SHR Advances Three Core Strategies in 2026, Targeting New Highs in Growth and ProfitabilityElevating Portfolio Value Across Assets, Brands, and Guest Experiences

Bangkok 5 March 2026 - – S Hotels and Resorts Public Company Limited (SET: SHR), a leading international hotel and resort investment and management company, reported a record-high normalised net profit of over THB 615 million for 2025 and unveiled its 2026 business direction under the theme Scaling to New Heights, Unlocking Greater Value. The Company aims to enhance the quality of its hotel portfolio through strategic investments in high-potential assets, while moving forward with new hotel developments, brand repositioning, and elevated guest experiences in line with global travel trends. SHR targets portfolio RevPAR growth of 20 to 25 percent, an EBITDA margin advancing towards 30 percent, and a reduction in its average cost of debt by more than 0.50 percent, while strengthening its net profit base for sustained long-term growth.

Mr. Michael David Marshall, Chief Executive Officer of S Hotels and Resorts Public Company Limited or SHR, said that in 2025 the Company achieved RevPAR growth across all regions, driven by higher average daily rates and its continued success in attracting high-spending quality guests. Combined with improved operational efficiency and a significant reduction in finance costs, normalised net profit reached a record high of THB 615 million. This performance reflects the strength of the Company’s geographically diversified portfolio and its ability to manage revenue effectively amid varying tourism dynamics in each market. The Company also declared a dividend of THB 0.07 per share for 2025, representing the highest dividend payment since listing and equivalent to a dividend yield of approximately 4 percent, based on the average market price of the Company’s shares in 2025, above the industry average.

In 2026, the Company will build upon this momentum through its Scaling to New Heights, Unlocking Greater Value plan, accelerating growth and unlocking long-term value creation through three core strategies.

The first strategy, Asset Rotation, focuses on proactive portfolio management with an emphasis on asset quality over quantity to create sustainable long-term value. During Q1 2026, the Company completed the divestment of 15 hotels in the United Kingdom located outside primary markets and largely reliant on domestic demand. Proceeds from the transaction will be used to repay high-interest bank loans and optimise capital allocation toward higher-yield assets.

In parallel, SHR has allocated an investment budget of approximately THB 3,000 to 3,500 million to expand in Thailand, a market where the Company possesses strong expertise and networks, creating scale advantages while selectively investing in upper upscale hotels and adopting cluster management to enhance operational efficiency and support long-term growth.

The second strategy, Asset Enhancement, aims to transform the portfolio into a premium lifestyle-driven hotel portfolio. In collaboration with The Ascott Limited, a leading global hospitality operator, the Company is rebranding and upgrading four hotels in the United Kingdom under lifestyle-oriented brands including The Unlimited Collection and lyf, alongside room upgrades and enhanced facilities to strengthen competitiveness and long-term asset value. Hotels under The Unlimited Collection brand are now fully operational, while two lyf properties are expected to be completed and launched in mid 2026, supporting an ADR increase of approximately 20 to 30 percent compared with 2024.

In addition, SHR plans to upgrade room products at two SAii Hotels and Resorts properties. SAii Phi Phi Island Village will renovate all 12 hillside pool villas, while SAii Maldives Lagoon Maldives, Curio Collection by Hilton will add private pools to 20 existing overwater villas and develop 18 new overwater villas to meet demand from upper-tier guests, enhance pricing power, and support long-term ADR growth.

The third strategy, Experience-Led Brand Growth, highlights SAii Hotels and Resorts as a distinctive upper-upscale lifestyle brand. The Company will further develop its brand pillars and signature experiences, spanning wellness, sustainability, and mindful culinary offerings, to strengthen differentiation and long-term brand equity. Together with Ascott-affiliated brands including The Unlimited Collection and lyf, SHR will elevate guest experiences through thoughtful design, local cultural integration, and curated activities aligned with global experiential travel trends. 

Examples include stargazing experiences in natural settings in response to the growing quiet travel trend, holistic wellness packages integrating travel with fitness and active lifestyles, and marine and coastal conservation activities such as coral propagation and mangrove planting, catering to modern travelers who prioritise health, purpose, and meaningful journeys.

Driven by these strategies, SHR targets portfolio RevPAR growth of 20 to 25 percent from 2025 levels and expects to improve its EBITDA margin towards 30 percent through disciplined cost management and operational excellence, while reducing its average cost of debt by more than 0.50 percent.

Mr. Marshall added that alongside these three strategies, the Company continues to advance its sustainability agenda in parallel with business growth, placing strong emphasis on climate resilience. SHR has installed solar panels across multiple properties in Thailand and the Maldives, bringing total installed capacity to over 2,676-kilowatt peak (kWp). In the past year, solar energy accounted for more than 14 percent of total electricity consumption. The Company is also systematically enhancing its energy efficiency management to optimise energy usage and manage long-term costs.

Another key initiative is protecting biodiversity areas of no less than 30 percent of total project areas across its assets. Currently, the marine area within the CROSSROADS Maldives project, covering more than 1.71 million square meters and representing 18.9 percent of the total marine area, has been recognised with Official Potential OECM status, in preparation for designation as Other Effective Area-based Conservation Measures (OECMs). This milestone reflects the project’s important role in SHR’s sustainable development strategy and marks the first and only project from a Thai company to receive such recognition.

Hotels within the portfolio also organise numerous sustainability initiatives that engage guests and local communities, raising awareness of environmental protection and ecosystem conservation, reinforcing SHR’s role in advancing responsible development on a global scale.

“SHR is entering a new phase of growth with strong strategies and a clear direction. The Company is committed to enhancing portfolio quality, investing in high-potential assets, and accelerating profitability to achieve a sustainably higher level of performance,” Mr. Marshall concluded.

S Hotels and Resorts Public Company Limited or SHR is a subsidiary of Singha Estate Public Company Limited or S. The Company engages in international hotel investment and management, pursuing both organic growth and inorganic growth strategies. Its portfolio spans five countries including Thailand, the Maldives, Fiji, Mauritius, and the United Kingdom, comprising more than 11 brands across five key asset groups, including hotels operated under its proprietary brands SAii Hotels and Resorts and Santiburi, hotels under the Outrigger Hospitality Group brand, hotels within the CROSSROADS Maldives project, upper midscale hotels in the United Kingdom, and joint venture hotels, reflecting a diversified investment strategy and sustainable long-term growth.

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About S Hotels and Resorts Public Company Limited

S Hotels and Resorts Public Company Limited, the hospitality arm of Singha Estate Public Company Limited, is a fast-growing, Thai-inspired company with an extensive international portfolio and world-class standards. Specialising in the management and investment of high-quality hotels and resorts in desirable destinations across the globe, S Hotels & Resorts has created a collection of its own distinctive lifestyle brands, whilst also partnering with the hospitality industry’s leading names. The company aims to set new standards for leisure and lifestyle through diversified business platforms and to enhance value for all its stakeholders based upon a philosophy of sustainable development and delivering benefits to local communities. To learn more, please visit www.shotelsresorts.com or follow us on Facebook, Instagram, Youtube, or LinkedIn.