The Pavilions becomes world’s first hospitality franchise to accept cryptocurrencies

By Sunil Sharma
Updated July 21, 2025

The hospitality industry is warming up to cryptocurrencies with its first luxury franchise offering crypto transactions to make bookings. The Pavilions Hotels & Resorts has adopted crypto, elevating the experience of modern luxury. 

The franchise has partnered with UK-based CoinDirect to provide a hassle-free, convenient, and secure portal to make payments with cryptocurrencies from anywhere in the world. Bookings are available via Bitcoin, Ethereum, and over 40 different digital currencies.

This extends to payments of The Pavilions Residences, which are available for sale at the group’s Phuket and Niseko resorts.

We pride ourselves on providing partners a platform for instant secure payments with over 40 Cryptocurrencies; this was a critical factor for The Pavilions Hotels & Resorts to ensure the end-to-end payment service is safe, flexible, and easy for guests when booking their next experience at any of The Pavilions Hotels & Resorts’ across the globe. Guests can take advantage of paying in the Cryptocurrency of their choice, based on the currency and location they are situated in at the time of booking, offering more freedom and a contemporary, personalized service.” Coindirect CEO Jesse Hemson-Struthers told Luxury Travel Magazine.

The Pavilion believes that this step will not only build hospitality’s base for technological advancements and overall digital growth; it will also change the meaning of luxury. To personalize the experiencing top-notch hospitality, crypto will now allow the ultimate choice. Guests can pay with their preferred gateway, even if it is decentralized.

The owner of the firm said,

“Personalised experiences are at the core of our DNA; allowing this flexibility in payments combined with security and peace of mind for our guests is the next step in personalized and bespoke services. We are proud to lead the industry and enhance ourselves in the digital world with this exciting new crypto payment method available at all of our unique and distinct Hotels and Resorts across the globe.”

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Sunil Sharma
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