SINGAPORE (EDGEPROP) - Banyan Tree Group has launched HOMM, its latest concept within the group, in Phuket, Thailand.

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HOMM Bliss Southbeach Patong is a 71-room contemporary beachfront property in the country, and will serve as the brand’s first location.

The brand is one of five new brands within the hospitality group, targeted for families, couples and business executives alike, at an affordable price, says the group.

The resort is located on the quiet, southern end of Patong Bay, with unblocked views of the Andaman Sea along 2.4 km of white sand beaches.

The newly refurbished guest rooms boast contemporary beach-inspired accommodation bathed in natural light, with 39 rooms featuring sea-facing private balconies and terraces or ground-floor plunge pools.

“With the introduction of our HOMM brand, we strive to provide guests with true ‘sense of home’ comforts [that sets a base] for new experiences and adventures, while simultaneously supporting the local community,” says Chatchaya Jearranai (May) , hotel manager of HOMM Bliss Southbeach Patong.