This study aimed to design a desirable payment for environmental services (PES) program to be implemented in Eastern Thailand. Landowners’ preferences on program factors were both identified and quantified using a choice experiment. The results showed that all hypothetical programs attributes were statistically significant to landowners’ participation decisions, except free-to-choose in-kind benefits. Willingness to accept (WTA) calculations suggested that higher monetary incentives could help induce landowners to participate in PES programs that generate desirable environmental benefits. Moreover, the WTA estimates showed that in-kind benefits could enhance the attractiveness of a PES program and significantly reduce the need for monetary incentives.