Minor International Plc, featured in the popular TV series “The White Lotus” through its hotels in Thailand, is set to expand into the United States, capitalizing on the global fame that has significantly boosted its bookings since the series debuted last month.
Minor, already a major player in Asia’s hospitality industry, plans to establish its premier luxury brand, Anantara, in the US by early next year, according to Bill Heinecke, founder and chairman of the SET-listed company.
The popularity of “The White Lotus” has shifted the company’s perspective on the competitive American market, where it currently owns only one property under the NH Hotel Group, acquired in 2018, he said.
Four hotels owned by Minor International served as the main filming sites for the fictional “White Lotus” resort in Thailand. This included three Anantara properties located in Phuket and Koh Samui, along with the Four Seasons hotel on Koh Samui.
Following the series premiere on the Max streaming service in mid-February, direct online bookings for these Anantara properties surged by 41% compared to last year, with website traffic also more than doubling, Mr. Heinecke noted.
“This show has really catapulted the international appeal of Minor and of our hotels, specifically Anantara,” said Mr. Heinecke.
“We don’t have an Anantara in the US yet, but I hope that we’ll rectify that by this time next year. I hope that we’ll have at least one.”
The expansion into the US is part of Minor’s broader growth strategy, which was unveiled as “The White Lotus” began airing in Thailand.
Minor has set ambitious goals to grow its portfolio to 850 hotels by 2027 and 1,000 by 2030, from the current 562 properties in 57 countries. The company had previously expressed interest in entering major markets like Japan and Singapore.
The surge in popularity from “The White Lotus” is expected to further enhance Minor’s growth, which is already benefiting from a global tourism rebound, particularly in its stronghold markets of Thailand and Europe.
Mr. Heinecke expressed optimism about the company’s performance, noting strong results in the first quarter and anticipating another record year following a 43% increase in net profit in 2024, marking its best-ever earnings.
“The White Lotus will create numerous global opportunities for us,” said Mr. Heinecke, a 75-year-old American-born Thai citizen, proud of taking the Thai brand Anantara international.
Tourism continues to be a vital part of Thailand’s economy, the second-largest in the region, with the government aiming for a record-breaking 40 million foreign tourist arrivals this year. As of March 9, Thailand has welcomed 7.66 million international visitors, a 4.4% increase from last year.
Despite a general downturn in the Stock Exchange of Thailand, which has seen a 17% drop making it one of Asia’s weakest performers this year, Minor’s shares have risen by about 7%.
