Keemala is a visionary Phuket resort that offers imaginative design, rainforest surroundings, and a wellness-centered philosophy to create a sanctuary for rest, reflection, and exploration.

Its iconic accommodations, from Clay Pool Cottages to striking Bird’s Nest Pool Villas, draw travelers seeking meaningful, immersive experiences rooted in nature and comfort. Complemented by personalized service, a nature-led wellness approach, and a strong storytelling identity, Keemala has earned global recognition, including a place among Luxury Lifestyle Awards’ TOP 100 Hotels & Resorts of the World 2025.

Born and raised in Phuket, Ms. Samornpun Somnam brings an authentic connection to her home island that continues to shape her leadership. Guided by strong family values and gratitude for the generations before her, she blends upbringing, education, creativity, and heartfelt ties to Phuket into her work.

Today, she plays a key role in leading both The Kee Resort & Spa and Keemala, infusing innovation, cultural insight, and emotional intelligence into every guest experience.

Guiding the conversation is Alexander Chetchikov, President of the World Luxury Chamber of Commerce and long-time head of the Luxury Lifestyle Awards.

Alexander Chetchikov: Congratulations, Ms. Somnam, for securing a spot in our TOP 100 Hotels & Resorts for 2025! Keemala is known for its distinctive architectural storytelling. Why did you feel it was important to weave cultural narratives into the design?

SS: Thank you so much. Keemala was born from my family’s wish to create a place that truly reflects the heart of Phuket, not only the beaches people know, but also the culture, spirituality, and nature we grew up with. Being born and raised here, I’ve always felt deeply connected to the island and its stories. That’s why Keemala became a sanctuary where guests can feel the true spirit of Phuket, embraced by nature, and experience wellness in a way that feels gentle, genuine, and inspired by the forest around us.

AC: How do your family values and belief in gratitude shape the way you lead and make decisions within the resort?

SS: Gratitude is at the heart of everything we do. As a family-run property, we believe deeply in humility, respect, and caring for people. These values guide my leadership from empowering our team to listening to guests with sincerity. When decisions come from gratitude, they naturally support kindness, quality, and long-term sustainability.

AC: What personal philosophy or guiding principle has had the greatest impact on your leadership journey within the hospitality industry?

SS: I live by the principle of “creating meaningful impact.” Whether for guests, colleagues, or the community, I believe hospitality should uplift people. When we lead with intention and authenticity, we create experiences that stay in people’s hearts long after they leave.

AC: Wellness plays a significant role in Keemala’s identity. How do you approach developing wellness programs that feel both contemporary and connected to the local environment?

SS: We focus on blending ancient wisdom with modern techniques. Our programs draw from Thai healing traditions, mindfulness practices, and nature-based therapies, while also integrating contemporary wellness approaches. The goal is to create experiences that feel grounded in Phuket’s natural rhythm yet relevant to the needs of today’s travelers.

AC: Many guests praise Keemala for its sense of privacy and tranquility. What strategies help maintain that atmosphere as the resort continues to grow in popularity?

SS: We design every element from villa layouts to landscaping with privacy in mind. Our service style is intuitive yet unobtrusive, allowing guests to feel cared for without ever feeling interrupted.

AC: Sustainability and responsible tourism are increasingly important in Phuket. How does Keemala contribute to protecting the environment and supporting the local community?

SS: Sustainability has been our foundation since day one. We minimize waste, support local farmers, reduce plastic, and operate with strong energy-saving principles. Equally important is our commitment to the community, from preserving local culture to supporting education and animal welfare. We see sustainability as a responsibility, not a trend.

AC: And finally, what excites you most about the future of Keemala and Phuket’s evolving hospitality landscape?

SS: Phuket is entering a new era where authenticity, wellness, and sustainability matter more than ever. I’m excited for Keemala to continue leading in these areas, offering experiences that are meaningful, imaginative, and nourishing. The future holds many opportunities to innovate while staying true to our essence.

Thank you, Ms. Somnam, for sharing your insights and offering a deeper look into the philosophy that guides Keemala’s ongoing success.

To learn more about Keemala or explore its villa collection and experiences, please visit www.keemala.com.