C9 Hotelworks says 9 hotels and 9 branded residence projects are in development in Phuket's Bangtao area
C9 Hotelworks says Bangtao has 9 hotels, 1,640 rooms, 9 branded residence projects with 1,649 units, a lifestyle mall and an international school in development, underscoring the area's rising role in Phuket.
Bangtao in Phuket is emerging as a new growth area for internationally branded development, with nine hotels, nine branded residential projects, one community lifestyle mall and one international school currently in the pipeline, according to market research released by C9 Hotelworks.
The research describes the shift as "The Bangtao Effect," referring to Bangtao's transition from a beach resort destination into what C9 Hotelworks said is a more diversified international lifestyle and investment hub.
C9 Hotelworks said the projects under development in Bangtao include 1,640 hotel rooms across nine hotels and 1,649 units across nine branded residence projects. It also identified one community lifestyle retail project and one international school.
The report said global brands involved in projects in the area include Marriott, Hilton, IHG, Dusit, Banyan Group, ETRO, Central and NLCS.
Projects cited in the hotel pipeline include StandardX Phuket Bangtao, Holiday Inn Express & Suites Phuket Bangtao, voco Phuket Bangtao, Staybridge Suites Phuket Bangtao, Garrya Phuket & Residences, Peylaa Phuket, Autograph Collection Hotel, Mamaka Phuket, Tapestry Collection by Hilton, and the hotel component of Layan Verde.
Branded residential projects named in the research include Standard Residences Bangtao, Peylaa Phuket Autograph Collection Residences, Bellaguna Lake Residences, Bellaguna Golf Residences, Dusit Collection, Dusit Residences at Layan Verde, Garrya Phuket & Residences, and ETRO Residences.
Phumi Chirathivat, managing director and co-founder of CG Capital, said the next phase of Bangtao's growth was tied to creating a district that supports daily living for tourists, holiday-home owners and resident families year-round through the addition of retail, hotels, housing and education facilities.
Thitiwat Khuvijitsuwan, chief executive officer of Capstone Asset, said buyers of branded residences in Phuket are paying closer attention not only to brand names but also to management structure, service standards, rental strategy, property maintenance and long-term value retention.
Capstone Asset's Peylaa Phuket Autograph Collection Residences was described in the source as Marriott's first Autograph Collection Residences project in Asia Pacific. Its first phase will have 263 units and is scheduled for completion in 2028, with a second phase of 145 units due in 2030. The same project will also include the 126-room Peylaa Phuket, Autograph Collection Hotel, scheduled to open in 2030.
The source also said POP Phuket Community Mall, backed by Central Group, is due to open in 2026 with 5,490 square meters of retail and lifestyle space. NLCS Phuket International School, under the North London Collegiate School brand from the United Kingdom, is scheduled to open in 2028 with capacity for 1,000 students in the first phase and 1,500 in the second.
In the luxury residential segment, ETRO Residences, part of the Gardens of Eden project, is bringing the Italian fashion brand ETRO into Phuket's branded residence market with eight units scheduled for completion in 2027.
James Thackeray, international sales director for ETRO Residences and Gardens of Eden, said Bangtao's appeal to luxury buyers was being strengthened by the area's growing mix of hotels, shopping and lifestyle infrastructure.
C9 Hotelworks said the clustering of global brands in Bangtao reflects a new development cycle for Phuket, driven by simultaneous investment in hotels, branded residences, lifestyle retail and international education.
