Key points
- Minor International Pcl, one of Asia’s largest hotel groups, is setting its sights on the United States after the global success of The White Lotus series, which was filmed at several of its luxury Anantara resorts in Thailand.
- The company’s founder and chairman, William “Bill” Heinecke, confirmed plans to launch the first Anantara hotel in the US by early next year, marking a major step into a highly competitive market that has long eluded the Thai hospitality giant.
- This Thailand Hotel News report highlights how the global buzz surrounding The White Lotus has become a marketing windfall for the Anantara brand, boosting visibility and positioning Minor Group for new levels of international recognition.
Thailand Hotel News: Minor Group Rides White Lotus Wave with Bold US Expansion Plans
Minor International Pcl, one of Asia’s largest hotel groups, is setting its sights on the United States after the global success of The White Lotus series, which was filmed at several of its luxury Anantara resorts in Thailand. The company’s founder and chairman, William “Bill” Heinecke, confirmed plans to launch the first Anantara hotel in the US by early next year, marking a major step into a highly competitive market that has long eluded the Thai hospitality giant.
Minor International leverages global fame from The White Lotus series to launch its luxury Anantara brand in the United States.
Image Credit: Minor Hotels
In recent weeks, The White Lotus has done more than entertain viewers—it has turned its Thai filming locations into international travel sensations. Three Anantara properties in Phuket and Koh Samui, as well as the Four Seasons Koh Samui, served as the show’s backdrop. Since its premiere in mid-February, online bookings for the Anantara resorts have surged by 41% compared to last year, while website traffic has more than doubled. This Thailand Hotel News report highlights how the global buzz surrounding The White Lotus has become a marketing windfall for the Anantara brand, boosting visibility and positioning Minor Group for new levels of international recognition.
Riding the White Lotus Effect
The unprecedented attention from The White Lotus has sparked what insiders call the “White Lotus effect.” Tourists from Europe, the US, and the Middle East are now actively seeking out the iconic Thai resorts that appeared in the series. “This show has really catapulted the international appeal of Minor and of our hotels, specifically Anantara,” Heinecke said. “We haven’t got an Anantara in the US yet, but I hope that we’ll rectify that by this time next year.”
This newfound momentum has encouraged the group to fast-track its global expansion. Minor International currently owns or operates 562 hotels across 57 countries, and the company now aims to grow that number to 850 by 2027 and 1,000 by 2030. Alongside its push into the US, Minor has also announced plans to expand into Japan and Singapore—two markets that are both highly competitive yet promising for luxury hospitality brands.
Strong Financial Growth and Tourism Recovery
The “White Lotus effect” is amplifying a broader wave of global tourism recovery that has benefited Minor Group’s core markets in Thailand and Europe. After posting record earnings in 2024, with net profits jumping 43%, Heinecke expects another strong year ahead. “What makes me even prouder is the fact that we’ve been able to take Anantara, which is a Thai brand, internationally,” the 75-year-old American-born Thai businessman said.
William (Bill) Heinecke: Founder, Owner and Chairman of Minor Hotels and Resorts
Image Credit: Minor Hotels
Thailand’s hospitality sector remains a key pillar of the country’s economy. Tourism is projected to reach record levels this year, with the government targeting over 40 million foreign arrivals—surpassing the pre-pandemic peak of 2019. Between January and March, the kingdom welcomed 7.66 million foreign visitors, up 4.4% from the same period last year. This steady growth provides a favorable backdrop for Minor Group’s ongoing investments and strategic moves.
Strategic Financial Moves and Debt Reduction
To fund its new projects and streamline its balance sheet, Minor International plans to launch a $1.5 billion real estate investment trust (REIT) this year. The REIT, which could be listed in Thailand, Singapore, or possibly Europe, will include several of the company’s hotel assets. According to CEO Dillip Rajakarier, the move will help free up capital while reducing debt.
“One of the things that people have been concerned about is our heavy debt,” Heinecke admitted. “And we have an opportunity through a REIT to repay most of that debt.” The company’s total liabilities have already declined from 273 billion baht in 2023 to 247.7 billion baht in 2024, thanks to improved revenue streams and strong global performance.
Minor’s Growing Global Influence
Minor International’s stock performance reflects growing investor confidence, rising about 10% this year despite the overall Thai equity market falling by 17%. The success of The White Lotus has given Minor not just a publicity boost but also a rare opportunity to establish Anantara as a global luxury name. The group’s move into the US market—where competition is fierce but exposure is unmatched—signals a new chapter in its evolution from a regional powerhouse to a true international player.
As Heinecke put it, “The White Lotus will provide many opportunities for us around the world.” With an expanding portfolio, improved financial health, and a world suddenly captivated by its Thai hospitality aesthetics, Minor International seems poised to redefine how Southeast Asian luxury brands can compete on the global stage.
The strategic blend of entertainment-driven visibility and disciplined expansion could make Anantara one of the most recognized luxury hospitality brands in the world within the next decade. For Thailand’s tourism industry, the ripple effect of this success may well reaffirm the nation’s position as the beating heart of Asian hospitality excellence.
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