THAI BUYERS PRIORITISE WELLNESS OVER GOLD FINISHES

Wellness in Thailand continues to gain momentum, especially among the luxury residential segment, where homes are no longer viewed solely as places to reside, but as deeply personal sanctuaries.

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This growing emphasis on wellness is reshaping what buyers expect from premium homes. Beyond aesthetics, they now seek environments that actively support healthier living—spaces that respond to both physical and emotional needs, blending comfort, connection, and calm into the everyday experience of home.

Property research and consulting firm Terra Media and Consulting Co conducted a wellness-focused study among homebuyers in Greater Bangkok. Revealed in November last year, the research included five focus groups with prospective buyers to explore preferences around innovation in housing and health-conscious living.

The findings revealed that healthy homes emerged as a key priority, with one in three innovation homes identified under this category. This indicates a strong and growing interest in health-conscious living environments—signalling a shift in buyer behaviour towards homes designed to support physical wellness and overall well-being.

"We've tracked wellness-focused living for over three years, and in the luxury segment, the trend remains strong," said Sumitra Wongpakdee, managing director. "Buyers now expect homes to address comfort needs such as temperature, lighting and acoustics. Common areas must also be usable—spaces where residents can walk or exercise with ease."