Rosewood is not a name that rings any personal bells, but I first unknowingly came across it while on a night out in Beijing. The so-far-lousy night took a turn when the social editor of a high-society magazine ushered me to get off my stool at the dingy bar we were in. We were first-timers in Beijing and unlike the Western press in the group, she was in no mood for pole dancers and Mandarin rock covers. She was the most well-informed and refined tippler of the Thai group, so we trustingly followed her taste to Rosewood Beijing, knowing whatever it was, it wasn't going to be the Chinese version of Patpong. It was the right decision, the one we should have gone with three hours earlier. What greeted us upon arrival were stunning high ceilings, stylish understatement and immense relief that there are chic and modern places to head to in the post-Mao capital.
My point is, if you want contemporary sophistication and the very best, it does exist, under this name. And not in a stuffy manner, either -- this is the millennials' darling, which offers upscale hospitality to the young traveller's taste. The Rosewood legacy began in 1979 in Texas, when a mansion was transformed into a hotel. Rosewood expanded across the US and Caribbean to create luxurious residential-style hotels that delivered one-of-a-kind ambience and personalised service. Former investment banker Sonia Cheng fell in love with the brand, and her family acquired it back in 2011 after its stagnant growth.
"It was built from the inspiration from a residence, of welcoming a guest into your manor. To be a host of your friends and family in your home and that is very unique to us," she says of Rosewood's culture. The name is not one familiar yet in Asia, but will likely garner burgeoning buzz thanks to its aggressive expansion.
Tapas and seafood snacks are served at Rosewood Phuket's The Shack. Photos courtesy of Rosewood
There are currently 23 hotels and resorts in 14 countries, but the CEO aims to have 40 hotels in operation by 2020. The first property to open in Asia was Rosewood Beijing in 2014, and this year will see Rosewood landing in Hong Kong, Guangzhou and Bangkok. That the hotel has a Southeast presence or future presence in Phnom Penh, or Hoi An and Siem Reap, also shows its vision to deliver one-of-a-kind experiences in less cosmopolitan cities.
"We are really touching in places that are important to our travellers," says the Hong Kong hotelier. "Ones that are not just gateway cities, but like Luang Prabang, which is a place so magical. Our affluent explorers don't just want to go to cities like Bangkok -- they want to go to Luang Prabang, where it's very rich in culture but relatively undiscovered, so they can really be adventurous and experience the country."
The closest property to head to as of now is Rosewood Phuket, which officially opened last November. With its high-budget backing, this resort took its time to get everything right, from the local southern cuisine down to the coffee-table volumes in each room. Bookworms won't have to make do with the Bible, as a sophisticated selection of Rizzoli volumes are scattered around the room, as well as a novel by SEA Write Award laureate Uthis Haemamool and another nonfiction work, about Jim Thompson's fascinatingly mysterious disappearance.
Taking some interior cues from the houses of the Hamptons, the contemporary decor and art pieces look like the sort that Bangkok's elite would store in their getaway beach houses. There's your share of international glamour (shiny Negroni-making equipment and Marshall speakers), but on the other hand, everything in the rooms and public spaces is carefully and tastefully curated to create an environment which reflects the brand's "A Sense Of Place" attitude. It is a boutique chain, yes, but every property around the world is different and infused with as much culture and locality as possible.
This is why the hotel is a destination in itself, even though that is all you are going to. Phuket's main selling quality, besides being nestled right on Emerald Bay, is just how green and foliage-packed the resort is. The wellness spa, Asaya, aims to heal your inner life too, with an actual resident shrink who has treated some of Hollywood's biggest names, world-champion athletes and high-performing executives. All pavilions and villas have their own pool and are designed in an elevated manner in order to ensure that every room has a view of the sea. The 600m beachfront is not so much the star of Rosewood Phuket, but rather, their authentic yet polished taste of southern fare at Ta Khai. The rustic chic restaurant, fashioned to look like a traditional fisherman's village, showcases the cooking of a husband-wife duo who have been doing it for over 30 years at a local food stall. Set against sweeping bay views and coupled with staff that can comprehensively talk all day about moo hong or yellow crab curry, guests are sure to revel in heaven, all the while being fully informed that it is a Phuket heaven they're in. It's not just adults that will appreciate the sense of place or local nature, as many activities are available for the little ones too. Their facilities at Rosewood Explorers not only include a pirate ship, but complimentary candle-making workshops or treasure hunts around the hotel with staff members, in order to learn about the natural environment.
While we wait for the grand opening of Rosewood Bangkok at the end of the year, what affluent explorers can enjoy in the meanwhile is Rosewood Luang Prabang. Having celebrated its official launch last month, the resort is a romantic dream infused with history and spirit of bygone Indochina. Situated within a lush Lao jungle and near the Unesco World Heritage Site, this is the sort of place where one can find ultra-luxury hilltop tents and waterfall villas. There are only 23 rooms and an untouched ambience about the place, which its owner, Rena Udomkunnatum, says is one of its charms.
"You take the propeller planes to get there and when you land, time just slows down. It almost freezes, actually -- you just get sucked into this idyllic slow life, which is a place that's hard to reach. Luang Prabang is a place that is very cultural, there's monks walking everywhere and it's got some of the most beautiful temples in the world. It's still very innocent and naive in a way and that's very, very beautiful."
This is the name to keep tabs on if you don't want to go to a luxury chain where it's all the same everywhere, or if you'd like to explore less-developed cities but don't exactly dig the bag-packing approach. It's coming up roses if you travel in style, because a Rosewood has finally arrived on this side of the world.
For more information, visit www.rosewoodhotels.com.
