CG Capital Advisory Ltd, the private equity arm of Central Group, plans to launch its second mixed-use hotel and residential project in Phuket within two months, capitalising on strong demand on the island.
Phoom Chirathivat, managing partner and co-founder of CG Capital, said the hotel and holiday home market in Phuket remains robust, particularly after the pandemic.
"We take a long-term view on Thailand and remain confident in the country's tourism potential and its appeal as a destination for foreigners seeking a second home," he said.
"Amid growing geopolitical uncertainty, Thailand enjoys a significant competitive advantage as a safe and attractive destination for both tourism and investment."
Mr Phoom said Phuket continues to offer abundant investment opportunities, prompting the company to proceed with a second project after the successful launch of its first development, The Standard Residences Phuket Bang Tao, two years ago.
The branded residential project registered 85% sales, with Thai and foreign buyers equally accounting for 50%. The project is scheduled for completion and unit transfers by the end of this year.
The second project is located in the Layan Beach area, comprising a hotel and a branded residential development, featuring both condominium units and villas.
Mr Phoom said the company is also exploring a second residential project in Bangkok and plans to acquire a plot in a prime location for development.
"We launched InterContinental Residences Bangkok Asoke shortly after the earthquake in March last year, but still received a strong response, with 60% of the project's 88 units already sold," he said.
Mr Phoom attributed the solid outcome to three key factors: the convenient location on Sukhumvit Soi 16, the recognised InterContinental brand, and the project's focus on large units.
All units are designed with generous living spaces, a segment that remains relatively scarce in the Sukhumvit area, helping to differentiate it from competing projects.
With a total sales value of 5.5 billion baht, InterContinental Residences Bangkok Asoke is expected to comprise a 32-storey tower with 88 units.
Unit sizes start from 139 square metres for two-bedroom residences, with prices starting from 44.8 million baht, or around 322,000 baht per sq m.
Mr Phoom said Thailand's ultra-luxury residential market continues to demonstrate resilience and has outperformed many global markets, supported by a growing wave of global wealth migration.
According to wealth advisory Henley & Partners, the number of wealthy individuals relocating worldwide increased to 142,000 in 2025 from 51,000 in 2013, rising 178% over the past 12 years.
"While many property markets around the world are facing a slowdown, Thailand continues to maintain its position as a world-class destination with strong fundamentals and broad appeal," he said.
"Buyers have not disappeared, but they have become more selective and discerning in choosing assets that can preserve value and support their lifestyles over the long term."
He said affluent buyers are increasingly prioritising quality, brand reputation, location and long-term asset resilience when making decisions.
This trend has benefited branded residences, which offer internationally recognised hospitality standards, professional management and a lifestyle proposition that appeals to global investors and second-home buyers.
"Thailand's strengths in tourism, healthcare, international education and lifestyle continue to attract wealthy individuals seeking a second home or long-term residence in Asia, particularly amid rising geopolitical uncertainty in other parts of the world," Mr Phoom said.
