Khao Lak’s iconic Memories surf beach is set to undergo a major transformation into a green-focused resort town named Matalay, which translates to “come to the sea.”
Global design firm Gensler has created a master plan that reimagines the area, integrating the existing Memories Beach and surf facilities into a vibrant surf village with sustainable bamboo architecture.
Matalay will feature a stunning 1.1-kilometer stretch of white sand beach and will include five oceanfront resorts. The development will incorporate a green belt and multiple lakes to enhance mobility throughout the site. It will also include a hospital, an international school, wellness centers, glamping options, a town center with commercial spaces, residential areas, and cultural attractions.
Thai creative leader Boonserm Premthada from Bangkok Project Studio has been tapped to design art installations and a park that will add to the area’s appeal.
The Boonsoong family fully owns the Matalay project, and the development advisory team is led by former JLL Hotels and Hospitality Group senior executive Mike Batchelor with his company, Hospitality Capital Advisors Group (HCA).
Construction is already underway, and HCA is currently in discussions with potential co-developers for the hotel sites.
Here is an amazing opportunity to get up close and personal with one of Phuket’s most prominent luxury hospitality advocates. The session features a candid conversation with Dr. Allan Zeman, whose game-changing developments have created a global following.
Join us for fast-paced, in-depth 90-minute learning session updating the Phuket property sector for mid-year 2025 and the outlook ahead. There will be a highly relevant talk on Thailand’s Leasehold Ownership and a tax primer for developers and property owners. The conversation will include data-led metrics.
This event is co-organized by PropertyGuru Thailand Property Awards and C9 Hotelworks together with Delivering Asia and Sudara Residences. Featured in this session are expert speakers from Lan Kwai Fong Holdings, Hughes Krupica and HLB Thailand.
The C9 Sessions is an ongoing initiative by one of Asia’s leading advisory group’s C9 Hotelworks with the purpose of educating the hospitality and real estate industries, inspiring change and advancing entrepreneurial thinking.
This session will be invaluable for property developers, real estate sales and marketing, hospitality and tourism industry, and professional service providers.
Event Schedule
Date: Wednesday 7th May 2025
Venue: Andara Resort & Villas Kamala Phuket, SILK Restaurant
Registration: 3:00 pm onwards
Session: 4:00 to 5:30 pm
Networking Drinks: 5:30 to 7:00 pm
Program
Introduction to the Thailand Property Awards – 20th Anniversary Edition
Jules Kay, Managing Director, PropertyGuru International (Thailand)
Why Phuket? An Investors Perspective
Dr. Allan Zeman, Chairman, Lan Kwai Fong Group
David Johnson, CEO, Delivering Asia
Phuket Property Market Trendst Update – Midyear
Bill Barnett, Managing Director, C9 Hotelworks
Inside Thailand’s Leasehold Property Ownership
Desmond Hughes, Senior Partner, Hughes Krupica
Tax Primer on Leasehold Property for Developers and Property Owners
Paul Ashburn, Co-Managing Partner, HLB Thailand
Moderators
Jules Kay, Managing Director/PropertyGuru International (Thailand)
Sumi Soorian, Founder, Mrs B Group and Judge Thailand Property Awards (Phuket)
Attendance is complimentary. Advance registration is required and QR code from Eventbrite is required for entry.
To register for the free event CLICK
Welcome to the exhilarating start of something new in the wellness space. Being Thailand 2025 is the first step in an ongoing series of events. It’s about elevating connections and being a place of inspiration. This unique B2B platform is about creating lasting bonds between wellness businesses, services, products, and entrepreneurs. From its core mission of matching highly specialized solutions for the hotel and the hospitality industry, it’s also about finding amazing best-in-class resources.
Being 2025 Thailand is a one-day fast-paced, content-driven sprint for all things wellness. Staged in Phuket, Being features idea-led workshops, a two-hour mainstage session with leading experts and thought leaders, exhibitors, and a chance to exponentially grow your own wellness network in a meaningful way.
Come to Phuket on Monday 19th May 2025 for an entirely new way of doing business in the soaring wellness ecosphere. Being 2025 Thailand is organized by C9 Hotelworks, QUO, and the Mrs B Group together with Delivering Asia, Phuket Hotels Association, and SAii Laguna Phuket.
