Sri Panwa Phuket, a high-end resort operated by Sri Panwa Management Co, will focus on Chinese and American tourists, whose numbers this year are expected to rise 20% and 10%, respectively.
Managing director Vorasit Issara said the volume of Chinese and American guests at the resort is growing continuously. Moreover, the influence of social media is bringing more luxury travellers to Sri Panwa.
"Chinese and American tourists are projected to generate the most profit for our resort," Mr Vorasit said.
Sri Panwa expects to generate more than 700 million baht this year, up 7.6% from last year, thanks to the increasing number of high-income tourists, especially Chinese and American.
Last year Sri Panwa generated total revenue of 650 million baht.
"I believe the Thai tourism outlook will be lively this year as the country is more than ready to welcome all groups of tourists, not only luxury tourists," he said.
High-end Chinese tourists have high potential to drive tourism growth for Thailand because they are familiar with the many attractions here, said Mr Vorasit.
Of the guests at Sri Panwa, 25% are Chinese, 24% Thai, 10% American, 10% European and the rest from other nationalities.
He said luxury hotels, especially five- and six-star properties, have increased their room rates by 8-10%. Sri Panwa has followed suit, with room rates now averaging 26,000 baht a night.
"The increasing flow of executives from Europe and America to Asian countries will benefit us a lot, making the high-end hotel segment have robust growth," said Mr Vorasit.
He said the luxury accommodation segment has been unscathed by the global economic slowdown, as more high-end Chinese, Thais and Americans come to Sri Panwa.
Sri Panwa Management operates 38 pool villas and seven pool suites at Sri Panwa resort.
The company is also looking to invest in luxury hotel projects in Phetchaburi's Cha-am district and Phangnga province, at a cost of around 1 billion baht each.
Mr Vorasit said the company will begin a new phase, putting 1.2 billion baht into a real estate investment trust this year.
Last year it launched the high-end Baba Beach Club Phuket residential project with investment totalling 3 billion baht.