Gen-3 of the Jitraskul family invested over 1 billion baht to renovate a heritage riverside hotel in Chiang Rai and brought in international hotel chain Hilton (Curio Collection brand) to manage it—a strategic shift from self-management to global standards while preserving local identity. The move signals growing interest in international hospitality partnerships in secondary Thai cities and reflects the family's broader business portfolio spanning automotive dealerships and a 4-property hotel group, now positioning Chiang Rai as an underserved luxury hospitality market with untapped border-proximity opportunities.