Paradox Hotels & Resorts has entered the Thai capital with the rebranding of the former Four Points by Sheraton Bangkok, Sukhumvit 15, effective January 1, 2026.
The move marks a strategic expansion for the independent hospitality group, which launched in 2022 and currently manages more than 2,200 rooms across nine global destinations in five countries.
Owned by TA Global, the rebranded Paradox Bangkok Sukhumvit serves as the group’s urban flagship in Thailand, complementing its existing resort presence in Phuket. The decision to pursue a rebranding rather than a new-build project was a tactical move to secure an immediate foothold in one of South-east Asia’s most competitive gateway markets.
“The rebranding of an existing asset under the Paradox name allowed us to quickly establish a strong market presence,” said Joo Kim Tiah, CEO of Paradox Hotel Group.
“By leveraging the property’s prime location and infrastructure, we achieved cost efficiency and immediate relevance,” he noted.
The property is undergoing a full renovation to align with Paradox’s “modern organic” design philosophy, shifting away from standardised international chain protocols towards a lifestyle-led boutique offering. The repositioning targets high-value, experience-driven travellers, a segment Tiah identifies as critical for differentiation as Bangkok prepares for an influx of around 5,000 new hotel keys post-2026.
Across the region, the group is prioritising gateway cities and emerging lifestyle hubs in Asia-Pacific. Expansion plans include three upcoming new-build projects in Malaysia: one near KLCC in Kuala Lumpur, another in Kluang, Johor, and a proposed site at Damansara Avenue in Selangor.
“Paradox Group’s expansion priorities in Asia-Pacific are selective and strategic, designed to balance speed-to-market with long-term brand building. We pursue both rebranding and new-build opportunities depending on asset quality and alignment with our vision,” Tiah stated.
He added that the Bangkok entry is “essential” to the brand’s broader goal of bridging urban and resort experiences for business and MICE travellers.
“Bangkok stands as one of Asia’s most strategic hospitality markets, serving both as South-east Asia’s regional gateway and as a hub for a balanced mix of business and leisure travel. The city’s hospitality sector continues to demonstrate resilience, with international visitor spending rising and ADR increasing year-on-year. Bangkok will remain a cornerstone of the Paradox portfolio, strategically positioned to capitalise on Thailand’s anticipated growth in the hospitality sector,” he concluded.
