Thailand’s hospitality sector is entering a new cycle where value creation is driven by asset reinvention rather than organic market recovery. The post-pandemic rebound has exposed structural gaps in competitiveness and product differentiation, while a new generation of design-conscious, digitally enabled and experience-driven travelers is reshaping demand. At the same time, a new wave of luxury and lifestyle hotels is raising the bar across multiple segments.Thailand’s hospitality sector is entering a new cycle where value creation is driven by asset reinvention rather than organic market recovery. The post-pandemic rebound has exposed structural gaps in competitiveness and product differentiation, while a new generation of design-conscious, digitally enabled and experience-driven travelers is reshaping demand. At the same time, a new wave of luxury and lifestyle hotels is raising the bar across multiple segments.
Repositioning for Value: The Strategic Role of Hotel Turnarounds in Thailand
