Pimalai Resort on Koh Lanta is pivoting from capacity growth to premium pricing strategy, aiming for 600M baht annual revenue despite maintaining flat room inventory. Green Zone regulations restricting large commercial development, combined with rising demand from direct international flights and a shift toward luxury positioning, enable 3.5–5% rate increases. The strategy reflects how Thai hospitality operators can drive revenue growth through yield optimization and service upgrades rather than physical expansion, with 50 rai of beachfront land deliberately left undeveloped pending regulatory clarity.