Robb Report Thailand recently had the privilege to interview Bob van den Oord, the dynamic CEO of Langham Hospitality Group, to explore his vision for the future of luxury hospitality. With over three decades of experience in the industry, van den Oord’s journey from a chef in the Netherlands to leading a global hotel brand is both inspiring and insightful. Since his appointment as CEO in 2023, he has driven Langham’s ambitious goal to expand to 100 properties by 2040, focusing on key developments in Asia, Europe, and the Middle East. He shared his philosophy behind “The Langham Way," a distinctive blend of British heritage and Asian hospitality, emphasizing authentic guest experiences, cultural touchpoints like Afternoon Tea and Chuan Spa, and innovation as a cornerstone of modern luxury. As Langham prepares to unveil new properties in iconic destinations including Murano Island and Bangkok’s historic Customs House, van den Oord’s leadership continues to redefine what elevated hospitality looks like in the 21st century.
Q: Langham Hospitality Group has a strong presence in key global cities. What are the specific expansion plans for Thailand in the coming years?
A: Thailand is a cornerstone of our Southeast Asia strategy, and we are proud to mark our entry into the market with a project of exceptional significance – The Langham, Customs House, Bangkok, which will open in late 2026. Set within a treasured heritage site on the Chao Phraya River, the property will set a new standard for luxury in the region and serve as a gateway for Langham Hospitality Group’s broader growth strategy for Thailand. As part of that strategy, we are actively exploring resort opportunities in Phuket and Koh Samui under The Langham Hotels and Resorts, our flagship and sole luxury brand, aligning with our vision of crafting refined experiences in iconic destinations. In parallel, we see strong potential to secure opportunities in the country for Cordis Hotels and Resorts, our vibrant upscale brand; Eaton, our purpose-driven lifestyle brand; and Ying’nFlo, our midscale select- service brand.
Q: The Thai hospitality market is unique, with a deep-rooted culture of service and luxury. How does The Langham Hotels and Resorts plan to tailor its brand experience to resonate with Thai travellers and international guests visiting Thailand?
A: The Langham Hotels and Resorts is built on a legacy of refined service, timeless elegance, and a deep appreciation for culture; principles that align beautifully with Thailand’s tradition of gracious hospitality. While we remain true to our brand’s heritage, we are equally committed to celebrating the unique spirit of each destination we enter.
At The Langham, Customs House, Bangkok, we are thoughtfully restoring one of the city’s most iconic heritage buildings and infusing it with the signature sophistication of our brand. The experience will seamlessly blend classic luxury with Thai artistry, design motifs, and cultural touchpoints that speak to both local sensibilities and global expectations. Our goal is to offer something that feels unmistakably Langham, yet deeply connected to Thailand, resonating with Thai travellers as well as international guests seeking a sense of place.
Q: What are the biggest challenges Langham Hospitality Group foresees in entering the Thai market, and how does the group plan to navigate them?
A: Entering any new market brings its own set of considerations, and Thailand is no exception, with factors such as evolving traveller expectations, competitive dynamics, and broader economic shifts to navigate. However, we view these not as obstacles, but as opportunities to differentiate ourselves through thoughtful positioning, design, and service.
Our approach is rooted in creating exceptional, locally attuned experiences that resonate with both leisure and business travellers. The Langham, Customs House, Bangkok will embody this philosophy – offering timeless elegance in a heritage landmark enriched with modern sophistication.
We are also fortunate to have a strong partner on the project in Rabbit Holdings, a subsidiary of BTS Group. Their deep local insights and strategic vision have greatly enhanced our ability to navigate the market with confidence and precision.
Q: Sustainability is a growing priority in the luxury hospitality sector. What initiatives will Langham Hospitality Group implement in its Thai properties to align with this commitment?
A: The Langham, Customs House, Bangkok will be part of our Group-wide CONNECT programme, which guides our commitment to responsible growth across all our properties. The programme encompasses a broad range of sustainability initiatives – from ethical sourcing and waste reduction to energy savings and community engagement.
In Thailand, we see a valuable opportunity not only to implement CONNECT but to work collaboratively with local partners to deepen its effects. The hotel will also contribute to our broader environmental and social goals, including Langham Hospitality Group’s pledge to cut its carbon intensity levels in half by 2030, relative to 2019 levels.
