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Koh Samui reimagined through Chonlada’s vision, where responsible luxury connects and travel moves toward a slower, more conscious experience.
Luxury and sustainability may not always seem like they belong together. One suggests indulgence and escape, while the other calls for responsibility, awareness and long-term care. For many, the idea of combining both feels contradictory. Yet in today’s hospitality landscape, these concepts exist side by side and shape a more balanced definition of modern luxury.
Chonlada Soonthonvasu, Managing Director of Silavadee Pool Spa Resort in Koh Samui, stands at the centre of this shift. She has guided the family-owned resort into a recognised example of Thai indulgence that embraces sustainability while maintaining its level of luxury. This story explores her vision, the journey behind Silavadee and how her approach continues to reshape the meaning of luxury hospitality.
A Koh Samui Story of Land, Timing and Purposeful Creation
Silavadee Pool Spa Resort in Koh Samui began with land already owned by the family, holding long-term potential that sparked a simple question: why not build something meaningful instead of letting it go? The idea came from Chonlada’s father, Narongsak Soonthonvasu, founder of Eminent Air, who saw opportunity in Thailand’s growing tourism scene.
After the 2004 tsunami, while many destinations along the Andaman coast were heavily affected, Koh Samui emerged as an alternative for travellers. Land value surged and investor interest increased, leading the family to consider selling. But her father chose a different path that focuses instead on building something lasting that could grow from what they already had.
With a shared love for travel and real experiences as guests, the family decided to turn their land to create a resort. Built on a seven-rai plot, the resort came together without a traditional hotel background on their part. Every decision came from instinct, experience and a guest-first perspective. Several international hotel chains approached the family, but the decision stayed the same from the start: keep it Thai, build it independently and figure it out along the way.
The resort begins its story at construction. The development process takes time, with multiple architectural proposals reviewed before selecting one that aligns with the Soonthonvasu family’s vision. Rather than imposing a standard resort model, the design follows the natural terrain, allowing the landscape to lead.
Building on sloping land brings challenges, from construction to material transport, yet the priority remains clear: preserve as much of the existing nature as possible and minimise environmental impact. Local artisans also contribute to the resort through furnishings and decorative elements. The result reflects a balance between local identity and international influence, grounded in the character of the land itself.
Courtesy of Silavadee Pool Spa Resort
Chonlada did not come from a hospitality background. Instead, she learned alongside the resort as it took shape. Short courses, hands-on experience and time spent working in other hotels during the construction phase allowed her to grow with Silavadee, building her understanding of the industry step by step. That period became the foundation of her approach today, shaped by observation, experience and a sense of what hospitality should feel like. Since its opening in 2008, Chonlada has taken on the role of Managing Director, leading Silavadee for nearly 18 years, with the resort set to mark its 18th anniversary this May.
Silavadee Through Chonlada’s Balance of Hospitality, Care and Sustainability
Chonlada advances Silavadee’s direction through S.E.A, a framework defining its modern approach to hospitality through Sustainability, Experience and Activity.
Sustainability sits at the core of Chonlada’s vision, where care for Koh Samui’s environment becomes part of everyday operations rather than a separate initiative. Natural surroundings guide decisions from the start, supported by eco-conscious materials and circular systems that connect food waste to the resort’s farm.
This commitment translates into practical action across the resort, from open-air spaces that reduce energy use to eco-friendly products that replace chemicals. Waste is carefully sorted, reused and recycled to reduce environmental impact. Through these systems, sustainability becomes a working mindset rooted in responsibility and long-term care.
Chonlada’s direction also extends into community integration, where local sourcing and Thai craftsmanship remain part of the guest experience, strengthening regional identity within the resort. Silavadee is designed as a complete experience beyond accommodation, where dining, spa, wellness and outdoor activities form a journey supported by cultural initiatives such as almsgiving and sea turtle conservation.
Courtesy of Silavadee Pool Spa Resort
She believes people learn best through observation and expression, while also giving staff space to take ownership of their roles and deliver service with genuine care. Employees are encouraged to share ideas that support continuous improvement across the resort. This approach reflects her own journey, shaped by first-hand experience and a hands-on mindset built from the ground up, guided by close attention to her team’s insights to improve the resort.
Next Chapter in Sustainable Hospitality Growth
This commitment has led Silavadee Pool Spa Resort to become the first hotel in Koh Samui to receive Travelife Gold recognition in 2024, alongside the ISO 22000:2018 food safety certification. The resort also received the esteemed 4-Leaf Certificate from the Green Leaf Foundation, alongside the Green Hotel Gold Certification from Thailand’s Department of Environmental Quality Promotion and recognition under the HUG Earth initiative, highlighting strong standards in waste management, energy efficiency and community support.
More recently, Silavadee has been awarded the Travelife Gold, marking its second consecutive recognition. This reflects its continued commitment to reducing environmental impact, supporting local communities and protecting biodiversity and fair labour practices.
Driven by this momentum, Silavadee continues to level up with a major move, investing over THB 300 million to launch a new phase of pool villas designed for today’s travel trends. The new villas offer larger spaces that fit families and groups of friends. Chonlada has seen how travel has shifted after Covid-19, with longer stays growing from around three nights to five to seven nights. Alongside this expansion, the resort has also refreshed its restaurant, spa and fitness facilities to match rising demand on Koh Samui.
Chonlada notes that modern travellers no longer travel only as couples, but increasingly come as families or groups, shaping the direction of this development. The new project adds 18 new villas with two, three and four-bedroom options across a three-rai site designed to meet this demand. The vision remains clear: build a world-class luxury resort in Asia that delivers creative, meaningful experiences where every guest feels like family, while growing in a way that balances profit with social responsibility.
Courtesy of Silavadee Pool Spa Resort
