Laguna Phuket

What Laguna Phuket does

Laguna Phuket is an integrated destination resort on Bangtao Beach in Phuket, Thailand, operated under the Banyan Tree Group umbrella through the listed entity Laguna Resorts and Hotels PCL. Land was acquired in 1984 and the destination launched in 1994 with the opening of Banyan Tree Phuket; it has since expanded to more than 1,000 acres with a 3 km beachfront, six hotels (Angsana Laguna Phuket, Banyan Tree Phuket, Cassia Phuket, Dusit Thani Laguna Phuket, SAii Laguna Phuket, and HOMM Suites Laguna) totaling over 1,400 rooms, plus branded residences, an 18-hole Laguna Golf Phuket championship course, and supporting F&B, spa, and MICE facilities.

The business generates revenue from a portfolio of interconnected lines: hotel accommodations across multiple price tiers, golf operations, spa and wellness services (including the Banyan Spa & Wellbeing Academy), event hosting and MICE (notably the ACES venue), branded property sales and rentals, dining and entertainment venues, and water sports and activities. Pricing spans promotional entry points around THB 799 (Cassia) to premium packages around THB 25,000, indicating a tiered, mass-to-luxury model rather than a single-segment positioning.

Customer acquisition runs through multiple channels — direct bookings, OTAs, travel agents, MICE sales, residence sales, and event registrations — and is supported by a captive intra-resort shuttle network and a calendar of owned event IP (Laguna Phuket Triathlon, marathon, beach runs, Singha Obstacle Trail Run, HIDOGS Phuket, Sunset Beach Run). The customer base is diversified across international leisure travelers, domestic Thai tourists, sports and endurance participants, corporate/MICE groups, weddings, and residence buyers, with no single dominant segment.

Name

Laguna Phuket

Legal name

Laguna Resorts and Hotels plc

Website

https://lagunaphuket.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Laguna Phuket is an integrated beachfront destination resort in Phuket, Thailand, operating six hotels (1,400+ rooms), an 18-hole golf course, branded residences, and MICE facilities under the Banyan Tree Group, serving leisure, MICE, event, and residential customers.

Ownership category

akta.pro rank

Product category

Integrated Resort Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

akta.pro secondary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Integrated resort hospitality
• Hotel accommodation services
• MICE event venues
• Destination spa wellness
• Branded residence sales

Headquarters

HQ city

Thalang

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Hotel Accommodations: Revenue from six world-class hotels offering rooms, suites, and villas across different brands (Angsana, Banyan Tree, Cassia, Dusit Thani, SAii, HOMM Suites) targeting luxury and premium market segments
2. Golf Operations: Laguna Golf Phuket 18-hole championship golf course generating revenue from green fees, caddy fees, and golf packages
3. Spa and Wellness: Luxury spa services through Banyan Spa & Wellbeing Academy and hotel spas
4. Event Hosting and MICE: Venues including Angsana Convention and Exhibition Space (ACES) hosting corporate events, weddings, and meetings
5. Branded Property Sales and Rentals: Branded residences and property division offering sales and rentals of condos, apartments, and villas for living or investment purposes
6. Dining and Entertainment: Multiple restaurants and dining venues across the destination offering festive events, celebrations, and regular dining services
7. Water Sports and Activities: Water sports activities and recreational experiences available within the integrated destination

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Laguna Phuket operates Asia's first integrated destination resort on 1,000 acres along a 3 km stretch of Bang Tao Beach in Phuket, Thailand, offering accommodations across six branded hotels (Angsana, Banyan Tree, Cassia, Dusit Thani, HOMM Suites, SAii) with 1,400+ rooms, complemented by an 18-hole Laguna Golf Phuket championship course, luxury spas (Banyan Spa & Wellbeing Academy, BDMS Wellness Clinic), MICE venues led by the 1,500 sqm Angsana Convention and Exhibition Space (ACES), branded residences for sale and rental, beach clubs, restaurants, sports events, and complimentary shuttle/boat services connecting the entire destination.

