Richard Allen, CEO of Boat Lagoon Yachting; Frank Cancelloni, CEO of Jim Thompson Group; and Philippe Leysen, COO of MJets Private Aviation, define luxury in Thailand no longer as limited to hotels, shopping, or real estate, but extending to lifestyle brands, travel, and personalized experiences, which play a significant role in shaping the behavior of high-income tourists.

Furthermore, while previously focused on luxury brands or real estate ownership, high-income consumers are now prioritizing lifestyle, individuality, and personalized experiences. This has led to the clearer interconnectedness of previously separate industries—hotels, fashion, private aviation, yachts, and design—to meet the global demand for luxury travelers.

This significant trend was highlighted at the Phuket Property Exchange, part of the C9 Sessions, where leaders in the hotel, lifestyle, private aviation, and marine industries shared their perspectives on the evolving direction of tourism. And Luxury Living in Thailand

Frank Cancelloni, CEO of Jim Thompson, stated, “Today, luxury doesn’t just mean owning goods; it’s about a brand becoming an integral part of people’s lives. In recent years, Jim Thompson has transformed from a heritage souvenir brand to a global lifestyle brand, expanding into fashion, retail, food and beverage, and now into hotels and branded residences. This reflects how the language of luxury today lies in storytelling, lifestyle, and creating emotional connections.”

Frank Cancelloni, CEO of Jim Thompson Group, and Vajravorn Tasukon, Managing Editor, Robb Report Thailand Frank’s perspective reflects a general shift in the luxury industry, where brands are expanding their roles beyond traditional boundaries to create more interconnected systems. Fashion, hotels, food, and residences are integrating into a comprehensive lifestyle platform, allowing consumers to interact with brands in deeper and more personalized ways.

This trend is even more evident in destinations like Phuket. From being merely a leisure destination, it is now becoming a diverse lifestyle hub, attracting both investors and international tourists seeking investment opportunities coupled with a high quality of life. Branded Residences and private travel are key aspects of this trend. And bespoke cultural experiences are becoming a key component of this new form of luxury. At the same time, mobility plays a vital role in driving this transformation. Richard Allen, CEO of Boat Lagoon Yachting, stated that the growth of yachts and marine tourism reflects the increasing demand for freedom, privacy, and the exploration of new experiences.

“Since the post-COVID era, we have seen significant growth in the yachting business as clients prioritize privacy, freedom, and exploring destinations according to their own needs. Phuket is one of the best yachting destinations in the world, and as people spend more time on the water, we see a clear connection between yachting, real estate investment, and long-term lifestyle choices,” Richard said.

Meanwhile, private aviation is transforming how luxury travelers access their destinations. As global travel behavior changes, mobility and continuity of travel become crucial elements of luxury tourism.

Philippe Leysen, Chief Operating Officer of MJets Private Aviation, said, “Once people experience the flexibility and convenience of private aviation, this experience inevitably becomes part of their lifestyle.” The ability to travel directly from major cities like Bangkok, Singapore, or Hong Kong to Phuket has fundamentally transformed the way high-income travelers plan their trips.

This shift is particularly evident among the region's new generation of high-income investors and patrons, who prioritize speed, privacy, and personalized service. For this demographic, "mobility" is no longer just about travel; it has become an integral part of the luxury travel experience.

As Frank stated, the brands that will succeed in the future are those that understand this shift. "The future of luxury lies in creating experiences that people want to participate in. The core is creating emotional connections and offering a lifestyle that goes beyond the product itself," Frank concluded.

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