In this exclusive conversation led by Alexander Chetchikov, President of the World Luxury Chamber of Commerce, we celebrate Ammatara Pura for its prestigious recognition as Best Luxury Villa Resort in Thailand by Luxury Lifestyle Awards. Representing a sanctuary of regal Thai design and bespoke service, Ammatara Pura Pool Villas continues to redefine what it means to live in true opulence on the island of Koh Samui. General Manager Steve Jones joins us to share insights on luxury, innovation, and creating unforgettable guest experiences.

Alexander Chetchikov: Congratulations on your win at the Luxury Lifestyle Awards. What does this recognition mean to you and your team at Ammatara Pura Pool Villas?

Steve Jones: It is a truly worthwhile reward and recognition for the efforts of our whole team, a relished achievement to add to our previous awards over the years. This award holds tremendous significance for us because it validates the dedication, passion, and genuine warmth that our staff bring to work every single day. At Ammatara Pura, we are a small but deeply committed team, and every person from housekeeping to front office to the culinary department plays an essential role in creating the atmosphere our guests appreciate so much. Receiving this recognition reinforces that our collective approach resonates with travelers from around the world. It also inspires us to continue elevating the guest experience while staying true to our identity as a boutique, heartfelt resort.

AC: Luxury often lies in the details. How do you define luxury at Ammatara Pura Pool Villas, and how do you ensure that definition translates into every guest experience?

SJ: A unique and heartfelt experience, in our daily efforts by all our staff, to welcome and ensure all our guests visits are a very memorable, special vacation memory, with many of our guests returning year after year. For us, luxury is not simply reflected in the physical environment, although our villas and architectural style are undeniably impressive. It is equally rooted in emotional connection and thoughtful hospitality. We believe that true luxury is created through genuine warmth, generosity, and attention to detail. Every carefully arranged welcome towel, every meaningful interaction, and every personalized gesture adds to a stay that feels intimate rather than transactional. Many of our guests describe their time with us as feeling like they are returning home, and that, for us, is the highest expression of luxury. Their loyalty and repeat visits demonstrate that this human-centered philosophy truly leaves a lasting impression.

AC: Your villas are celebrated for their exquisite Thai palace-inspired architecture. What was the vision behind this distinctive aesthetic, and how does it shape the guest experience at Ammatara Pura Pool Villas?

SJ: We wish to showcase an authentic Thai experience, celebrating the traditions, architectural history, warmth and hospitality of years ago. Our design philosophy is shaped by a deep respect for Thailand’s cultural heritage. The property incorporates intricate craftsmanship, historical motifs, and the graceful grandeur associated with traditional Thai palaces. This immersive environment immediately creates a sense of place for our guests. They are not simply visiting Thailand, but experiencing a living reflection of its history, beauty, and spirit. The architecture encourages moments of serenity and appreciation, setting a tone of elegance and reverence throughout their stay.

AC: How does Ammatara Pura balance traditional elegance with modern expectations of comfort and technology?

SJ: Along with furnishings and décor echoing times of a bygone era, we also incorporate modern conveniences in our pool villas, such as a fully fitted kitchen, including an induction stove, microwave, coffee machine, and a washing machine, as well as speedy Wi-Fi, absolutely necessary in today’s society. While our aesthetic strongly honors traditional Thai design, we recognize that modern travelers expect contemporary comfort and seamless convenience. Every villa offers practical features designed to make guests feel entirely at ease. Whether guests wish to prepare a meal, enjoy a fresh coffee in their private pool pavilion, or work remotely, they have everything they need. This thoughtful blend of historical charm and modern amenities ensures that the elegance of the past is never compromised by the requirements of the present.

AC: From a management perspective, what are the biggest challenges and rewards of operating a boutique luxury resort with just 18 villas?

SJ: Drawing on previous employment at hotels in Denmark, Germany and Norway, my motivation and drive is also inspired by courteous interaction with our esteemed guests during their stay, learning from their suggestions and feedback, also sharing ideas, to further improve our standards. Managing a boutique property requires hands-on involvement and attention to the finer details. The challenge lies in ensuring that each of our eighteen villas consistently feels like a private sanctuary while maintaining the highest level of service. However, the rewards are immense. Our intimate size allows me to connect personally with guests, understand their preferences, and gain insights that help us grow. My international experience has taught me the importance of cultural awareness, professionalism, and sincere engagement. Implementing these principles in a setting as personal as ours makes the work incredibly fulfilling.

AC: The hospitality industry in Thailand is highly competitive. How do you ensure Ammatara Pura remains a leader in this market?

SJ: We continue to strive to develop, to remain committed and adapt to guests’ expectations, going above and beyond, to provide a unique, bespoke boutique property with a professional, sincere, charismatic and unforgettable guest experience. Remaining competitive requires ongoing dedication and a willingness to evolve. We refine our offerings regularly, guided by guest feedback and international trends, while also staying firmly rooted in the qualities that make our resort special. Our focus is on thoughtful, personalized service that feels sincere and attentive without being intrusive. Travelers are increasingly drawn to properties with strong identities and meaningful character, and our commitment to authenticity is one of the reasons guests continue to choose us.

AC: Looking ahead, what can guests expect from Ammatara Pura in the coming years?

SJ: We are constantly evolving with the commercial travel industry climate, however, we are still retaining a niche, charming royal ambience and atmosphere, with stunning and distinctive traditional Thai architecture. This is a point often mentioned by our guests, who deliberately avoid booking a melancholy and somewhat generic, modern, blandly formulated style hotel, synonymous with well-known hospitality brands or large hotel chains…. In the coming years, guests can expect us to continue enhancing the elements that define Ammatara Pura. We will introduce thoughtful updates and experiences that suit the evolving travel landscape, yet we remain fully committed to preserving the traditional Thai charm and regal ambience that set us apart. Many travelers express a desire to escape generic, impersonal hotel environments, and our resort offers a distinct alternative. We will continue to honor this identity by providing an experience that is immersive, culturally rich, and unforgettable.

Thank you, Steve, it’s been a pleasure exploring the world of luxury through your lens. Thank you for sharing your insights and for continuing to set new standards for excellence in Thai hospitality.

For more information or to book your stay, visit www.ammatarapura.com.