InterContinental Hotels Group (IHG) has signed a landmark franchise agreement with real estate experts, Siamese Asset to expand its world-renowned Crowne Plaza brand in Bangkok.
The new Crowne Plaza Bangkok Rama 9 hotel will open in 2025 in a prime city location, close to the Thai capital’s new central business district.
The announcement signals the first time IHG has completed a franchise agreement in Thailand, as they expand their relationship with long-term partner Kew Green, a franchisee of more than 40 hotels in the UK. Kew Green has undertaken a joint venture with experienced real estate developer Siamese Asset to bring the arrangement to fruition.
Serena Lim, vice president, development for IHG, South East Asia & Korea, said: “This project is the first of its type for IHG in Thailand and made possible by working with Siamese and Kew Green, who bring together the expertise of one of our long-term partners, Kew Green, and local real estate experts, Siamese Asset.
“This deal demonstrates that IHG is nimble and flexible, and that we are changing with the times as well as expanding our long-term partnerships across borders. We are delighted to be working in partnership with Siamese and Kew Green to bring the Crowne Plaza brand to this central location in Thailand’s capital.”
This signing demonstrates the continued growth of the Crowne Plaza brand in Thailand having announced the signing of Crowne Plaza Bangkok Grand Sukhumvit last month, expanding the brand’s footprint to three hotels in the capital. IHG continues to seek further expansion for the brand across the country as the upscale segment continues to grow.
Kajonsit Singsansern, CEO, Siamese Asset, added: “We are excited to be partnering with IHG to bring Crowne Plaza Bangkok Rama 9 to life. Through the experience of Kew Green, as a long-term IHG franchisee, and Siamese Asset’s local knowledge of real estate, we cannot wait to open the doors of our new venture in 2025.
“To ensure smooth progress, Kew Green will be setting up local infrastructure in Bangkok, which will be supported by its UK operation who are familiar with working with IHG’s systems and brand standards.”
Crowne Plaza Bangkok Rama 9 will be located in a mixed-use development – Siamese Rama 9 – which features high-end apartments, office space and a mall. It is just 25 kilometres from Suvarnabhumi International Airport and 22km from Don Muang International Airport, offering easy connectivity for visitors through the local road network and proximity to the upcoming MRT Orange line. Embassies, office towers and hospitals, as well as shopping, dining and entertainment hotspots, are all within easy reach.
The hotel will showcase the Crowne Plaza brand’s focus on the era of connection and productivity, enabling guests to seamlessly move between work and downtime. It will welcome leisure and business travellers alike, with a choice of dining outlets, meeting rooms, a fitness centre, swimming pool and picturesque rooftop garden.
The centrepiece of the hotel is the ‘Plaza Workspace’ – a new take on the traditional hotel lobby – providing an inspiring and comfortable space for guests to work, have a meeting or socialise with friends.