Club Med and Central Group Capital have signed a Hotel Management Agreement (HMA) for a new resort on the island of Koh Samui, one of the most significant hospitality investments in southern Thailand in recent years. The property will become Club Med Exclusive Collection Koh Samui, the brand's first Exclusive Collection resort in Thailand and only its second property in the country, 40 years after Club Med Phuket first opened its doors in 1985.
The announcement arrives at a time when global attention on Thailand's luxury hospitality scene has never been greater. The filming of Season 3 of HBO's The White Lotus across Bangkok, Phuket, and Koh Samui has sparked a wave of "set-jetting" interest in the country's premium resorts, while the cultural influence of Thai celebrities and public figures, from the "Lisa effect" that drew international visitors to Udon Thani's Red Lotus Sea to the growing global appetite for Thai lifestyle and wellness, continues to position the country as a leading luxury destination in Asia. Club Med's entry into Koh Samui's exclusive segment places the brand at the centre of this momentum.
A new definition of luxury for today's traveller
Where traditional luxury hospitality in Thailand has long been defined by private villas and seclusion, Club Med Exclusive Collection offers something fundamentally different: a model where premium comfort and complete peace of mind come together under one price. There are no hidden charges, no transactional friction. Guests arrive and everything, from gourmet dining and premium beverages to sports, kids' programmes, and evening entertainment, is already taken care of. This "New Luxury" approach appeals to a growing segment of discerning travellers who value both quality and freedom over formality.
"While recent cultural trends have placed Koh Samui in the spotlight, we see this increased attention as an opportunity to set a new standard for luxury defined by our Pioneering Spirit," said Bruno Courbet, Director for Thailand, Indonesia, India & New Markets. "By bringing our vision of 'New Luxury' to the island, we blend the intimacy of a boutique hideaway with a Human-Centric approach that prioritizes Freedom and Multicultural Kindness. Our goal is to offer a sophisticated gateway to Samui where every detail is effortlessly managed, removing the logistics so guests can fully immerse themselves in the island's beauty and enjoy those unscripted, meaningful moments together."
A vote of confidence in Thailand's premium tourism future
The partnership with Central Group Capital sends a clear signal about the long-term potential of Thailand's tourism sector. Central Group Capital, the fund management arm of Central Group, one of the country's largest business conglomerates, closed its inaugural fund in April 2023 with fully-subscribed capital of 10 billion Thai Baht (approximately 300 million US dollars), the largest ever of its kind in Thailand. The decision to invest in a Club Med Exclusive Collection property reflects a shared conviction that Thailand's appeal to international travellers will only deepen in the years ahead.
The official unveiling took place at Club Med Kiroro Peak, Japan, in the presence of Stephane Maquaire, President and CEO of Club Med, Rachael Harding, CEO for East, South Asia and Pacific (ESAP) of Club Med, and Soravit Chairoj, Managing Partner and Co-Head of Central Group Capital.
"This exceptional property situated on an exclusive beach along the coast of Koh Samui marks an exciting expansion in our portfolio," said Stephane Maquaire. "With the acceleration we have been making, from the soon-to-be-opened Club Med Borneo in Malaysia and Club Med South Africa Beach & Safari to the signing of Club Med Manado in Indonesia and Club Med Tremblant in Canada, this new chapter will continue to strengthen Club Med's leadership in premium, all-inclusive experiential holidays in breathtaking destinations such as here in Koh Samui. Beyond the guest experience, we remain steadfast in creating a lasting, positive impact for the regions we call home by empowering local workforces with varied career paths and sustainable destination development. This holistic approach ensures our presence contributes to the long-term environmental and economic vitality of our community partners and host destinations."
Rachael Harding added, "The development of our first Exclusive Collection Resort in Thailand reinforces our drive to provide upscale holiday experiences for today's travellers, contributing to the global appeal of this remarkable destination. We are confident that with our international guest profiles, strong focus on premium family experience and unmatched all-included offering of sports, activities and entertainment, Club Med Koh Samui will undoubtedly be an extraordinary, vibrant beachside haven for all."
"We are a firm believer in the unique attraction of Thailand to tourists from around the world, and Samui is one of our top international destinations," stated Soravit Chairoj. "We are fortunate to have the opportunity to acquire and re-develop this beautiful property. Our team has carefully designed this resort to take full advantage of its beautiful private beach and lush greenery. We look forward to working with the Club Med team to welcoming guests from all around the world and introducing them to the signature island charms of Koh Samui."
A new engine for Koh Samui's tourism economy
Beyond attracting international visitors, Club Med Exclusive Collection Koh Samui is expected to play a meaningful role in boosting domestic tourism. The all-inclusive model lowers the barrier for Thai families and couples seeking a premium holiday experience without the uncertainty of variable costs, while Club Med's established marketing channels across Asia will bring new visitor segments to an island that has traditionally relied on independent travellers and conventional luxury resorts. The resort will also generate direct employment and supply-chain opportunities for the local Koh Samui community.
