S Hotels & Resorts Plc (SHR) has revised its strategies to create a business stability through the revenue and customer diversifications. In particular, this was contributed to the opportunity for business recovery after COVID-19 crisis. The company invested THB 560 million to purchase 26 UK hotels in February 2021, followed by the divestment on a selection of its hotel assets. Proceed from sales will be used to reinvest in the renovation of top-tier hotel in the countries. Nonetheless, SHR was successful in adapting major commercial strategies and introducing a new homegrown brand for attracting Thai residents. The Q1/2021 performance reflected a recovery with 83% rise in revenue from the previous quarter.