Page 204 - THAILAND PRIVILEGE ANNUAL REPORT 2025

Strategic Objective 2 (SO2): Enhance Customer Experience and Strengthen Engagement
Across Each Segment
This strategic objective emphasizes continuous research and surveys to gain deeper insights into customer
needs and feedback on products, as well as to understand the key factors influencing purchase decisions across
different member segments. These insights are used to review and refine membership privileges and core product
features to better align with market demand and target segments. In addition, the Company focuses on designing
privileges that deliver unique, exclusive, and “money-can’t-buy” experiences to establish a differentiated and
superior positioning compared with competitors. The Company also organizes member engagement activities aimed
at strengthening emotional connections and creating memorable experiences, thereby encouraging membership
renewals and upgrades. These activities are designed to respond directly to members’ needs, while also supporting
the Tourism Authority of Thailand (TAT)’s tourism promotion policies, contributing to broader economic development.
Key Performance Indicators and Targets
• Overall member satisfaction level
• Membership retention rate

Strategic Objective 3 (SO3): Manage the Organization and Operations Toward Excellence
and Sustainability
The development of organizational management and operations is pursued in parallel with business
development plans, as all organizational components must be aligned and driven in the same strategic direction.
Human resources are recognized as one of the most critical drivers of organizational success. Accordingly,
the Company emphasizes workforce development, skills enhancement aligned with organizational direction,
and the cultivation of shared values and culture, including:
• Customer Service Orientation: Focusing on attentive customer care and the delivery of high-quality services
to create positive member experiences.
• Data-Driven Management: Leveraging data and analytics to drive organizational performance and informed
decision-making.
• Growth Mindset: Encouraging proactive working practices and continuous improvement.
In addition, the Company strengthens financial stability through disciplined investment planning, effective
investment management, and prudent cash flow management covering revenues, expenses, and debt obligations.
The Company also promotes long-term sustainability by engaging stakeholders and conducting business in accordance
with Environmental, Social, and Governance (ESG) principles, thereby reducing risks related to environmental, social,
and governance impacts. Furthermore, digital technologies are adopted to enhance the efficiency and effectiveness
of organizational operational processes.
Key Performance Indicators and Targets
• Percentage of achievement in workforce competency development
• Percentage of achievement in process improvement in accordance with the established plan

Organizational Goals
In 2025, the Company’s vision, “World-Class Residency Program and Distinguished Privileges for Friends of
Thailand,” serves as a key benchmark for performance measurement. The Company remains committed to continuous
growth and advancing toward global standards, which requires comprehensive planning, organizational readiness,
and the strengthening of capabilities across multiple dimensions to achieve the objectives set forth.

Target 2025

Sales Revenue (Excluding VAT) THB 2,560.80 million

Sales Revenue (Including VAT) THB 3,000.50 million

Number of Members 3,606 members

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