Asset World Corp Public Company Limited (AWC) is pressing ahead with its ambitious riverside strategy, unveiling plans for a new ultra-luxury hotel on one of the most coveted stretches of Bangkok's Chao Phraya River. The project, slated to operate under the Plaza Athénée brand, represents an investment of approximately THB 2.9 billion and is scheduled to welcome guests in 2028.
The 18-storey property will feature 146 rooms across more than 20,000 sq.m. of gross floor area, blending luxury hospitality, wellness, dining, and lifestyle offerings. It will be situated at the site currently known as River Garden, a prime waterfront location that AWC acquired as part of its long-term vision for the riverfront.
Expanding the AWC Riverside Journey
This new hotel is the latest addition to the AWC Riverside Journey, a curated collection of 11 lifestyle destinations along the Chao Phraya. The journey connects AWC properties with iconic landmarks and neighborhoods, including Asiatique The Riverfront Destination, MONA Bangkok, and the planned World’s First Sustainable Cross-River Cable Car. The initiative aims to offer residents and visitors a new way to experience Bangkok through its historic river.
Wallapa Traisorat, AWC president and CEO, emphasized the river's cultural significance: “For generations, the Chao Phraya River always represents the heart of Bangkok, bringing the unique lively experience, connecting communities, history, culture and people together. AWC Riverside Journey is inspired by this heritage, to be part of showcasing the wonderful value of Bangkok and Thailand to the world.”
The new Plaza Athénée will join existing AWC hotels along the river, including The Hotel Plaza Athénée Bangkok and The Ritz-Carlton Bangkok, The Riverside. A shared “Co-living” lobby concept will be introduced across AWC properties, creating welcoming spaces where guests can meet, relax, and enjoy distinctive river views.
The journey also links to cultural landmarks such as the Grand Palace, Wat Arun, Wat Pho, the Flower Market, and Chinatown, as well as neighborhoods like Song Wat, Yaowaraj, and Woeng Nakorn Kasem. This integration of heritage and contemporary lifestyle is central to AWC's strategy to position Bangkok as a global sustainable tourism destination.
With the luxury travel segment showing resilience, as highlighted in recent booking trends, AWC's investment aligns with broader market confidence. The company's focus on riverfront development also mirrors the expansion of Asian hotel groups in the luxury space.
The new hotel is expected to create significant opportunities for travel advisors and tour operators seeking exclusive riverfront experiences in Bangkok. As the AWC Riverside Journey continues to grow, the company plans to add more destinations, including MONA Bangkok, a hub for art and creativity, and the cross-river cable car, which will offer a novel way to traverse the Chao Phraya.
“The AWC Riverside Journey connects 11 AWC Lifestyle Destinations along the Chao Phraya River, bringing together Bangkok’s history, art, culture, communities and local way of living, creating unique experiences for all AWC Properties,” Traisorat added. “Together, they offer new ways to experience Bangkok through the iconic journey of Chao Phraya River while strengthening Thailand as Global sustainable tourism destination.”
With construction set to proceed over the coming years, the new Plaza Athénée will become a cornerstone of AWC's riverside portfolio, reinforcing the company's commitment to elevating Bangkok's luxury hospitality landscape.
