Luxury lifestyle communications agency Petrie PR has been appointed as the dedicated communications agency for Bound & Beyond, the Thailand-based hospitality and lifestyle group behind several of the country's best-known luxury hotels and dining destinations.Under the new partnership, Petrie PR will lead Bound & Beyond's corporate communications and media relations, while supporting the group's brand storytelling, executive profiling and media engagement across the luxury travel, hospitality, lifestyle and business sectors. The appointment marks Bound & Beyond's first retained public relations agency partnership and comes as the company expands its luxury hospitality portfolio in Thailand and strengthens its international brand presence. According to industry reports, the agency was selected following its successful work with KAIA, one of Bound & Beyond's brands, with that collaboration paving the way for a broader communications remit across the group's portfolio. Bound & Beyond owns and manages a portfolio of luxury hospitality and lifestyle brands, including Four Seasons Hotel Bangkok at Chao Phraya River, Capella Bangkok, Zephyr and Jul's. The company is also preparing to launch The Moken Club and its new hotel brand, KAIA Koh Phangan, as it continues to expand its footprint in Thailand's premium hospitality market. For Petrie PR, the win further strengthens its position in the luxury hospitality sector across Asia and the Middle East. The boutique agency specialises in integrated communications for luxury lifestyle, travel, hospitality, real estate, wellness and design brands, with operations spanning Hong Kong, Singapore, Indonesia, mainland China and the Gulf region. Its client roster includes hospitality brands such as Aman, Hyatt, Kempinski Hotels, Belmond and The Datai Langkawi. The partnership comes amid growing competition among luxury hospitality brands in Southeast Asia, where strategic communications, executive thought leadership and brand storytelling are playing an increasingly important role in attracting high-net-worth travellers and strengthening global brand recognition.