In an exclusive conversation with Where2FromHere, Pimpisa Chirathivat reveals how growing up inside Thailand’s hospitality empire shaped her vision for the future of luxury hotels, design and meaningful travel experiences.
Luxury hospitality is changing. For decades, the world’s most celebrated hotels competed through grand architecture, marble-clad lobbies, extravagant chandeliers and increasingly lavish amenities. Today, however, travellers are searching for something far more elusive: authenticity, emotional connection and a genuine sense of place.
Few people understand that shift better than Pimpisa “Pear” Chirathivat Phornprapha. In a new episode of the Where2FromHere podcast, host Renae Leith-Manos sits down with the architect, designer and next-generation hospitality leader whose family sits behind one of Asia’s most influential hotel groups: Centara Hotels & Resorts.
The conversation offers a rare glimpse inside a hospitality empire that began as a single family business and has evolved into one of Asia’s largest hotel operators, with more than 100 hotels and resorts across Thailand, the Maldives, Vietnam, Laos, Japan, the Middle East and beyond.
Yet despite the scale of the business, what emerges throughout the discussion is not a story about corporate growth. Instead, it is a fascinating exploration of legacy, creativity, design and the future of luxury itself.
The Family Behind One Of Thailand’s Biggest Hotel Empires
To understand Pimpisa’s perspective, it helps to understand the remarkable story of Centara.
The company’s roots trace back to the Chirathivat family, one of Thailand’s most prominent business dynasties and founders of the Central Group, a retail and property giant that has become deeply woven into the fabric of modern Thailand.
What began with a single family-owned store in Bangkok nearly eight decades ago has expanded into one of Southeast Asia’s most powerful business groups, spanning retail, real estate, restaurants, luxury residences and hospitality.
Centara Hotels & Resorts emerged as the hospitality arm of the business and has since become one of Thailand’s most recognisable hotel brands.
Today the group operates a diverse collection of properties ranging from family-friendly beach resorts to five-star urban hotels and ultra-luxury escapes.
Among its most celebrated recent projects is the stunning Centara Reserve Samui, a property that signals the company’s ambitions at the very top end of the luxury market.
For Pimpisa, however, growing up within one of Thailand’s most successful hospitality families was less about privilege and more about exposure. Hotels were not simply buildings.
They were living, breathing environments where design, service, culture and storytelling came together to create memorable experiences.
Growing Up Inside Hospitality
One of the most compelling elements of the podcast is hearing how early exposure to the hotel industry shaped Pimpisa’s worldview.
While many children grow up visiting hotels on holidays, she grew up understanding how they worked behind the scenes.
She witnessed first-hand how every design decision influences guest behaviour, how service culture can transform an experience and how seemingly small details often leave the biggest impression.
Those observations eventually led her towards architecture and design.
Today, she brings a unique perspective that blends creativity with commercial understanding — a combination increasingly valuable in a hospitality industry undergoing significant transformation.
Why Luxury Is Becoming More Understated
One of the most thought-provoking themes explored during the conversation is the evolution of luxury itself.
Travellers are increasingly moving away from displays of excess and towards experiences that feel personal, authentic and emotionally resonant.
Pimpisa argues that luxury is no longer defined by what something costs or how elaborate it appears. Instead, it is about how a space makes someone feel.
The discussion explores how lighting, textures, materials and atmosphere can have a profound psychological impact on guests.
In an era where travellers are constantly exposed to images on social media, the challenge is no longer creating something visually impressive. The challenge is creating something meaningful. That distinction may well define the next generation of luxury hotels.
The Rise Of Storytelling In Hospitality
Perhaps the most fascinating insight from the episode is the growing importance of storytelling.
For decades, luxury hotels differentiated themselves through facilities. Bigger pools. Larger suites. More restaurants.
Today, those features have become increasingly standardised across the industry. What travellers remember are stories. A meaningful cultural connection.
A local artisan whose work is showcased throughout a property. A design element that reflects the history of a destination. A restaurant that genuinely connects guests with local traditions.
Pimpisa believes these layers of storytelling create emotional engagement, helping travellers feel connected to a destination rather than simply passing through it.
For luxury travellers seeking more immersive experiences, this shift is becoming increasingly important.
Centara Reserve Samui And A New Vision For Thai Luxury
The conversation also explores one of Pimpisa’s most significant projects to date: Centara Reserve Samui.
The property marked a major milestone for the group, introducing a more elevated and design-led approach to luxury hospitality.
Located on Koh Samui’s Chaweng Beach, the resort combines contemporary architecture with subtle references to Thai heritage, creating an experience that feels both international and deeply connected to place.
Rather than relying on predictable luxury clichés, the design focuses on atmosphere, craftsmanship and a strong sense of destination.
The project reflects a broader trend emerging across Asia, where luxury travellers increasingly seek culturally rich experiences rather than generic five-star environments.
Designing For A New Generation Of Travellers
Another key topic is how hotels are adapting to changing guest expectations. Lobbies are no longer simply places to check in. Restaurants are no longer designed solely for hotel guests. Wellness is no longer confined to a spa treatment menu.
Today’s travellers want spaces that feel dynamic, social and integrated into local communities. They want restaurants worthy of visiting even if they are not staying overnight. They want wellness experiences that support long-term health rather than quick indulgence. They want authentic engagement with local culture.
According to Pimpisa, successful hotels of the future will be those that understand these changing priorities and design experiences accordingly.
What Luxury Travellers Really Want In 2026
Perhaps the greatest takeaway from this episode is that luxury travel is becoming more human.
The industry’s future may involve cutting-edge technology, innovative design and sophisticated wellness offerings, but the experiences that resonate most deeply remain surprisingly simple.
Connection.
Authenticity.
Creativity.
Storytelling.
And a genuine sense of belonging. As the hospitality industry continues to evolve, voices like Pimpisa Chirathivat’s offer valuable insight into where it is heading next.
For travellers, hotel lovers and anyone interested in the intersection of design, culture and luxury, this is a conversation not to be missed.
