Project Scope

Horwath HTL conducted a comprehensive Market and Financial Feasibility Study for an Upper Upscale Lifestyle Hotel in Thailand, aiming to assess its market potential, operational viability, and financial sustainability. The study provided the client with actionable insights and strategic recommendations to guide the development and positioning of the proposed hotel in Thailand’s competitive hospitality market.

The market analysis began with an evaluation of Thailand’s tourism landscape, focusing on visitor trends, target demographics, and travel motivations. Emphasis was placed on understanding the demand for upper-upscale lifestyle hotels, with specific attention to Thailand’s appeal as a destination for leisure, wellness, and cultural tourism. Key demand drivers, including international arrivals, domestic tourism, and emerging segments such as digital nomads and experiential travellers, were analysed to establish a foundation for the hotel’s positioning.

A benchmarking exercise was conducted, comparing the proposed property to similar hotels in Thailand and other key regional markets. This included an analysis of occupancy levels, average daily rates (ADR), and revenue per available room (RevPAR) for lifestyle-oriented properties. The study identified market gaps and opportunities for differentiation, such as unique design concepts, innovative F&B offerings, and immersive guest experiences.

The financial feasibility assessment incorporated detailed revenue projections, operating costs, and expected return on investment (ROI). Scenarios were modelled to account for potential market fluctuations and operational risks, ensuring robust financial planning. The analysis also considered capital expenditure requirements and strategies to optimise investment returns.

The final deliverable was a comprehensive feasibility report, presenting market insights, financial projections, and strategic recommendations. By aligning market trends with operational and financial planning, Horwath HTL enabled the client to confidently proceed with the development, ensuring the proposed Upper Upscale Lifestyle Hotel was well-positioned to succeed in Thailand’s dynamic hospitality market.

Project Location

Bangkok, Thailand