The Kok River is a vital waterway, akin to a major artery for the people of Chiang Rai. Looking back, this city was once a thriving hub of travel, commerce, and cultural exchange, where affluent merchants known as "khabodi" warmly welcomed visitors with their reception houses.
Today, the atmosphere of hospitality and valuable heritage seems to be revitalized and grandly retold through the launch of Chiang Rai’s latest 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 167-room hotel on a strategic 80-rai site along the Kok River. This represents a family business’s reinvention, the passing on of a legacy, and the elevation of a secondary city into the luxury tourism era.
The Jittrasakul family is well-known in northern Thailand, especially Chiang Rai, as an established business lineage that has long been part of the city's foundation—from being major Toyota automotive dealers with thousands of annual sales to owning renowned real estate and hotels such as Suknirand, Wiang Inn, and Chiang Mai Grand View.
Their latest significant step stems from a vision to create a legacy of intellectual and economic inheritance for Chiang Rai that commands attention.
Back in 2016, the Jittrasakul family acquired Rim Kok Resort (later renamed Wiang Inn Riverside) for over 500 million baht. This marked the beginning of internal family discussions, led by Rueangchai Jittrasakul, aiming to revitalize this beautiful land along the Kok River into an internationally recognized destination.
With the arrival of the third-generation heir, Angkana Jittrasakul, who clearly saw that modern business must combine "local legends and identity" with "global service standards," the family invested over one billion baht to completely transform this historic site.
Transforming over 80 rai was no simple task. The leading design firm P49 Design, which has had a longstanding relationship with the Jittrasakul family since the grandfather's generation, took on this challenging project—one of the longest and most difficult in P49 Design's portfolio.
The first difficulty was creating a luxurious experience over a large area by decoding the DNA of “Kahavadi,” derived from “khabodi” (wealthy merchant) and “wadi” (a mansion or residence with sturdy walls), into the concept of a "Lanna merchant’s reception house."
Every architectural element subtly weaves historical narratives, such as the riverside restaurant designed to evoke the old river landing used for cargo transport, a central space arranged to welcome guests, and the display of the Jittrasakul family’s personal collections to reflect their wealth and refined taste as hosts.
Additionally, the integration of wood, local materials, weaving techniques, and works by Lanna artists with contemporary architecture makes the hotel a living canvas showcasing Lanna art.
However, the challenges extended beyond design. Renovations began in 2017 and faced obstacles including the COVID-19 crisis and severe flooding along the Kok River, which damaged over 30 rooms. Designing flood defenses and embankments without damaging the scenic natural riverside landscape presented equally demanding engineering and architectural challenges.
An intriguing aspect of this hotel is the decision to partner with the global Hilton chain, selecting the Curio Collection by Hilton brand—a sharp strategic move.
Alexandra Murray, Hilton’s Regional Vice President and Head of Southeast Asia, described Curio Collection as distinct from typical luxury hotels, emphasizing local life and unique authentic experiences.
With over 200 hotels worldwide, Kahavadi Chiang Rai is the second Curio Collection property in Thailand after Bangkok (with a third coming in Phuket). It caters to international travelers seeking to escape city chaos and immerse themselves in nature, arts, and genuine local lifestyles.
Guests are first greeted by the resonant sounds of traditional drum performances, reflecting Lanna culture from the moment of arrival. They can enjoy authentic northern Thai cuisine by the river at Tasabiang restaurant, tiffin-style meals at Larderley, relax with traditional Lanna "Tok Sen" massage at eForea Spa, and savor specialty drinks at The Ledger bar, named after old merchant ledgers.
The launch of Kahavadi Chiang Rai signifies more than business; it drives Thailand’s policy to stimulate secondary cities economically, transforming them into "Luxury & Value-based Destinations."
According to Oxford Economics, over 72% of Millennial and Gen Z travelers prioritize meaningful and authentic cultural experiences. Kahavadi’s concept aligns perfectly with this global trend.
The project not only encourages longer stays by using the hotel as a hub connecting major attractions like Wat Rong Suea Ten, Doi Mae Salong tea plantations, and the Golden Triangle but also genuinely distributes income to local communities through employment, sourcing local ingredients, and supporting Lanna artisans and artists.
This is evidenced by the enthusiastic response since the soft opening in early February, with thousands of guests and nearly full occupancy on most weekends. The guest mix is evenly split between Thai and international visitors (from the United States, China, and Singapore), with strong advance bookings continuing into the fourth quarter.
The transformation of this Kok River riverside land—from historic merchant reception houses to Wiang Inn Riverside and now Kahavadi Chiang Rai, Curio Collection by Hilton—reflects the Jittrasakul family’s visionary and skillful intergenerational business succession.
It also marks a milestone proving to the world that the charm of Lanna culture and secondary cities like Chiang Rai possess the strength and potential to proudly stand on the international tourism stage.
