InterContinental Hotels Group (IHG) is optimistic about Thailand's tourism outlook, with plans to add 11 more hotels here for a total of 28 by 2019.
"Thailand still has room to grow, as it's well placed to capture the biggest tourist markets such as China," said Leanne Harwood, vice-president for Southeast Asia.
Hotel Indigo Bangkok is the first property under the brand in Southeast Asia.
"The country welcomed 24.7 million visitors last year despite many negative factors. We see Thailand as our second-biggest potential market in Southeast Asia after Indonesia."
The 11 hotels planned for Thailand include two InterContinentals, four Holiday Inns, four Holiday Inn Expresses and one Hotel Indigo.
The hotel chain sees the full economic liberalisation under the Asean Economic Community as a benefit to tourism in the region.
IHG plans to add 53 hotels to its portfolio in Southeast Asia, bringing the total to 107 within five years.
Last year the group opened 266 hotels worldwide.
"Mid-scale hotels remain fast-growing, thanks to the sharp growth of middle-class tourists around the globe," Ms Harwood said.
IHG selected Thailand as the home of the first Hotel Indigo in Southeast Asia.
Hotel Indigo Bangkok on Wireless Road is aimed at the top-tier tourist market.
It is a prototype hotel meant to showcase the concept to investors in the region.
Hotel Indigo is IHG's youngest brand, launched in 2004.
The Bangkok facility is the 62nd property to open globally under the Hotel Indigo label and the first of 10 planned for Asia and Africa in the coming years.
Bruce Ryde, director of brand management for Hotel Indigo, described it as IHG's fastest-growing brand.
Demand for boutique and trendy hotels continues to grow among travellers with an interest in art, design and local exploration, he said.
They are looking for uniqueness and an individual hotel experience combined with superb facilities, dining and service.
"This is what Hotel Indigo provides — all the style and flair of a boutique hotel with the reassurance and quality that a leading hotel group can offer," Mr Ryde said.
IHG operates 62 hotels under the Hotel Indigo brand worldwide.
Another 62 of these facilities are in the works.