Standard International, one of the most influential brands in the lifestyle hospitality industry, has collaborated with two prominent developers—Sansiri Public Company Limited, a leader in Thailand’s super luxury real estate market, and CG Capital Limited, an investment management firm under the Central Group, to unveil The Standard Residences projects in Asia, redefining the standard with a distinctive touch, the combined value of both projects exceeds 8,500 million baht.
Valued at over 8,500 million Baht, these branded residences are located in world-class tourist destinations and feature contemporary and innovative designs synonymous with The Standard brand. As the brand’s first in Asia, The Standard Residences, Hua Hin is the ultimate seaside retreat on Hua Hin’s most sought-after beachfront. The Standard Residences, Phuket Bang Tao, is in the heart of Bang Tao, Phuket’s lifestyle centre.
The ultra-low density 188-unit property sits on 12-Rai, averaging only 16 units per
Rai is an exclusive sanctuary amidst the lifestyle hotspot of Phuket.
Post-pandemic, Thailand’s tourism has rebounded rapidly beyond official targets, with an estimated 28 million international visitors travelling there last year. This volume is forecasted to accelerate throughout 2024, reaching an estimated 35 million visitors, which bodes well for the hospitality and real estate sectors.
Over the years, Hua Hin has emerged as a premier choice among resort cities for international visitors, boasting high purchasing power. Nestled just three hours from Bangkok, Hua Hin is a pristine white sand beach town renowned among the affluent community. Recognized as a wellness heartland of Thailand, Hua Hin also doubles as a golfer’s paradise, boasting numerous golf courses within its captivating surroundings. Future investment into its infrastructure, such as upgrading Hua Hin Airport into an
International hub, including private jets, transportation improvements, roads and rail, utilities, and medical facilities, will further enhance Hua Hin’s appeal.
Phuket stands as a perennial major magnet for tourism in Thailand, consistently celebrated as one of the most favoured destinations in Asia among tourists. The real estate market in Phuket skyrocketed after the pandemic, making it an enticing option for those seeking to invest in the region. Substantial investments in local infrastructure further enhance Phuket’s appeal, encompassing road and rail transportation upgrades, the Phase III Expansion of Phuket International Airport, and noteworthy additions of world-class specialist medical centres and hospitals. These strategic developments are crafted to meet the escalating demands of residential real estate and rental properties.
With this growth potential in mind, Standard International is excited and honoured to partner with Sansiri and CG Capital to create Standard’s first two branded residences in Asia.
Amar Lalvani, Executive Chairman of Standard International, said Standard International is a global leader in the boutique hotel and lifestyle sector. As the parent company of The Standard Hotels, which was established 25 years ago, it has forged a unique identity by breaking traditional rules in hotel standards. The journey began with the opening of its first hotel in Hollywood, paving the way for expansion into key locations worldwide. Notable destinations include New York, Miami, London, the Maldives, Hua Hin, Ibiza, and its Asia’s flagship in Bangkok.
The strength of The Standard’s brand lies in crafting a distinctive, unparalleled experience for guests. It intersects design, art, fashion, and culinary delights with music and nightlife. These are further complemented by a diverse array of programming, including fashion shows, art installations, exclusive and innovative dining experiences, live music
performances and world-class DJs, A-list parties to the launch of product
brands.
Standard International comprises three distinct hotel brands. The Standard breaks traditional rules, boasting modern taste and thoughtful design. Bunkhouse targets the luxury and bespoke hotel market, offering a unique identity, stylish travel experiences, and friendly service. The Peri Hotel, a lifestyle boutique, caters to the new generation, providing a home-like atmosphere and delivering world-class quality service with a focus on F&B and creating an environment of happiness.
The Standard Residences underscore the distinct styles and standards synonymous with The Standard brand. Complemented by unexpected yet exceptional services, these projects are an extension of The Standard Hotels, crafted to meet the desires of guests who wish to own a piece of this experience. The branded residences market in the Asia Pacific region has witnessed a growth of 216%.
With more diverse locations, The Standard Residences finds its identity with outstanding destinations like Bali, Singapore and Bangkok.
Two ongoing projects are underway, with one being The Standard Residences, Midtown Miami.
This 228-unit development sits within a 12-story building, with a selling price of 450,000 baht per square meter. Over 85% of the units have already been sold and are slated to be completed in the third quarter of 2025. The Standard Residences, Lisbon, features 32 units distributed across three buildings, each selling price of 350,000 baht per square meter. Over 91% of the units have already been sold and are slated to open in the third quarter of 2024. The selling price of both projects is 20% higher than others within the
same market. Distinct features of the residences include a lobby lounge with a café, bike storage, a fitness centre, a yoga studio, a pickleball court, The Standard Social Club, a karaoke room, and a library, in tandem with co-working spaces.
Amar expresses confidence in the upcoming launch of two new projects for sale this summer. The Standard Residences, Hua Hin, is the result of a collaboration with developer Sansiri Company Public Company Limited, a real estate industry pioneer holding the leading market position in Hua Hin. The estimated project value is an impressive 4,500 million baht. The Standard Residences, Phuket Bang Tao, represents a strategic collaboration with developer CG Capital, a company under Central Group. The project has strategically established itself in the prime Bang Tao area, often considered the golden neighbourhood of Phuket. The project’s estimated value is around 4,000 million baht. With the aforementioned attributes, these projects are well-prepared for a rapid sales closure, mirroring the success of prior ventures.
