Siam Asset Public Company Limited, or SA, is using the travel wave around international concerts and music festivals as a strategy to target niche customers and generate revenue for its hotel business. Most recently, Cassia Rama 9 Bangkok, one of the hotel businesses under the company's operation, has launched a special room package to welcome fans travelling to see the BTS WORLD TOUR 'ARIRANG' IN BANGKOK from 3-6 December 2026 at Rajamangala Stadium, with prices starting at 3,000++ baht per room per night, plus a free shuttle bus service between the hotel and the venue. Market data supports this approach. Airbnb disclosed on 8 June 2026 that accommodation searches in Bangkok during the BTS concert dates in December 2026 rose by nearly 590% compared with the same period the previous year, while searches for accommodation during the S2O and Siam Songkran music festivals rose by more than 40%. Meanwhile, the government is preparing to hold the Tomorrowland Thailand music festival from 11-13 December 2026 in Pattaya, which is expected to affect the overall economy by about 21.386 billion baht and is expected to create roughly 21,386 jobs in related industries. SA sees this approach as something that can be extended into a long-term marketing strategy, marketing around the event calendar of world-class artist concerts, music festivals, sporting events and trade shows in order to expand its customer base and generate revenue from rooms and supplementary services.
Siamese Asset Public Company LimitedSA launched a BTS concert room package at Cassia Rama 9 Bangkok to capture event-tourism demand for its hotel rooms and services.
Airbnb Inc