Thailand: Hotel business operator Anantara sets strategy.

Section: Business News - Thailand-based Anantara says distinctiveness will help it challenge global giants, the Bangkok Post reports.

Few people strolling past the high-rise building on Soi Rubia (Sukhumvit 42) would ever suspect that on the building's 18th floor, a world-class company is taking shape, one that is looking to challenge the global hotel giants such as Hyatt and Marriott.

Anantara Resort and Spa at the moment is not even Thailand's best-known hotel operator. The Centara and Dusit Thani chains would lay claim to that title. But it is looking to distinguish itself from the rest by creating a culture that will one day make it stand out as one of the key luxury brands in the world.

"We now consider the likes of Starwood and Marriott as competitors," says Dillip Rajakarier, the chief operating officer of Minor Hotel Group.

Born from a concept initiated by Carolyn (Cathy) Heinecke, the wife of Minor …