Overview
- CBRE reports owners are moving to disciplined turnarounds—reflagging, renovations, concept repositioning and operational modernization—to protect asset value and lift performance.
- Bangkok’s inventory now tops 83,000 keys after more than 3,000 rooms opened in 2025, intensifying rate pressure as newer luxury and lifestyle entries raise guest expectations.
- Tourism remains resilient but uneven with 31.9 million international arrivals through November 2025, a 7.25% year‑over‑year decline, as Chinese visitation fell 34% and South Asia and Middle East flows grew.
- Named projects signal the shift: Narai Hotel will reopen in 2028 under Hyatt’s Unbound Collection, Anantara Siam is investing USD 50 million, Centara has a THB 15 billion program including a Reserve rebrand in Krabi, and Onyx is upgrading multiple Amari properties.
- Digital transformation and ESG upgrades are being treated as core financial levers, with AI‑supported analytics, cloud systems and energy‑efficient retrofits deployed to improve EBITDA and protect valuations in 2026.