What To Know
- Pasu Liptapanlop, Executive Director of Proud Group and Proud Real Estate Public Company Limited, revealed that the company’s goal is to become a Net Zero organization by 2030 through innovation, partnerships, and local empowerment.
- Project Pineapple’s ongoing expansion reflects Proud Group’s mission to balance business growth with social and environmental progress, setting a new model for Thailand’s tourism and real estate industries.
Bangkok Business PR News: Pioneering sustainability across business and tourism
Proud Group, one of Thailand’s leading real estate developers and hospitality innovators, continues to champion sustainability through its landmark “Project Pineapple by Proud Group.” The initiative merges business growth with environmental care and community empowerment, reflecting the group’s commitment to ESG principles. Mr. Pasu Liptapanlop, Executive Director of Proud Group and Proud Real Estate Public Company Limited, revealed that the company’s goal is to become a Net Zero organization by 2030 through innovation, partnerships, and local empowerment. In the midst of these efforts, this Bangkok Business PR News report explores how Proud Group is reshaping Thailand’s tourism and real estate sectors through meaningful sustainability.
Proud Group continues its Project Pineapple mission, driving sustainability in Thai tourism through eco-friendly innovation and community partnerships.
Image Credit: Proud Group
Circular ecosystem and community collaboration
A core part of Project Pineapple’s strategy is its circular economy model, where hotel organic waste is converted into fertilizer using Japanese technology—reducing waste by over 80%. This organic fertilizer supports contract farmers in Phang Nga Province, whose produce is supplied back to Proud Group’s hotels and restaurants, including the Michelin-recommended Jaras. The project’s five key areas encompass creating environmental awareness, achieving Zero Waste by 2030, supporting local artisans and farmers, protecting marine ecosystems, and adopting renewable energy to reach carbon neutrality by 2040.
Green hospitality as a new luxury standard
The InterContinental Phuket Resort stands out as a flagship for the group’s green philosophy, operating under the concept of “Luxury with Responsibility.” Earning two MICHELIN Keys, the resort incorporates eco-conscious systems such as food waste reuse, coastal cleaning catamarans, and energy-saving key card systems. Its design also adheres to LEED green building standards, perfectly merging opulence and environmental stewardship.
Meanwhile, Holiday Inn Vana Nava Hua Hin brings together sustainability and modern comfort through the “Touchless Travel” concept. The property features Hua Hin’s first EV charging station and a walkway connecting directly to the SRT’s Nong Kae Station. Proud Group’s environmental leadership is further demonstrated through its participation in the IHG Green Engage program, which focuses on energy, water, and waste efficiency.
Sustainable fun and giving back to the community
Beyond hotels, Proud Group’s water parks—Vana Nava Water Jungle in Hua Hin and Andaman Sea Water Park in Phuket—embody sustainable entertainment that blends Thai culture with environmental mindfulness. The company also extends its social impact through the upcoming “PAPPLE Series Hua Hin 25” charity golf tournament to raise funds for a school building and sports field in Prachuap Khiri Khan Province.
Project Pineapple’s ongoing expansion reflects Proud Group’s mission to balance business growth with social and environmental progress, setting a new model for Thailand’s tourism and real estate industries.
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