The global tourism landscape in 2026 is undergoing a clear shift from prioritising visitor volumes to delivering high-quality experiences that generate positive impact for travellers, destinations, and the environment. This evolution reflects changing traveller expectations, as today’s tourists increasingly see travel as an essential part of personal wellbeing, continuous learning, and purposeful living.

In response to this shift, Singha Estate Public Company Limited (SET: S) centres its hospitality business on quality-led tourism. Through the strategic management of its hotel portfolio by S Hotels & Resorts Public Company Limited (SET: SHR), which operates a collection of premium hotels and resorts across leading destinations in Thailand and internationally, the Company is well positioned to meet the evolving needs of modern travellers through holistic and meaningful experiences.

Mr. Chairath Sivapornpan, Chief Executive Officer of Singha Estate, said, “Tourism trends for 2026 clearly indicate that travellers are prioritising quality over quantity. They are seeking experiences that reflect sustainable values, personal connections, tranquillity, privacy, and deeper forms of rest and rejuvenation. Guests want activities and services that restore both body and mind, while creating genuine connections with local culture.

This direction aligns closely with the Tourism Authority of Thailand’s (TAT) 2026 strategy under the ‘Amazing Thailand’ banner, which aims to position Thailand as a global Wellness & Medical Tourism hub. The plan targets 36.7 million international arrivals, representing an 11% increase year-on-year.”

Singha Estate views its hospitality business as a core growth engine in 2026. Developing hotels that respond to changing travel trends is therefore central to achieving sustainable long-term growth. The Company continues to position SAii Hotels & Resorts under the brand philosophy “Peace of Mind is the Ultimate Luxury,” resonating with modern travellers who choose to travel less frequently but with greater purpose. The concept responds to travellers’ desire to reconnect with themselves through tourism that integrates mindfulness, nature, local culture, and unhurried rhythms of rest.

In practice, this approach sees properties within the S Hotels & Resorts portfolio presenting signature experiences that reflect the unique identity of each destination. At SAii Phi Phi Island Village, guests are invited to reconnect with nature through immersive experiences such as Astro Moments (stargazing on the beach). Santiburi Koh Samui embraces the concept of slow, immersive travel and offers meaningful connections with the local community and culture through initiatives such as 100 Miles Dining, a menu crafted from locally sourced ingredients. Meanwhile, SAii Laguna Phuket promotes holistic wellbeing with morning runs, sunset yoga sessions, and a diverse selection of health-focused cuisine crafted to nourish both body and mind.

At the same time, the Group maintains its focus on environmental responsibility—another travel trend expected to gain more momentum in 2026. The Marine and Maldives Discovery Centres at CROSSROADS Maldives serve as hubs for marine education and conservation, raising awareness of ocean ecosystems through hands-on learning and immersive experiences. These initiatives enable guests to engage meaningfully with nature and local culture, creating long-term shared value for travellers, destinations, and the environment.

“From an industry perspective, the ability of hotel operators to adapt to trends centred on quality, wellbeing, and sustainability will be a decisive factor in long-term competitiveness. It will also play a crucial role in elevating Thailand’s tourism image from a popular destination to one that genuinely creates value. With a strong hotel portfolio and a strategy grounded in a deep understanding of traveller behaviour, Singha Estate believes its hotel business will remain a key driver of high-quality tourism in 2026, forming a solid foundation for sustainable growth in the long term,” Mr. Chairath concluded.