Bangkok’s luxury hotels have consistently maintained a remarkably low rate profile over the past decade, a phenomenon that is welcomed by luxury seekers in the know, but to Bangkok hotel owners and managers’ chagrin. Thailand has seen a soaring and sustained growth in the tourism industry as well as a strong economy, yet despite these positives, the rates at the top tier hotels in Bangkok have refused to show an increase, instead they have remained stagnant. This is thanks in part to a very impressive pipeline of evermore luxurious properties opening throughout the Kingdom, but particularly in Bangkok.
Rosewood Bangkok is one of the latest entries to the Bangkok luxury hotel scene in recent times and the author states that he had an opportunity to visit it. The Rosewood is beating all odds with its 159 keys. The author states that it is achieving high rates in Bangkok. The design approach undertaken by Rosewood is revolutionary and impressive. Design & Concept firm Avroko carried out a non-uniform approach with emphasis on the restaurants and bars, while Celia Chu Design and Associates worked on its rooms and public areas. The author states that coming back to the subject of rates, top tier hotels in Bangkok have been averaging rates of $200 to $240 for years and that is very bad for their reputation. The question is, will other hotels find the courage to follow Rosewood’s move or will the market cause a correction in the pricing strategy?
“Taking a step back, and looking at recent entries like the Waldorf Astoria, and upcoming 101 key Capella, what is clear is luxury properties are shifting in terms of key drivers of the segment of art, fashion, residential vibe, bar and restaurant offerings, wellness and events.”