Thailand’s luxury property market is tracking a new demographic. Younger, wealthier and less interested in traditional banking relationships, buyers aged 25-40 are now driving enough demand that Sansiri, one of Thailand’s largest listed developers, has partnered with Siam Commercial Bank to build an acquisition strategy around them.
The campaign targets 13 billion baht in sales over one year from residential units priced above 10 million baht. The detail worth noting is not the sales target itself, but what Sansiri’s chief marketing officer said about the growth rate: this buyer segment has been expanding by around 30% annually since the pandemic.
For Phuket property, the implication is straightforward. If younger affluent buyers are reshaping Bangkok’s luxury market, the same group is likely influencing demand in Phuket’s premium villa and condominium segments, particularly in areas such as Layan, Kamala, Surin and the northeast coast where high-end projects have launched over the past three years.
Why the partnership matters
Sansiri’s existing priority membership programme, which launched six years ago, serves 500 members with combined assets worth more than 60 billion baht. The average holding per member is 150 million baht. These are serious buyers: 70% are repeat purchasers, and 52% are investment buyers generating annual rental yields between 6-9%.
But Sansiri Priority members typically purchase units priced at 80 million baht and higher. The partnership with SCB allows Sansiri to target a younger, less established group who may not yet qualify for wealth banking services on their own but can access those privileges through property purchases starting at 10 million baht.
The structure is tiered. Buyers of units priced 10-20 million baht become eligible for SCB Prime membership. Those purchasing units between 20-50 million baht qualify for SCB First. Buyers above 50 million baht receive SCB Private Banking membership. Each tier matches SCB Wealth’s existing client segments, which require corresponding levels of assets under management.
The key requirement is that buyers must use SCB mortgages to participate. In exchange, they gain access to wealth management privileges, advisory services, portfolio solutions and liquidity planning.
What the buyer profile shows
Sriamphai Rattanamayoon, Sansiri’s chief marketing officer, described the target group as focused on wealth planning, early retirement and investment opportunities. Many lack wealth recognition despite having capital, and they face difficulty accessing premium banking services without an existing relationship.
She also noted a shift in buyer behaviour: “The behaviour of modern wealth customers has shifted significantly, with greater emphasis placed on access, experiences and exclusivity rather than solely on asset ownership or financial returns.”
This suggests that younger affluent buyers may value banking privileges, lifestyle benefits and portfolio diversification as much as the property itself. For Phuket, this could mean that villa projects offering integrated services, club memberships, concierge access or rental management programmes may appeal more strongly to this demographic than standalone trophy homes.
The Phuket market context
The campaign covers 37 developments nationwide, including condominiums, single detached houses and townhouses under Sansiri’s Luxury Collection. One example is Narasiri Victoire Krungthep Kreetha, featuring single detached houses priced between 65-120 million baht.
While the article does not mention Phuket specifically, the pricing bands and buyer profile overlap with Phuket’s premium villa market. Developments in areas such as Layan, Cape Yamu, Kamala and the northeast coast have launched villas priced between 20-80 million baht over the past three years, targeting Thai and international buyers seeking second homes, rental income or lifestyle assets.
If younger affluent buyers are driving 30% annual growth in Bangkok’s luxury segment, Phuket developers may be seeing similar demand patterns, particularly from Thai nationals who view Phuket property as part of a diversified investment strategy.
Poramasiri Manolamai, head of high net worth and affluent banking at SCB, reinforced the connection between property and wealth: “Real estate remains one of the core asset classes for wealth customers, with luxury homes serving not only as residences but also as strategic life assets and an important part of their wealth journey.”
What remains unclear
The campaign is slated to begin on July 1, 2026, but Sansiri indicated it may extend privileges to buyers who complete purchases and transfers before the official launch. The structure suggests the partnership is designed as a long-term acquisition channel, not a short-term promotion.
What is not clear is how many of these younger affluent buyers are purchasing in resort markets such as Phuket, or whether their focus remains concentrated in Bangkok. Sansiri Priority data shows that foreign buyers account for less than 5% of total membership, suggesting the programme targets Thai nationals almost exclusively.
For Phuket, this could indicate that Thai buyer demand in the premium villa segment may be stronger than widely assumed, particularly if younger buyers are using Phuket property as a wealth diversification tool rather than a lifestyle purchase.
Frequently Asked Questions
What does this partnership mean for Phuket property buyers?
The partnership itself applies to Sansiri projects nationwide, but the buyer profile and growth rate suggest that younger affluent Thai buyers may also be influencing demand in Phuket’s premium villa and condominium segments, particularly for properties priced between 20-80 million baht.
Who qualifies for the SCB banking privileges?
Buyers must purchase residential units priced above 10 million baht from Sansiri’s Luxury Collection and use SCB mortgages. Pricing tiers determine membership level: 10-20 million baht for SCB Prime, 20-50 million baht for SCB First, and above 50 million baht for SCB Private Banking.
Is this campaign already active?
The campaign is scheduled to launch on July 1, 2026. However, Sansiri has indicated it may extend privileges to buyers who complete purchases and transfers before the official start date.
What is driving the growth in young affluent buyers?
According to Sansiri’s chief marketing officer, significant new wealth emerged among people aged 25-40 after the pandemic, with this segment growing by around 30% annually. The group is focused on wealth planning, early retirement and investment diversification.
How many foreign buyers are in Sansiri’s priority programme?
Foreign buyers account for less than 5% of Sansiri Priority membership, which suggests the programme targets Thai nationals almost exclusively. The majority are repeat buyers purchasing for owner-occupation, asset accumulation and investment.
Sources
- Bangkok Post — Sansiri, SCB eye young affluent homebuyers — link
