The advertising firm Prakit Advertising is making a foray into Bangkok's hospitality business, launching a boutique hotel on Phahon Yothin Road to tap the growing number of Chinese and European travellers.
The Boutique Poo-Yai Ma at BP Place, a 70-room hotel, was previously a serviced apartment complex and was renovated to generate more revenue, said Prakit managing director Apirak Apisarnthanarak.
Mr Apirak said the Boutique Poo-Yai Ma was designed by political cartoonist Somchai Katanyutanan, better known as Chai Rachwat, "using his signature cartoon drawings to attract international travellers, especially young Chinese and European free independent travellers, as these people will pay for hotels where a story and decor stand out".
Mr Apirak said the residence was turned into the Boutique Poo-Yai Ma because of falling occupancy rates at serviced apartments over the past couple of years, due to cheaper condominium units.
Mr Apirak said Thailand's growing tourism will support the boutique hotel market as more young people visit the country. People are choosing budget-friendly smaller accommodation, and Airbnb is gaining popularity.
"Boutique hotels are very similar to Airbnb, which is the eco-sharing model of accommodation, but the boutique hotel has an advantage of offering more refined service for guests," Mr Apirak said.
He voiced optimism that the Boutique Poo-Yai Ma would find success, being located in the heart of Bangkok's most popular weekend market, Chatuchak, as well as a market run by the Marketing Organisation for Farmers (Or Tor Kor), with convenient skytrain and subway services.
Mr Apirak said boutique hotels are becoming more popular among foreign visitors to Thailand than ordinary hotels, thanks to their individual designs similar facilities as luxury hotels.
"Boutique hotels are the coming trend for Thailand because the market still has lots of room to grow," he said. "The affordable prices and outstanding designs are the key elements that make the boutique hotel stand out in the accommodation sector."
Mr Apirak said Boutique Poo-Yai Ma expects 60% of guests to be international travellers from China, Europe and the US, with locals making up the rest. Fourteen rooms are ready for occupancy, with the rest opening next year.
According to the Tourism and Sports Ministry, Thailand welcomed 3.13 million international travellers in August, up 8.7% from the same period last year.
The top 10 tourist markets are China, Malaysia, Japan, South Korea, Laos, India, Hong Kong, Vietnam, Cambodia and Singapore, contributing 1.19 trillion baht from January to August.
Mr Apirak said Boutique Poo-Yai Ma at BP Place will use online travel agency (OTA) services to promote and facilitate guests.
According to online reservation website Booking.com, OTA services remain popular globally because of their convenience, even though many hotels are reducing their exposure to the services because of high commission fees.