TerraBKK reveals the blueprint for real estate that promotes well-being through research at the annual real estate seminar, TerraHint Brand Series 2025, under the theme The Wellness Blueprint #Living Well with a Formula. A team of experts shared practical strategies for creating wellness-focused real estate, alongside a deep dive into Consumer Insight. It was found that Thai people define Wellness as “a good quality of life”, aligning with factors influencing home purchases. The seminar identified four wellness consumer groups that will drive market purchasing power and announced the Terra Awards for powerful real estate brands across various categories, held at GAYSORN URBAN RESORT.

Sumitra Wongphakdee, Managing Director of Terra Media and Consulting Co., Ltd., stated that the TERRAHINT BRAND SERIES seminar is a major event organized annually by TerraBKK.com to serve as a platform for exchanging views and advancing the real estate industry. This year marks the 8th edition, stepping into a new chapter under TerraHint Brand Series 2025 | The Wellness Blueprint #Living Well with a Formula, aiming to elevate home building to enhance the quality of life for people at all levels and create valuable experiences beyond mere living. This is an opportunity for the real estate sector to transform economic challenges.

The seminar opened with a presentation on Property Outlook 2026: New Opportunities in the Real Estate Market, analyzing trends, directions, and risks, led by Sumitra Wongphakdee, Managing Director, and a team of experts from Terra, including Piyaporn Lertvisuthiphaiboon, Head of Research, and Kritsa Jindanan, Head of Consulting. This was followed by a talk on “Real Estate Directions for Interesting Investments” by Oranong Chaitong, CEO of Prospect REIT Management Co., Ltd.

The topic “Thailand Opportunities and Challenges for Wellness Business” was presented by Dr. Somporn Kamphong, Chief Executive Officer of AACI Asia-Pacific, followed by a panel discussion on “Position Your Business at the Heart of the Wellness & Hospitality Revolution” featuring experts from various fields, including Kota Boontrongpaisarn, Head of Business and Corporate Development at Banyan Group, Peeraphong Pirachotwit, CEO of Thonburi Wellbeing Co., Ltd., Dr. Thiti Samutrath, Deputy Secretary-General of the Thai Medical and Health Tourism Association, and Supaprat Vira-kul, Deputy Managing Director of SIAM SINDHORN. Additionally, there was a presentation on “Unlocking Customer Value Chain by AI: AI in Creating Customer Value” by Pharuj Daowrai, Founder of Laterall Co., Ltd.

The highlight concluded with the presentation of research findings on “Consumer Insight: Understanding Modern Consumers through a Wellness-Centric Perspective to Build Strong Brands” by Sumitra Wongphakdee.

This year’s research was based on responses from 2,000 participants, with 75% residing in Bangkok and its vicinity. Notably, it was found that Thai people define wellness as “a good quality of life, a good environment, and safety,” which aligns with the factors they consider when looking for homes, with environmental quality consistently ranking as a top priority. However, the definition of “Wellness” varies across different age groups, reflecting life experiences and responsibilities.

Four Wellness Consumer Groups Based on Lifestyle & Self-Care Approaches

The study categorized new consumer behaviors into four groups based on self-care approaches and lifestyles, reflecting current demands and expectations for housing and services:

1. THE BALANCED SOCIALIZER (34%) – A group of young individuals seeking balance between health and social life. While they take care of their basic health, they do not neglect socializing and building relationships. They enjoy traveling both domestically and internationally, valuing experiences and interactions with others. Their housing preferences include services that facilitate convenience and technology that saves time, along with health and beauty services.

2. THE ASPIRING SELF-IMPROVER (34%) – This group has their own health care approaches, choosing activities that genuinely interest them. They prioritize sleep and relaxation in nature but do not seek social activities. Their housing needs include more than just basic services, such as room service or concierge services and safety-related services.

3. THE CASUAL EXPLORER (24%) – A family group interested in health but unable to fully care for themselves due to work and family responsibilities. They focus on simple activities like reading, listening to music, and meditating, requiring basic services essential for living, especially concerning safety, such as transportation to hospitals.

4. THE HOLISTIC WELLNESS (14%) – This group emphasizes comprehensive health care, including physical, mental, and social aspects. They maintain discipline in sleep, exercise regularly, and choose nutritious foods. They enjoy being close to nature and value mental healing through outdoor activities. Their ideal housing includes large green spaces, comprehensive health care services, and standard safety systems.

