Anantara Expands to US: White Lotus Boosts Bookings 41%
The global success of the HBO series “The White Lotus” has captivated audiences and spurred a surge in bookings for the show’s featured locations. This has prompted Minor International Plc, a Thai hospitality giant, to accelerate its US expansion plans.
Minor International, already a dominant player in Asian hospitality, will open its first Anantara-branded hotel in the US by early next year. This follows a dramatic increase in bookings at its Thai properties, particularly the three Anantara resorts in Phuket and Koh Samui, key filming locations for “The White Lotus.” Since the show’s mid-February premiere on Max, these resorts have seen a remarkable 41% year-over-year increase in direct online bookings and more than double the website traffic.
Chairman Bill Heinecke, founder of the SET-listed company, attributes this to significantly elevated international recognition for Minor and its flagship luxury brand, Anantara. While Minor’s previous US presence was limited to a single hotel acquired through its 2018 acquisition of NH Hotel Group, the “White Lotus effect,” as Heinecke calls it, has created a compelling opportunity to capitalize on enhanced global brand awareness. “This show has really catapulted the international appeal of Minor and of our hotels, specifically Anantara,” Heinecke stated.
This US expansion is part of Minor’s aggressive growth strategy. The company aims to operate 850 hotels by 2027 and 1,000 by 2030, a significant increase from its current portfolio of 562 properties across 57 countries. While previous plans included entering the Japanese and Singaporean markets, the “White Lotus” boost provides additional impetus for global expansion.
This surge in interest coincides with a broader global tourism recovery, particularly in Thailand and Europe, where Minor has a significant presence. Heinecke anticipates record-breaking results for 2025, following a strong 43% net profit increase in 2024. He believes the “White Lotus effect” will generate numerous worldwide opportunities and expressed pride in Anantara’s international recognition as a homegrown Thai brand.
Minor International’s success also reflects the resilience of Thailand’s tourism sector, a crucial economic engine. The Thai government aims to attract over 40 million foreign tourists in 2025, surpassing the pre-pandemic record of 2019. As of March 9th, Thailand welcomed 7.66 million foreign visitors, a 4.4% increase compared to the same period in 2024. This positive trend underscores tourism’s importance to Thailand’s economic outlook. Meanwhile, Minor’s shares have risen approximately 7% this year, outperforming the Stock Exchange of Thailand, which experienced a 17% decline—one of Asia’s worst-performing markets.
The “White Lotus” phenomenon demonstrates popular culture’s powerful impact on consumer behavior and business strategy. For Minor International, the show’s success has translated into increased bookings, enhanced brand recognition, and ambitious expansion plans, solidifying its position as a major player in the global hospitality industry.
