For those dissuaded by the average 20,000 Australian visitors to Phuket each month there's a salve in three more choice stays dotted around the popular island.
At Iniala Beach House, Thai architecture meets global design at a penthouse and 10-suite residence, each with its own spa and therapist on Natai Beach, 20 minutes north of Phuket Airport. No two villas are the same: beds and sofas in Siam, by Thai industrial designer Eggarat Wongcharit, are suspended from the ceiling by wicker bamboo and its spa is inside an ancient Thai bell. Villa Bianca is populated with Russian matryoshka nesting dolls. Villas from $US21,000 ($23,500) a week. See iniala.com.
Travellers familiar with the chic COMO brand will be at home at the new Point Yamu on the island's east coast overlooking Phang Nga Bay in the Andaman Sea. The hotel of 106 rooms and 27 private villas has a yoga studio and 100-metre swimming pool to keep guests moving. There's cycling through villages and snorkelling and diving among the leisurely pursuits. Rooms from $314 a night. See comohotels.com.
Fans of The Bachelor may already be familiar with the Pullman Phuket Arcadia, where the final episode was filmed.
On the west of the island, and set on a headland with direct access to Naithon Beach, three pools (two child-friendly), and sunken lounges set within infinity ponds cater to all ages and stages. There are 277 rooms, including seven pool villas at Accor's first five-star resort in Phuket. Rooms from $140 a night. See pullmanphuketarcadia.com.