Lunic Launches 4.8B Baht Wellness Condo in Pattaya

The trend for second homes is changing from buying for vacations to long-term residence. Lunic Real Estate is investing 4.8 billion baht to launch the 60-story luxury condominium "Lucean Bay Jomtien Pattaya," promoting a wellness-led living concept in partnership with Bangkok Hospital Pattaya to provide comprehensive health services. The project targets buyers aged 45 and over who are planning their post-retirement lives, with 149 units already reserved.

Lunic Promotes Wellness-Led Living for the Second-Home Market

Ms. Urai Kulkeeratiyut, Chief Executive Officer of Lunic Real Estate Co., Ltd., revealed that the company has launched the Lucean Bay Jomtien Pattaya project, a luxury condominium developed under the Wellness-Led Living concept with a project value of 4.8 billion baht. Located on Jomtien Second Road, it sits about 200 meters from Jomtien Beach.

Lucean Bay Jomtien Pattaya is built on nearly 4 rai of land as a 60-story condominium with a total of 588 units. Its selling point is a sea view from every unit, catering to both Thai and foreign clients seeking a second home, long-term residents, and those preparing for retirement who place greater importance on quality of life and healthcare.

"From studying buyer behavior and needs, we found that the second-home market is no longer limited to buying for vacations or rental investment, but is starting to focus on long-term residence, especially among customers who want to plan their post-retirement life and desire a residence with supporting health services," said Ms. Urai.

The company has therefore made the wellness concept the core of the project's development, from the design of common areas and facilities to the collaboration with Bangkok Hospital Pattaya to create a living ecosystem that connects accommodation, recreation, and medical services.

Ms. Urai also stated that Pattaya has the potential to develop into a wellness-led living destination. Although it was previously known as a tourist and entertainment city, a change in buyer groups wanting to reside there is now evident, both as second homes and long-term residences.

Additionally, Pattaya has locational advantages, including travel from Bangkok, proximity to industrial estates and factories in Rayong province, and the expansion of new businesses and industries, especially the electric vehicle sector, which supports the city's future growth.

"We assess that over the next 5 years, demand for housing in Pattaya has the opportunity to increase, while price levels remain attractive compared to Phuket, where land and property prices have already adjusted significantly higher. This makes Pattaya another option for buyers seeking a seaside home at a more accessible price point, with the opportunity to create added value from long-term ownership," Ms. Urai said.

Targeting Buyers Aged 45+, Planning Purchase 5 Years Ahead

The main target group for the Lucean Bay Jomtien Pattaya project is buyers with an average age of 45 and above, particularly foreign clients, some of whom are preparing to enter retirement and want to plan their future lifestyle. The behavior of this group differs from condo buyers for immediate residence because they are not rushing to move in but want time to prepare, including financial planning, fund transfers, and investment allocation.

Ms. Urai stated that the company has therefore set a sales period of approximately 1 year before construction begins to align with the behavior of customers who want time to prepare.