Success stories in hospitality are rarely linear. They are often shaped by unexpected challenges, bold decisions, and a determination to transform fleeting ideas into lasting experiences. Among the leaders who have redefined luxury hospitality in Asia, Narawadee Bualert stands out as an inspiring figure. As the owner of lebua, she has built more than a brand; she has created an international destination where innovation, culture, and service come together to deliver unforgettable moments. Her journey is not only about luxury but also about courage, creativity, and a belief that hospitality is ultimately about human connection.
A Life Shaped by Vision and Resilience
For Narawadee, the meaning of success has always been tied to impact rather than titles. “At this level, success to me comes in the form of our guest feedback,” she explained. “What they take back with them as a memorable experience is what defines our success today.” While her company has reached global recognition, she emphasizes that she does not consider the journey complete. As she asserted, “We are satisfied with what we do each day, but we are not complacent with past achievements. I believe our team can always do better.”
Her path into hospitality was not the result of a long-planned career but rather an entrepreneurial response to circumstance. After the Asian financial crisis of 1997, many businesses in Thailand collapsed, including major financial institutions. What might have been only a setback became the beginning of a new vision for her family’s property at the State Tower in Bangkok. Instead of viewing it as a liability, Narawadee saw potential to transform the space into something iconic. “The label was built by default, not by design,” she recalled. “I wanted to create something unique by turning a real estate challenge into an extraordinary destination.”
Planting the First Seeds of Innovation
The transformation began with a bold idea: rooftop dining. In 2003, Narawadee launched a restaurant concept that had never been seen before in Thailand. Every detail mattered, from the cocktails to the service, and the goal was to deliver an experience “on the sky” that guests would never forget. This commitment to detail set the tone for everything that followed.
However, the early days were not without doubt and resistance. “Initially, no one believed it would be possible,” she said. The hotel management company at the time excluded the dome area from their contract, leaving the space abandoned. As a fresh graduate, Narawadee decided to take the leap. With determination, she approached her mother, asking for the opportunity to lease the space and start her own company. That decision marked the true beginning of her journey as an entrepreneur.
Growth Into a Global Destination
What began with one rooftop restaurant and bar soon grew into a remarkable vertical destination. Over the years, lebua expanded to include six bars and four restaurants, each with its own distinctive identity. Among these is Mezzaluna by lebua, a fine dining restaurant on the 65th floor that has earned and retained two Michelin stars for eight consecutive years, the only restaurant in Thailand to achieve this feat.
Recognition followed not only from Michelin but also from international platforms. Lebua has been recognized among the world’s finest, ranking 72nd in the list of the Best Hotels in the World and one of the Top 3 Best Hotels in Bangkok by Travel + Leisure US 2025. “I am very happy and proud of the team,” she said. “They have just made my day with this news.”
Defining What lebua Stands For
At its core, lebua is about creating emotional connections. Narawadee described it as a place where people and experiences merge seamlessly. With staff from over 18 nationalities, the company embraces Thai hospitality while blending global perspectives into its service model. “It is about making every touch point something that you have to come to experience, to see, to believe,” she explained.
To her, the true strength of lebua lies in its people, whom she affectionately calls her “amazing team of talents.”
Achievements and Future Aspirations
Looking back, Narawadee sees her greatest achievement as successfully transforming a family property into a globally recognized brand. Yet she is not dwelling on the past. The future of lebua involves expansion, innovation, and reimagination. Plans include listing the company within the next three years, redeveloping suites, launching a day club by the pool, and even creating a nightclub in the basement to extend the guest experience beyond dinner.
She is also focused on expanding internationally, with recent moves to return to India by signing a hotel in Udaipur. Beyond hotels, she envisions adding boutique villas to the portfolio, including a property in New Zealand that she hopes to reintroduce to the market. “We want to grow organically,” she emphasized. “Not too fast, but with purpose, making sure every step adds value to our guests and the brand.”
Leadership Through Empowerment
In an industry as dynamic as hospitality, competition is inevitable. But Narawadee sees it not as a threat but as an opportunity to innovate. “Competition is good. When we see more players entering the market, it means our industry is booming,” she explained. New entrants bring more people to Bangkok, which strengthens its position as a global destination. For her, competition pushes everyone to improve, from human resources to service standards, and she is proud that lebua has maintained one of the lowest staff turnover rates in Thailand.
Narawadee’s leadership philosophy centers on empowerment. She separates operations and support teams but ensures both report directly to her. “I want them to take ownership,” she said. “At lebua, every team member is not just doing their job, they are shaping an experience that matters to someone’s life.” She encourages open dialogue, listens to their ideas, and holds them accountable to the highest standards. This balance of trust and responsibility has allowed lebua to maintain excellence across all levels.
Staying Motivated Through Meaningful Work
Narawadee shares that in both her professional and personal life, she continues to prioritize balance. Every morning, she drives her children to school, which often makes her one of the first people to arrive at the office. Reflecting on her upbringing, she recalls that in her mother’s generation, it was often believed that a woman who succeeded in her career could not also be fulfilled in her personal life. Her mother, a single parent, embodied resilience and dedication, setting an example that deeply influenced Narawadee’s own outlook. Today, Narawadee feels lucky to have found the right balance between her professional and personal worlds, managing both with commitment and grace.
What keeps Narawadee and her team motivated is not just awards but the joy of creating lasting memories for their guests. “It is the smiles that we see from our guests that keep us motivated,” she explained. She acknowledged the sacrifices her team makes, from missing birthdays to working late hours, but emphasized that the reactions of satisfied guests fuel their energy and pride.
Looking Ahead with Courage
Narawadee’s personal values, sincerity, truthfulness, trust, and respect, are embedded in lebua’s culture. “We share common values that we treasure,” she asserted. “That is how we uplift the company and maintain our competitiveness.” For her, hospitality is about more than service; it is about authenticity and heart.
The future of lebua is ambitious but grounded. From expanding to new markets to reimagining existing spaces, Narawadee is steering the company with courage, the one word she uses to define herself. “Everything and anything is possible,” she said. “You just have to take calculated risks and stay true to your values.”
Conclusion
Narawadee Bualert’s story is a testament to how vision and resilience can transform challenges into opportunities. From converting a family property after a financial crisis to building one of the most recognized hospitality brands in Thailand, her journey reflects the power of innovation rooted in human connection. As she proudly stated, lebua is proof of what can happen when you dare to dream and commit to seeing it through. For Narawadee, success is not a destination but a continuing journey, one where courage, creativity, and care shape every experience.
