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Building a New Brand, Anantara
By: Michael Sagild
Suddenly, travelling to far-flung places has become an indulgence shared by millions. As a traveller myself, I was finding it harder and harder to find truly exotic vacation destinations, places that didn't feel like they could be anywhere in the world.
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I'm like everyone else - I need to be in top form at all times and when I am ready to relax and enjoy myself, I want my needs not just to be met, but to be anticipated. I want to be in luxurious surroundings worlds away from the pressures of an everyday executive's life.
When I am away I look for options - the first being to do nothing and while away the day beside the pool or on the beach! If I have energy to burn, I may want to go scuba diving, snorkelling, fishing, or kayaking. Hungry? It would be ideal just to pop into a restaurant or perhaps opt for an exotic island picnic. But where would I find all this?
As it happens - and I can hardly believe it - I am now in charge of Anantara, a brand of resorts that gives me, honestly, just what I want! Named after the Sanskrit word for "borderless water", Anantara is all about the excitement of discovery, experiencing an uncharted destination without sacrificing comfort. The Anantara Resorts in Thailand, for instance, are in the Golden Triangle, Hua Hin and Koh Samui. They are designed by Bill Bensley and reflect the indigenous and individual culture of the location - and like all the Anantara Resorts they offer quality unobtrusive service and spa pampering.
Anantara also specialises in adventure activities unique to the destination. At Anantara Golden Triangle - set in the heart of northern Thailand's hill-tribe country where Laos, Myanmar and Thailand converge - you can take the Mahout training course (Elephant care-giver) at the Elephant Camp, which houses rescued elephants from city streets. At Anantara Resort Maldives, set on a pristine five-acre island in the South Male Atoll, the over-water villas have clear-glass floor panels in the bathrooms, offering a window on to the marine life of the Indian Ocean (and, another wow factor, the iPods are stocked with tunes for every mood and musical taste!). You can take lessons in Indian, Italian or Thai cuisine, and dine à deux in
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the wine cellar, or savour Indian mud therapy in the Anantara spa while gazing at the marine life below.
With three thriving resorts in Thailand and one in the Maldives, Anantara continues along the threshold of even greater expansion. Currently, we are eagerly anticipating the debut of several new resorts in Asia and the Middle East.
As we continue to grow, we will maintain our primary intent: to provide the sophisticated traveller with a destination experience that offers a unique, indigenous setting with integrated wellness, comfort and all wrapped in the local flavour!
THE AUTHORMichael Sagild is Chief Operating Officer of Minor International, based in Bangkok. Born in Copenhagen, he and his family have lived extensively throughout Asia as his career has progressed with Hyatt Hotels and, most recently, as Managing Director - Asia Pacific, Le Meridien Hotels and Resorts. www.anantara.com.
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