Hotel Okura signed a multiple-property framework agreement on May 17 with Asset World Corporation to operate a new hotel being developed by AWC in Chiang Mai by 2028 and several Okura Group luxury hotels across Thailand by 2030, adding more than 500 rooms in the country.

Separately, the two companies have also agreed that Hotel Okura will provide hospitality services for cruises to be launched on the Chao Phraya River starting this December.

The hotel, which will be the first Okura-branded hotel to open in Chiang Mai, will be part of AWC’s Lannatique project, a commercial development in Chiang Mai’s Chang Klan area. The hotel’s design will be inspired by a combination of Lanna Dynasty tapestries from Chiang Mai’s ancient past and modern art from contemporary Japan, seamlessly blending the art, history and traditions of both Lanna and Japanese cultures.

Guests will also enjoy services promoting physical and mental well-being, including a spa, Zen garden and Japanese tea café. The Chiang Mai property is scheduled to open in 2028 and, together with other projects in key cities including Bangkok, will expand the Okura Group’s presence in Thailand to over 2,000 new and existing rooms by 2030.

AWC CEO and President Wallapa Traisorat (center left) and Hotel Okura President Toshihiro Ogita (center right) at signing ceremony

The two companies have also agreed on a plan for Hotel Okura to provide hospitality services on “Okura Cruise” river excursions on the Chao Phraya River in Bangkok, between Asiatique the Riverfront Destination and Rama VIII Bridge.

Hotel Okura aims to expand its global network of hotels in Japan and other countries and regions to 150 locations by 2030, including 75 outside of Japan, including in Asian countries with attractive tourism opportunities. In line with this plan, the new agreement with AWC will enable Hotel Okura to increase its brand awareness in the promising Thai market.

Since the opening of The Okura Prestige Bangkok in 2012, Hotel Okura has enjoyed a long and successful partnership with AWC, which has spearheaded several development projects in Thailand. Hotel Okura looks forward to contributing to the local tourism industry by building stronger ties between Japan’s Omotenashi spirit of hospitality and Thailand’s own rich tradition of hospitality.

Toshihiro Ogita, President, Hotel Okura, said: “We are excited to build on our success with The Okura Prestige Bangkok through our expanded partnership with AWC. We are especially thrilled to introduce the Okura brand to Chiang Mai, a world-renowned destination, to provide guests with unique experiences that combine Lanna and Japanese cultures. We are also excited about collaborating with AWC on the ‘Okura Cruise’ along the Chao Phraya River, which will combine Japanese hospitality with the rich scenery of this historic river. Going forward, we are committed to leveraging our expertise and tradition of offering the essence of Japanese hospitality to deliver top-quality accommodation and cruise services in Thailand, including to strengthen AWC’s leadership in the Thai lifestyle real estate market.”