Rapid business growth in a short time is a testament to the sharp strategy behind the success story of 'Lamaya & Lacol Group,' the owner of a renowned hospitality and F&B empire that has achieved over 300% revenue growth within four years, transforming from a service provider to a 'destination creator' (Destination Marketing) with revenues reaching 400 million baht.

Currently, the group operates nine brands, including the Lacol Khao Yai hotel and restaurant chain, which offers comprehensive services such as Hillside Residence Khao Yai, Warin Wellness and Onsen Khao Yai, and the uniquely styled Bali-Safari tribal restaurant 'Lamaya Khao Yai,' along with Thai restaurant Raluek Khao Yai, Jitralada Hainanese Chicken Rice, and Safari Matcha Bar Khao Yai. Meanwhile, Lamaya Bangkok and Lacol Bangkok occupy prime locations in the Sukhumvit area of Bangkok, establishing themselves as top destinations for both international tourists and Thai Gen Z-Y couples. The group aims to create a community space featuring its restaurant brands in Bangkok, with plans to open a world-class theme park, festival, and show, expanding the Lacol Boutique Hotel and Lamaya brand to major cities across four regions of Thailand within five years.

The success behind this venture is attributed to Mr. Ariya Korkiatsethi, the founder and managing director of Lamaya Group and Lacol Group, who has experience as an organizer and promoter of events and concerts since his time studying at Dusit Thani College (where he studied culinary arts), alongside assisting with the family business.

He later took over the family hotel business with his brother, rebranding their father's original hotel, Khao Yai Romantic Resort and Spa, which was designed for corporate functions and conferences, to Lacol Khao Yai. In 2022, they completely revamped the brand and shifted the customer base, taking charge of branding and R&D.

“We started promoting the location to gain recognition by creating an outdoor cinema called Lacol Cinema, which went viral from the moment it opened. Then we created an iconic spot for the hotel restaurant, Lacol Khao Yai, in the form of a dome,” he explained.

Lacol Khaoyai

“We saw a business gap in Khao Yai. We knew there was nothing here. The area was overwhelmed with visitors, leading to a turnover. Before COVID, Khao Yai saw a surge in hotels and a café-hopping trend. We wanted to create a Destination Space in Khao Yai that isn’t seasonal, featuring a spa, hotels, and accommodations that cater to Gen Z and Y couples and families. Since the rebranding, we have achieved monthly revenues of 10 million baht, with growth exceeding 300%. Currently, Lacol has become one of the most popular destinations for couples to propose, attracting couples from around the world who book appointments at the restaurant, where we offer private photography services to enhance their special moments,” he added.

Warin Wellness and Onsen Khao Yai

Jitralada Hainanese Chicken Rice

In addition to successfully building the Lacol brand, the Lamaya restaurant brand has also become a well-known landmark, offering a unique experience both day and night with its tribal-themed decor in the Tribal Zone, presenting a farm-to-table fusion menu, and featuring a world-class lighting show and Jungle Sky Bar (Bangkok branch). After just three years of operation, Lamaya has established itself as a new destination on tourists' bucket lists.

Rooftop Lamaya Bangkok

Lamaya Bangkok

Our business principle is to provide experiences that cannot be found elsewhere. The shows in Bangkok and Khao Yai are distinct, offering a journey experience that feels like an adventure. The ambiance of the Lamaya restaurant is incomparable, accommodating various dining times, services, and shows. The outside area features a DJ, while inside, there is jazz music. For the Khao Yai branch, all restaurants in the Lacol hotel chain can offer a 10% discount, aiming to be a leading creator of Destination Experiences in the F&B sector in Thailand, with plans to open 1-2 more Lamaya branches in Chiang Mai and Phuket to establish a Global Brand.

Looking ahead, the expansion plan for Lamaya and Lacol aims to be a key player in driving Thailand's tourism sector within five years. The group plans to open Lacol boutique hotels in major provinces across Thailand, including four new restaurant branches in Chiang Mai, Phuket, and Chonburi (Pattaya). Additionally, they are preparing to develop a large theme park on 22 rai in Khao Yai and enhance festival events in the area, such as Songkran, in collaboration with local businesses, as well as create world-class shows produced by Thai talent in four major cities across each region.

“For our restaurant business, we are studying how to enhance our F&B line to meet higher standards. Our restaurants in Khao Yai have received the highest ratings, all above 4.8 (out of 5) on Google reviews. We plan to expand our Khao Yai brands to Bangkok, including the Safari Matcha brand and Jitralada Hainanese Chicken Rice, which will open 3-4 more branches, along with launching a Cloud Kitchen. The Thai restaurant brand Raluek is also set to open soon in Bangna, featuring our own community space,” he concluded.

Safari Matcha Bar Khao Yai