Issue 25

In the first of a series of articles exploring Thai hospitality and lifestyle, Horizon Thailand visits Cher, a beachside resort set in nature.

Cher is a stylish resort situated on the private beach in the enchanting seaside town between Cha-Am and Hua Hin. This luxurious beachside resort is designed as a ‘Modern-Nature’ destination. In keeping with its name, which means “tree” in Thai, Cher employs modern black and white architecture with contemporary design surrounded by a variety of trees and landscaped gardens. The resort has 36 rooms each with five unique styles that offer guests an impeccable retreat and privacy.

Designed by Ixora Design, the resort opened in October 2010.

“Our philosophy is to exceed our guests expectations with our unique style,” says the resort’s owner and managing director, Ak-kharaphat Tangtrongchitr. “Starting with its appearance, guests have been surprised by our exterior and interior design. When they get inside the building, they feel it is different from what they see outside. They say it is more beautiful than they have seen in the photos as well.”

Art is also a major part of Cher’s charm.

“We have a sculpture of a buffalo which seems to be an icon of our place here,” says Tangtrongchitr. “Most of our guests love to take a photo with this buffalo sculpture to show that they have visited Cher Resort. The sculpture was created by a Thai artist who was inspired by a bison sculpture displayed in the States.”

In terms of hospitality, Cher reflects the sense of Thainess that makes epitomises the country. “Thai people normally give our kindness and generosity naturally,” says Tangtrongchitr. “We do not expect anything in return when we help. Assistance and services are offered from our hearts. This is so Thai.”

“Understanding what a guest would expect as well as knowing our capabilities have been important factors in contributing to Cher resort’s success,” he adds. “Our plan is to provide more functional spaces and activities to fulfill our guests’ dream retreat.”

Cher Resort
924 Bureerom Road Tumbon Cha-Am Amphor Cha-Am, Petchaburee 76120, Thailand
+663 2508 508-9 / +668 6334 1775
www.cherresort.com

Words by Natthinee Ratanaprasidhi