It used to be Alila Cha-Am. Then it was rebranded The Hotel Cha-Am. And now, the Duangrit Bunnag-designed hotel on Cha-Am Beach is rebranded, again, as Hotel de la Paix Cha Am Beach, Hua Hin (032-709-555, www.hoteldelapaixhh.com). Nothing has changed but the name links to the owner’s two other properties: Hotel de la Paix Luang Prabang and Hotel de la Paix Siem Reap. Internet rates are between B5,900-16,000.