When you think of beach clubs, what springs to mind? I’m willing to bet your brain instantly conjures up colourful parasols dotting shorelines in Monte-Carlo or lining Cannes’ La Croisette, serving rosé wine and Caesar salads with enormous mark ups. Or perhaps it’s the foot-thumping, poolside affairs that host world-renowned DJs in Mykonos, Ibiza and Dubai. But a beachfront resort on a leafy island in southern Thailand? Not so much. 

That’s where Nikki Beach comes in. The brand has set the standard for beach clubs across the world since its launch in Miami in 1998 when entrepreneur Jack Penrod brought his vision of a luxurious beach club to life by combining elements of music, dining, entertainment, fashion, film and art. Today, after 25 years in the game, Nikki Beach encompasses 11 beach clubs, five hotels and a non-profit charity, Nikki Cares. Its logo has adorned pop-ups during the Cannes Film Festival, while its permanent locations across the world offer an unrivalled entertainment programme – aerialists and burlesque dancers come as standard – and host annual White Parties at the beginning of the season, as well as closing Red Parties.

It’s a lot – and I probably don’t need to tell you beach clubs are like Marmite: you either love them or hate them. As I was in a taxi darting through the chaotic traffic on Koh Samui – Thailand’s second largest island – towards Nikki Beach’s only outpost in Asia, I wasn’t sure which camp I fell in. All I could imagine was an upmarket version of Wayne Lineker’s intimidating Ocean Beach in Ibiza – and I’m the first to admit that flashy nightclubs are certainly not my scene. Nevertheless, I was intrigued to see how Nikki Beach would marry five-star luxury with beach club vibes without making things tacky. 

Two nights later, however, my preconceptions had vanished. Nikki Beach Koh Samui is first and foremost a hotel, and the beach club comes second. While the latter is naturally intrinsic to the brand’s DNA, I’m surprised to be joined at breakfast by young families and older couples, not just social media influencers in the wild (there are still a few, but that’s part and parcel of any luxury hotel these days). I’m also surprised to learn this was the first resort in Nikki Beach’s global portfolio, having opened in 2010 on the sunset side of Lipa Noi beach. Surrounded by islands and fringed by unspoilt sandy shores, I soon discover there’s much more to enjoy here than just white daybeds and DJ sets. 

Designed to blend into its natural surroundings, the Koh Samui property channels Nikki Beach’s signature barefoot luxury white décor, but fuses it with local aesthetics and materials to create a vibrant blend of traditional and contemporary styles. The resort is split into three areas: a central promenade from which to access the spa, fashion boutique, gym and beach club, the 48-room hotel to one side of the 75-metre pool, and garden bungalows, beachfront villas and the Escape restaurant to the other. 

I stay in one of the leafy garden bungalows, fitted with plush king-size beds surrounded by floor-to-ceiling windows that offer glimpses of the beach beyond. In-room amenities include a 40-inch plasma television, ample closet space, a substantial mini bar and en suite bathrooms fitted with walk-in rainfall showers. One of my favourite features is the private veranda which, despite not being concealed from opposite and adjacent bungalows (making you feel like you’re on a street rather than in a resort), provides the perfect sunbathing spot away from the club and the beach. Just watch out for the mosquitos. 

Moments from our bungalow is Escape: the resort’s oceanfront toes-in-the-sand restaurant where you can dine while watching the waves lap the shore. Book at sunset for a front-row seat to the best restaurant views in Koh Samui, and dine on local and Mediterranean dishes. Highlights include grilled tuna with mango salsa and black sesame cream, snapper crudo with tumeric-infused watermelon, and a lamb rack in Thai mint basil, served across your choice of wooden tables, dreamcatcher swings, bean bags or pillow seating. 

This is one of two foodie outlets at the resort, with the other taking centre stage behind the beach club for breakfast and lunch. The morning buffet here is extensive, offering fresh fruit, pastries, smoothies and yogurts in abundance, alongside an a la carte menu serving British classics of eggs, omelettes and potato hashes, as well as local flavours. The khao pad horapa – wok-fried jasmine rice, salted egg, ginger, spring onion and fried garlic – is well worth a try for a unique savoury breakfast. 

So, onto the beach club. Music starts in the early afternoon but, to my relief, is not overpowering or distracting. The view is the jewel in its crown, offering panoramic vistas towards the western tip of the island, and I’d recommend bagging a beachfront bed in front of the expansive pool and sunken DJ booth. It’s here that Nikki Beach’s renowned brunch is served not only at weekends but throughout the week, featuring fresh sushi, burger sliders and pizzas to be devoured from the comfort of your sunbed. Be prepared to not move for hours, as helpful staff are on hand to cater to your every need – you literally won’t have to lift a finger. 

Not your thing? No matter. Tucked away in a rustic shed close to the beach are paddle boards and kayaks ready for guests to use in the calm waters beyond. Elsewhere, book electric surfing lessons, unwind with beachfront yoga or head to the Tone Gym for 24-hour access to a variety of cardiovascular and weight training equipment. The signature Sense 8 Spa offers an array of massages, such as the Koh Samui Supreme, which uses rocking, stretching and acupressure on the body’s ‘sip sen’ (ten lines) to relieve tension, alongside the signature treatments created at other Nikki Beach outposts in Dubai, Greece, and St Tropez. 

If there’s one thing I learnt during my stay at Nikki Beach Koh Samui is that beach club resorts can be for everyone. They’re not as exclusive and overwhelming as they seem on Instagram, and while the club experience is often the reason travellers book here, the hotel is the reason to stay. It’s clear the brand has successfully bridged high-octane fun with substance and class – something many beach club brands in Europe and beyond could learn a thing or two about. If you’re looking to bask in the Samui sun in style, this is the place to be. 

From £140 per night, visit koh-samui.nikkibeach.com

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