Despite this positive past and outlook, the Thai hotel industry has recently been affected by a number of challenges such as over supply, social media marketing, the impending AEC etc. These impact, amongst others, hotel operators but there are also challenges affecting the sometimes complimentary and sometimes diverging objectives of hotel owners, such as raising funding, whether for growth, development or investment in existing assets, customer expectation, intense competition as well as the increased focus on sustainability and the environment. These are also important topics on the strategic agenda for the industry.

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