2025. Currently, Branded Residences have emerged as Grade A real estate assets, with Thailand accounting for 29% of Branded Residence projects, followed by the Philippines and Vietnam.”

The MontAzure MGallery Residence features architectural design by SODA (Thailand) Ltd. and landscape design by Shma Company Limited. It is a high-potential project offering a luxurious resort-style living experience on the island of Phuket, surrounded by lush nature. Residents will enjoy comprehensive amenities from MontAzure, including relaxation pools, children's pools, recreational areas, a poolside bar, clubhouse and lobby lounge, fitness and yoga rooms, as well as restaurants open all day, a rooftop for stargazing at night, relaxation pavilions, and walking and jogging paths amidst nature.

Additionally, unit owners will experience elevated luxury living through MontAzure and Accor's Loyalty Program, which includes membership in the MontAzure Membership Card and Diamond membership of ALL – Accor Live Limitless, part of the Accor Ownership Benefits Program. This unlocks VIP benefits and offers that can be utilized at over 5,300 Accor hotels and resorts worldwide, including exclusive privileges such as VIP room bookings, room upgrades, and special discounts at Accor hotels, including those under the MGallery brand.

The MontAzure MGallery Residence is the result of the collaboration between Accor and MontAzure, integrating the strengths of both to develop this project in line with the rapidly changing Branded Residence market trends. Furthermore, the COVID-19 pandemic has fostered a new community among buyers, where investors with similar interests have the opportunity to connect through shared preferences and lifestyles, without dividing customer groups by age, ethnicity, or profession, as was the case before the pandemic.

Accor, a leading global hotel and hospitality business, has emerged as a world leader in the Branded Residence sector, currently operating 35 Branded Residences worldwide and developing over 80 more projects. Accor is committed to leveraging its expertise in service and hotel brand management to enhance private residences under the highest international standards, bringing premium services to private living spaces, thus creating immense value for project development partners.

Ms. Catherine Chan, Vice President of Mixed-Use Projects for the Asia-Pacific region and Head Consultant for Accor Brands, stated, “Luxury residences in premium and vacation city locations complement our globally renowned hotel brands.” She also explained Accor's strategy and business plan to penetrate the Hotel Branded Residence market, saying, “Investing in Branded Residences from our residential project network demonstrates customer trust in the Accor brand.” The MontAzure MGallery Residence will receive numerous elevated benefits from the Accor Ownership Benefits Program for a VIP living experience both within the MontAzure kingdom and during stays at Accor hotels worldwide.

Mr. Sethapol Butro, Executive Director of MontAzure, discussed the impact of the COVID-19 situation, noting that the Branded Residence sector continues to see significant sales growth amidst an economic slowdown and the economic impacts of the pandemic. Investors remain confident in residential projects managed by a global hotel chain. Mr. Butro stated, “Real estate investors in Phuket see continuous growth, with land prices around the island increasing by an average of 10.5% per year over the past 17 years. This rising figure underscores the strength of the real estate market in Phuket. High-Net-Worth Individuals are likely to invest in Branded Residence projects due to attractive long-term returns under the reliable quality standards of being a Branded Residence. High-end clients seek high-quality residences in prime locations with unique designs, excellent service, and world-class amenities. All these qualities are what MontAzure and Accor aim to deliver.”

Mr. Butro further stated, “This growth rate reflects the trust investors have in high-end brands and confidence in prime location settings. In 2020, MontAzure launched the first MGallery project in Thailand, and today we see a surge in demand for Branded Residences as the market recovers from the COVID-19 situation. The MontAzure MGallery Residence is currently under construction and is expected to be completed in 2024 as the first MGallery Branded Residence in Thailand.”