The Ritz-Carlton Hotel Company, L.L.C. is launching a new exclusive brand extension for the most discerning global travelers; Ritz-Carlton Reserve.

Phulay Bay in Krabi, Thailand will be the first property to open in 2009. As of today, guests can visit a dedicated website at www.ritzcarltonreserve.com. These unique resorts have been designed for those who seek to escape the stresses of everyday life by retreating to experience new cultures and adventures.

Each exquisite destination will feature signature, one-of-a-kind low density resorts situated in choice settings, each with a distinctive personality and sense of place. Future development will be limited to select corners of the globe with upcoming locations to include Costa Rica, Puerto Rico, Turks & Caicos and The United Arab Emirates.

"The entire Ritz-Carlton Reserve portfolio of idyllic retreats will offer guests a contemporary interpretation of the local lifestyle and culture. The concept is simple and yet exudes style and luxurious levels of comfort. The resorts provide a complete escape to the unexpected; a private, exclusive leisure experience that blends unique elements of the local culture, history, and heritage with intuitive individual service, exquisite indigenous design, casual ambiance, and respect for the surrounding environment," said Simon Cooper, president and chief operating officer, The Ritz-Carlton Hotel Company. "We do not work to one design mold, but rather allow the creative process to be destination and customer focused. Each Ritz-Carlton Reserve property around the globe will personify a unique design befitting of its locale."

The architectural design philosophy is to create low-rise suites and villas that boast private panoramic views of serene oceans, tropical gardens or desert landscapes. The four natural elements are represented in the design: Fire to create romantic interiors, Water in bathing sanctuaries, Air in creative spaces for contemplation and reflection and Earth with the discreet treatment of technology that can be utilized or ignored.
The visionary design allows guests to experience a completely secluded environment, with as much or as little contact with the rest of humanity as they choose. Tranquil spa treatments, candlelit dining and a refreshing dip in the water can be done in the privacy of a villa or suite, or within the intimate settings of the resort facilities. The indigenous décor will be reflected in guestrooms and public spaces, with the finest quality furniture, finishes, artwork and detailed touches. Expansive villas and suites may feature personal plunge pools, outdoor rainforest showers or baths and private verandahs. Coupled with individualized service by a personal concierge to provide assistance that is unobtrusive yet intuitive, felt but not seen, invisible yet apparent.

The launch of Ritz-Carlton Reserve sees the beginning of a journey to the most captivating corners of the world, abounding with extraordinary possibilities and attention. A voyage of discovery steeped in luxury and limited only by one's imagination.

Phulay Bay, a Ritz-Carlton Reserve
Nestled on the shore of the Andaman Sea, the exclusive resort is the vision of in-demand Thai architect Lek Bunnag and features modern styling and architecture with accents of Thai culture and design.

The architecture, landscape, interiors and accessories fuse to create a marriage of style and design that is completely in keeping with and tied to the natural environment of the location. Oversized beds, pillows, chairs, baths and doorways create a sense of comfort and welcoming that sets the guest at ease and welcomes them into the resort.

Combining contemporary Thai styling in the buildings with preservation of the environment, the natural flora of existing trees and plants relies on the past and tradition to create something sustainable today and for the future. The use of traditional Lanna art forms both in architectural structure and design as well as paintings and artworks on the walls and doors of the villas further create a contemporary setting that draws on tradition to offer a unique and luxurious environment and further enlivens the senses.

With accommodations that offer unspoiled ocean views, private plunge pools, sheltered outdoor baths and showers set among lush indigenous flora, the sense of privacy and comfort allows guests to indulge in the scenery and detach from the world during their stay. Coupled with the natural warmth and easy smiles of the Thai people and the legendary Ritz-Carlton service, Phulay Bay is the perfect destination to host the first of Ritz-Carlton Reserve's exotic, hand-picked hideaways.

The Ritz-Carlton Hotel Company, L.L.C. of Chevy Chase, Md. operates 72 hotels in the Americas, Europe, Asia, the Middle East and Africa. Over 30 projects are under development around the globe including future Ritz-Carlton Reserve openings Costa Rica, Puerto Rico, Turks & Caicos and in The United Arab Emirates.

More information: Ritz-Carlton Hotels & Resorts