One cannot recommend a hotel, unless one knows where in Thailand the guest will stay. each region is different. If one doesn't leave the hotel grounds, then it doesn't matter if the location is in the middle of nowhere as is the case with the lovely Cha Am Novotel. If money and value is not a concern than the Villas of Hua Hin are perfect. After many years on Phuket, I have not been back in 2 years and intend to keep it that way. Yet, some people love Patong where one can swim in sewage runoff. The Phuket Banyon and the other competing brands around Laguna in Phuket deliver a full resort experience. The Novotel Kamala, is decent and always popular, but situated inconveniently away from a decent beach. I would not suggest Pattaya to anyone not interested in sex tourism or a convention. Sorry to say, the beach is disgusting and the place is just bars and brothels. Hua Hin is ideal for golfers, Chumphon is set back from the beaches and is a place for divers to check in. Getting there is a hassle as one must make the early morning flight and brace for the delights of a turbo prop. Krabi is fantastic for daytrippers and rational folks who want some sane adventure. It all depends on what one is seeking.
The Accor brands of Thailand never fail to surprise: It's where one finds that the hotels one would consider modest such as the Bankok Novotel Fenix Silom delivering an experience superior to the much more expensive Pullman further up the street. I received a sincere warm and efficient check in experience at an IBIS, but was rudely and inefficiently registered at the BKK airport Novotel which charged 3X the rate. I had a lovely reasonably priced breakfast at the Siam Mercure, but was disappointed by the 500 baht buffet at the BKK Airport abomination. (One must line up to access the solitary coffee machine or else be served instant Nescafe.)