Narai Hospitality Group lays out its 3-5 year investment plan

Narai Hospitality Group has set ambitious growth targets for the next 3-5 years, with the goal of doubling the size of its hotel portfolio. With 15 properties currently operational or in various stages of development, Narai aims to increase this number to 26, expanding its presence both domestically and internationally.

The group’s strategy includes diverse investments across different hotel segments, ranging from budget accommodation to luxury resorts.

Central to Narai’s expansion strategy are its two primary brands: Lub d and Marasca. The Lub d brand, known for its youthful, cool accommodation shot through with a spirit of adventure, currently operates in several locations throughout Thailand and internationally. Lub d’s appeal lies in its ability to provide affordable, stylish accommodation that resonate with a younger, budget-conscious demographic. With more locations in the pipeline, including Koh Tao and Krabi, Narai continues to invest in expanding the brand’s reach.

On the luxury side, the Marasca brand is designed to attract travellers seeking a blend of comfort and elegance. Launched as a casual luxury concept, Marasca offers a more relaxed yet refined experience. The first Marasca property, situated in the scenic Khao Yai region, has set the tone for future expansion. Marasca Koh Samui launched earlier this year on the iconic Chaweng Beach and Narai Hospitality Group plans to open additional properties under the brand, further positioning it as a leader in the upscale market.

One of the group’s most significant projects is the redevelopment of the iconic Narai Hotel in Bangkok. The original hotel, which had been a landmark for over 50 years, was recently demolished to make way for an ambitious mixed-use development housing two new luxury hotels, retail, leisure and commercial office space.

The first of the hotels, a reimagined 4-5-star Narai Hotel, will retain the heritage and prestige of the original, but with a modern twist to appeal to today’s luxury travellers. Alongside this, Narai will introduce a brand-new 6-star luxury hotel, adding a new level of exclusivity to Bangkok’s hospitality scene. Both hotels are set to open by the first quarter of 2028, and the project promises to become a defining feature of Silom Road.

Narai’s expansion isn’t limited to Thailand. The group is also exploring growth opportunities across Southeast Asia, Japan, Australia, and New Zealand. Following the success of its recently opened Lub d Osaka Honmachi that reached an 80% occupancy within its first five days of operation, Japan, in particular, is a critical focus for the group. Narai is keen to capitalise on this momentum and is exploring opportunities to expand in other major cities, with Tokyo as a prime target.

The group remains flexible with its investment strategy, considering both greenfield developments and brownfield acquisitions to drive growth. The company is open to various forms of investment and management, including partnerships with other hotel chains when it aligns with the location and project. This adaptable approach allows Narai to maximise opportunities in different markets while maintaining its commitment to quality and brand integrity.

As Narai continues to evolve, its focus on long-term value creation remains clear. By redeveloping iconic properties like the Narai Hotel and investing in new destinations across Asia-Pacific, the group is poised to strengthen its presence in the global hospitality industry. With a diverse portfolio that spans multiple market segments, Narai Hospitality Group is driving growth not just for today, but for future generations.