Phuket Becomes a Global Luxury Destination, Attracting High-End Brands and Elite Investors

C9 Hotelworks and Property Guru’s Phuket Luxury Report reveals the island’s rise as a premier global hub for luxury living.

Phuket, once a renowned beach destination, has rapidly evolved into a top luxury lifestyle hub, attracting global high-end brands, Michelin-star dining, and top-tier educational and healthcare services.

This transformation is detailed in The Phuket Luxury Report, produced by C9 Hotelworks, an award-winning hospitality and real estate consultancy. The report was unveiled at the “LivePhuket: A Global Luxury Lifestyle Destination” event hosted with Property Guru International (Thailand). Download it here: The Phuket Luxury Report.

During the event, C9 Hotelworks Managing Director Bill Barnett shared key findings from the report, noting the surge in demand for Phuket’s luxury living, supported by infrastructure upgrades and competitive pricing. “The island is home to two iconic global luxury brands – Aman Resorts and Banyan Group – along with exclusive lifestyle amenities including a private jet terminal, five ultra-luxury hotels with average rates above USD 1,000 per night, four marinas for superyachts, 13 international schools, and top-tier hospitals,” said Barnett.

One standout project is Laguna Phuket by Banyan Group, a 1,000-acre destination attracting one million visitors yearly. This hub includes world-class resorts, an award-winning golf course, a wellness clinic, and 3,000 private homes. Additionally, the Gardens of Eden, a nature-inspired luxury wellness space in Bangtao, has captured the interest of lifestyle-conscious investors, with the sector valued at USD 10 billion (THB 337 billion).

The event included panel discussions featuring prominent experts on Phuket’s luxury development. In a segment on luxury brands, speakers included Central Pattana’s Senior VP Wilaiporn Pitimanaaree, Mercedes-Benz Phuket’s Executive Director Praiya Laparojkit, and Bangkok Hospital Phuket’s Assistant Director Thiti Samuthrat. Chef Marco Turatti of InterContinental Phuket Resort and Chef Parkorn “Tan” Kosiyabong of GOAT Bangkok and LAAD Phuket added insights on Michelin dining trends in Phuket. The discussions were moderated by Sumi Soorian, Senior Advisor at Phuket Hotels Association.

Commenting on the island’s luxury growth, Ravi Chandran, Gardens of Eden’s Corporate Affairs Director, stated: “Phuket is attracting lifestyle-conscious investors with our 70% green space dedicated to wellness and natural surroundings near Bangtao Beach.” Stuart Reading, Banyan Group’s Deputy CEO, added: “Phuket is a global leader in branded residences, and we are honored to contribute to its legacy, with new developments like Banyan Tree Residences setting new standards in luxury living.”

For more information, visit C9 Hotelworks