Thailand's hotel industry has ample room to grow thanks to Asian tourists, particularly from China, India and Indonesia, says Connecticut-based Starwood Hotels and Resorts Worldwide Inc.
Starwood's five-star Sheraton Hua Hin Resort & Spa is popular with Thai and foreign tourists alike.
Each of those three tourist markets has a huge population.
"Thailand has a lot of growth potential, driven by the trend in Asia where tourism, especially travel within the continent, is growing very fast," said Lothar Pehl, senior vice-president for Thailand, Vietnam, Cambodia, Myanmar and Laos.
He said most Starwood guests today were Asian, while 55% of new projects worldwide under the Starwood chain were in Asia.
This has bolstered the hotel management chain's confidence that its presence in Asia including Thailand will lead to long-term success, Mr Pehl said.
He said Thai destinations all had unique marketing features.
Pattaya, whose tourism image has moved away from crime and nightlife entertainment, is growing in popularity for Asians.
The resort town has been severely affected by a disappearance of Russian tourists and is looking at other markets.
"Pattaya is now trying to serve the needs of all tourist groups. There are business opportunities, as luxury hotels are still insufficient in number there," Mr Pehl said.
Starwood plans to introduce more high-end Westin and Le Meridien hotels in Thailand.
In the South, Koh Samui and Phangnga province both offer distinct luxurious services, while Hua Hin is suitable for seminars and family vacations, Mr Pehl said.
Phuket, Krabi and Khao Lak can attract big markets in general, as they serve various markets including independent travellers, small and big groups of visitors and families on holiday.
Mr Pehl said Bangkok was the biggest destination, so Starwood planned to add more Loft and Four Points by Sheraton brands such as the ones now in Sukhumvit Sois 11 and 15, respectively.
In the North, Chiang Mai and Chiang Rai enjoyed good occupancy rates last year, and 2015 could be a good time for hotel expansion in border areas to serve visitors from southern China.
Independent travellers are still arriving steadily despite martial law, Mr Pehl said.
He said large companies abroad had been invited to send representatives to visit hotels in Bangkok and see for themselves that everything was normal.
Starwood has 22 hotels in Thailand and plans to sign three more contracts this year.
New hotels under development are the Sheraton Samui, W Retreat Phuket-Phangnga Bay and Sheraton Phuket Kalim Beach Resort.