Yeoh Siew Hoon goes to Khao Yai National Park to check out the first luxury resort opening in the area, Kirimaya by Alila, and finds out the real story behind the illusion from the man who built it.

As a young boy, Kitti Thanakitamnuay, president and CEO of publicly-listed Noble Development, used to spend his weekends in Khao Yai National Park, Thailand's oldest and biggest national park located about two hours' drive from Bangkok.
"I've been coming to Khao Yai since I was 12; it's a very special place," he says.

So special that he's invested US$20 million of his own money into building the first luxury resort in the area, Kirimaya by Alila, a move that will transform the park into a new destination for a select segment of foreign tourists looking for something different in Thailand, and an upmarket retreat for well-heeled Thais.

Currently, the rich nature and cooler climes of Khao Yai make it a popular weekend escape for Bangkokians. Some have their own weekend homes in the area while others stay in budget accommodation.

Kirimaya, which will be managed by Alila Hotels & Resorts, will offer the first five star escape in the park. It will soft open next month with a promotional rate of US$95.

Kitti has spent the past two years building and designing the resort, his first foray into hotel development, and putting his own personal touches on the architecture and design.

Even though the Singapore-based management company, Alila, only came into the picture a couple of months ago, the resort looks like it could have been designed for, and by, Alila with signature touches similar to its hotels in Bali and Jakarta.

The quality finish is also evidence that no expense was spared in the building of the resort, both at the front and back of the house.

Its setting on the edge of the national park is breathtaking. Covering 500 acres of land on the edge of the national park, Kirimaya will offer 60 suites and three tented villas. It comes with a Jack Nicklaus-designed championship golf course and will also offer a Maya Spa.

"My vision is to create an ‘illusion' of a destination in terms of feeling, in other words, a complete destination," says Kitti. (Kirimaya is Sanskrit for "Mountain of Illusion".)

"I also wanted to create something upmarket – nothing comes close to us in terms of quality and standard around here. We are a luxury retreat in a rustic setting.

"I wanted it to have a natural feeling that blends with the environment – it must be in harmony with nature.

"It's been a lot of hard work for all and I hope the results will be rewarding."

Kitti however is not counting on seeing quick financial returns. He is aware of the obstacles – Khao Yai is not a known destination in foreign markets and is not seen as an upmarket destination in the domestic market.

"Of course, we don't expect huge revenues. The way I do business, money doesn't always come first. If I wanted to make money, Kirimaya would not be the place. I want to create and deliver our vision to our customers."

He adds, "I see it as a milestone personally, not the final milestone by any means. It is a milestone in Khao Yai's history – to become a five star luxury destination. No one has dared to do it before. No one has dared to promote the destination because it is not known to the international market at all.

"But I believe it has great potential for people who enjoy nature. People haven't dared to do it before probably because it wasn't financially attractive. To be a pioneer is a lot of pain, you are the first to get hurt but I see the opportunity to build something special. In Phuket, Kirimaya would be one in 100 but in Khao Yai, it is the only one."

Kitti also decided to bring Alila into the picture "because they have very good people, people who understand the industry and the value of services and the value of money to their customers".

Alila will also manage Kitti's next resort being built in Hua Hin. "Hua Hin is another nice destination. We have the ability to expand to Phuket and Samui but to be among one of 100 is not challenging. It's a cluttered environment. That's why Kirimaya is so special, we're the only one."

So is he doing Kirimaya for ego? Kitti shakes his head, saying, "I want to do it in a humble way. What I want to do is build a destination and to say, this is my place.

"To me, success is a journey and whatever happens, happens. That's the fun of business."