To register for the free event CLICK
For event sponsorship and exhibition opportunities – [email protected]
According to C9 Hotelworks new Bangkok Serviced Apartment Market Update 2025 report, operators are seeing a surge in short-term demand, despite a rising influx of expatriates.
Bangkok’s serviced apartment market has expanded at a 6.2% compound annual growth rate (CAGR) over the past decade, driven by the expansion of international brands such as The Ascott Limited, Marriott, and IHG, as well as domestic operators including Chatrium and Centre Point. The market now comprises 21,509 keys across 120 properties, with an additional 2,319 keys across 11 developments in the pipeline.
Historically, long-stay demand for serviced apartments in the Sukhumvit area was driven by Japanese expatriates on extended work assignments in Bangkok and the Eastern Economic Corridor. However, as companies have reduced housing allowances for expatriates, demand from this segment has declined. As a result, the market has shifted from annual contracts to shorter long-term stays, typically from one to six months, supported by guests seeking interim housing during relocation, digital nomads, and medical tourists.
Currently, demand is primarily driven by short-stay guests staying for less than a month, including travelers from Japan, China, South Korea, the Middle East, India, and Europe. This segment mainly consists of families who favor serviced apartments for their larger living spaces and in-room amenities, such as kitchenettes and washing machines, over traditional hotel accommodations.
Commercially, internationally branded upscale to luxury serviced apartments are trading above pre-pandemic levels, with Revenue per Available Room (RevPAR) increasing by 3.4% from THB3,105 in 2019 to THB3,211 in 2024. This growth has been driven by a 9.7% rise in Average Daily Rate (ADR). However, occupancy has declined by 4.7 percentage points over the same period, reaching 77.5% in 2024, due to a shift towards rate-driven commercial strategies and an increase in serviced apartment supply, particularly in the Sukhumvit area.
In Bangkok, rental rates are highly sensitive to location and brand positioning, with premium pricing commanded by internationally branded serviced apartments in central areas such as Siam/Ratchadamri and Sukhumvit. Average monthly rental rates for one-bedroom units range from THB50,000 for midscale serviced apartment products to THB94,500 for luxury serviced apartments.
To download and read the full report CLICK
The C9 Sessions is headed to Bangkok on Tuesday 11th March 2025.
One of the hottest topics out there at the moment is Thailand’s rental market. With a backdrop of surging tourism numbers vacation rentals are in high demand. While on the investment side, longer term letting is becoming an increasingly attractive yield play for real estate owners.
Join us for fast-paced, in-depth 90-minute learning session covering both the short and long-term segments in both urban and resort locations. There will be a highly relevant talk on Thailand’s Hotel Act and analysis of the current issues facing the industry. The conversation will include data-led metrics. Other key topics include how to develop rental properties, and a tax primer.
The C9 Sessions is an ongoing initiative by one of Asia’s leading advisory group’s C9 Hotelworks with the purpose of educating the hospitality and real estate industries, inspiring change and advancing entrepreneurial thinking. This event is co-organized by Delivering Asia and supported by PropertyGuru Asia Property Awards. Featured in this session are expert speakers from Sudara Residences, Booking.com, Chandler Mori Hamada and HLB Thailand.
This session will be invaluable for those in the real estate, hospitality and investment sectors.
Registration Link CLICK
Event Schedule
Date: Tuesday 11th March 2025
Venue: InterContinental Bangkok, Pinnacle 6 Room
Registration: 1:00 pm onwards
Session: 2:00 to 3:30 pm
Program & Speakers
Thailand’s Short-Term and Long-Term Urban and Resort Marketplace
Bill Barnett, Managing Director, C9 Hotelworks
Developing Luxury Resort Properties with Rentals – Case Study
Natkanya Saengpho, Director- Sudara Residences
David Johnson, CEO, Delivering Asia
Latest Trends in Online Vacation Rentals Across Thailand
Rebeca Mora, Key Account Manager – Chains/Mekong Region, Booking.com
A Dive Into Thailand’s Hotel Act and Impact on Short-Term Rentals
Piyawannee Watanasakolpunt, Counsel, Chandler Mori Hamada
Tax Primer on Tax Implications for Rental Properties
Paul Ashburn, Co-Managing Partner, HLB Thailand
Attendance is complimentary. Advance registration is required and QR code from Eventbrite is required for entry.
