Pattaya accommodates eight millions guests in 2012

Popular Thai resort Pattaya is on track to accommodate over eight million hotel guests in 2012 - a record for Pattaya and the highest ever for any Thai resort destination - according to research by hospitality consulting group C9 Hotelworks

C9 Hotelworks' Pattaya Hotel Market Update which highlights a 9% surge in hotel occupancy last year as a clear indication of an upward cycle.

The sharp upturn in trading can be attributed in part to the growing Thai domestic market, which has been attracted by a vast enhancement in access and transport infrastructure.

An increase in branded hotel offerings has induced greater demand with the chain-operated properties hitting 74% annualised occupancy for the year ending December. This equated to an 8% premium over the non-branded hotel inventory.

Speaking about the destination's evolution C9's Managing Director Bill Barnett explained "with the geographic shift away from long haul tourists to the Asian and domestic segments key demand generators such as large-scale retail, tourist attractions and a rising resort residential market has fueled positive sentiment."

A leading example of the new Pattaya is Centara's Grand Mirage Resort which has successfully seen their experience based theme property delivering a 'no need to leave' factor for families and couples.

Looking into 2013, C9's report suggest that major investment in internationally affiliated theme parks in Greater Pattaya will broaden demographics. The milestone Central Festival retail complex was the touch point of an ongoing destination extreme makeover.

With 49,348 rooms in registered tourism establishment, much of the build up came between the period of 2009 thought 2010 when supply increased 28%. This has flattened out with 1.779 keys now in the pipeline that equate to an upward swing of 4%.

One benefactor in a shifting hospitality scene is the upscale international tier with Sheraton Pattaya ranking high. Here hotel developer Aswani Bajaj of Amburaya Hotel and Resorts cites that "the increasing demand of more affluent visitors is creating a strong sustainable financial business model for the hotel."

Appraising Pattaya's DNA, Bill Barnett adds "comparing Pattaya to other resorts in the country, (Pataya) has less pronounced seasonality which results in mitigating volatility. Currently supply and demand remain balanced as limited prime land availability points to a future regime of hotel redevelopment versus new build properties."

C9 Hotelworks is a hospitality consulting firm based in Phuket, Thailand and led by Managing Director Bill Barnett. With 27 years of experience in Asia Pacific, Barnett is a leading specialist on hotel and property development issues, having held executive positions with a number of international hotel chains.

For further information contact Bill Barnett, Managing Director, C9 Hotelworks on +66 8 1956 1802, E: bill@c9hotelworks.com

Click here to read the Pattaya Hotel Market Update.