Japan-based Hotel Okura has announced the signing of a multiple-property framework agreement with Asset World Corporation (AWC), aiming to expand its luxury hotel and hospitality services in Thailand.
The collaboration includes the operation of a new hotel being developed by AWC in Chiang Mai by 2028 and several to be announced Okura-branded properties across Thailand by 2030.
This expansion will add over 500 rooms to the country's hospitality sector.
The first Okura-branded hotel in Chiang Mai will be part of AWC's Lannatique project, a commercial development in the Chang Klan area.
Its design will reflect a fusion of Lanna Dynasty tapestries and contemporary Japanese art, offering guests a blend of both cultures.
The property will feature wellness-oriented services such as a spa, Zen garden, and Japanese tea café.
Scheduled to open in 2028, the Chiang Mai hotel, along with other projects in key cities such as Bangkok, will increase Okura Group's presence in Thailand to over 2,000 rooms by 2030.
In addition to the hotel developments, Hotel Okura will also provide hospitality services on the "Okura Cruise" river excursions on the Chao Phraya River in Bangkok, starting this December.
The river cruise will offer passengers a unique dining experience amidst the scenic backdrop of the Chao Phraya River, adorned with historical landmarks and Thai architecture.
The ship's interior will be decorated with Japanese origami-inspired patterns, enhancing the cultural journey with symbols of longevity such as cranes and turtles.
Hotel Okura's global expansion strategy aims to establish a network of 150 hotels by 2030, with 75 locations outside Japan, focusing on Asia's vibrant tourism markets.
The partnership with AWC is a significant step towards increasing Hotel Okura's brand presence in the Thai market, building on the success of The Okura Prestige Bangkok since its opening in 2012.
Hotel Okura president Toshihiro Ogita said: "We are excited to build on our success with The Okura Prestige Bangkok through our expanded partnership with AWC. We are especially thrilled to introduce the Okura brand to Chiang Mai, a world-renowned destination, to provide guests with unique experiences that combine Lanna and Japanese cultures.
"We are also excited about collaborating with AWC on the 'Okura Cruise' along the Chao Phraya River, which will combine Japanese hospitality with the rich scenery of this historic river. Going forward, we are committed to leveraging our expertise and tradition of offering the essence of Japanese hospitality to deliver top-quality accommodation and cruise services in Thailand, including strengthening AWC’s leadership in the Thai lifestyle real estate market.”
In February 2022, Hotel Okura Co’s subsidiary Okura Nikko Hotel Management announced plans to open a new hotel in Bangkok, Thailand, next year.
