Azure Rich Group (ARG) is set to redefine tourism development with the launch of its first-phase project, introducing nearly 1,000 keys across Jomtien-Pattaya and Bangtao-Phuket. This groundbreaking hospitality venture will feature state-of-the-art resort residences, integrating AI, robotics, fintech, and sustainability, alongside Thailand’s largest saltwater lagoon pool.
Initially scheduled for completion in late 2024, ARG has extended the Nebu Resort Residences timeline to enhance its technological and design innovations. The seven-hotel chain is positioned to set new benchmarks in luxury, connectivity, and guest experience.
Construction of the first and second hotels is well underway, while the third hotel is set to commence within two months at Jomtien, alongside 40% of the man-made lagoon, featuring two themed islands—one dedicated to well-being and creativity, and the other a water park attraction, making Jomtien’s initial phase a major operational milestone.
ARG’s international development team includes experts from the U.S., U.K., Switzerland, Singapore, Australia, New Zealand, and Thailand. Bryan Priestley, a founding partner of ARG, praised the team’s exceptional innovation and expertise, attributing the project’s success to their global talent and vision.
Dr. Supareak Charlie Chomchan, co-founder of ARG, highlighted the project’s commitment to holistic sustainability, spanning economic, social, community, design, health, technology, and environmental imperatives. The first phase will focus on 4-star resort residences, while a 5-star phase will introduce advanced room automation, immersive digital experiences, and seamless resort-wide connectivity.
ARG’s innovative fintech approach has already attracted investors from over 25 countries, offering returns before project completion through new financial models that prioritise commercial sustainability.
The group’s technology subsidiary, Pratu, is spearheading cutting-edge fintech and digital interface solutions set to launch in 2025. Joshua Priestley, Pratu’s millennial COO, noted that these innovations will revolutionise digital interactions, seamlessly merging traditional hospitality with next-generation technology.
As Thailand cements its status as a premier tourism and investment hub, ARG’s visionary developments are set to lead the next era of hospitality and resort living.