Delivering Experiences Tailored to Different Lifestyles

Given the varying definitions and lifestyles surrounding wellness, consumers seek different experiences when visiting projects. Real estate developers and marketers can create experiences that make each customer group feel appropriately cared for, from the first step of visiting the project to the purchasing decision, categorized as follows:

• Single-family homes – Premium Service – Buyers of single-family homes desire “Premium & Respectful Service,” believing that superior service should pay attention to every detail, from project viewing appointments with transportation services to welcoming drinks and carefully selected snacks, reflecting the belief that “Service quality = home quality”.
• Townhomes – Sincerity and Transparency – Townhome seekers desire “sincerity and clear information,” expecting sales representatives to provide straightforward information about the project’s strengths and weaknesses, believing that “Sincerity over luxury” holds more value than luxury.
• Condos – Professionalism and Convenience – Emphasizing “Professionalism & Convenience,” condo buyers want a sales team ready to assist immediately upon project visits, providing complete information and recommending promotions and payment plans. The most important aspect is “Professional, no pressure”, maintaining professionalism without rushing or pressuring to book.

Quick & Clear Communication Builds Brand Trust

Regarding home buying trends, among the 2,000 respondents, 41% plan to purchase new housing within three years, a slight increase from 36% in 2024. Interest in townhomes has risen from 24% last year to 30%, while interest in single-family homes has significantly decreased from 86% last year to 66%.

Following the earthquake, 48% reported no change in housing type preferences, an increase from just 12% mid-year, indicating a reduction in fear regarding earthquakes. However, brand reputation remains important, with many indicating they would choose brands known for high safety standards.

“After the earthquake, consumer demand for housing focuses on ‘structure and construction quality’ as the top factor. There is a shift towards single-story homes and increased safety, with a preference for trustworthy brands. Brands that communicate quickly and clearly gain trust. Gen X, who are condo buyers, are researching materials, contractors, and earthquake-resistant technologies more, while Baby Boomers are avoiding high-rise buildings, seeking reliable materials and certifications.”

Same Platform, Different Content Consumption Behaviors

Additionally, an analysis of content consumption behaviors on social media among four generations of Thais revealed that even on the same platform, interests vary significantly. Baby Boomers – Gen X focus heavily on “health” as a major concern, increasing with age. Gen Y shows the highest interest in travel content at 51%, followed by food and beverage at 49%, surpassing all other generations. Gen Z is most interested in pet-related content at 23%, followed by education at 24% and gaming at 15%, dominating all three categories.

Thai People Remain Positive Amid Economic Uncertainty

In terms of consumer confidence index, it was found that Thais’ confidence in the Thai economy for 2025 (CCI index: 66 points) has decreased from 2024 (CCI index: 72 points), with most still lacking confidence in the economy over the next 12 months, viewing this period as not a good opportunity for high-value purchases like real estate or cars. Conversely, the overall Wellbeing Index score for Thai mental health stands at 76.9% (according to WHO standards), remaining in good condition and showing slight improvement compared to mid-2025, reflecting recovery trends post-earthquake.

However, it remains crucial to note that “economic uncertainty” continues to directly impact both confidence and mental health among Thais. It was found that those with low economic confidence often experience lower levels of happiness, reflecting the psychological vulnerability of consumers amid current economic fluctuations.

For the announcement of the Terra Awards this year, a total of 8 awards were presented by Phornarit Chuanchaisit, President of the Thai Real Estate Association, including:

• Pruksa – Winner of the Rising Star Award for the brand with outstanding scores and image growth, with the highest Powerful Score growth from 2024, received by Angkana Likitjanya, Deputy Managing Director of Corporate Marketing at Pruksa Holding Public Company Limited.
• Sansiri – Winner of the Wellness & Sustainability Leader award for leading in Wellness Residence and sustainable development, truly elevating living standards, received by Chalermkwan Kamsura, Assistant Department Manager – Corporate Branding Department at Sansiri Public Company Limited.
• Singha Estate – Winner of the The Signature Elite award for outstanding brand in the Luxury Segment with a distinguished Powerful Score and an image that instills pride in ownership, received by Thachamaporn Janjamrasang, Director of Marketing and Corporate Communications.
• MQDC – Winner of the The Green Pioneer award for the brand excelling in innovation, ranking first in all dimensions of enhancing quality of life and the environment, received by Dr. Jitpat Charoenwiwat, Senior Director of the Research and Innovation Center for Sustainability (RISC).
• SC Asset – Winner of the Loyalty Leader award for the brand that has truly earned consumer trust and loyalty, reflected in being number one in referrals and highest resident satisfaction, received by Nattakitti Sirirat, Deputy Managing Director of Marketing and Innovation at SC Asset Corporation Public Company Limited.
• Thanasiri – Winner of the Marvel Award for the brand with the highest Powerful Score among market challengers, received by Nattapol Chomchaiya, Chief Business Development Officer at Thanasiri Group Public Company Limited.
• Sansiri – Winner of the Powerful Brand Hall of Fame Award 2025 for being a powerful brand in the real estate business for 7 consecutive years, received by Juthapath Pitipphada, Vice President – Corporate Branding Department at Sansiri Public Company Limited.
• Land&Houses – Winner of the The Most Powerful Brand in Real Estate 2025 award for the most powerful real estate brand of the year 2025, received by Supharatch Vira-kul, Senior Corporate Communications Manager at Land and Houses Public Company Limited.