As Phuket moves toward the end of its tourism high season in April and into the low season, Phuket property professionals are asking, “What’s next?”The pressure is on for Thai-listed developers from Bangkok to demonstrate income growth, as the Stock Exchange of Thailand (SET) continues to decelerate.
Top Bangkok-based groups currently active in the Phuket market include One Origin, Sansiri, AssetWise, Siamese Asset, Ananda, Land and Houses, Charn Issara, and others. These developers are focusing on two specific tiers of projects aimed at foreign buyers. The first is small, entry-level, mass-market condominiums, while the second targets the upper end of the market with luxury single-family homes.
Another emerging trend is the development of larger, mixed-use projects in inland areas of the island. These developments are lifestyle-focused and cater to end-users or investors seeking recurring rental yields. A significant shift in the market is the rise of hybrid developments, where large-scale land is subdivided into micro-projects in collaboration with other developers.
One notable example is Ananda’s Mira Valley, which is partnering with Mono and the growing Punyisa brand. Together, they are populating this larger community with specialized developers who offer niche products but are attracted to the concept of a large integrated living complex. We expect to see more of these hybrid developments, along with more custom-built lots, signaling a departure from the many cookie-cutter, mass housing projects currently available in the market.
Regarding data, C9 Hotelworks has compiled rental data for the full year of 2024 from Thailand’s leading property portal, Fazwaz.com. With thousands of transactions analyzed, here are the key highlights focusing on the rental segment:
- In Bangkok, 89% of online rentals are long-term, and 94% are condominiums rather than houses. Demand for one-bedroom units makes up nearly half of the market, followed by two-bedroom units at 25%. The top three nationalities of renters are Thai, US, and UK.
- Looking at the transaction market, average sales prices have shifted due to the resale of older, larger units with higher absolute prices, despite an influx of smaller, entry-level, lower-priced units.
- In Phuket, the secondary market is growing, and single transaction prices have decreased by 20-25% due to a combination of resales and smaller, more affordable condominiums.
- On the island, 54% of rentals are long-term, with a slightly higher proportion of houses compared to condominiums. One-bedroom units are in high demand for condominiums, while three-bedroom units are the most sought-after for houses. The top three nationalities of renters are Russian, UK, and US, with Thais emerging as a growing segment.
We will continue to closely track real estate trends throughout the shoulder season and into the low season, especially considering the high volume of new project launches. Stay tuned.
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 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
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)
C9 Hotelworks Release Definitive Asia-wide Branded Residences Report
Branded residences in Asia see record supply worth USD26.6 billion according to C9 Hotelworks new research report. The market shows a rising proportion of standalone and mixed-use developments, with a growing presence of brands beyond hospitality.
The branded residences sector in Asia has achieved a record-breaking supply value of USD26.6 billion, comprising 68,001 units in total. Thailand leads the market with a 23.3% share, followed by the Philippines (17.3%) and South Korea (11.6%). Emerging markets such as Malaysia, Vietnam, and India collectively account for 24.5% of the total market share.
Over the past four years, the sector has experienced robust growth, expanding at a compound annual growth rate (CAGR) of 11%, with strong prospects for continued development. From 2025 onwards, an additional 43,100 units across 180 projects are expected to be completed, nearly doubling the existing supply of branded residences in the region. Thailand currently has the highest number of launched units in the primary market, with 12,656 units across 55 projects, while Vietnam has the largest number of upcoming units, with 11,390 announced but not yet released for sale from 36 developments.
The sector is undergoing a significant transformation in development types, with a rising preference for mixed-use and standalone branded residences. Between 2020 and 2024, mixed-use and standalone developments have grown to represent 30% of completed projects. This marks a significant increase from their 14% share recorded before 2020 when branded residences were primarily developed alongside hotel components.
Complementing this shift, recent trends reveal a growing presence of branded residences launched by brands outside the hospitality sector. These non-hospitality brands account for 5% of the units on the market, with 90% concentrated in urban locations. A key project exemplifying this trend is the Porsche Design Tower Bangkok, an ultra-luxury branded residence with prices ranging from USD15 million to USD40 million, highlighting the increasing involvement of non-hospitality brands in this sector.
To download and read C9 Hotelworks Asia Branded Residences Market Review 2024 CLICK
Wellness tourism is in great shape. One of the fastest growing areas of the tourism industry, the sector has grown from a niche market for committed health seekers to become a THB 219 trillion (USD 6.3 trillion) global powerhouse. At the heart of this revolution is Asia Pacific, which accounts for 30% of the worldwide market and where pioneering destinations such as Phuket have successfully changed the face of wellness tourism.
In the latest in a series of C9 Sessions, C9 Hotelworks, the award-winning Phuket-based tourism, hospitality & real estate consultancy, presented “Phuket’s New Wellness Trends for Hotels, Tourism & Real Estate”, an immersive event that revealed the latest insights and intelligence on the ever-evolving and expanding wellness tourism industry in Thailand and Phuket. Download here.
Key data from the report, including analysis of the figures driving the wellness economy, which is valued at THB 1,200 billion (USD 34.6 billion) in Thailand, with an annual growth rate of 5.58% (2020-2022). This includes THB 296 billion (USD 7.8 billion) in wellness tourism trip expenditure alone.
With its rich tradition of healing, Phuket has long attracted travellers who want to soothe their body, mind and soul in paradise. In the post-pandemic era, the mindset shift towards healthy lifestyles has inspired a new era of wellness tourism that goes far beyond the spa. As visionary companies launch a new collection of state-of-the-art cosmetic and medical services, Phuket is ensuring its longevity as a global wellness leader.