Product overview

Laguna Phuket operates as an integrated resort destination spanning over 1,000 acres with six world-class hotels: Angsana Laguna Phuket (upscale family resort), Banyan Tree Phuket (luxury all-pool-villa resort), Cassia Phuket (contemporary apart-hotel), Dusit Thani Laguna Phuket (luxury beachfront), Homm Suites Laguna (boutique suites), and SAii Laguna Phuket (lifestyle boutique). The destination offers award-winning Laguna Golf Phuket (18-hole course), luxury spas (Banyan Spa & Wellbeing Academy, BDMS Wellness Clinic), diverse dining venues including Rava Beach Club, comprehensive MICE facilities (1,500 sqm ACES convention center), branded residences for sale/rent, and recreational amenities such as Laguna Park, Canal Village shopping, SILK kindergarten, and Lifestyle Weekend Night Market. Sports events include the annual Laguna Phuket Marathon, Triathlon, and Open Water Swim. All hotels are connected via complimentary shuttle bus and boat services, with over 1,400 rooms available.

Differentiator

Problem solved

Functional benefit

Brands

• Angsana: A hospitality brand under Laguna Phuket featuring family-friendly resorts with vibrant pool areas and recreational facilities.
• Banyan Tree
• Cassia
• Dusit Thani
• SAii
• HOMM Suites
• Laguna Golf Phuket
• Laguna Park
• XANA Beach Club
• ACES

Products and services

• Angsana Laguna Phuket Award-winning upscale resort within Laguna Phuket offering family-friendly accommodations with contemporary Asian design, multiple dining options, and access to the destination's shared facilities (golf, spa, beach).
• Banyan Tree Phuket Luxury all-pool-villa resort featuring traditional Thai architecture, world-class spa experiences, and private dining venues including the signature Mekhala dinner cruise; the flagship property launched in 1994 that established Asia's first integrated resort.
• Cassia Phuket Contemporary apart-hotel concept offering stylish suites and lofts with integrated living spaces, targeted at modern travelers seeking flexible accommodation options within Laguna Phuket.
• Dusit Thani Laguna Phuket Luxury beachfront resort blending Thai hospitality with modern amenities, featuring Mediterranean-inspired dining at Casuarina Beach and La Trattoria.
• HOMM Suites Laguna Boutique suite accommodations offering comfortable living spaces designed for extended stays and families within the integrated resort destination.
• SAii Laguna Phuket Lifestyle boutique hotel offering personalized experiences with distinctive dining venues including Mr. Tomyam and Miss Olive Oyl, emphasizing local culture and creative concepts.
• Laguna Golf Phuket Award-winning 18-hole championship golf course set within the integrated destination, part of Asia's first fully integrated resort. Features Stay & Play packages with nearby hotels.
• Angsana Convention and Exhibition Space (ACES) 1,500 sqm indoor event space functioning as the largest MICE facility in Phuket, serving conferences, weddings, corporate events and exhibitions with AV capabilities.
• BDMS Wellness Clinic Laguna Phuket Health and wellness clinic offering medical and preventive health services within the integrated destination, operated in partnership with BDMS.
• Banyan Spa & Wellbeing Academy Spa and wellbeing training academy offering spa and wellbeing express classes, part of the wellness ecosystem within Laguna Phuket.
• Rava Beach Club Beachfront entertainment venue at Banyan Tree Phuket featuring live music, international DJ performances, and festive dining events including Christmas Eve celebrations.
• Laguna Phuket Marathon Annual international marathon event held at the destination, attracting runners worldwide and offering various race distances.
• Laguna Phuket Triathlon Southeast Asia's longest-running triathlon event featuring Olympic-distance and sprint-distance races, consistently ranked among the world's top triathlons (Top 5 globally by Let's Do This UK, Top 10 by Runner's World UK, Top 8 by 220 Triathlon Magazine UK).
• Open Water Swim Aquatic sports event featuring open water swimming competitions within the destination's lagoon and beach settings.
• Laguna Park Family-friendly outdoor recreational area within the destination featuring the TRANsLUCent landscape art installation celebrating Southern Thai culture.
• Canal Village Shopping Shopping destination within the integrated resort offering retail outlets and lifestyle products to guests and residents.
• SILK Laguna Phuket Kindergarten International kindergarten providing early childhood education for children of residents and guests within the destination, with enrichment programs for children's development.
• Lifestyle Weekend Night Market Weekly weekend night market at Laguna Grove offering street food, local products, arts, crafts, and entertainment.
• Branded Residences & Property Division Sales and rental services for branded apartments, condos, and villas within the integrated destination, including Angsana Residences, Banyan Tree Residences, Garrya Residences, Laguna Residences, and Skypark properties for living or investment.
• MICE & Venues Meeting, incentive, conference, and exhibition services featuring multiple venue options including beachfront spaces, gardens, and the 1,500 sqm ACES convention facility for corporate events and weddings.
• Weddings Destination wedding planning services offering tropical beachfront venues, customizable celebrations, and comprehensive event coordination across the six hotels and dedicated event spaces.
• Water Sports Activities Water sports offerings including kayaking, paddleboarding, jet skiing, and boat excursions available within the lagoon and Andaman Sea.
• Complimentary Shuttle Services Free shuttle bus and boat services connecting all hotels, facilities, and venues throughout the integrated destination for guest convenience.

