Japanese Elegance Meets Thai Heritage with Two New Luxury Okura Hotels Opening in Bangkok and Chiang Mai in 2028

Bangkok Hotel News: In a bold move set to redefine Thailand’s hospitality landscape, Asset World Corporation (AWC), Thailand’s foremost integrated lifestyle real estate group, has announced a landmark partnership with Hotel Okura Co., Ltd., Japan’s premier hotel operator. The collaboration will bring two exquisite new properties to Thailand by 2028: the Okura Resort Chiang Mai and The Okura Prestige Sukhumvit Bangkok Hotel and Spa. These two high-end ventures are poised to blend the serene traditions of Japanese ryokan-style accommodations with the rich cultural tapestry of Northern and Central Thailand, marking a new chapter in cross-cultural luxury hospitality.

Signed on December 19, 2024, this milestone agreement follows a long-standing and deepening alliance between AWC and Hotel Okura, which began with the successful opening of The Okura Prestige Bangkok in 2012. Since then, their synergy has only grown stronger, culminating in the recent launch of the Okura Cruise on the Chao Phraya River in December 2024. This Bangkok Hotel News report highlights how the latest developments will further elevate Thailand’s stature as a global tourism destination and redefine what it means to travel well.

With a combined investment exceeding THB 7,600 million, the two hotels will add more than 400 new luxury rooms to the Thai hospitality market. Okura Resort Chiang Mai will stand proudly on Chang Klan Road—a vibrant street known for its iconic night markets and traditional street food—while The Okura Prestige Sukhumvit Bangkok Hotel and Spa will rise in the fashionable Thonglor district, a favorite enclave among Japanese expatriates and foreign residents. These establishments will not merely be hotels, but immersive cultural experiences crafted to appeal to global travelers seeking authenticity, comfort, and rejuvenation.

A Ryokan in the Heart of Chiang Mai

Okura Resort Chiang Mai will make history as the first Okura-branded hotel in Northern Thailand and the first luxurious ryokan-style hotel under the Okura brand outside Japan. Designed to integrate the gentle sophistication of Japanese aesthetics with the ancient Lanna heritage of Chiang Mai, this property will feature approximately 220 rooms ranging from 40 to 120 square meters. Guests can expect rooms adorned with tatami mats, Yukata robes, private onsen baths, and serene décor echoing Kyoto’s tranquil ryokans.

The culinary offerings will be equally enticing, with a Japanese-Lanna restaurant crafting dishes that merge the delicate flavors of both cultures. Unique dining concepts such as Lanna Kaiseki and Omakase will be introduced, alongside a rooftop bar, specialty restaurants, and a relaxing café lounge. A full-service spa, outdoor pool, and a state-of-the-art fitness center will complete the wellness experience. The hotel is scheduled to open in the first quarter of 2028 and will form part of AWC’s larger Lannatique lifestyle destination project.

Japanese Wellness Living in Thonglor

Bangkok’s Thonglor district, known for its blend of cosmopolitan charm and creative energy, will be home to The Okura Prestige Sukhumvit Bangkok Hotel and Spa. This hotel will not only offer traditional ryokan aesthetics but will also cater to long-term stay travelers who seek tranquility amidst the city’s hustle. Comprising around 240 rooms with an average size of 45 square meters, guests will have a choice between traditional Japanese-style suites and contemporary Western rooms.

A floating sky lobby will offer guests a unique sense of arrival, while a rooftop bar with panoramic city views will be the perfect spot to unwind. The hotel will incorporate wellness as a central theme, providing personalized programs that blend ancient Japanese practices like hydrotherapy and mindfulness with modern nutrition and spa therapies. The hotel’s Sky amenities will include poolside cabanas, biophilic design elements, and curated gardens that emphasize relaxation and rejuvenation. True to AWC’s GROWTH-LED Strategy, the property will also feature sustainable technologies such as energy-efficient systems and water-saving infrastructure.

