Cassia Phuket

What Cassia Phuket does

Cassia Phuket is a beachfront serviced apartment hotel located within the Laguna Phuket integrated resort destination in Talang, Phuket, Thailand. It operates as a brand property of Banyan Tree Hotels & Resorts Pte Ltd, a subsidiary of publicly listed Banyan Tree Holdings Limited (SGX: B58), with corporate headquarters in Singapore. The property offers suite and loft-style accommodations ranging from studio to two-bedroom configurations, all featuring fully equipped kitchens, separate living and sleeping areas, and balconies with lagoon, pool, or sea views. It distinguishes itself as the first and only pet-friendly hotel in Phuket, providing dedicated in-room pet amenities and outdoor play zones.

The business generates revenue across four primary streams: accommodation (nightly stays and long-term monthly rentals at 35,000-60,000+ THB), food and beverage (Vista Restaurant, Open Kitchen farm-to-table, Market23 24/7 grab-and-go), spa and wellness (Banyan Tree Spa, Cassia FIT with Thai boxing and yoga), and events/meetings. The technology stack is operational rather than AI-driven, consisting of the Synxis reservation platform integrated with Banyan Group's property management system and a WhatsApp-based digital concierge for guest communication. No proprietary AI/ML capabilities, APIs, or mobile applications are disclosed.

Go-to-market combines direct-to-consumer booking through cassia.com with distribution through Accor's ALL loyalty program, other online travel agencies (Booking.com), and Banyan Group's regional sales offices spanning Asia-Pacific, Europe, and North America. Primary customer segments are family travelers, digital nomads and long-stay visitors, couples, corporate/MICE groups, and pet-owning travelers. Pricing includes Best Available Rate, Advance Purchase (up to 20% off, non-refundable), Sharing Time family packages, and monthly long-term rental tiers, with all rates subject to Thai service charge and government taxes.

Name

Cassia Phuket

Legal name

Banyan Tree Hotels & Resorts Pte Ltd

Website

https://cassia.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Cassia Phuket is a beachfront serviced apartment hotel within Laguna Phuket, Thailand, operated under Banyan Group, offering suite-style accommodations with kitchens, on-site dining, wellness facilities, and pet-friendly amenities to families, digital nomads, couples, and event travelers.

Ownership category

akta.pro rank

Product category

Serviced Apartment Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), All Other Traveler Accommodation (721199)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Beachfront & Coastal Full-Service Hotels (THAGAAAI)

Keywords

• Serviced apartment hotels
• Beachfront hotel rentals
• Extended stay accommodations
• Pet-friendly hotel
• Resort dining services

Headquarters

HQ city

Talang, Phuket

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Accommodation Revenue: Room revenue from serviced apartments and loft-style suites with fully equipped kitchens. Offers multiple room types from Studio to Two-Bedroom configurations with lagoon, pool, or sea views.
2. Food and Beverage: On-site dining through Vista Restaurant, Open Kitchen, and Market23 grab-and-go. Destination dining experiences including Mookata BBQ and themed evenings.
3. Spa and Wellness: Banyan Tree Spa facilities and wellness activities including Thai boxing and yoga classes at Cassia FIT gym.
4. Long-term Rental Living: Extended stay accommodations for digital nomads and long-term visitors with flexible rental terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cassia Phuket is a beachfront serviced apartment hotel in Talang, Phuket, operating within the Laguna Phuket integrated resort destination. The property rents suite and loft-style accommodations (studio to two-bedroom configurations) with fully equipped kitchens, separate living areas, and balconies overlooking the lagoon, pool, or sea. On-site amenities include multiple dining outlets (Vista Restaurant, Open Kitchen, Market23 grab-and-go), Banyan Tree Spa, fitness facilities, meeting spaces, and dedicated pet amenities.