The way Gen Z travels is reshaping the hospitality and tourism industry. Gone are the days of rigid schedules and whirlwind itineraries—this generation is rewriting the travel playbook, prioritizing slow, meaningful experiences over checklist tourism. The NextGen Thai Travelers 2025 Report, released by C9 Hotelworks in collaboration with Dusit Thani College, reveals how over 600 respondents are redefining travel, making decisions differently, and setting new expectations that the industry must keep up with.
One of the most striking shifts is the rise of slow travel, where relaxation and personal connection take center stage. More than half of respondents said they travel to escape routine, while family bonding remains a top priority. Rather than rushing between attractions, Gen Z wants immersive experiences, flexible itineraries, and time to truly engage with their surroundings. This shift presents a major opportunity for hospitality brands to rethink their offerings—from customized stays to wellness retreats and hyper-local experiences designed to cater to this evolving demand.
Another defining trend is food-driven travel. For Gen Z, food is no longer just a part of the journey—it’s often the main event. Nearly 70% of respondents spend more on dining while traveling than they do in daily life, turning culinary tourism into a key decision-making factor. Whether it’s tracking down a viral street food stall or booking a table at a social media-famous restaurant, Gen Z relies heavily on TikTok, Instagram, and YouTube to guide their choices. Traditional food guides are out, digital storytelling is in. Travel brands, restaurants, and hotels that fail to tap into this trend risk missing a massive audience.
Beyond food, technology is redefining travel planning. Forget guidebooks and travel agents—Gen Z turns to AI-powered recommendations, short-form videos, and algorithm-driven itineraries. From booking accommodations to finding hidden gems, AI and social media have become the go-to decision-making tools. With digital-first engagement shaping every stage of the journey, brands that fail to optimize for AI-driven discovery and mobile-first interactions will struggle to stay relevant.
As Gen Z’s influence on the travel sector grows, one thing is clear—traditional models must evolve. This generation seeks more than just a vacation; they want experiences that align with their values, digital habits, and lifestyle priorities. Slow, experience-driven travel, digital-first engagement, and effortless convenience are no longer optional; they are the future of hospitality. The brands that adapt will thrive. The ones that don’t will be left behind.
For the full report CLICK
The C9 Sessions will be in Singapore this coming Monday 24th February 2025 in our latest event. Branded residences are becoming a significant asset class in both the real estate and hospitality space. As property developers, real estate investors and property buyers are learning, brands are at the forefront of the trend.
Join us for an in-depth 90-minute learning session covering the latest trends in hotel-branded residences and the entry of luxury fashion and automotive brands. The conversation will include data covering not only Singapore, but also market-wide metrics across all the Asian property markets. Other key topics include cross-border investment and capital markets, and insights into the emergence of luxury property collectors.
The C9 Sessions is an ongoing initiative by Asia’s leading branded residences advisory C9 Hotelworks in educating the hospitality and real estate industries, inspiring change and advancing entrepreneurial thinking. This event is co-organized Delivering Asia and supported by The Ascott Limited, The One Atelier, and PropertyGuru Asia Property Awards. Other key speakers from leading read estate groups including, PropertyGuru, CBRE and Sudara Residences.
This session will be invaluable for those considering developing branded residences and mixed-use properties, investment, financial institutions, family offices, within the real estate industry.
Registration Link CLICK
Event Schedule
Date: Monday 24th February 2025
Venue: The Robertson House by The Crest Collection, Singapore
Registration: 1:00 pm onwards
Session: 2:00 to 3:30 pm
Program
Introduction and Presentation of Asia Branded Residences Market Update
Bill Barnett, Managing Director, C9 Hotelworks
Speakers
Saowarin Chanprakaisi, Vice President, Business Development, The Ascott Limited
Junrong Teo, Vice President, Business Development, The Ascott Limited
Gianfranco Bianchi, General Manager – Asia Pacific, The One Atelier
Jason Thelen, Senior Director – Sales and Marketing, Sudara Residences
Ananth Ramchandran, Head of Advisory & Strategic Transactions, Hotels & Hospitality – Asia, CBRE
Dr. Nai Jia Lee, Head of Real Estate Intelligence – Digital and Software Solutions, PropertyGuru Group
Moderator
David Johnson, CEO, Delivering Asia
Attendance is complimentary. Advance registration is required and QR code from Eventbrite is required for entry.
