• Independent Thai luxury hotel group achieves +293% transaction value growth and +149% session conversion, reducing OTA dependency across 11 properties in Thailand, Myanmar, and Japan ahead of HTC 2026

BANGKOK, 14 May 2026 – Chatrium Hotels & Residences, the premier independent Thai luxury hotel group operating across Thailand, Myanmar, and Japan, today announced significant gains in direct booking performance and operational efficiency following the multi-property deployment of Profitroom’s integrated hospitality technology platform.

Chatrium Grand Bangkok, the flagship property of the Chatrium Hotels & Residences portfolio

The partnership has delivered a +293% increase in average transaction value per user and a +149% improvement in session conversion rate, with bounce rate falling 55%. Average transaction value per booking rose 50%, while engagement rate increased 46% and page views per session grew 69%. Performance was measured across all Chatrium properties at twelve months post-implementation, with results continuing to compound.

The transformation marks a strategic shift for Chatrium, which has reduced its dependence on Online Travel Agencies (OTAs) and now owns the guest relationship end-to-end through first-party data and direct booking channels.

“Profitroom has been a game-changer for Chatrium Hotels & Residences. Their intuitive platform and data-driven insights have empowered us to significantly increase our direct bookings and enhance our guest engagement.” Supasin Limcharoen, Director of Data Analytics, Chatrium Hotels & Residences

One platform replacing fragmented vendors

Before partnering with Profitroom, Chatrium operated separate booking engines, channel managers, customer relationship management (CRM) systems, and loyalty platforms across its multi-country portfolio. Each system worked in isolation, fragmenting guest data and absorbing significant manual effort from operational teams.

“We were managing multiple systems that didn’t communicate. Our teams were spending hours manually updating information, and we were missing revenue opportunities that should have been captured automatically,” Supasin noted.

Chatrium chose to deploy Profitroom’s complete platform across all 11 properties in Thailand, Myanmar, and Japan. The deployment integrates six modules: Booking Engine 360, Conversion-Optimised Websites, Personalised Offers, Extras, Loyalty Programme, and Corporate Connect. Each component shares data in real time, transforming how the group manages distribution, pricing, and guest engagement.

Operational efficiency at scale

Beyond the commercial results, Chatrium has redirected approximately three hours per property per day previously spent on manual updates and data reconciliation toward guest service and revenue optimisation. Within six months of go-live, manual workarounds had largely disappeared. Real-time dashboards replaced fragmented reports requiring manual compilation, and pricing changes and promotional responses that previously took days are now actioned within minutes.

“Our team went from managing systems to managing strategy. Now we focus on what actually drives revenue: optimising packages, refining pricing, improving the guest experience,” Supasin added.

A blueprint for Southeast Asian hospitality

For Profitroom, the global hospitality technology provider serving more than 4,500 hotels across 50 markets, the Chatrium partnership represents the kind of strategic, multi-property deployment increasingly sought by Southeast Asian hotel groups confronting the same legacy fragmentation.

“Across Southeast Asia, I speak to hotel groups every week who are dealing with the same fragmentation Chatrium faced. Their story is a blueprint. The technology isn’t the hard part. The decision to commit to one integrated approach is. Chatrium made that decision, and the results speak for themselves.” Marisa Nolan, Regional Director APAC, Profitroom

Scaling success to new markets

With its proven platform now embedded across existing properties, Chatrium is preparing to launch Chatrium Rawai Phuket, the group’s first full resort property, in 2026. Rather than spending months building new technology infrastructure, Chatrium will deploy its proven Profitroom ecosystem from day one, gaining a measurable competitive advantage in time to market.

Chatrium Rawai Phuket, the group’s first full resort property, opens in 2026 The case study is published in full at Profitroom Case Study – Chatrium Hotels & Residences. The announcement coincides with Hospitality Tech Conference 2026 (HTC 2026), Thailand’s leading hospitality technology event, taking place 13-14 May 2026 in Bangkok.