Product overview

Cassia Phuket is a beachfront serviced apartment hotel brand under Banyan Group, offering suite and loft-style accommodations with fully equipped kitchens, separate living areas, and balconies. The property integrates accommodations with on-site dining (Vista Restaurant, Open Kitchen, Market23), Banyan Tree Spa, Cassia FIT wellness facilities, meeting and event spaces, and family-friendly amenities. The hotel operates as part of Laguna Phuket integrated resort destination, providing access to Bang Tao Beach, lagoon areas, and shuttle transportation to surrounding attractions. The property is notable as the first and only pet-friendly hotel in Phuket, offering dedicated pet amenities and outdoor play zones. Booking is handled through the Synxis platform integrated with Accor Live Limitless (ALL) loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• One Bedroom Suite Studio-style suite with separate bedroom, living room, dining area, and fully equipped kitchen with garden or courtyard views from a private balcony. Designed for couples or small families seeking apartment-style hotel living.
• One Bedroom Loft Loft-style unit with high ceiling windows and garden or courtyard views, offering a cozy home-like atmosphere with a separate bedroom and fully equipped kitchen.
• One Bedroom Suite Water One-bedroom suite with pool, lagoon, or sea views, featuring a separate bedroom, living area, dining area, and fully equipped kitchen.
• One Bedroom Loft Water Loft unit with pool, lagoon, or sea views from a private balcony, with separate bedroom, spacious living area, and fully equipped kitchen.
• Two Bedroom Suite Spacious suite with two separate bedrooms, cozy living room, large balcony with garden or courtyard view, fully equipped kitchen, and two bathrooms.
• Two Bedroom Suite Water Two-bedroom suite with water views, stylish design, well-equipped kitchen, and comfortable amenities suited for families or group travelers.
• Two Bedroom Loft Water Two-bedroom loft with pool, lagoon, or Andaman Sea views from a private balcony, designed for guests seeking stylish accommodation.
• Vista Restaurant On-site open-air restaurant featuring a Container Kitchen, Mookata BBQ evenings, and themed dining nights for hotel guests and visitors.
• Open Kitchen Farm-to-table restaurant serving fresh Thai cuisine, offering family Thai cooking classes overlooking the lotus lagoon.
• Market23 24/7 grab-and-go cafe and grocery store providing fresh essentials and convenient food and beverage options for guests.
• Banyan Tree Spa On-site spa facility offering wellness treatments and spa services for hotel guests and outside visitors.
• Meetings and Events Meeting and event spaces suitable for corporate offsites, team training, and leadership retreats within the hotel property.
• Holiday with Pets Pet-friendly hotel service with full in-room pet amenities including memory foam pet bed, pet toilet, and air purifier, plus outdoor play zones. Positioned as the first and only pet-friendly hotel in Phuket.
• Long-Term Rental Living Flexible long-term serviced apartment rentals within Laguna Phuket complex, with monthly rates ranging from 35,000-60,000+ THB including Wi-Fi, utilities, and amenities. Targeted at digital nomads and extended-stay visitors.

Quantifiable outcome

• First and only pet-friendly hotel in Phuket
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Accor (Accor Live Limitless / ALL)coreGTM or Marketing PartnerStrategic partnership enabling guests to earn and redeem Accor Live Limitless (ALL) loyalty points when booking Banyan Group properties including Cassia. Provides access to Accor's global distribution network and millions of loyalty program members.
• withBanyancoreGTM or Marketing PartnerExperiential membership program under Banyan Group that provides exclusive member rates, invites to new destinations, and access to unique Banyan experiences across the portfolio.
• Banyan Global Foundation (Rewilding Banyan)minorStrategic or Co-development PartnerStarting November 2024, Cassia donates USD $1 for every direct booking to support 'Rewilding Banyan,' an initiative dedicated to restoring natural habitats and enhancing biodiversity through pocket forests.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Anantara Phuket: Resort hotel in the Phuket area operated by Minor International, offering comparable family-friendly amenities, multiple dining outlets, and event spaces. Competes for the same leisure and MICE travelers.
• Dusit Thani Laguna Phuket: Beachfront full-service hotel also located within Laguna Phuket, directly competing for the same family and leisure segment. Comparable resort amenities (multiple dining outlets, pool, beach access) and similar target customer base.
• Angsana Laguna Phuket: Sister brand within Banyan Group, also located within the Laguna Phuket integrated resort. Comparable serviced-resort positioning targeting leisure and family travelers in Phuket, with overlapping guest ecosystem and shared amenities.
• Banyan Tree Phuket: Flagship luxury resort within Banyan Group, situated in the same Laguna Phuket complex. Comparable resort hotel operating model in the same destination, sharing distribution, marketing, and loyalty infrastructure with Cassia.
• Outrigger Laguna Phuket Beach Resort: Beachfront resort inside the Laguna Phuket destination competing directly with Cassia for family and leisure guests. Similar full-service amenities and resort positioning targeting international leisure travelers.
• Avani+ Phuket: Midscale-to-upscale apartment-style hotel brand in Phuket with similar serviced-apartment concept, targeting modern lifestyle and family travelers. Comparable product format and price tier to Cassia Phuket.
• Citadines Connected Phuket: Serviced apartment product in Phuket operated by The Ascott Limited, offering studio and multi-bedroom units with kitchenettes. Directly comparable apartment-hotel model targeting long-stay and family travelers in the same market.
• X2 Vibe Phuket Bangtao: Design-led apartment-style hotel located near Bangtao/Laguna, the same micro-market as Cassia Phuket. Comparable modern, lifestyle positioning with kitchenette-equipped rooms targeting families and long-stay guests.

Broad incumbents

• Ascott Limited (The Ascott Limited): Asia's largest serviced residence operator with multiple brands (Citadines, Somerset, Ascott) including properties in Phuket. Broader incumbent in the apartment-hotel category with greater geographic scale and a mature loyalty program.
• Accor (Accor Live Limitless portfolio): Global hospitality group and Banyan Group's strategic loyalty/distribution partner. Operates competing midscale and upscale brands (Novotel, ibis, Mövenpick, Pullman) in Phuket and SE Asia, with overlapping distribution reach to Cassia's target guests.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cassiaphuket

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cassia Phuket