Uthai Uthaisangsuk, Chief Operating Officer of Sansiri Public Company Limited, said:
2024 marks a significant milestone for Sansiri Public Company Limited as it celebrates its 40th year as a prominent real estate developer in Thailand. Throughout its extensive history, Sansiri has amassed a wealth of experience delivering high-quality projects meticulously crafted for discerning residents. These include houses, condos, and townhouses within the domestic market and abroad, with a portfolio boasting over 500 projects. Adding to this impressive lineup, Sansiri is set to open its latest branded
The residence project is titled The Standard Residences, Hua Hin.
Hua Hin is a resort town embodying a boutique charm and a unique character. The aura of the past is perceivable in its natural surroundings, the way of life, and the culture of its locals. Despite being an established top resort town, Hua Hin is constantly developing and enhancing. The original charm persists, undiminished, even with its rising popularity. Future improvements to infrastructure like roads, expressways, railways, and high-speed trains, alongside the expansion of Hua Hin Airport, will further add to Hua Hin’s appeal. Simultaneously, strategic frameworks are in place to target specific sectors such as wellness and medical tourism. Additionally, Hua Hin aspires to evolve into a “Smart City”, characterized by modern amenities and a strong emphasis on safety.
The industry in seaside cities like Hua Hin boasts a promising outlook, particularly compared to other tourist destinations in Thailand. It heavily depends on the domestic tourist market, forming up to 75% of its visitors. Sansiri’s presence in real estate development in Hua Hin dates back to 1988, with its first project, Baan Kai Muk, which is a legendary luxury beachfront condominium with a 1000% capital gain as of today.
Sansiri has developed over 25 projects, encompassing a range of houses and condominiums.
The cumulative value of these real estate ventures exceeds 31 billion baht.
The Standard Residences, Hua Hin, occupies one of the last beachfront plots, which is considered a rarity in the area.
This development comprises a total of 245 units spread across 12 buildings. Thoughtfully designed with flexibility, options start from a 1-bedroom residence ranging from 40-52 sqm, a 2-bedroom residence from 77- 115 sqm, a 3-bedroom residence from 107- 153 sqm, and a spacious pool villa at 220 sqm. Various amenities include a pickleball court, gym, wellness area, swimming pool, a dedicated pet park.
Additionally, residents can enjoy various services, including special discounts at The Standard, Hua Hin spa and restaurants. The pre-sale for this property will commence in March 2024, with move-ins expected in the second quarter of 2026.
Phoom Chirathivat, Managing Partner of CG Capital Limited, said: CG Capital, the private equity fund management arm under Central Group, has established a fund with 10 billion Thai Baht of investment capital. This fund aims to invest in the hotel and related businesses to meet the continuous growth demands of the tourism sector in the long term. The primary investors in this venture encompass the Chirathivat family and leading institutional investors, with strategic plans to invest in hotels, condominiums, amusement parks, water parks, and mixed-use developments. The fund will strategically focus on the country’s major tourist hubs, including Bangkok, Phuket, Samui, and Pattaya.
CG Capital expects to invest in 3-5 projects annually.
Phuket, known as the “Pearl of the Andaman,” is a globally renowned tourist destination and has been voted as one of the world’s top 10 best workcation cities. Following the challenges posed by COVID-19, over 11 million tourists have flocked to Phuket. This surge has led to the introduction of various residential projects, making it a city with the most diverse 
housing options in Thailand. With 13 international schools and state-of-the-art hospitals, Phuket’s real estate market is appealing in terms of lifestyle
requirements and new investments. Over the past five years, condominium growth in Phuket has increased by 113%, and CG Capital has identified the golden opportunity for investment in developing a mixed-use project in Bang Tao, the lifestyle hub of Phuket.
Just a few years ago, the Central Group introduced Porto de Phuket, a 40,000-square-meter lifestyle community mall, which has quickly become a hotspot in Phuket and the Bang Tao area. CG Capital will build on this success by launching The Standard Residences, Phuket Bang Tao, with confidence in receiving positive responses from Thai and international buyers.
The Standard Residences, Phuket Bang Tao, spans 19 Rai, with the branded residences covering 12 Rai. At the same time, The Peri Hotel Phuket Bang Tao, along with a new F&B concept from The Standard, sits on the remaining 7 Rai. The ultra-low density branded residences development comprises six buildings, each with seven floors, totalling 188 units. A diverse range of room sizes are available, featuring 1-bedroom units
spanning 75 sqm, 2-bedroom units varying from 100-120 sqm, 3-bedroom units ranging between 167-172 sqm, and duplexes available in sizes from 301-313 sqm. The Standard Residences, Phuket Bang Tao, offers comprehensive amenities, including a co-working space, a games zone, a well-equipped fitness centre, a 25-meter swimming pool, and a dedicated children’s pool. Additionally, residents can indulge in spa services, 24-hour concierge staff, pick-up services, a shuttle bus to the beach and other hot attraction spots in the neighbourhood. The Standard Residences Phuket Bang Tao is situated in the heart of Bang Tao, where the most happening venues are just a few minutes away on foot. Moreover, the property is just 25 minutes from Phuket International Airport, 5 minutes from the beach, and 30 minutes from Phuket Old Town. Projected to launch pre-sales in April 2024, the development is expected to be completed and ready for occupancy in the fourth quarter of 2026.
Amar Lalvani also highlighted the “Friends with Benefits” privilege, including a 10-15% discount on dining at The Standard and The Peri Hotel hotel restaurants across Thailand and up to 25% on accommodation at The Standard group of hotels worldwide. Presently, The Standard group operates 20 hotels across Asia, Europe, and the United States. In addition, buyers can participate in The Standard’s curation of events at preferential prices.
Visit The Standard Residences at https://www.standardhotels.com/residences.
Written by: My Thanh Pham
