The Resilience of Chain Hotels in Thailand During and After the COVID-19 Pandemic

Issue 2023 No.1 | April 2023


The COVID-19 pandemic has had a profound impact on the hospitality industry in Thailand, with a sharp decline in tourism and revenue for hotels and resorts. In response, chain hotels have shown remarkable resilience by leveraging their brand reputation, operational expertise, and scale to respond to the crisis. This study explores how chain hotels in Thailand adapted to the new normal during and after the COVID-19 pandemic. Specifically, it identifies the key trends that chain hotels in Thailand must adapt to, including the emergence of new target groups, shifting customer behavior and preferences, and the need for effective human resource management. It also finds the chain hotels can promote sustainability and responsible business practices to remain competitive and relevant in the evolving hospitality industry.


  • To understand the changes implemented by the target hotel group due to the effects of the COVID-19 pandemic
  • To study the hotel marketing strategy that effectively captured a new target group during the COVID-19 situation 
  • To study how the chain hotel responded to changes in customer behavior in the ‘new normal’
  • To explore the chain hotel’s adoption of human resources management practices during COVID-19 pandemic

Download PDF