SALA offers intimate and luxurious accommodations

Sala, a Thai word that means a place of rest, is in essence what SALA Hospitality Group provides to anyone who sets foot in its intimate and luxurious accommodations located in some of Thailand's most popular travel destinations. The home-grown hospitality firm has established an independent chain of hotels known for its pool villas and suites operating under the trademarks SALA Resorts & Spas and sala boutique. Barely a decade old, SALA has become a trusted brand offering first-class yet affordable guest services.

"We aim to deliver a top-quality product at a reasonable value," says Anthony van Sleeuwen, cluster general manager for sala boutique properties.

A strong domestic following and an increasing Asian and European clientele have propelled SALA's latest expansion - two riverside retreats, sala lanna Chiang Mai and sala rattanakosin Bangkok, which opened in April. In operation for a few months, sala rattanakosin Bangkok has been featured in Conde Nast Traveler's "Room with a View" for its iconic vista of Wat Arun (Temple of Dawn).

To complete SALA's kingdom boutique properties, sala ayutthaya, located along the banks of the Chao Phraya River, will be unveiled next year. Indulging guests with resort-like amenities and experiences, sala boutique hotels are oases within cities. The firm's initial boutique project, sala khaoyai, is a private mountain retreat in Khao Yai.

SALA is slated to open its flagship property, SALA Chaweng, in early 2015, which will operate under the SALA Resorts & Spas brand. SALA Samui and SALA Phuket are the firm's first luxury spa hotels, featuring abundant private space and a serene atmosphere for relaxing beach holidays.

"We infuse Thai culture and hospitality in all our properties and provide a personal and intuitive service to our guests," van Sleeuwen says. "We aim to bring SALA's concept of affordable luxury to neighbouring markets in the near future."