[ Correction: Replaces missing text] International hotel chain InterContinental has chosen Phuket, Thailand to launch as the first resort destination for its Hotel Indigo chain, becoming the latest brand to announce it's eyeing the island.
Hotel Indigo, a 'boutique' style brand which aims for individuality with its properties, operates 38 hotels around the world, with the majority in big cities.
The February 24 announcement of its entry into Phuket, one of Thailand's most popular destinations for foreign tourists, is a clear sign that it believes it can appeal to all vacationers, not just those on a city break.
The Hotel Indigo Phuket Naithon Beach Resort is slated to open in 2014, offering 120 rooms and 15 villas and classic resort facilities such as an all-day restaurant and bar and swimming pool.
Naithon beach, situated in the eastern shore of Phuket, is known among backpackers as one of the quietest and most unspoiled beaches on the island and an excellent area for diving.
It has already caught the attention of hotel developers, with Accor planning a 2011 opening for the 260-room Pullman Phuket Arcadia Naithon Beach, which will offer multiple restaurants and bars as well as a spa and two pools.
Luxury hotel chain Banyan Tree announced earlier this month that it would also be opening a new Phuket property later this year, under its sister brand Angsana.
The Angsana Laguna Phuket will be created from the current Sheraton Grande, which is set to close in June, with the help of a $30 million refurbishment to transform it into a stylish resort aimed at young, affluent travelers.
When complete, it will offer 384 rooms, a spa, a retail gallery and new features such as a treehouse-inspired kids club and a new rice bar.
Guests will be able to book rooms from July 1, with the property expected to reopen December 1.