Hotel giant says travellers now want stories, not just slippers.

If Thailand’s hotel developers were placing bets right now, they’d probably be backing premium hospitality and ordering another round while they’re at it.

That’s certainly the view from IHG Hotels & Resorts, which has planted its flag firmly in Thailand’s upscale sector, convinced that travellers increasingly want more than a plush pillow, a rooftop pool and a breakfast buffet the size of a small country.

These days, guests are chasing experiences. They want local flavour, neighbourhood stories and a stay with a sense of place. In short, they don’t just want to visit Thailand; they want to feel as though they’ve actually been there.

Speaking in Bangkok last week, IHG Managing Director, South East Asia and Korea, Vivek Bhalla, said the global travel industry continues to demonstrate remarkable resilience despite an increasingly uncertain world.

“Despite ongoing geopolitical tensions, travel has consistently proven to be one of the most resilient sectors,” said Vivek.

“People continue to travel whether for business, leisure and staying connected with family and friends which underpins our confidence in long-term growth.”

Few in tourism would argue.

Travel, after all, has weathered pandemics, coups, volcanic eruptions, airline collapses and enough geopolitical curveballs to keep insurance companies awake at night. Yet people still pack a bag, head for the airport and complain about baggage fees as enthusiastically as ever.

The numbers suggest IHG has good reason for its confidence.

Globally, the company reported RevPAR growth of 4.4 per cent during the first quarter of 2026, with momentum continuing into Q2. Thailand, meanwhile, remains one of the group’s brightest stars, recording RevPAR growth of 2.9 per cent year-to-date.

Chinese arrivals are up an impressive 23 per cent, while domestic demand has also strengthened.

For IHG, Thailand remains far more than just another pin on the map.

The kingdom continues to attract virtually every type of traveller imaginable: beach lovers, conference delegates, wellness seekers, luxury escape artists, digital nomads and, of course, those Australians escaping winter while loudly insisting they’re “just ducking over for a week”.

More importantly for hotel owners, the premium segment is outperforming the rest of the field.

Over the past year, premium hotels recorded occupancy of 69.6 per cent, comfortably ahead of luxury and lifestyle properties at 66.8 per cent and mainstream accommodation at 64.4 per cent. This year, occupancy has surged to 78.7 per cent.

Demand is also outstripping supply, growing by 4.5 per cent compared with supply growth of just 0.8 per cent.

“We are seeing a clear shift in why and how people travel,” continued Vivek.

“Travellers are prioritising experiences over products, with growing demand for authenticity, local connection and more curated stays.”

Translation? The days when marble foyers and gold-plated taps guaranteed success are fading.

Today’s travellers want boutique character, authentic food, local stories and hotels that don’t look as though they’ve been copied and pasted from one city to another.

“For guests, this means high-quality, experience-driven stays at compelling value,” added Vivek.

“For owners, it creates strong returns through differentiated offerings and new revenue streams beyond rooms.”

To capture that demand, IHG is significantly expanding its premium footprint across Thailand.

Leading the charge is voco, the company’s fastest-growing premium conversion brand.

IHG made its Thai debut with voco Bangkok Surawong, transforming the former Tawana Hotel into a contemporary, character-led property. It is precisely the sort of adaptive-reuse project that is increasingly finding favour with owners keen to avoid lengthy development timelines.

“The voco brand is a great example of how we can unlock value through conversions or new builts, combining operational efficiency with distinctive guest experiences,” Vivek said.

Three more voco properties are already in the pipeline: voco Phuket Patong, voco Phuket Bangtao and voco Bangkok Siam.

IHG is also expanding Crowne Plaza, one of hospitality’s most recognisable premium brands.

Two new Bangkok properties are on the way: Crowne Plaza Bangkok Grand Sukhumvit, which will become IHG’s largest hotel in Thailand, and Crowne Plaza Bangkok Rama 9.

The company isn’t stopping there.

IHG plans to introduce Ruby, the urban lifestyle brand it acquired in 2025. Designed for style-conscious city travellers, the brand is expected to resonate strongly in densely populated destinations such as Bangkok.

“Ruby offers a highly efficient, design-led concept that works particularly well in space-constrained urban markets,” commented Vivek.

“We see strong potential in Bangkok, as well as destinations like Phuket Town and Pattaya.”

Another newcomer will be Noted Collection, IHG’s first premium collection brand, targeting independent hotels seeking global reach without surrendering their personality.

“Noted Collection gives owners flexibility – individuality alongside the power of IHG’s enterprise platform and loyalty network,” added Vivek.

With demand rising, investor appetite strengthening, and travellers increasingly seeking memorable experiences rather than cookie-cutter accommodation, IHG clearly believes Thailand’s premium hotel boom still has plenty of runway left.

And judging by the queues currently forming at Bangkok’s airports, they may well be right.

 

By: Prae Lee – © 2026.

Read Time: 5 minutes.

 

Author Bio:

You can tell a great deal about a person by how they meet a Bangkok morning. Prae Lee doesn’t charge into it; she glides, unhurried, as if time itself has agreed to behave. There is a calm assurance about her, the sort earned by knowing both your roots and your destination.

A graduate of Chulalongkorn University, she earned her business degree with quiet pride, then further honed it in Singapore and Australia. Travel didn’t change her. It refined what was already there: curiosity, discipline, grace.

Back in Bangkok, she slipped modern life into the family business, mastering social media with an instinct for listening and selling with Thai gentleness.

Prae never seeks attention, yet everything she touches grows brighter.

Now with Global Travel Media, she writes with authenticity, drawing on culture, travel and a rare, steady confidence.

 

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