The pristine shores of Kata Beach in Phuket are set to welcome a transformative addition to Thailand’s luxury hospitality scene: EQ Phuket. Scheduled to open in 2028, this ambitious project represents the culmination of a groundbreaking partnership between Malaysia’s Equatorial Group and Thailand’s ONYX Hospitality Group.  

This collaboration unites Equatorial’s award-winning EQ brand, which has redefined hospitality in Malaysia with its flagship EQ Kuala Lumpur, with ONYX’s portfolio of renowned properties, including Amari, Shama, and Oriental Residence, in a joint effort to redefine the region’s luxury offerings.  

Announced during a signing ceremony on November 18, 2024, the strategic joint venture heralds a new chapter for both companies. For Equatorial Group, it marks the first international expansion of its EQ brand. As the Group’s CEO Donald Lim explains, “The introduction of our EQ brand at the uppermost tier has redefined Malaysian hospitality, and we’re thrilled to expand this vision to Phuket alongside ONYX. Our partnership is a perfect blend of strengths, promising to create a truly outstanding property.” 

For ONYX Hospitality Group, the partnership underscores its commitment to growth and innovation in the competitive Southeast Asian market. “EQ Phuket will set a new benchmark in luxury hospitality, blending ONYX’s expertise with Equatorial’s design and guest experience acumen,” said CEO Yuthachai Charanachitta. “Its unique location and exceptional amenities will make it a destination of choice for discerning travelers.” 

Set against the backdrop of one of Phuket’s most iconic beaches, EQ Phuket will occupy a prime location in the popular Thai province. The property is designed to offer an extraordinary combination of tranquil hilltop serenity and vibrant beachfront activity. With 180 spacious units catering to regional and international travelers, the resort promises to be a haven of luxury that combines contemporary design, cultural inspiration, and cutting-edge hospitality. 

The architectural vision for EQ Phuket embraces the natural landscape, ensuring that mature trees are preserved and dedicating 50% of the site to lush greenery. The design not only enhances the resort’s aesthetic appeal but also underscores its commitment to sustainability. Guests can expect a seamless blend of modern luxury and environmental mindfulness, with “energy-efficient design, water conservation measures, and waste reduction initiatives” playing a central role in its construction. 

Inside the resort, every detail will be carefully curated to deliver an exceptional guest experience. From exquisite dining options to world-class amenities such as a state-of-the-art spa and infinity pools, EQ Phuket will deliver a level of sophistication and indulgence that reflects the shared ethos of both hospitality groups.  

Phuket was a natural choice for this collaboration, given its global reputation as a premier tourist destination. Lim noted that its breathtaking beaches, vibrant culture, and thriving hospitality industry offer the perfect stage for Equatorial and ONYX to bring their shared vision to life. Charanachitta added, “By choosing Phuket, we can tap into a large and growing market of luxury travelers. EQ Phuket will offer a unique blend of luxury, sustainability, and personalised service, setting it apart from other resorts in the region.” 

Although EQ Phuket is the immediate focus, both companies see this venture as the beginning of a broader relationship. The success of this project could pave the way for future collaborations, potentially bringing their shared vision of world-class hospitality to other iconic destinations in Asia and beyond. 

When asked what he’s looking forward to most about this project, Lim shares: “I am excited about the potential of EQ Phuket to redefine luxury hospitality. We aim to create a timeless and iconic resort that will be remembered for its exceptional design, service, and sustainability.” 

Combining architectural excellence, vibrant beachfront amenities, and a steadfast commitment to sustainability, EQ Phuket is poised to become a destination that defines the future of luxury travel.  

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Featured image: Kata Beach / Shutterstock