Pattaya Hotels PR News: Pattaya’s newest lifestyle retreat prepares for debut
SCX Corporation, a subsidiary of SET-listed developer SC Asset Corporation, is making waves in Thailand’s hospitality scene with the unveiling of The Standard Pattaya Na Jomtien. This highly anticipated property, slated to open in a couple fop weeks, marks the firm’s bold expansion into lifestyle-driven hospitality along Thailand’s eastern seaboard. The new hotel reflects SCX’s broader ambition to diversify from its core office holdings into dynamic leisure properties catering to the new generation of travelers seeking immersive and design-forward experiences.
The Standard Pattaya Na Jomtien aims to transform the city’s hotel scene with a bold, lifestyle-focused design and modern coastal appeal.
Image Credit: SCX Corporation
According to this Pattaya Hotels PR News report, The Standard Pattaya will feature 161 rooms and suites crafted to embody the brand’s signature blend of modern chic and relaxed coastal charm. SCX’s chief executive, Rachod Nantakwang, revealed that the property—developed through a joint venture with SET-listed Syntec Construction—represents a total investment of 900 million baht. The hotel will operate under the same lifestyle model as SCX’s new Kromo Bangkok, Curio Collection by Hilton, slated to open in the capital next week.
SCX’s shift toward experiential hotels
Rachod emphasized that the company is intentionally pivoting away from traditional business hotels, noting that post-pandemic travelers increasingly prioritize individuality, experiences, and social connection over standard corporate lodging. “We will focus on lifestyle hotels rather than business hotels, as demand among new-generation tourists has shifted. They are looking for experiences and uniqueness,” he explained.
The Standard Pattaya is positioned to capture both international and domestic leisure demand, with emphasis on creative dining, curated wellness, and cultural programming—all designed to establish the property as a social hub in Na Jomtien. It follows the success of The Standard Hua Hin, which became a flagship destination for contemporary Thai hospitality when it opened in 2021.
Investment momentum and long-term growth vision
Beyond Pattaya, SCX is rapidly building its hospitality footprint. Its Kromo Bangkok project—valued at 2.8 billion baht—features 306 rooms, average rates of 5,200 baht per night, and has already secured 2,000 room-night bookings, largely from U.S. and European guests. Together, these properties are projected to generate 900 million baht in revenue by 2026.
Looking ahead, SCX plans to invest up to 25 billion baht between 2025 and 2029 in new developments across Thailand’s top resort destinations, including Phuket and Koh Samui. The company aims to operate 2,000 rooms valued at 5 billion baht by the end of the decade, with hotels contributing 58% of total revenue—a significant leap from the current 10%.
Pattaya’s evolving appeal for global travelers
As Thailand’s coastal tourism rebounds, Pattaya continues to reposition itself from mass tourism toward upscale, experience-oriented hospitality. SCX’s investment signals renewed confidence in the city’s transformation and its ability to attract international travelers seeking luxury, creativity, and connection in one destination. The Standard Pattaya Na Jomtien is poised to play a defining role in this evolution, blending beachside tranquility with the vibrancy of modern lifestyle design.
With its strategic location, stylish concept, and strong brand backing, the new Standard property is expected to become one of Pattaya’s most talked-about hotel openings this year, reinforcing the city’s rise as a sophisticated leisure hub. For travelers and investors alike, SCX’s entry marks another milestone in Pattaya’s new era of hospitality growth and innovation.
For more details, visit: https://www.hyatt.com/the-standard/en-US/utpsp-the-standard-pattaya-na-jomtien
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