AWC, IHG Introduce Ruby Hotel Brand to Bangkok, Asia-Pacific First
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AWC has partnered with IHG Hotels & Resorts to introduce the Ruby hotel brand to Thailand and the Asia-Pacific region for the first time, choosing Bangkok as the launchpad due to its prominence in tourism, culture, and lifestyle. The move is part of AWC's strategy to add value to its assets and expand tourism experience options by leveraging collaboration with a global hotel partner with a worldwide membership network and customer base to attract quality travelers to Thailand.
Ruby distinguishes itself as a lifestyle hotel that prioritizes central communal areas and guest interaction over traditional in-room amenities. The design fosters an atmosphere akin to an open living room, blending music, art, culture, and social activities to make the hotel both a place to stay and a meeting point for travelers and locals alike.
For this Thai debut, AWC will refurbish and rebrand the existing Holiday Inn Express Bangkok Sathorn, a property valued at over 1 billion baht, into a premium lifestyle hotel under the Ruby flag. The hotel is slated to open in the third quarter of 2027, and AWC plans to continue expanding its lifestyle hotel portfolio through ongoing collaboration with IHG.
Rajit Sukhumaran, Senior Vice President and Managing Director for IHG Hotels & Resorts in Eastern Asia and the Pacific (EAPAC), noted that AWC is a long-term partner sharing a vision for tourism development and asset value creation. Ruby, acquired by IHG in 2025, will enter the Asia-Pacific market first in Bangkok.
'Bangkok suits Ruby because it is a vibrant world-class city, and traveler behavior has shifted toward valuing experiences and connections with a destination's identity. Ruby aims to reflect the city's character through design, atmosphere, and in-hotel activities,' Rajit said.
He added that a key brand signature is the use of music as a core experience element. The Bangkok hotel will feature a 24-hour bar, live evening music performances, Marshall speakers in rooms, guitars available for guests to borrow, and spaces for meetings and socializing. The design will draw inspiration from the glamour of 1920s Siam to create a stylish, storied, and distinctive experience.
