Sheraton Hotels & Resorts is rolling out its Gatherings by Sheraton initiative across four properties in Thailand this November, aiming to deepen guest engagement with local culture. The program, part of Marriott Bonvoy's portfolio, will take place at the Royal Orchid Sheraton Riverside Hotel in Bangkok, Sheraton Hua Hin Resort & Spa, Sheraton Hua Hin Pranburi Villas, and Sheraton Samui Resort.
Each property will host events inspired by traditional Thai food, crafts, and wellbeing, transforming lobbies and public areas into vibrant spaces for cultural exchange. The initiative is designed to foster connections not only between guests and the destination but also between visitors and local residents.
“At Sheraton, we see an opportunity to turn everyday encounters into more meaningful connections,” said Brad Edman, Regional Vice President for Thailand, Cambodia, Laos and Myanmar at Marriott International. “Gatherings by Sheraton is a natural extension of our brand's commitment to community and cultural immersion.”
Four properties, four distinct cultural experiences
The Royal Orchid Sheraton Riverside Hotel in Bangkok will present Chao Phraya Cultural Gatherings, showcasing traditional Thai arts and crafts along the river. Guests can observe artisans at work and participate in hands-on sessions that highlight the country's rich creative heritage.
At Sheraton Hua Hin Resort & Spa, the Sabai Social workshops will introduce participants to Thai flower garland making and herbal compress preparation. These activities reflect the resort's coastal setting and the region's wellness traditions.
Sheraton Hua Hin Pranburi Villas will host Sound & Sip, a wellbeing session focused on relaxation through sound and mindful drinking. The experience is tailored to the villa's tranquil environment, offering guests a chance to unwind in a serene setting.
On the island of Samui, Sheraton Samui Resort will celebrate Loy Krathong with its Krathong Bai Thong Cultural Experience. Guests will learn to craft traditional banana-leaf krathongs and participate in the festival's rituals, connecting with a beloved Thai celebration.
Strengthening community ties
Beyond guest experiences, Gatherings by Sheraton aims to bring residents and visitors together through shared activities. By opening its doors to local communities, Sheraton hopes to position its hotels as gathering places that reflect the character of their surroundings.
The initiative aligns with broader trends in Thailand's hospitality sector, where experiential travel and cultural authenticity are increasingly valued. According to recent Agoda data, Thailand is expected to lead Asia in trip frequency by 2027, underscoring the importance of distinctive offerings for repeat visitors.
Sheraton's move also complements the country's push to attract high-value tourism, including the MICE segment. As Thailand's MICE sector shifts focus to digital visibility and regional expansion, hotel programs that offer local immersion can enhance the appeal of destinations for business events and incentives.
The Gatherings by Sheraton program is part of the brand's broader strategy to revitalize its public spaces and create a sense of community. By leveraging local culture, Sheraton aims to differentiate itself in a competitive market where travelers seek meaningful connections.
For travel professionals, the initiative signals a growing emphasis on experiential programming within major hotel brands. As Sheraton continues to enhance its communal areas, Gatherings by Sheraton offers a template for how hotels can engage both guests and locals, potentially influencing booking decisions for leisure and corporate travelers alike.
The events are scheduled throughout November, with each property offering a unique take on Thai culture. Sheraton expects the program to strengthen its ties with local communities and provide guests with memorable, culturally rich stays.
