Franchise agreement signed with long-term partner for Crowne Plaza Bangkok Rama 9
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 2025in 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 have undertaken a joint venture with experienced real estate developer Siamese Asset to bring the milestone 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 25kilometres 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.
The IHG team has a strong in–market presence, supporting our owners and hotel teams across the country. This allows them to benefit from the power of IHG’s enterprise, including the strength and resilience of our brands and our global loyalty programme, IHG Rewards Club.
IHG has a long-standing commitment to rigorous cleaning procedures at all its hotels worldwide and understands that cleanliness, health and safety are top priorities for customers, especially at this challenging time. To this end, IHG has introduced additional COVID-19 protocols and best practices, in partnership with industry leading experts Cleveland Clinic, Ecolab, and Diversey, as well as launching the IHG Clean Promise. Once open and part of the IHG family, Crowne Plaza Bangkok Rama 9 will follow IHG’s Way of Clean and offer guests the IHG Clean Promise.
IHG is committed to growth in Thailand and already has 31 hotels operating under seven brands: Six Senses, InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, and Staybridge Suites, with another 30 in the pipeline, which includes brand entries for Kimpton and voco.
*Numbers correct as of 30 September 2020