Staged at Amora Beach Resort Phuket, in collaboration with VitalLife Scientific Wellness Center Phuket, powered by Bumrungrad International Hospital, the Phuket Hotels Association, and Delivering Asia, the 90-minute session explained how Phuket emerged as a top wellness tourism destination in the 1990s, when traditional Thai massage and spa therapies were elevated to new levels of luxury by the arrival of brands like Banyan Tree. This was followed by an expansion into medical tourism in the 2000s, driven by the arrival of private hospitals, which then shifted to focus on aesthetic treatments in the 2010s.
Now, in the lifestyle-conscious 2020s, the concept of “longevity tourism” has taken centre stage – a holistic approach to wellbeing that promotes extended living. Phuket is leading this trend with cutting-edge facilities arriving in Phuket such as the VitalLife Scientific Wellness Center Phuket, a hub of health and longevity which opened its doors fully this month, the Health Resort by Clinique La Prairie at TriVananda, a sustainable luxury wellness resort which is on track to open in 2026, and the new Bumrungrad Hospital Phuket, which also debuts in 2026.
Dr. Polakit Teekakirikul, M.D., CEO & Chief Science Officer, VitalLife Scientific Wellness Center Phuket, said: “This is a tremendously exciting time for the wellness tourism industry. The launch of our VitalLife Scientific Wellness Center will introduce some of the industry’s latest longevity solutions, such as DNA profiling and the use of AI, to create tailored health blueprints and programmes for every guest. This reflects our confidence in Phuket’s status as a global wellness hub, now and for many years to come.”
TriVananda will also soon be home to Clinique La Prairie’s first Health Resort in South East Asia. “Clinique La Prairie’s longstanding expertise in longevity and their innovative approach makes them the ideal partner to achieve and realize our vision of establishing TriVananda as the gold standard for wellness hospitality in Asia,” said Kittisak Pattamasaevi, CEO of Montara Hospitality Group, who oversees TRISARA and TriVananda. “We recognize that there is a global stress epidemic at hand, and the negative affects it has on our individual health and wellbeing, and as a global community. TriVananda will be a place for people of all ages to heal, grow and learn.”
There is still time to register for today’s C9 Session (Wednesday 27th November 2027, which will be held at the Amora Phuket Resort Bangtao. How is Longevity and a health-focused lifestyle changing the face of the wellness industry? Join us for a unique 90-minute learning session featuring experts from international medical wellness, tourism, resort and real estate and health-focused culinary sectors as we examine the post COVID19 world as we look what is pushing changes Longevity and Health in an evolving lifestyle destination.
Learn the latest insights and trends in Asia’s most dynamic resort destination, Phuket with series of conversations on what’s driving Phuket’s growing international community.
The C9 Sessions is an ongoing initiative by Asia’s leading branded residences advisory C9 Hotelworks in the hospitality and branded residences industries, inspiring change and advancing entrepreneurial thinking. This event is co-organized with VitalLife Scientific Wellness Center, Phuket powered by Bumrungrad International Hospital, Phuket Hotels Association, and Delivering Asia. This session will be invaluable for tourism, hospitality and the property sectors along with those operating wellness, fitness and restaurant businesses.
Event Schedule
Date: Wednesday, 27 November 2024
Venue: Amora Beach Resort Phuket, Ballroom, 322 Moo 2 Bang Tao Beach, Srisoontorn Road, Cherngtalay, Talang, Phuket 83100. Tel: +66 76 314 236
Registration: 3:00 pm onwards
Session: 4:00 to 5:30 pm
Program
Introduction :
Host:
Sumi Soorian, Chief Marketing and Commercial Officer, The Headland
Phuket’s New Lifestyle Redefined: The Pivot from Wellness to Longevity
Bill Barnett, Managing Director, C9 Hotelworks
Insights on Phuket’s Longevity Market – Insights and Trends
Dr. Polakit Teekakirikul, M.D. ,CEO& Chief Science Officer, VitalLife Phuket
Dr. Suthee Siriwechdaruk, M.D, Chief Administrative Officer, VitalLife Phuket
Moderated by Jules Kay, Managing Director, PropertyGuru Asia Property Awards
Developing a New Lifestyle Wellness/Longevity Community
Kittisak “Kitt” Pattamasaevi, CEO, Montara Hospitality Group
Oversees Trisara Resort and Tri Vananda (Health Resort by Clinique La Prairie)
Longevity vs Wellness – What’s the Difference?
David Thomas Boucher, CEO; Bumrungrad International Hospital Phuket & Market
Dr. Nadzri Mokhtar, Chief Medical Wellness Director, Penang Medical Wellness & Longevity Hub (PMW)
Food for Life – A Dive Into Eating Better, How and Why the Market Is Evolving
Dr. Brian Kunakom, Naturopathic Consultant
Michele Wisla, Plant-Based Health Coach, Our Conscious Kitchen
Moderated by Jayne MacDougall, Executive Director, Phuket Hotels Association
Mindfulness for Hotels – The Missing Link
Suksit Suvunditkul, President of Thailand Hotels Association Southern Chapter and CEO Deevana Hotels and Resorts
Viona Zhang, Deputy Managing Director, C9 Hotelworks
Attendance is complimentary. Advance registration is required and QR code from Eventbrite is required for entry.
To register click on the following link –
