Plus Property has announced its intention to elevate residential property management within the luxury segment through the introduction of its ‘Lifestyle Luxury Management’ concept. The initiative aims to transform Thailand’s property management practices from asset oversight to the comprehensive delivery of curated living experiences. This approach aligns with the continued growth of the branded residences market, driven by genuine demand, the return of foreign investors, and increasing participation from high-net-worth individuals (HNWIs). The company is placing greater emphasis on services that address modern lifestyle and hospitality needs.
Ms Naruemon Arporntanakul, Deputy Managing Director – Property Management Division at Plus Property Co., Ltd., noted that the branded residences market continues to expand robustly. According to a report by C9 Hotelworks, the sector in Asia reached 68,000 units in 2024, representing an average annual growth rate of 11%. Thailand accounts for 23% of the Asian market, with Phuket alone home to around 4,700 units across 26 projects. Collectively, these properties are valued at approximately 80 billion baht, underscoring Thailand’s position as a leading global luxury destination.
Residential project management now goes beyond property and asset oversight, as discerning clients increasingly seek living experiences tailored to their lifestyles. Many prefer the comfort of home with the convenience of hotel-like services. Plus Property continues to enhance its services and develop its personnel to meet the needs of both Thai and international clientele, with the overarching goal of elevating Thailand’s property management sector to global standards and reinforcing the nation’s competitiveness on the world stage.
Five Core Pillars of ‘Lifestyle Luxury Management’
Timeless Quality – Residential projects are maintained in pristine condition, just as they were on the first day of occupancy. This approach ensures that each property appreciates in value over time. Global service standards are upheld, with PLUS being ISO-certified for quality management, physical resources, and environmental systems.
Smart Security – Solutions by LIV-24 provide 24/7 security protection powered by AI technology. Any irregularities are reported in real time, allowing residents to live with peace of mind and enjoy enhanced safety. On-site labour costs may be reduced by as much as 20-40%.
Premium Community – Residential communities are designed to foster warmth and engagement in ways that complement each community’s lifestyle theme. Festivals such as Halloween and Loi Krathong are celebrated, activities such as pet vaccinations are organised, and social responsibility initiatives such as mangrove reforestation and beach clean-ups are undertaken.
Elevated Living – Living experiences are made worry-free through the attentiveness of Plus Concierge service providers, who respond to the full spectrum of residents’ needs. Plus Concierge partners offer services including housekeeping, laundry, gardening, swimming pool maintenance, and air-conditioner cleaning. These services can be conveniently booked online, with residents enjoying a variety of exclusive offers.
Global Standards – PLUS personnel continually refine their expertise in residential property management and premium service delivery through training programmes provided by Plus Eduplex. Practical knowledge and international best practices are integrated into these curricula, enabling staff to confidently cater to both Thai and international clients.
Showcasing Mr and Ms Happening – Creators of Residential Experiences for Diverse Lifestyles
PLUS is preparing to launch Mr and Ms Happening – specialist personnel who will implement the five key tactics through practical, service-oriented applications. Their role will combine property management expertise with deep insights into residents’ lifestyles, enabling the delivery of personalised services tailored to individual needs.
The responsibilities of Mr and Ms Happening will extend beyond daily management and administration. These professionals will help cultivate holistic living experiences that exemplify a new era of property management – one that integrates lifestyle-focused services with project administration. Looking ahead, additional services such as a 24-hour call centre may also be introduced to ensure residents receive continuous care and support at all times.
PLUS Elevates Property Management through People Development and Global Partnerships
Mr Santi Srisongkram, Senior Director of Plus Eduplex at Plus Property Co., Ltd., said: ‘Residential project management is entering a new dimension, where oversight must be delivered in the manner of serviced residences. PLUS aims to propel Thailand’s property management sector onto the global stage through personnel and services capable of competing internationally.
‘In particular, for Phuket, PLUS plans to introduce Lifestyle Luxury Management services designed to accommodate the living needs of each locality. This approach will appeal to investors and international clients, aligning with Phuket’s positioning as a premium residential hub in the region.’
People development forms a vital foundation for Thailand’s property management sector. As such, the Plus Eduplex Institute is committed to cultivating highly competent professionals who uphold modern service standards. At the same time, the institute continues to seek new opportunities through collaborations with world-class organisations such as Nai Lert Butler Academy (in partnership with The British Butler Institute) and the School of the Oriental Hotel Apprenticeship Programme (Mandarin Oriental, Bangkok).
Most recently, Plus Eduplex became the first and only institute within Thailand’s property management industry to be certified to offer courses and qualifications from the CTH Institute (The Confederation of Tourism and Hospitality) – a globally recognised awarding body specialising in hospitality education. This milestone demonstrates the effectiveness of PLUS’s training standards and its capacity to develop high-calibre professionals who elevate service quality and respond to residents’ needs with professionalism and care.
Leveraging an administration tactic combining globally recognised standards with in-depth understanding of the needs of client residents, PLUS stands ready to drive Thailand’s luxury residential properties market toward elevated standards. Through ‘Lifestyle Luxury Management’ services, the requirements of upscale domestic clients can be met while the growth of branded residences and the presence of foreign clients can be accommodated, reinforcing all aspects of Thailand’s role as a premium residential destination.