Thailand-Backed Hotel Brand Is Part of Tourism Service Upgrade Plan.

Byline: Nondhanada Intarakomalyasut

Jun. 16--Thailand could soon have its own hotel chain brand, equivalent to international names such as Sofitel or Le Me{AAC}ridien, under a government-backed initiative that could cost taxpayers 1.2 billion baht.

The proposal is part of a broader plan to upgrade the industry by the Tourism and Sports Ministry and the Tourism Council of Thailand (TCT). It aims to create an internally recognised seal of approval for Thai hotels and resorts that meet high quality and service standards as set by professionals, industry experts and prominent institutions.

TCT chairman Vichit Na Ranong said the ministry was seeking a …