After opening the Bt1.5-billion Fraser Suites Sathorn serviced apartments at Urbana Sathorn last year, the hospitality chain is now scheduled to complete its Sukhumvit property in Soi 11 by October.

"The 32-storey building is almost completed; we're currently fitting the rooms," says Jacqui Cuthbertson, general manager of the 163-unit estate Fraser Suites Sukhumvit.

"We are working hard to get everything ready for the soft opening," she adds. Although competition is fierce, the demand for quality business-class rooms in the lower-Sukhumvit area remains buoyant.

Of the three serviced-apartment sites that Fraser operates in Bangkok, the Sukhumvit building will be largely slanted towards the leisure traveller.

Even with the nightly traffic congestion that plagues Sukhumvit from Soi 3 (Soi Nana Nua) all the way to Soi Asoke, this densely populated part of town continues to draw its niche segment of visitors who are not too concerned about noise, pollution and overcrowding by street vendors and taxis.

The area also houses the capital's colourful mix of African, Middle East and Indian quarters.

Authorities have for years planned to close the more unsavoury outlets along this strip but appear impotent to enforce city regulations.

For the moment, the tourist dollars continue to flood this part of town despite attempts to clean up the area.

Cuthbertson, who is from Glasgow, says the potential for growth in Bangkok tourism remains bright regardless of how commercialised the city has become.

"Bangkok is still one of the safest destinations in the world," she says. "At no point in my stay here have I felt I was in danger."

Meanwhile, Fraser will continue to upgrade its 142 rental units on Sathorn Road, which form the core of the firm's 36-storey building.

The project is a joint venture between the Singaporean-based chain and Siamphan Enterprise, says its general manager, Christopher Bong.

The Siamphan-Fraser partnership also operates Fraser Place in Soi Langsuan.

Fraser is looking for more opportunities to tap in the Thai market, Bong adds.

Serviced apartments have an edge, because they provide a more homely stay for visitors. Luxury hotels tend to be more formal and do not provide facilities like kitchens and dining areas in the rooms of long-stay guests.

Its sister firm, Fraser Properties, is developing Pano, an 8-rai waterfront project along Rama III Road that has about 400 luxury freehold apartments.

Itthi C Tan

The Nation