C9 Hotelworks has released its new Phuket Hotel and Tourism Market Review 2025.
Phuket’s tourism market in 2024 continues its trajectory toward full recovery, underpinned by significant growth in Russian and Indian arrivals, alongside government-led visa-free travel initiatives. Passenger arrivals for the year reached 8.65 million, reflecting a 23% increase compared to 2023 and just 5% below the 2019 benchmark of 9.07 million arrivals.
China, historically Phuket’s largest international source market, recorded 998,228 visitors in 2024, up from 566,961 by 76% in 2023, but still trailing the pre-pandemic peak of 3.12 million. The Thai government’s introduction of visa-free entry in late 2023 has been instrumental in driving this recovery.
The policy also extended to travelers from Kazakhstan and Saudi Arabia, further diversifying source markets. Russia led international arrivals with 1,069,597 visitors in 2024, representing a 26% year-on-year increase, while India recorded a notable 58% rise, contributing 481,478 visitors. Collectively, Russia, India, and China accounted for 45% of Phuket’s total international arrivals.
Phuket’s positioning as a luxury destination is evolving, with the island increasingly expanding its offerings from luxury real estate to premium lifestyle facilities and amenities. Emerging hotspots such as Bangtao/Cherngtalay and Kamala are driving this transformation, supported by a proliferation of high-end developments and lifestyle-oriented establishments. Notable examples include the newly opened Anantara Life Center Phuket and the upcoming Mucho Amor Beach Club.
Additionally, the removal of Phuket’s long-standing 80-meter building height restriction is expected to catalyze a wave of new upscale developments, reshaping the island’s skyline and further solidifying its appeal as a premier luxury destination.
To download and read the full report CLICK
In case you missed the Thailand Tourism Forum 2025 in Bangkok last week or did attend, and want to rewatch some sessions please find video links to all below. The event drew over 1,000 attendees and was the 14th year for TTF. We look forward to returning in 2026, but for now please enjoy the individual session videos –
Main Event – Thailand Tourism Forum 2025
Introduction
Bill Barnett, Managing Director, C9 Hotelworks
Hotel Market Insights
Jesper Palmqvist, Regional Vice President Asia Pacific, STR
Managing Lifestyle vs. Traditional Brands
Siradej Donavanik, Vice President Development, Dusit Hotels & Resorts
(Moderator) David Johnson, CEO, Delivering Asia
Social Media Power: Inducing Travel Demand
Paul Keen, Director of Project Management, QUO
The Hot List – Top Luxury Travel Trends in Thailand
Patrick Finn, Vice President – Development, IHG Hotels & Resorts
(Moderator) Wimintra J. Raj, Founder, Hotelintel.co
Decoding Thailand’s Hotel Landscape
Orn Yomchinda, Senior Vice President, Investment Sales – Asia, JLL Hotels & Hospitality Group
Rathawat Kuvijitrsuwan,Senior Vice President, Advisory &
Asset Management – Asia, JLL Hotels & Hospitality Group
Redefined Wellness Tourism in Thailand
Dr. Wanviput Sanphasitvong, Physician, VitalLife Scientific Wellness Center & Bumrungrad International Hospital and Business Development Director, VitalLife
(Moderator) Charles Blocker, Chief Executive Officer, IC Partners Ltd
The New Explorers: Young Generation Travel Trends
Viona Zhang, Deputy Managing Director, C9 Hotelworks
Nichanun Boonprasert, Student, Dusit Thani College
Beyond Ordinary: Dope Accommodation Alternatives
Koko Tang, Founder, Colorful Earth
Beverly Chen, Co-Founder, Cloud Collective
Willem Niemeijer, CEO, YAANA Ventures
(Moderator) Matt Gebbie, Director, Pacific Asia, Horwath HTL
Click
Green Minute: Sustainability in Tourism
Eric Ricaurte, Founder and Chief Executive Officer, Greenview
Bjorn Courage, President, Phuket Hotels Association
Click
Bar, Restaurants and Concepts (BRAC)
