Without wishing to stereotype too much, I've had a few (typically local Hong Kongers, younger crowd) who've opted for somewhere else (despite me trying to convince them otherwise) because they're stuck on the word 'villa'.

This isn't specific to Phuket either - it's primarily a Southeast Asia thing, because explosion of tourism over last couple of decades has created a ton of competition, particularly Bali and Phuket.

E.g. - Amanusa/Amandari's rooms are called suites/pool suites, whereas Four Season's rooms are called villas, when realistically, it's just a term that's being used and in terms of room operations has no discernible difference.

Same happens in Phuket.

While other factors may come into play (pricing, location etc), this (the terminology) was also a big factor.

Less of an issue somewhere like Vietnam where there isn't as much competition.