Quantifiable outcome

• Ranked 5th in '10 Best Triathlons in the World' by Let's Do This UK
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core, flagship and minor.

• Thalang DistrictcoreGTM or Marketing Partner · 1 April 2026Collaboration with Thalang District to successfully stage the inaugural 'Laguna Phuket Sunset Beach Run 2026' along Bang Tao Beach.
• SinghacoreGTM or Marketing Partner · 2 May 2020Title sponsor for Singha Obstacle Trail Run presented by Laguna Phuket, marking Singha's first beach obstacle trail event as part of Singha Obstacle Trail Series 2020.
• Banyan Tree GroupflagshipStrategic or Co-development PartnerParent company and parent brand. Banyan Tree Group is the owner and operator of Laguna Phuket, Asia's first integrated resort destination. KP Ho is the Founder and Executive Chairman. The group provides brand equity, operational expertise, and development capabilities.
• Bureau VeritascoreTechnology or IntegrationPartnership to co-develop proprietary SafeSanctuary Programme label and certification system with over 40 new protocols of assurance and wellbeing standards.
• EarthCheckcoreTechnology or IntegrationPartnership through Banyan Tree Group as part of EarthCheck's Global Health and Hygiene Taskforce developing health and hygiene compliance tools.
• Angsana HotelsflagshipStrategic or Co-development PartnerAngsana Laguna Phuket operates as part of the integrated destination, offering family-friendly resort experiences.
• Banyan Tree HotelsflagshipStrategic or Co-development PartnerBanyan Tree Phuket, the flagship resort of the destination, offers luxury pool villas and wellness experiences.
• Dusit Thani Laguna PhuketcoreStrategic or Co-development PartnerDusit Thani brand operating within the integrated destination, offering Thai-inspired hospitality.
• SAii ResortscoreStrategic or Co-development PartnerSAii Laguna Phuket operates as a distinctive lifestyle brand within the integrated destination.
• HOMM HotelsminorStrategic or Co-development PartnerHOMM Suites Laguna operates within the integrated destination.
• Central Pattana Public Company Limited (CPN)coreGTM or Marketing PartnerCollaboration for Siam Sinfonietta Live at Central Phuket Floresta event and joint marketing activities.
• Bangkok Hospital PhuketcoreStrategic or Co-development PartnerPartnership to launch first hotel-based PCR test centre for Phuket Sandbox arrivals, enabling convenient COVID testing for guests.
• Works.comminorGTM or Marketing PartnerPresenting sponsor for Laguna Phuket Soundwave music concerts featuring Thai music artists.
• Phuket Hotels AssociationcoreStrategic or Co-development PartnerPartnership with Phuket Hotels Association for sustainable tourism initiatives including PHIST (Phuket Hotels for Islands Sustaining Tourism) events.
• GreenviewcoreStrategic or Co-development PartnerCo-organizer of PHIST sustainable tourism conference alongside Phuket Hotels Association and C9 Hotelworks.
• C9 HotelworkscoreStrategic or Co-development PartnerCo-organizer of PHIST sustainable tourism conference and industry research partner.
• Asian Development Bank (ADB)coreStrategic or Co-development PartnerPartnership through Banyan Tree Group contributing to common approach for health-focused travel policies for tourism rebound.
• Tourism Authority of Thailand (TAT)coreGTM or Marketing PartnerGovernment tourism body providing SHA Plus certification and promotional support for Phuket Sandbox initiative.
• Bernhard and CompanycoreTechnology or IntegrationPartnership for advanced golf course machinery installation at Laguna Golf Phuket to enhance turf excellence.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Centara Grand Mirage Beach Resort Pattaya: A comparable Thai integrated beachfront resort with multi-brand hotel and water park offerings under the Centara umbrella. Directly comparable on integrated full-service resort model, Thai geography, and family/luxury segment overlap.
• Club Med: Global leader in premium all-inclusive integrated resorts with multi-activity programming, sports events, and family/MICE focus. Closely comparable to Laguna Phuket's event-driven, sports-anchored integrated destination model.
• JW Marriott Phuket Resort & Spa: Direct Phuket competitor operating a large luxury resort on Mai Khao Beach with comparable MICE, spa, and wellness facilities. Comparable on Thai beachfront luxury positioning and corporate/MICE segment.
• Hilton Phuket / Accor Phuket integrated resorts: Major global hotel operators with large Phuket properties (DoubleTree by Hilton Phuket Banthai Resort, Mövenpick, etc.) competing for MICE, leisure, and event segments. Comparable on Phuket geography and full-service resort positioning.

