Siam Piwat Group has unveiled a strategic collaboration with four major global luxury players as it pushes to build what it calls a “borderless” ecosystem connecting high-end travel, shopping and lifestyle services for its wealthiest customers. 

The Thai developer and operator of Siam Paragon, Siam Center, Siam Discovery and co-owner of IconSiam and Siam Premium Outlets Bangkok, says the alliance with Belmond, Galeries Lafayette, Insignia and MJets strengthens its Global Privilege Partnership and takes its ‘Global Luxury Ecosystem to a new level.  

The company already commands more than 70 per cent of Thailand’s luxury market, anchored by what it describes as the most powerful high-spending customer base in Asia. It says its goal is to connect private aviation, ultra-luxury hotels and resorts, premier department stores and bespoke lifestyle services into a single, integrated network of privileges available in Thailand and abroad.  

Targeting ultra-wealthy spenders

Saruntorn Asaves, first executive VP, customer centricity and relationship at Siam Piwat, said the group’s long-running strategy is built on “co-creation and collaboration” with global partners to “deliver peerless experiences and create profound impressions” for Thai and international customers. 

“Over the years, we have continuously welcomed world-class partners, each an industry leader, into an ecosystem that merges limitless potential and co-creates shared values,” she said.  

Saruntorn added that Siam Piwat has deep expertise in serving high-net-worth individuals worldwide through its OneSiam membership base.

“In 2025, High-Net-Worth members recorded expenditures exceeding 1 million baht per transaction, with their annual spending surpassing that of average customers by a staggering 35 times,” she said, calling it clear evidence of the “immense and unrivalled purchasing power” of its top-tier clients.  

According to Saruntorn, the key objective of establishing the Global Privilege Partnership this year is “to elevate Thailand into the Luxury Hub of the World”. The initiative, she said, is designed to “reinforce the global luxury ecosystem, seamlessly connecting the luxury business landscape for ultra-HNWIs” through shared data and cross-industry benefits that deliver “the ultimate privileges beyond expectation”.  

New partners: Travel, jets, shopping and lifestyle

The latest partners to join the Global Privilege network span hotels and travel, department stores, lifestyle management and private aviation. Belmond, part of LVMH Group, adds a portfolio of ultra-luxury properties and train journeys; Galeries Lafayette brings its flagship Paris Haussmann department store; Insignia contributes high-end lifestyle and membership services; and MJets offers private aviation and airport lounge access.  

For Belmond, the tie-up is about “Curated Journeys” that connect luxury hospitality with retail privileges. OneSiam members will receive one-on-one travel planning,a  VIP welcome at Belmond’s hotels and trains, and access to personalised itineraries. 

“Partnering with Siam Piwat allows us to seamlessly merge the world of luxury retail with ultra-luxury travel, offering OneSiam members bespoke experiences that unveil the charm of global destinations in an unprecedented manner,” said Charlotte Heyman, director of sales Asia at Belmond.  

Insignia will provide 24/7 bespoke services ranging from hard-to-get restaurant reservations to entry to exclusive events. 

“This collaboration perfectly reflects our commitment to delivering care that goes beyond expectation,” said Insignia president Nada T Rouviere. “We are delighted to seamlessly integrate our world-class client services into Siam Piwat’s ecosystem, deepening customer engagement through experiences meticulously tailored to the individual’s true desires.”  

MJets’ role is to “complete the puzzle of limitless mobility” with private jet services, premium lounges and chauffeur transfers from the runway to Siam Piwat’s properties. 

“MJets strongly believes that true luxury is defined by time, convenience, and seamless experiences,” said CEO Natthapatr Sibunruang. Joining the Global Privilege Ecosystem, he added, will allow members “to move effortlessly from home to destination with elevated privileges and personalised journeys throughout every touchpoint.”  

In Paris, Galeries Lafayette will extend its “seamless global access” to Siam Piwat members. On arrival, members can receive complimentary gifts and VIP lounge access with qualifying purchases, while Black, Platinum and Scarlet members may also access a private personal shopping lounge, a dedicated personal shopper, expedited tax refunds and a VIP welcome similar to that offered in Bangkok. 

“This collaboration is about delivering a cross-continental seamless shopping experience, ensuring that the Siam Piwat clients receive the highest echelon of exclusive hospitality whether they are shopping in Bangkok or Paris,” said Thierry Vannier, director of international customer development and operational marketing at Galeries Lafayette Paris Haussmann.  

Building a borderless luxury network

Siam Piwat’s alliance with the four new partners builds on its existing Global Privilege network, which spans several Asian markets and mainland China. Current partners include Parco in Japan, Taipei 101 in Taiwan, Hong Kong Times Square, Ion Orchard in Singapore, Pavilion Kuala Lumpur in Malaysia, Plaza Indonesia in Jakarta, Fosun in the People’s Republic of China and Hyundai Department Store in South Korea. Together, they cover retail, tourism and healthcare, and are pitched as offering “cross-border experiences and elevated privileges” for both Thai and international customers.  

OneSiam members can access discounts, special promotions, VIP hospitality and other benefits across the network, while visiting members from partner organisations are promised matching privileges when they shop at Siam Piwat’s centres. These include discounts from leading brands, access to private lounges, support from the customer relationship team and other bespoke services.  

Siam Piwat says it has integrated its database infrastructure with partners to analyse customer insights and deliver “highly tailored, hyper-personalised offers”. The group frames this as a focus on building long-term relationships rather than short-term promotions, using cross-industry collaboration to serve “every dimension” of high-net-worth lifestyles.  

“This synergy marks a monumental step beyond all limitations toward borderless growth,” Saruntorn said. “It not only elevates Thailand into a premier Global Luxury Destination but also establishes a definitive new benchmark for the ultimate luxury lifestyle experience.”