Key points
- Backed by strong partnerships, a clear asset recycling model, and aggressive expansion across key tourism and business hubs, the company is targeting a portfolio of 29 hotels valued at approximately 58 billion baht by 2030.
- The move signals a major shift in how Thai property developers are approaching the hotel sector, focusing increasingly on recurring income and long-term operational growth rather than relying solely on residential sales cycles.
- In Phuket, the Moxy Phuket Chaofah, a 249-key lifestyle hotel targeting younger travelers and international tourists, is slated to open at the end of August 2026.
Thailand Hotel News: Origin Hotel is accelerating its expansion strategy with an ambitious long-term plan aimed at transforming the company into one of Thailand’s most active hospitality developers and operators. Backed by strong partnerships, a clear asset recycling model, and aggressive expansion across key tourism and business hubs, the company is targeting a portfolio of 29 hotels valued at approximately 58 billion baht by 2030. The move signals a major shift in how Thai property developers are approaching the hotel sector, focusing increasingly on recurring income and long-term operational growth rather than relying solely on residential sales cycles.
Image Credit: Thailand Hotel News (AI-Generated)
In this Thailand Hotel News report, the company’s strategy reveals a carefully calculated balance between expansion, capital efficiency, and global brand collaboration. Rather than slowing down after recent asset sales, Origin Hotel is actively reinvesting proceeds into new developments and positioning itself for rapid growth across Bangkok, Phuket, Chiang Mai, and major provinces in the Eastern Economic Corridor. Executives say the company’s approach is designed to reduce capital risk while accelerating scale through joint ventures and partnerships with international hotel operators.
Asset Sales Fueling Expansion Rather Than Retreat
Recent headlines surrounding the sale of two high-profile properties — InterContinental Bangkok Sukhumvit and Staybridge Suites Bangkok Thonglor — initially raised questions among industry observers about whether the company was scaling back. However, company executives have emphasized that these transactions are part of a deliberate and long-planned strategy rather than a sign of retreat.
The sales generated more than 1.3 billion baht in cash inflow, including roughly 800 million baht from the InterContinental transaction and about 500 million baht from the sale of Staybridge Suites Bangkok Thonglor. Origin Hotel held a 51% stake in the InterContinental property, while the remaining share belonged to its joint-venture partner. The Thonglor property was developed in partnership with a Japanese real estate firm, demonstrating the company’s consistent reliance on collaborative investment structures.
According to Chief Executive Chanchai Phansopha, the company’s strategy follows a Build–Operate–Exit–Reinvestment model. Under this system, assets are developed and operated until they mature and reach strong valuation levels, after which selected properties are sold to unlock capital for new projects. This approach allows the company to recycle funds without significantly increasing debt or relying heavily on new capital raising.
Image Credit: Origin Hotels
Seven Hotels Currently in Operation Across Thailand
Following the sales, Origin Hotel currently operates seven hotels with a combined 1,706 rooms and a portfolio value exceeding 12 billion baht. These properties are located across key tourism and economic destinations, including Bangkok, Si Racha, Rayong, Hua Hin, Phuket, and Krabi.
The portfolio includes internationally branded hotels such as Holiday Inn & Suites Sriracha Laem Chabang and Holiday Inn Express Rayong, along with properties in major tourist destinations. Since opening its first hotel in 2020, the company has developed nine hotels totaling 2,306 rooms, alongside two retail projects integrated within hotel developments in Si Racha and Sukhumvit Soi 24. These mixed-use projects reflect the company’s strategy of combining hospitality and retail components to maximize land utilization and revenue potential.
Major Openings Scheduled for 2026
The year 2026 will mark a significant milestone as several key projects are scheduled to open. In Bangkok, the company plans to launch Hotel Indigo and Holiday Inn Express Bangkok Phyathai, offering a combined 411 keys, with openings expected around April or May.
In Phuket, the Moxy Phuket Chaofah, a 249-key lifestyle hotel targeting younger travelers and international tourists, is slated to open at the end of August 2026.
Meanwhile, northern Thailand will see the debut of Moxy Chiangmai Nimman, a 103-key property scheduled for July 2026. These openings reflect a deliberate focus on lifestyle brands and internationally recognized operators that can attract global travelers and leverage established loyalty programs.
Image Credit: Origin Hotels
The company also plans construction starts in 2026 for additional projects across three Bangkok locations — Victory Monument, On Nut, and Udomsuk — alongside three new Phuket developments in Bang Tao, Seaside, and Kata, all targeted for opening in 2028.
