Ennismore Signs 345-Key 25hours Hotel in Bangkok's Siam Square as Part of Central Pattana's THB 11 Billion Mixed-Use Development

Ennismore has signed an agreement to bring its 25hours Hotel brand to Bangkok, with a 345-key property set to open within Central Pattana's CenTRal cENtrAL mixed-use development in the city's Siam Square district. The signing, announced Sept. 1, 2026, marks the first Thailand entry for the 25hours brand and adds to Ennismore's expanding footprint across Asia-Pacific.

A Lifestyle Hotel Anchoring a THB 11 Billion Mixed-Use Project

The 25hours Hotel Bangkok will form part of CenTRal cENtrAL, Central Pattana's next-generation mixed-use destination at No. 2059 Rama I Road, Pathum Wan Sub-district, Pathum Wan District, Bangkok. The project sits on a site of approximately 11,183.6 square metres and encompasses a total gross building area of 141,000 square metres, with a reported project value of over THB 11 billion.

The broader development is designed to integrate retail, office and hospitality uses. The scheme includes a 12-storey office component expected to accommodate approximately 2,500 workers, alongside the hotel and a retail offering positioned around more than 300 brands. Mitsubishi Estate is also identified as a participant in the project.

The hotel is scheduled to open in Q1 2029, giving the development team time to align the hospitality component with the rollout of the retail and office portions of the project. Ennismore describes the property as having 345 guestrooms; earlier project announcements had cited 349 rooms, a discrepancy that may reflect an early-stage design update.

Design and Concept Rooted in Siam Square's Urban Identity

According to Ennismore, the hotel's design narrative will draw on Siam Square's character as a district defined by independent boutiques, creative studios and Art Deco-influenced architecture. The brand's approach — described internally as "you know one, you know none" — emphasizes story-led, location-specific hospitality rather than a standardized product.

The property is positioned steps from Siam Station and near Chulalongkorn University, placing it at what Ennismore describes as the intersection of Bangkok's cultural and commercial activity. Interiors are intended to blend analogue craftsmanship with references to the neighbourhood's evolving creative culture, with each of the 345 guestrooms designed to reflect a local sensibility.

Central Pattana has framed CenTRal cENtrAL as "The Future of Siam Square," targeting younger demographics and positioning the development as a place for residents, workers and visitors to converge rather than a conventional retail or hotel-led scheme.

Bangkok Hotel Market Context

The signing comes against a mixed performance backdrop for Bangkok's hotel sector. Bangkok hotels recorded occupancy of 75.7% for full-year 2025, down 3.1 percentage points year over year, while average daily rate fell 1.4% to approximately THB 4,182. In the first half of 2026, occupancy improved modestly to 76.2%, but ADR declined 2.1% to THB 4,013 and RevPAR eased 0.6% to THB 3,056.

Performance softened further in the second quarter of 2026, with occupancy falling to 73%, ADR to THB 3,660 and RevPAR to THB 2,672 — a roughly 7% quarter-on-quarter decline in RevPAR. Bangkok's total hotel room supply stood at approximately 105,038 rooms at the end of the first half of 2026, up 1,211 rooms, or 1.2%, from the end of 2025. A Thai Hotels Association sentiment survey reported average occupancy of 64% in August 2026, with expected September occupancy of 52%, reflecting seasonal volatility in the market.

In that environment, the 25hours brand's design-driven, experience-led positioning is intended to differentiate the property from more commodity-oriented supply, targeting higher-spend travelers and creative-economy visitors rather than competing primarily on room count or rate.

Ennismore's Broader Asia Expansion

The Bangkok signing is consistent with Ennismore's stated strategy of deepening its presence across Asia-Pacific. The company surpassed the 200-hotel milestone earlier in 2026 and has announced or opened properties in Bali, Perth and Vietnam, among other markets in the region. Through Accor, Ennismore reported recurring EBITDA of €205 million on a contributive basis for 2025, with 18.0% network expansion during the year.

The 25hours brand continues to expand across Europe, the Middle East and Asia-Pacific, with each property developed around a location-specific concept. The Bangkok property will be the brand's first in Thailand and one of its most prominent Asia entries to date, given Siam Square's visibility as a youth culture and retail destination.

Central Pattana, one of Thailand's largest property developers, is using the hospitality component as part of a broader effort to reposition Siam Square as a mixed-use district capable of attracting international brands, creative tenants and global travelers simultaneously.

Sources

Ennismore — Ennismore continues Asia growth with the signing of 25hours Hotel in Bangkok (Sept. 1, 2026)