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Five Star Thailand Tours
Nok started Five Star Thailand Tours in 2015. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Five Star Thailand Tours?
Travel had always been a passion of mine. Growing up in a popular tourist destination in the United Kingdom - I was immersed in the travel culture. Granted, Blackpool Beach can’t be compared to the beaches found in the south of Thailand. However, one thing remains the same- beach destinations attract tourism. So with a flow of adventure-seeking travelers passing through, paired with awesome and high-quality service to offer. A winning recipe is brought to life.
I’d spend every summer of my early twenties, grafting my way through countless European cities. A new tourist destination every few months. Picking up low-paid promotional work for events, clubs, and bars across the continent. In return for a bed, a meal and a beer or two. Barely scraping by, earning just enough to fund my travel habit. But I loved it, every moment of it. I loved helping other travelers find what they needed in a new location.
My passion for travel, saw me relocate, moving in with extended family in Thailand, at a young age of just twenty-something. I didn’t know what the plan was. And I certainly didn't plan on founding a boat tour business. I knew that my love for helping travelers, staying open-minded, and being in the right place at the right time had, (usually), worked out in the past.
After spending many an evening mingling with travelers in local dive bars, speaking with travelers first hand, listening to their experiences. Something that quickly became apparent was the lack of quality choices when it came to booking activities in the area.
> Travellers would, dine in up-market restaurants, reside in luxury resorts. Yet when it came to booking boat tours, the current market focused solely on backpackers.
Due to heavy competition, tour companies of the time were focused on pricing their services as low as possible. But low-cost came with a catch, service, and quality would be compromised- completely alienating a huge portion of the market.
It became clear, the majority of travelers did not want the cheapest possible tour; when that meant compromising for poor service and being crammed into a boat with countless others. The demand for quality service at a reasonable price was massive.
So the idea of operating Semi-Private Boat Tours was devised. A mid-range boat tour option, which could focus on providing a great customer experience, all while keeping costs at a reasonable price. We needed fewer sales to turn a profit and we’d be able to spend more time and focus on each individual guest, providing a better overall experience.