Silom Road is the area possessing a great potential converting it to an avenue that will facelift Bangkok with its driven macroeconomy. “Narai Hotel” has been considered one of the driving forces for a long time. Due to the changing situations, social contexts, and consumer demands, it is relatively challenging for “the executives” to weather the storms and lead the organization towards the future.

Though COVID-19 has been an overwhelming factor impeding the hotel and tourism industry, the management team and all of the shareholders have agreed without exception that it is time to renovate the area into "The Modern Narai" as trends have completely shifted; therefore, the hotel needs to evolve to catch up with it. The luxurious market segment, an interesting target group, is also a mission of the hotel; additionally, it is fairly positive with its plans to realize the new age of the Silom area by reimaging it.

Mr. Nathee Nithivasin (Managing Director of Narai Hotel Company Limited & 3rd Generation Heir) takes this opportunity to initiate a proposal to improve the area and develop a new, grand, and modern look for the organization. Mr. Nathee also unveils an overview of the business’s operation over the course of 54 years stating the hotel has provided approximately 7,590,000 rooms with over 15,180,000 guests. Moreover, 30 million clients have been served at its restaurants. Markedly, the hotel retains its high standards on the vision, mission, and goal in this upcoming business plan adjustment. This can be reflected in many awards in both customer service and social responsibility it has received throughout the years. Regardless of what direction it is heading to, Narai Hotel will continue adhering to high qualities, standards, and continuous improvement to satisfy the needs of all customers. The business plan we have fixed our eyes on is under the concept of “Be Part of Everyone Community”, divided into 2 zones:

The first zone is available for the public as a recreational area. Restaurants, leisure areas, and stores for all ages will be provided. In terms of decoration, this zone is set to retain its antique and genuine atmosphere. The highlight of the area is “a shine to Lord Vishnu” or “Phra Narai” which will be established as an important shrine being as a spiritual binder and the assembling point for the local people in Bangkok.

The second zone is forecast to be a luxury zone consisting of high-end hotel properties. Currently, we are attempting to finalize a deal with a large luxury hotel chain. This will be the first hotel under the brand in Thailand. Following the news is advisable as it is going to create ripples in our business as well. To refine the area, we carefully operate the process systematically under the safety measures called "SMASH-CLEAR-ADJUST-PLACE-BUILD" ; consequently, we are going to SMASH the old structures with modern technology, CLEAR the area so that it affects the surrounding community and environment triflingly, ADJUST the area to make way for the foundation of the new construction, PLACE a stable piling system, and BUILD it to be finished in approximately 4 years. As for marketing strategies, in order to arrange the new project - “The Modern Narai Hotel” to be able to stand tall amidst the fluctuating business trends, it is compulsory that we adapt to comply with the current trend by embracing the luxurious market group which is one of our objectives. We take pride that this will be the development plan to completely transform the face of the Silom area, modernizing it without trials and tribulations.

Mr. Nathee also asserted that the hotel intends to create a community enticing the people of all groups to join the area. It will definitely meet the needs of everyone, enhancing business potentials in Bangkok and attracting visitors from all over the world in hope of making this area vivid again.