Shared Vision for Sustainable Luxury

At the heart of this collaboration is a shared commitment to sustainable tourism and cultural preservation. AWC’s CEO and President, Wallapa Traisorat, expressed her enthusiasm for the projects, stating that these developments are about more than just luxury accommodations—they are about creating destination experiences that reflect the unique identity of Thailand while incorporating the disciplined beauty of Japanese hospitality.

“Okura Resort Chiang Mai will redefine luxury and sustainable tourism in the region,” said Mrs. Wallapa. “Meanwhile, The Okura Prestige Sukhumvit Bangkok Hotel and Spa will offer an unparalleled urban sanctuary, with wellness and long-stay services that reflect a sophisticated Japanese experience.” She emphasized that these developments would not only attract high-spending tourists but also stimulate local economies and uplift community livelihoods.

Echoing her sentiments, Mr. Toshihiro Ogita, President of Hotel Okura Co., Ltd., described the partnership as a celebration of cultural harmony. “We are particularly excited to bring the Okura brand to Chiang Mai and Northern Thailand for the first time,” he noted. “Our commitment to offering world-class hospitality, blending the elegance of Japanese culture with local charm, is unwavering.”

Strengthening a Legacy of Excellence

These new properties represent an expansion of the broader agreement between AWC and Hotel Okura, which was signed in May 2024. By 2028, Hotel Okura expects to be managing seven hotels in Thailand, totaling approximately 2,000 rooms. Their expanding footprint highlights the growing demand for culturally immersive, wellness-centric travel experiences—a trend accelerated by the post-pandemic travel revival.

AWC’s existing hospitality portfolio already includes iconic properties such as The Empire, Athenee Tower, Asiatique The Riverfront, and luxury F&B venues like ‘EA’ Rooftop at The Empire. With strategic collaborations involving global hotel brands such as Marriott, IHG, Hilton, and now an expanded partnership with Hotel Okura, AWC is driving Thailand’s evolution into a beacon of sustainable, high-value tourism.

Hotel Okura, which has a distinguished history dating back to 1958, brings deep expertise in curating elite guest experiences. Through its subsidiary Okura Nikko Hotel Management Co., Ltd., the group operates over 80 hotels across the globe, with more than 24,000 rooms as of January 2025. Its brand philosophy—Best Accommodation, Cuisine and Service—underscores its meticulous approach to quality, fusing Japanese sensibilities with global expectations.

A New Benchmark for Cultural and Wellness Tourism

The forthcoming openings of Okura Resort Chiang Mai and The Okura Prestige Sukhumvit Bangkok Hotel and Spa mark a bold step forward in the evolution of luxury tourism in Southeast Asia. Beyond offering premium accommodations, these properties will serve as cultural emissaries—introducing travelers to a harmonious blend of Japan’s timeless elegance and Thailand’s rich local charm. As the travel landscape becomes more discerning and wellness-driven, the focus on authenticity, sustainability, and emotional connection will be vital.

These two projects are more than just new hotels; they are carefully envisioned lifestyle destinations. They cater to a growing global demand for deeper cultural experiences, more meaningful relaxation, and sustainable luxury. With immersive features such as Japanese gardens, Lanna-inspired architecture, rooftop dining, and tailor-made wellness programs, both hotels promise to be sanctuaries for travelers seeking more than just a room—they offer renewal for the body and soul.

In this rapidly changing tourism era, where discerning travelers seek stories, soul, and substance, the Okura-AWC collaboration is a masterstroke of vision and craftsmanship. The fusion of Lanna artistry and Japanese serenity, coupled with cutting-edge sustainability, ensures that both properties will stand as beacons of a new era in hospitality—one that honors the past, embraces the present, and prepares for a future where every guest is transformed by their journey.

For the latest news about new hotels debuting in Bangkok, keep on logging to Bangkok Hotel News.

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