The Thai resort market operates very differently from Western residential markets. At the ultra-prime level, transactions are largely private, particularly for villas and landed estates. There is no public registry of completed sales, no reliable record of what a neighboring property achieved, and little transparency beyond what appears online. As a result, pricing expectations are often shaped by outdated or aspirational listings that may have sat idle for years, creating a distorted view of true market value.
In Phuket and Koh Samui’s ultra-prime segment, pricing intelligence is not visible. It is learned. Only a small number of brokers operate close enough to completed transactions to understand what has actually traded, at what level, and under what circumstances. These sales are relationship-driven, discreet, and often influenced by factors beyond headline price, including structure, timing, and long-established precedent, particularly within legacy estates such as Amanpuri.
Many sellers remain anchored to prior market peaks, while buyers have become increasingly sophisticated, particularly in the USD 5M to 25M range. Over-aggressive pricing, especially on legacy properties, tends to deter qualified interest. Conversely, when an asset is exceptional and positioned correctly, buyers will move decisively and pay full value. In other cases, we have seen closing prices materially below initial expectations. At this level of the market, leverage is defined by knowledge, not optimism.
My role at Sotheby’s is to navigate this landscape with precision, aligning serious buyers with credible sellers and advising on acquisitions that hold long-term relevance. When a client approaches us with a defined budget, the objective is not to present everything that technically fits, but to identify what makes sense in context. Often, the most strategic opportunities are not the most obvious ones.
Looking ahead, informed capital continues to concentrate on scarce coastal assets, including true beachfront estates and elevated villas with enduring views. These are finite resources. As prime west-coast land in Phuket and the most desirable Samui headlands become increasingly limited, ownership of such assets tends to age well. The belief that the opportunity has already passed is one of the most persistent misconceptions in this market.
For buyers and owners who value discretion, clarity, and accurate insight, the conversation begins here.