IHG Hotels & Resorts Accelerates Premium Brand Growth in Thailand to Meet Rising Demand for Experience-Led Travel

“Guests are seeking individuality, local authenticity, and thoughtfully designed stays.” – Vivek Bhalla, IHG

Expansion of voco hotels and Crowne Plaza, alongside the introduction of new brands Ruby and Noted Collection, forms a key pillar of the company’s growth strategy.

IHG Hotels & Resorts (IHG), one of the world’s leading hotel companies, is expanding its premium hotel portfolio in Thailand to meet the evolving preferences of modern travellers and capitalize on the country’s strong market fundamentals, creating new opportunities for growth and brand expansion.

Speaking at a media briefing in Bangkok, Vivek Bhalla, Managing Director, Southeast Asia & Korea, IHG Hotels & Resorts, highlighted the long-term strength of Thailand’s tourism industry.

“Despite ongoing geopolitical tensions around the world, tourism remains one of the most resilient industries and continues to recover strongly,” said Bhalla. “People continue to travel for business, leisure, and to reconnect with family and friends. These enduring travel motivations reinforce our confidence in the long-term growth potential of the sector.”

This resilience is reflected in IHG’s continued performance. Globally, Revenue per Available Room (RevPAR) increased by 4.4% in the first quarter of 2026, driven by strong demand across all travel segments, with positive momentum continuing into the second quarter.

In Thailand, RevPAR grew by an impressive 2.9% year-to-date, supported by a 23% increase in Chinese visitor arrivals and a 2% rise in domestic travel demand.

Thailand Remains a Key Growth Market

Thailand continues to be a strategically important market, with strong and diversified demand reinforcing its position as a world-class destination.

IHG sees significant growth opportunities within the premium segment, spanning both the Upscale and Upper Midscale categories, which currently record the highest occupancy levels in the country.

Bhalla explained: “We are seeing a clear shift in how and why people travel. Today’s travellers are increasingly prioritising experiences over amenities, while seeking individuality, authentic local connections, and carefully curated stays.”

Over the past 12 months, the premium segment achieved an average occupancy rate of 69.6%, outperforming both the Luxury & Lifestyle segment (66.8%) and the Mainstream segment (64.4%).

Year-to-date occupancy within the premium category has reached 78.7%, while demand continues to outpace supply. Accommodation demand increased by 4.5%, compared with new room supply growth of only 0.8%.

Bhalla added: “For guests, this means access to high-quality, experience-driven stays at attractive price points. For hotel owners, it translates into strong returns through differentiated offerings and additional revenue streams beyond room sales.”

CG Capital Highlights the Appeal of Branded Residences

Poom Chirathivat, Founder and Executive Director of CG Capital, commented: “We are delighted to partner with IHG on the development of a residential project in the heart of Sukhumvit, one of Bangkok’s most prestigious residential districts, renowned for its premium lifestyle offerings, exceptional dining scene, and vibrant nightlife.

InterContinental Residences Bangkok Asoke presents a unique opportunity to own a highly private freehold residence in one of the city’s most desirable locations.”

Expanding voco hotels and Crowne Plaza in Thailand

To capture growth opportunities within the premium segment, IHG is actively expanding its portfolio through voco hotels and Crowne Plaza.

The company recently introduced voco hotels to Thailand with the opening of voco Bangkok Surawong, a rebranding of the former Tawana Hotel. The project showcases the brand’s flexible conversion model and distinctive design-led approach.

Bhalla noted: “voco is a great example of how strategic rebranding can create value by combining operational efficiency with a memorable guest experience.”

IHG currently has three additional voco properties in development:

• voco Phuket Patong
• voco Phuket Bangtao
• voco Bangkok Siam

At the same time, the company continues to strengthen its Crowne Plaza portfolio, one of the world’s largest upscale hotel brands and a leader in blended business and leisure travel.

Two new Crowne Plaza hotels are scheduled to open in Bangkok:

Crowne Plaza Bangkok Grand Sukhumvit, which will become IHG’s largest hotel in Thailand

Crowne Plaza Bangkok Rama 9

 Introducing New Brands: Ruby and Noted Collection

Another important element of IHG’s growth strategy in Thailand is the introduction of new brands to support future expansion.

One of these is Ruby, the urban lifestyle hotel brand acquired by IHG in 2025. Ruby is designed for modern travellers who value design, style, and efficient use of space in prime city-centre locations.

Bhalla commented: “Ruby’s design-focused and space-efficient concept is particularly well suited to major urban centres where space is limited. We see strong growth potential in Bangkok as well as key leisure destinations such as Phuket and Pattaya.”

IHG also plans to introduce Noted Collection, the company’s first premium collection brand, designed for independent hotels seeking to preserve their unique identity while benefiting from IHG’s global network and operating platform.

Bhalla added: “Noted Collection provides hotel owners with the flexibility to retain their individuality while leveraging IHG’s powerful systems, distribution channels, and operational expertise.”

Strong Confidence in Thailand’s Premium Hospitality Market

Supported by continued demand growth, an expanding development pipeline, and increasing interest from hotel owners, IHG remains confident in Thailand’s ability to drive sustained growth within the premium hospitality segment.

Bhalla concluded: “Premium brands play a critical role in our growth strategy, with Thailand representing one of our most important markets. As travel becomes increasingly experience-driven, we are well positioned to deliver the right brands in the right locations, creating value for both guests and hotel owners.”

Data as of 31 March 2026.