What to understand before choosing
Phuket is not a resort village but an island fifty kilometres by twenty with mountains down the middle. South to north takes an hour to ninety minutes, and that is not traffic — it is winding hill roads. A hotel chosen from a pretty photo with no regard for its area easily becomes forty minutes in a taxi to anything worth doing.
The second factor is the airport, which sits in the north. Ten minutes from Mai Khao, ninety from Nai Harn. On a short trip that is half a day of your life spent in transit.
The third is transport. Phuket has effectively no public transport: there is Grab, there are taxis, there is scooter rental. Taxis between areas add up, so the more you plan to go out, the more it matters that things are within walking distance.
South and centre of the west coast
Patong. Everything is on foot: the beach, hundreds of cafes, massage, pharmacies, a mall, nightlife. The price is noise, density and a premium on anything touristy. A good pick for a short trip when you would rather not spend time travelling, and a poor one if you came for quiet. About an hour to the airport.
Karon and Kata. The compromise most people land on: facilities are there but it is markedly calmer than Patong, which is fifteen to twenty minutes away. Kata suits families better, Karon has more space. Just over an hour to the airport.
Nai Harn and Rawai. The south for people staying a while: villas and apartments, local markets, cafes with non-tourist prices and a solid long-term expat community. Rawai beach is not for swimming — it is a boat mooring lined with seafood restaurants, and people drive to Nai Harn or Ya Nui instead. Ninety minutes to the airport, forty to Patong.
Kamala. A quiet village between Patong and Surin. Shops and cafes yes, nightlife no. A sensible choice for a calm stay with a car, or without big plans to travel.
North and east
Bang Tao and Laguna. The district of expensive resort complexes, beach clubs and villas. A self-contained, well-kept environment with a long beach, but very little to walk to outside the compound. It suits people who intend to live on the property. Thirty minutes to the airport.
Nai Yang, Nai Thon and Mai Khao. The far north, ten to twenty minutes from the airport. Quiet, long empty beaches, few people and few of everything else. Ideal for two or three days at the end of a trip, or for anyone who came specifically for calm. For a whole holiday without a car it is hard work.
Phuket Town. A city rather than a resort: no sea, half an hour to the nearest beach. In exchange you get the island's most interesting architecture, real markets, restaurants at local prices and a central position from which every direction is equally easy. A choice for a second or third visit, not a first.
Chalong. The eastern bay that almost every sea tour departs from. There is nowhere to swim, but the pier is five minutes away — which matters if you have several sea days back to back. Accommodation is noticeably cheaper than the west coast.
Short recommendations
First trip, one week, a bit of everything — Kata or Karon. The safest balance of price, facilities and travel time.
A holiday with small children — Kata, Nai Yang or Bang Tao: gentle water entry and less bustle.
Three or four days and a long list of plans — Patong: the time saved on the road outweighs the quiet.
A month or more — Rawai, Chalong or Phuket Town: these are places people live rather than holiday, and the prices reflect it.
One practical note: arrange the airport transfer in advance, especially on a night arrival. Desk taxis cost more after dark and Grab operates under restrictions at the terminal — the options are covered separately.