Expansion Through Joint Ventures and Shared Investment
Origin Hotel plans to invest approximately 7.5 billion baht annually from 2026 to 2030, representing half of a broader 15-billion-baht annual investment program. The remaining capital will come from partners through joint ventures, allowing the company to expand rapidly while limiting its own financial exposure.
The five-year expansion plan includes the development of 22 new hotels and two retail projects, adding a total of 4,731 rooms across Bangkok, Phuket, Chiang Mai, Khon Kaen, Udon Thani, and provinces within the Eastern Economic Corridor. The schedule is ambitious: five hotels with 1,625 rooms are expected in 2028, followed by 10 hotels totaling 2,498 rooms in 2029, and two additional hotels with 608 rooms in 2030. Another five more hotel projects are currently in the feasibility and consideration stages.
Executives say the joint-venture model is central to their success, particularly when partnering with landowners who contribute prime locations while reducing upfront development costs. This structure allows the company to maintain strong growth without overextending its balance sheet.
Image Credit: Origin Hotels
Global Partnerships and Brand Strategy
A major component of Origin Hotel’s expansion strategy is its collaboration with global hospitality brands. The company has strengthened ties with Marriott International, gaining access to the hotel giant’s extensive global distribution network and loyalty ecosystem, which includes hundreds of millions of members worldwide.
Three Marriott-branded projects are already underway, valued at around 8 billion baht. These include Bangkok Marriott Sukhumvit Onnut, Courtyard by Marriott Bangkok Sukhumvit Onnut, and Moxy Phuket Chaofah. The company also plans to develop four additional Marriott-branded hotels in Bangkok, Phuket, Chonburi, and Chiang Mai, with a combined value exceeding 10 billion baht.
Executives stress that partnerships with global operators provide more than branding. They bring expertise in revenue management, dynamic pricing strategies, staff training, and global marketing channels — elements often described internally as the “software” side of the hotel business. In a competitive market, this operational know-how is viewed as essential for maintaining high occupancy and profitability.
New Brands and Future Developments
Beyond Marriott partnerships, Origin Hotel is diversifying its brand mix. The company plans to launch two Motto by Hilton properties in Bangkok, with openings targeted for 2027. These projects aim to capture demand for compact, design-focused urban hotels that appeal to modern travelers seeking convenience and affordability.
This multi-brand approach allows the company to target different traveler segments, from upscale business travelers to lifestyle-focused millennials and long-stay guests. Industry analysts note that flexibility in brand positioning will be increasingly important as tourism patterns evolve and travelers seek more personalized experiences.
Image Credit: Origin Hotels
Financial Growth and Corporate Positioning
Origin Hotel’s registered capital has increased significantly, rising from 1.35 billion baht in 2023 to 3 billion baht today. The company operates as a subsidiary of SET-listed Origin Property, which entered the hotel business in 2017 as part of a diversification strategy aimed at generating recurring income.
Revenue from hospitality operations has grown steadily and now accounts for approximately 25–30% of the broader group’s income, reflecting the success of the diversification strategy. The company has also indicated potential plans for an initial public offering once the hotel portfolio reaches around 15–20 properties and market conditions are favorable.
Executives believe that moving toward a recurring income model provides greater stability compared with residential development, which tends to fluctuate with economic cycles and consumer confidence.
Outlook Toward 2030 and Industry Impact
Origin Hotel’s plan to build a portfolio of 29 hotels worth 58 billion baht by 2030 represents one of the most aggressive expansion strategies currently underway in Thailand’s hospitality sector. By combining asset recycling, joint ventures, and international partnerships, the company aims to grow rapidly without placing excessive pressure on its balance sheet.
Image Credit: Origin Hotels
The strategy reflects a broader shift within Thailand’s real estate industry, where developers increasingly see hospitality as a long-term revenue generator rather than a secondary business line. With tourism recovery continuing and international arrivals strengthening, operators capable of scaling quickly while maintaining operational efficiency are expected to hold a competitive advantage.
As the company moves forward with new openings, construction starts, and strategic partnerships, industry observers will be watching closely to see whether this model becomes a blueprint for other developers seeking sustainable growth in the hotel sector.
The company’s journey illustrates how modern hospitality investment is no longer just about constructing buildings but about managing capital, partnerships, and brand alliances in a way that maximizes long-term value. The coming years will test the strength of this strategy, but early indicators suggest that Origin Hotel is positioning itself as a serious player in Thailand’s evolving tourism landscape. With a clear roadmap, diversified brand portfolio, and disciplined financial structure, the group appears determined to reshape its role in the industry while building a stable and scalable recurring income business.
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