Movenpick Hotels & Resorts, a leading Swiss hospitality chain, will double its hotels in Thailand through opening five new hotels and one serviced apartment by 2018.
The chain sees high potential in Thailand's upscale hotel segment, particularly in Bangkok, Phuket, Samui, Khao Yai, Chiang Mai and Hua Hin.
"Thailand remains the top strategic location for Movenpick in Asia-Pacific followed by Vietnam thanks to the strong growth of foreign tourist arrivals, beautiful views and impressive hospitality service," said Andrew Langdon, senior vice-president for Asia.
Thailand continues to attract an increasing number of foreign visitors from existing and new markets around the world. Last year, the country welcomed 32.59 million foreign tourists.
Movenpick will manage four new hotels by the third quarter of this year. They are Movenpick Resort Khao Yai, owned by Nusasiri Property, Movenpick Asara Resort & Spa Hua Hin, Movenpick Suriwongse, a rebranded hotel from Suriwongse Hotel Chiang Mai, and a pool-villa resort in Samui.
Another hotel is expected to locate at Mai Kaew beach in Phuket, due to open by the second quarter of 2018, which the company plans to manage.
Mr Langdon said Movenpick is the only international hotel chain that plans to double its portfolio in Asia-Pacific in the coming 12 months thanks to its fast growth and Thailand's strategic location.
The company manages four hotels and resorts in Bangkok, Pattaya and Phuket.
He believes owner demand for Thailand's upscale hotel segment is growing as many five-star hotels have been developed in the past five years, making it more challenging for international chains.
Apart from new hotels, it will open Movenpick Residences Ekkamai in Bangkok in March, its first serviced apartment in Asia. Mr Langdon believes a successful first serviced apartment will give the chain a chance to expand further in that segment.
Movenpick wants to roll out more hotel brands in Asia, aiming to operate 100 properties globally by 2020, 33 of which will be in Asia.
In January, the chain launched Movenpick Resort & Spa Jimbaran Bali in Indonesia and Movenpick Hotel Colombo in Sri Lanka. Movenpick Resort & Spa Boracay in the Philippines is also scheduled to open this year.