Q: You often speak about ‘The Langham Way.’ How will this philosophy shape the guest experience in Thailand?
A: The Langham Way is our distinctive philosophy, rooted in what we call our British heart and Asian soul. It’s more than a service ethos; it’s a cultural mindset that places genuine connection at the centre of everything we do. We believe that true luxury is not just about beautiful surroundings, but about creating deeply personal and memorable experiences for every guest.
In Thailand, this philosophy will come to life through heartfelt interactions, intuitive service, and a sense of graciousness that aligns naturally with the Thai spirit. Our colleagues will be empowered to bring The Langham Way to every encounter, ensuring that every stay feels both elegantly crafted and warmly human.
Q: Langham Hospitality Group is known for its strong focus on culinary excellence. What role will food and beverage innovation play in your strategy for Thailand?
A: Food-and-beverage is a key differentiator for us, as highlighted by our award-winning bars and six Michelin stars across the Group. These include the three stars secured by our iconic Cantonese restaurant, T’ang Court, in Hong Kong. It’s an edge we’ve successfully maintained over the years by regularly refreshing our menus, forging interesting partnerships, and hosting international knowledge-sharing exchanges for our chefs. We’ve also just appointed dedicated leaders for pastry and bars, each tasked with maintaining the excellence and innovation we’re known for in their respective areas. The Langham, Customs House, Bangkok – where we plan to open an outpost of T’ang Court, introduce our world-renowned pastry selections, and launch a unique destination bar – will not only benefit from our F&B legacy but help define the next chapter of culinary and cocktail innovation in Thailand.
Q: With the rise of digital innovation in hospitality, what new technologies is Langham Hospitality Group planning to introduce to enhance the guest experience in Thailand?
A: We see innovation as essential to sustaining our leadership in luxury hospitality. Our digital transformation strategy includes the implementation of a world-class property management system created in partnership with Shiji, as well as Brilliant by Langham, our global guest experience and loyalty platform designed to anticipate and respond to evolving guest expectations. These initiatives go beyond operational upgrades; they reflect our commitment to delivering meaningful, personalised experiences at every stage of the guest journey.
The Langham, Customs House, Bangkok will fully adopt and benefit from our Shiji and Brilliant solutions. As our flagship in Thailand, it will showcase how smart integration of technology can enhance – not replace – the warmth and attentiveness that define The Langham. This approach will also guide our future developments across the country, ensuring a consistent yet locally attuned standard of excellence.
Q: Location selection is crucial when it comes to luxury hotels. What are the key factors you consider when choosing sites for properties under your luxury brand, The Langham Hotels and Resorts, in Thailand?
A: Our site selection strategy focuses on unique locations where we can create distinctive properties that celebrate local character while delivering Langham’s signature excellence. The Langham, Custom House, Bangkok, perfectly embodies this approach with its historic riverside location reimagined for modern luxury. Moving forward, we’re targeting premier resort destinations like Phuket and Koh Samui to develop sophisticated retreats appealing to both domestic and international luxury travellers.
Q: How does Langham Hospitality Group plan to contribute to the local communities and economies in Thailand, beyond just building hotels?
A: Our hotels have a proven track record of enhancing property value and attracting complementary businesses. The Langham, Custom House, Bangkok will build on this by forging meaningful partnerships with Bang Rak’s artisans and businesses, creating shared value for our guests and the local community. This symbiotic approach to development is fundamental to our operating philosophy.
Q: A hallmark of Langham Hospitality Group’s success is its dedication to service excellence. What training and development programmes will be introduced to ensure Langham’s Thai teams embody the group’s values and hospitality standards?
A: Our team at The Langham, Customs House, Bangkok will take part in our Group-wide training programme, designed to instil our core values and service philosophy from day one. This includes in-depth learning modules on our brands, guest engagement approach, and ‘The Langham Way’—our distinctive ethos that blends intuitive service with genuine warmth.
This commitment to development continues well beyond onboarding. We offer ongoing learning pathways that support professional growth at every level, ensuring our colleagues remain engaged, motivated, and fully equipped to meet the evolving expectations of our guests.
