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Koh Samui Villa Market: Supply Up, Nightly Rates Down
· Luxy Samui
C9 Hotelworks counts 3,055 rental villas on Koh Samui: occupancy rose in early 2025 while the average nightly rate fell 11%.
Koh Samui's holiday villa market is growing fast, and the growth is changing the numbers for owners. In its 2025 Samui Property Market Update, published through Hospitality Net on 5 August 2025, the consultancy C9 Hotelworks valued the island's primary residential market at THB30.3 billion and counted 3,055 villas in the rental market. All figures below are C9 Hotelworks estimates.
More villas, fuller calendars, lower rates
The report says rental villa supply was 34% higher in January 2025 than a year earlier. Demand grew too. Average occupancy in the first quarter of 2025 was 71.5%, which is 5.7 percentage points higher than in the same period of the previous year.
Prices moved the other way. The average nightly rate in the first quarter was THB13,012, down 11% year on year. Guests stayed four to five nights on average.
The seasonal gap is wide. February was the strongest month, with occupancy of 76.2%. September was the weakest, at 38.7%.
What is for sale
C9 Hotelworks counted 2,882 units for sale across 117 projects. Condominiums made up 52% of that supply and villas or other landed homes 48%.
- Median villa price: THB60,600 per square metre.
- Median condominium price: THB88,500 per square metre.
- A typical three-bedroom villa of 250 to 350 square metres: about THB14.9 million.
- A four-bedroom villa of 400 to 500 square metres: more than THB28.9 million.
Most of the stock is in the north-east. Bophut has 70% of the inventory, followed by Maret with 15% and Mae Nam with 9%. The report also names two large projects in the pipeline, Anava Samui with 564 units and Wing Samui with 533 units. C9 Hotelworks pointed to Samui's lower land cost, compared with other Thai resort areas, as a reason why luxury villas there can be priced competitively.
Branded residences are arriving
In June 2026, TTR Weekly reported on a new C9 Hotelworks review of branded residences in Asia. It values Thailand's branded residence market at THB205.3 billion, up 13.3% on the year, and describes Koh Samui as the next market for branded villas. The review repeats the figure of 3,055 luxury holiday villas on the island in 2025 and puts the annual increase at 37%.
What it means for villa owners
The picture is of a busy market with more competition. More guests are coming, but more villas are chasing them, and the average rate has slipped. Owners can no longer count on location alone. Good photos, accurate calendars, fast replies, sensible low-season pricing and a well-kept house matter more when guests have 3,000 villas to choose from. Buyers should test any promised return against real occupancy for the whole year, including September, and not only against high-season weeks. These are one consultancy's estimates and individual results vary. For a realistic view of your own property, you can request a rental estimate.
