The online discount resort packages won departing Phuket TAT director Bangornrat Shinaprayoon a national award for innovation - and earned stinging critcism from the Phuket Tourism Association, which is strongly opposed to discounting.
Twenty-seven resorts on Phuket and four in Phang Nga have joined the standard TAT scheme, which offers remarkably low low-season prices to tourists between April and October 25.
A total of more than 70 resorts are part of the discounting program. And that means the battle lines are being firmly drawn after years of skirmishing.
A letter to the TAT national headquarters, signed by PTA vice president Sarayuth Mallam, questions whether the online site set up to promote the Phuket and Phang Nga deals is legal or moral.
For years, resorts on Phuket and in the surrounding region have either resisted discounting and supported campaigns to stabilise room rates all year round or joined the rush to low-season cuts to maintain occupancy.
The latest offers, through the online site phuketgreattime.com, set new lows or highs, depending on your perspective.
The site promises couples three days and two nights in Phuket and Phang Nga for just 2600 baht each, including breakfast and a hire car.*
That's just one of several low-cost deals on offer, including villa accommodation packages.
By stringing two of the standard packages together, a couple can gain a 1000 baht discount that gives them a holiday of six days and four nights on Phuket and Phang Nga for 4200 baht each.
Many resorts on Phuket charge 4200 baht or more for one night.
Khun Bangornrat accepted her ''innovation'' award in Bangkok recently for the concept but drew the fire of Khun Sarayuth and the PTA in a letter to a high-up at the TAT.
The June 25 letter questions the legitimacy of the scheme and asks whether the Phuket office of the TAT had official approval to run the scheme.
Khun Sarayuth asks whether the ''Phuket Inspire'' brand that collects payments has legitimacy, and notes that the TAT is supposed to support tourism in Thailand without deriving financial benefit.
He wonders in the strongly-worded letter whether the site and its package offers are morally or ethically justifiable by the TAT.
Khun Bangornrat, who is moving to Bangkok after being Phuket TAT director since late 2009, said today her objective was to support Phuket.
''In my opinion, this scheme opens up a different market to the traditional Phuket markets at a time of the year when the whole region needs support.''
It is believed the TAT has written a response to the PTA, justifying its actions and the legitimacy of the discount site.
Observers told Phuketwan today that most conservative traditional resort owners on Phuket have always resisted discounting.
''The hard part is restoring normal pricing levels,'' one owner said.
In the context of retaining Phuket's appeal to ''quality'' tourists who spend big, discounting inevitably carried the island and the region in the wrong direction, the owner added.
Phuket resorts in the scheme
ALL Season Naiharn Phuket: Standard
At Panta Phuket: Deluxe Resort
Bangkok Residence: Superior
Baramee Hip Hotel: Standard
Baramee Resortel: Superior
Chang Residence: Superior
Dara Hotel: Standard Studio
Diamond Cottage Resort & Spa: Superior
Dinar Lodge Halal Hotel: Dinar Lodge
Eazy Resort Kata Beach: Superior
Kantary Bay Hotel Phuket: Studio
Malai House: Standard
Metropole Hotel: Superior
Phuket Merlin Hotel: Superior
Phuket Orchid Resort & Spa: Deluxe
Phuketa Hotel: Deluxe Pool View
Princess Seaview Resort & Spa: Deluxe Seaview
Sugar Palm Karon: Superior
Sugar Palm Kata: Superior
The Old Phuket Karon Beach Resort: Terrace Deluxe
The Royal Palm Beach Front: Superior
The Royal Paradise Hotel & Spa: Superior
Tiger Complex: Superior
Tiger Inn: Superior
Tinidee Hotel @ Phuket: Deluxe Room
White Peach Hotel & Resort: Superior
Phang Nga resorts in the scheme
Kantary Beach Khao Lak: Suite
Khaolak Bhandari Resort & Spa: Thai Style Chalet
Khaolak Oriental Hotel: Deluxe
Takolaburi Cultural Spa & Sport Resort: Deluxe
*An earlier version of this report said the 2600 baht cost was per couple. It's per person.
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