The Ritz-Carlton Hotel Company is to launch a new brand extension called the Ritz-Carlton Reserve.

Opening in June 2009 and featuring an extensive spa and wellness centre managed by ESPA, the inaugural Reserve will have 54 villas and a pavilion-style boutique hotel and will be located in Phulay Bay in Krabi, southern Thailand.

The ESPA at Phulay Bay spa will comprises three traditional Thai pavilions set over two levels. These will offer 11 treatment rooms including couples Thai massage rooms and two VIP suites. The architectural design philosophy of each reserve will centre on four natural elements – fire, water, earth and air.

Launching the brand, Simon F Cooper, Chief Operating Officer, said: “The Ritz-Carlton Reserve will feature signature, one-of-a-kind boutique resorts positioned in unique settings, each with a distinctive personality and sense of place reflecting its history and culture.”

Future development locations for Reserves will include Costa Rica, Puerto Rico, the Turks & Caicos and The United Arab Emirates. Details: rtizcarlton.com