luxury segment with the official launch of GrabExecutive—a premium limousine service available through the Grab app. Designed for elite customers including executives, business professionals, and high-spending international travelers, this service offers a world-class experience with high-end vehicles such as the Mercedes-Benz E-Class, BMW Series 5, Toyota Vellfire, and Toyota Alphard. The Brand has partnered with leading fashion house VATANIKA to design exclusive uniforms for drivers. This strategic move aligns with government initiatives and the Tourism Authority of Thailand’s efforts to boost the tourism economy and position Thailand as a premier luxury travel destination, with a market value exceeding THB 77 billion.

Maythinee Anavachkul, Director of Mobility and Driver Operations at Grab Thailand, commented, “Expanding our service portfolio to meet the diverse needs of our users is a key strategy for Grab Thailand. That’s why we continue to innovate and enhance our service offerings. In 2024, we witnessed a significant surge in demand for premium ride-hailing services, with bookings for GrabCar Premium and GrabCar Luxe soaring by up to 50%. The core users of these services—high-end consumers and international travelers with strong spending power—align with the growing luxury tourism market valued between THB 66 – 77 billion and growing at 8–10% annually. Coupled with the influence of popular series like The White Lotus, which expects to fuel interest in luxury tourism, we saw the perfect opportunity to officially introduce GrabExecutive, our luxury limousine service catering to both local and international premium users.”

“We began piloting GrabExecutive in Bangkok and Phuket in late 2024, and the response has been overwhelmingly positive across three key groups: luxury travelers, expats in Thailand, and high-end users—especially business executives. The majority of bookings are for airport transfers, family errands, business meetings, or special occasions where maintaining a prestigious image is essential,” Maythinee added.

Key Highlights of GrabExecutive:

• Diverse Vehicle Options: GrabExecutive offers a range of premium vehicles across three tiers:
• • Lite: Van models such as the Denza D9, Zeekr 009, and MG Maxus 9 at THB 2,500
  • M: Luxury sedans including the Mercedes-Benz E-Class and BMW Series 5 at THB 2,500
  • L: Premium vans like the Toyota Vellfire and Toyota Alphard at THB 3,400

• Elevated Service Standards: All GrabExecutive drivers undergo specialized training to deliver exceptional service and communicate effectively with high-end passengers. Exclusive uniforms designed by VATANIKA further enhance their professionalism. Additionally, passengers can enjoy premium in-ride amenities, such as bottled mineral water and onboard Wi-Fi.

• Flexible Advance Booking: GrabExecutive allows bookings up to 90 days in advance or at least 4 hours before pick-up time, with free cancellation available up to 90 minutes prior. Each booking includes up to two drop-off points within a 3-hour or 60-kilometer range, with a fixed fare that covers tolls.

Celebrate the official launch of GrabExecutive with a special promotion that elevates your ride experience. Simply enter the promo code ‘EXEC20’ for a 20% discount! 

1 Grab Internal Data between 2023 vs 2024
2 Grab Internal Data between 2023 vs 2024
3 Source: Tourism Authority of Thailand