BANGKOK—Best Western Hotels & Resorts has unveiled plans to bring its new upscale hotel concept, BW Premier Collection, to Asia for the first time. The hotel group has signed an agreement with a Thai real estate company, Habitat Group, for BluPhere Pattaya—a new-build eight-story project in Na Jomtien, a beachfront setting on Thailand’s popular Eastern Seaboard. The property will offer 195 apartment-style units.
“Thailand’s tourism industry is in an extremely healthy position. Simply looking at the numbers, Thailand welcomed a record 32.6 million international visitors and generated THB2.52 trillion ($71.8 billion) in revenues in 2016, which exceeded the initial government targets set at the start of the year,” said Olivier Berrivin, Best Western’s managing director of international operations-Asia. “But looking beyond the figures, Thailand is creating a strong and sustainable base on which to build its tourism industry in the future. The country’s stated ambition of focusing on quality tourists will raise visitor spending, extend average length-of-stay, and build a more prosperous tourism economy for all stakeholders.”
This signing marks the second collaboration between Best Western and Habitat Group. According to the 2016 Mastercard Asia Pacific Destinations Index, Pattaya was the tenth most-visited Asian city last year, attracting 7.3 million international visitors, 25.2 million room nights and $3.3 billion in visitor expenditure. This makes it Thailand’s third most popular destination, after Bangkok and Phuket.