Bangkok’s hospitality landscape is preparing for another significant transformation as Thai property developer Bhiraj Buri Group moves forward with plans to reopen the former Citadines Sukhumvit 23 Bangkok as SAMA Living Hotel Asoke Bangkok. The redevelopment marks the departure of the property’s former international hospitality identity under The Ascott Limited and introduces a new Thai-owned lifestyle hotel brand. Scheduled for an anticipated early 2027 opening, the project signals Bhiraj Buri’s growing ambitions in the hospitality sector.
Image Credit: SAMA Living Hotels
The transformation is particularly interesting because the former Citadines property was already established in Bangkok’s competitive serviced apartment market, attracting business travelers and visitors seeking convenient accommodations in Asoke. Rather than continuing with an established international hotel brand, Bhiraj Buri has chosen to introduce its own hospitality concept. As highlighted in this Bangkok Hotel News report, the decision reflects growing interest among Thai property developers in creating independently branded hotels that combine modern accommodation, technology, and flexible urban living.
From Citadines Sukhumvit 23 to SAMA Living
The property’s transformation began in November 2021 when Bhiraj Buri Group acquired Citadines Sukhumvit 23 Bangkok. The announced transaction, identifies the acquisition as an important step in the developer’s expansion into serviced accommodations.
The original eight-story building contained 138 rooms and operated as a mid-range serviced residence. Its apartment-style accommodations appealed to corporate visitors, extended-stay guests, and leisure travelers seeking practical facilities in central Bangkok.
The Citadines brand belongs to The Ascott Limited, the Singapore-based hospitality company owned by CapitaLand Investment. The brand operates serviced residences and apartment-style hotels across numerous international markets.
Following the acquisition, the Sukhumvit property was associated with the Twenty-Three Hotel identity in 2022 and for the rest of the transition, before plans emerged for a more extensive renovation and repositioning.
The transition to SAMA Living now represents a complete change in branding direction.
Image Credit: SAMA Living Hotels
A New Hospitality Brand Under Thai Ownership
SAMA Living is being developed as Bhiraj Buri’s proprietary hospitality concept, emphasizing contemporary design, technology, personalized services, and comfortable urban living.
The brand aims to accommodate modern travelers whose requirements extend beyond conventional hotel stays. Business professionals, remote workers, digital nomads, and leisure visitors increasingly seek properties where they can work, relax, and explore their surroundings without sacrificing convenience.
According to the company’s hospitality positioning, SAMA Living emphasizes thoughtfully designed environments that encourage productivity, relaxation, and connections with surrounding neighborhoods.
This approach moves beyond the traditional serviced apartment model by incorporating lifestyle facilities and experiences intended to create a more distinctive guest offering.
For Bhiraj Buri, developing its own brand also provides greater control over service standards, operational strategies, and future hospitality expansion.
Renovation Introduces Contemporary Facilities
The former Citadines serviced apartment is undergoing a transformation intended to create a more comprehensive lifestyle hotel experience.
Accommodation listings for SAMA Living Hotel Asoke Bangkok identify several room categories, including king rooms, twin rooms, suites, and apartments, suggesting that the property will accommodate both short-term visitors and extended-stay guests.
Advertised facilities include a rooftop swimming pool, fitness center, sauna, steam room, and sun terrace.
Dining options are expected to include an on-site restaurant named Roast, alongside a coffee shop and bar. Additional amenities listed on booking platforms include wireless internet access, work desks, private parking, and round-the-clock reception services.
These facilities could help distinguish the redeveloped hotel from conventional serviced residences in the surrounding neighborhood.
However, final room configurations and operational details remain subject to confirmation ahead of the official opening.
Asoke Location Provides a Competitive Advantage
One feature that remains unchanged is the property’s strategic location on Sukhumvit Soi 23, in one of Bangkok’s busiest commercial and entertainment neighborhoods.
Image Credit: SAMA Living Hotels
The hotel is within walking distance of Asok BTS Skytrain and Sukhumvit MRT stations, providing convenient connections throughout the capital.
Nearby Terminal 21 shopping mall offers retail outlets, restaurants, and entertainment, while surrounding streets contain numerous dining establishments, offices, and nightlife venues.
For corporate travelers, the location provides access to Sukhumvit’s commercial districts and connections to other business centers.
Leisure visitors benefit from the same transport accessibility, making the property a practical base for exploring Bangkok.
These advantages previously supported Citadines Sukhumvit 23 and should remain important selling points under the new SAMA Living identity.
Bhiraj Buri Strengthens Its Hospitality Ambitions
Bhiraj Buri Group is widely recognized for major commercial property developments, including Bhiraj Tower at EmQuartier, Bhiraj Tower at BITEC, and the Bangkok International Trade and Exhibition Centre.
Its expansion into branded hospitality represents an opportunity to diversify beyond conventional commercial real estate.
By establishing SAMA Living, the developer can potentially create a hospitality platform that complements its existing office, retail, and lifestyle businesses.
The strategy also reflects an increasingly competitive Bangkok accommodation market, where hotel operators must differentiate their properties through design, services, technology, and guest experiences.
Nevertheless, developing a recognizable hospitality brand requires consistent service delivery, effective marketing, and strong operational management.
Preparations Continue Ahead of 2027 Debut
Preparations for SAMA Living Hotel Asoke Bangkok became increasingly visible during 2026, with recruitment advertisements appearing for housekeeping, technical, and operational positions.
The property has also appeared on major accommodation booking platforms under its new identity, while the official SAMA Living website provides an initial introduction to the brand.
Although early 2027 has been identified as the anticipated opening period, a specific launch date has not been independently confirmed.
The redevelopment represents an important test of Bhiraj Buri’s ability to translate its established property development expertise into a successful independent hospitality operation. With its central location, refreshed facilities, and contemporary lifestyle positioning, SAMA Living Hotel Asoke Bangkok could attract considerable attention when it opens. Its longer-term success, however, will depend on delivering consistent guest experiences while competing with established international and Thai hotel brands across the Sukhumvit corridor.
For more details on the SAMA Living brand, visit:
