How The Standard Shakes up Jomtien
Above, The Standard’s first beach club in the world is in Jomtien. Right, The Standard Pattaya in Jomtien’s general manager Jason MacLeod
By Raini Hamdi, 10 June 2026
While Andaz defines the luxury sector in Jomtien, another Hyatt brand, The Standard, is creating a new premium market for the emerging destination in South Pattaya
Barely a year of opening, The Standard hotel located in rising destination Jomtien in South Pattaya believes it is outperforming its competitors and capturing more than its fair share of market revenue.
According to general manager Jason MacLeod, the hotel’s RGI (Revenue Generating Index) stands at 130, i.e., the property is generating 30% more revenue per available room than the average of its competitors.
“Our RGI [Revenue Generating Index) is 130 right now – super high,” MacLeod told Hotels-Asia. “It sends a strong message that we are profitable.”
“But it’s our first year and we’re still ramping up,” he added.
The hotel counts the Renaissance, Veranda MGallery Collection and Marriott resorts in Jomtien as among its competitors. “In this compset [competitive set], we definitely have the second highest ADR,” he said. The highest ADR goes to Andaz, another Hyatt brand.
“Currently, entering the low season, our ADR is 7,000 baht on weekdays and 8,500 baht to 9,000 baht on weekends for the lead-in room type. In high season it’s 8,500 baht weekdays and up to 11,000 baht on weekends,” said MacLeod. The property has 161 rooms and suites.
Andaz is not in The Standard compset but MacLeod eyes its ADR with a dash of professional envy. “It’s very hard to get to their [ADR] level. It’s a unique luxury property. This is low season and their ADR is 12,000 baht,” he said.
While official compset benchmarks are not available, MacLeod’s data reflects that Hyatt Hotels has shown how differentiated brands and new products that are in a class by themselves can raise the profile and ADR of a developing destination. Andaz has defined the luxury sector in Jomtien through its high quality development, nature-embracing design and serene surroundings, while The Standard is defining the premium segment in Jomtien through music, fashion, design and culture – “the DNA of the brand,” said MacLeod.
The “drive to” audience from Bangkok accounts for 80% of his guests. These are locals and expats who are willing to pay a premium to bypass Central Pattaya and enjoy a hotel that prides itself as being unconventional. Moreover, Jomtien is an easy 1.5-hour drive from Bangkok.
One of the hotel’s huge selling points is its beach club, a first for The Standard chain globally. Guests enjoy an effortless day-to-night transition at the Esme Beach Club, from tropical lounging during the day, to experiencing the sunset, which starts with a ritual marked by rhythmic gongs and drums, then transitioning to a high-energy night. A resident DJ soundtracks the experience from Thursday to Sunday, while Friday and Saturday nights turn up the heat with a live fire show. The Mexican-concept beach club can seat more than 3,300, said MacLeod.
“We are competing with the likes of Coco Tam’s in Samui and Cafe del Mar in Phuket. So we hire the best DJs, have the best sound system, best programming, and so on,” he added.
The hotel also keeps itself exciting with special events and partnerships. For example, Esme Beach Club tied up with BOHO Pattaya to throw a house music beach gathering event called TRIBE. Such events draw the local community in Pattaya, apart from the Bangkok “hi-so” (high society).
F&B overall currently accounts for 35% of revenue and rooms, 65%.
“People don’t leave the hotel. They are immersed in the experience we offer,” said MacLeod.
With its whimsical architecture and other facilities such meeting and event spaces with eye-catching designs, a kids playroom with an arts and crafts station, an adults-only rooftop spa, and a gym with a rotating calendar of weekly wellness activations, the hotel also attracts families, couples and meeting groups. “In Chonburi [province where Pattaya is located], there are lots of automobile, energy, pharmaceutical, technology and banking companies,” said MacLeod.
But the biggest challenge for the hotel is filling up the hotel on weekdays.
“Our length of stay is one night and two days which, in my opinion, is quite dangerous because you incur heavy operational challenges, especially on Saturday – an entire hotel [handling] check out and in and you have two hours to turn over, which is a huge drain on housekeeping.
“I’m working to get the short-haul international business. We will be doing a sales blitz to Taiwan, Singapore, Hong Kong, Korea and Japan. These are lucrative markets that can increase the ADR. We have lined up promotional campaigns, such as a two-night and three-day package available only on weekdays Monday to Thursday, with perks such as early check-in and a 1,000 baht F&B credit.”
A success with short-haul Asian markets on weekdays will be music to the hotel’s owners, real estate company SC Asset and construction company Syntec.
The Standard Pattaya is also a test case for the World of Hyatt integration following the global chain’s acquisition of the Standard International in late 2024. By mid-2025, Hyatt had finished plugging the existing Standard properties into its central reservations system. Because the hotel opened after this transition, it became the brand’s first property in the local region to be built, launched and marketed from day one as a fully participating member of Hyatt’s ecosystem.
“I’m getting redemptions from [World of Hyatt’s] Explorists, Globalists and Lifetime Globalists. It’s starting to come through the doors, but it’s still early days; we’re only seven to six to seven months of opening,” said MacLeod.