The Kok River is a vital waterway that serves as a major lifeline for the people of Chiang Rai. Looking back in time, this city was once a prosperous center of travel, trade, and cultural exchange, where wealthy merchants, known as "คหบดี" (Kahabadee), warmly welcomed visitors in their reception houses.
Today, the atmosphere of hospitality and valuable heritage seems to be revived and retold grandly through the launch of Chiang Rai's newest hotel, marking a new chapter in Thailand's tourism history.
Thairath Money invites you to explore the story of Kahavadi Chiang Rai, Curio Collection by Hilton—a premium hotel with 167 rooms situated on a strategic 80-rai site along the Kok River. This represents the transformation of a legendary family business, the passing down of heritage, and the positioning of a secondary city into the luxury tourism era.
Mentioning the Jitrasakul family in Northern Thailand, especially Chiang Rai, is to recall an established business family that has long been a foundation of the city—from being a major Toyota automotive dealer with annual sales of thousands of vehicles, to ventures in real estate and renowned hotels such as Suknirand, Vieng-In, and Chiang Mai Grandview.
However, the family's most significant recent step stems from a vision to create an intellectual and economic "legacy" for Chiang Rai that commands attention.
Back in 2012, the Jitrasakul family acquired the former Riverside Kok Hotel (later renamed Vieng-In Riverside) for over 500 million baht. This marked the beginning of internal family discussions, led by Rueangchai Jitrasakul, aiming to revitalize this beautiful land along the Kok River into a world-class destination.
With the arrival of third-generation heir Angkana Jitrasakul, a clear goal emerged: modern business must blend "local legends and identity" with "global service standards." This led to a total investment exceeding one billion baht to completely transform this historic site.
Transforming over 80 rai was no easy task. Leading design firm P49 Design, which has had a long-standing relationship with the Jitrasakul family since the grandfather's generation, took on this demanding challenge. It became one of P49 Design's longest and most difficult projects.
The first challenge was creating a luxurious experience on a large scale by decoding the DNA of "Kahavadi," derived from "คหบดี" (wealthy merchant) and "วดี" (a mansion or house enclosed by sturdy walls), into the concept of "the reception house of a Lanna merchant's home."
Every architectural element subtly weaves past stories, such as the riverside restaurant designed to evoke the image of a historic pier used for goods transport, central areas arranged to welcome guests, and exhibitions of the Jitrasakul family's personal collections, reflecting the host's wealth and refined taste.
Additionally, the integration of woodwork, local materials, weaving techniques, and works by Lanna artists with contemporary architecture makes this hotel a living canvas showcasing Lanna art.
However, challenges went beyond design. Renovations began in 2017 and faced obstacles including the COVID-19 pandemic and major flooding along the Kok River, damaging over 30 rooms. Designing flood protection and embankments without harming the beautiful natural riverside scenery became an equally tough engineering and architectural challenge.
A notable aspect is the strategic decision to bring in the global Hilton chain to manage the hotel, selecting the Curio Collection by Hilton brand—a sharp strategic move.
Alexandra Murray, Hilton's Vice President for Southeast Asia, described Curio Collection as distinct from typical luxury hotels. The brand focuses on Local Life and unique Authentic Experiences.
Currently, Curio Collection has over 200 hotels worldwide, and in Thailand, Kahavadi Chiang Rai is the second after Bangkok, with a third planned in Phuket. It appeals to international travelers seeking to escape big city chaos and experience nature, art, and genuine local lifestyles.
Guests are first greeted by the resonant sound of the traditional "Sabat Chai" drum, reflecting Lanna culture from the moment of arrival. They can then savor authentic northern Thai cuisine by the river at the Tasabiang restaurant, enjoy tiffin-style meals at Larderley, relax with traditional Lanna 'tok sen' massage at eForea Spa, and sip specialty drinks at The Ledger bar, named after merchants’ old account books.
The launch of Kahavadi Chiang Rai signifies more than business; it advances Thailand's policy to stimulate secondary cities economically, transforming them into "Luxury & Value-based Destinations."
An Oxford Economics survey found that over 72% of Millennial and Gen Z travelers prioritize spending on meaningful and authentic local cultural activities. Kahavadi's concept aligns perfectly with this global trend.
The project not only encourages longer stays in Chiang Rai by using the hotel as a hub connecting key attractions like Wat Rong Suea Ten, Doi Mae Salong tea plantations, and the Golden Triangle, but also genuinely distributes income to the community through local employment, sourcing ingredients from local markets, and supporting Lanna craftsmen and artists.
This is evidenced by the positive response since the soft opening in early February, with thousands of guests and near-full occupancy on most weekends. Guests are evenly split between Thai and international visitors (from the U.S., China, Singapore), with continuous advance bookings into the fourth quarter.
The transformation of this Kok River riverside land—from a historic reception house to Vieng-In Riverside Hotel and now Kahavadi Chiang Rai, Curio Collection by Hilton—reflects the Jitrasakul family's far-sighted vision to pass their business down generations with finesse.
It also stands as a key landmark proving to the world that the charm of Lanna and secondary cities like Chiang Rai has the strong potential to proudly hold its place on the global tourism stage.