Regional players

• Sentosa Island Resorts (Resorts World Sentosa): Singapore-based integrated destination with multiple hotels, MICE, attractions, and beachfront recreation on a single island. Comparable integrated destination model but serves Singapore's market rather than Phuket's.

Broad incumbents

• Banyan Tree Holdings (Parent Company): Parent and operator of Laguna Phuket; SGX-listed global hospitality group with multiple integrated resorts across Asia, the Middle East, and Africa. Comparable on resort operations and luxury hospitality but operates at group level with broader diversification.
• Atlantis The Palm, Dubai: Iconic integrated beachfront resort destination combining luxury hotel, water park, aquarium, dining, and events on a single site. Comparable on integrated mega-resort destination model though serving Dubai's Middle East market.
• Minor Hotels (Anantara, Avani, NH): Thai-based global hospitality group with luxury and upscale resorts in Phuket (Anantara Layan, Avani+) and beyond. Comparable Thai operator with multi-brand strategy and MICE/event focus overlapping Laguna's profile.

Emerging players

• Soneva Resorts: Luxury integrated resort operator (Soneva Kiri, Soneva Jani) with strong wellness, sustainability, and villa-based positioning. Comparable on luxury wellness integrated resort niche though focused on Maldives/Thailand ultra-luxury tier.
• Aman Resorts: Ultra-luxury integrated resort group with multiple Asian properties (Amanoi Vietnam, Amantaka Laos). Comparable on luxury wellness, villa, and destination-resort model though smaller scale and ultra-premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/LagunaPhuket
• YouTubeyoutube.com/user/LagunaPhuket
• Facebookfacebook.com/LagunaPhuketThailand
• LinkedInlinkedin.com/company/lagunaphuket
• Instagraminstagram.com/laguna.phuket

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Laguna Phuket