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SiteMinder’s report reveals significant shifts in Thailand’s hotel industry, with increased international arrivals and evolving travel behaviors in 2023.
BANGKOK, THAILAND – A new report by SiteMinder, the name behind the only software platform that unlocks the full revenue potential of hotels, shows the Thai hotel industry has been primed for a new era of travel after rises in international hotel arrivals in 2023 triggered a wave of changes in travel behaviour.
The report, SiteMinder’s Hotel Booking Trends, based on more than 115 million hotel bookings, reveals that international hotel arrivals as a proportion of stays rose by an average of 33% in 2023, the average daily rate jumped by 11%, and the average booking lead time grew 20% to 36 days – longer than in 2019.
Comparatively, the changes to Thailand’s hotel booking data were even more pronounced. The average booking lead time rose by 35% and was surpassed in growth by only Indonesian (55%) and South African (36%) properties, while the average daily rate grew by some 19%. International stays again contributed a higher percentage of check-ins to Thai properties than in any of the 20 markets SiteMinder analysed, rising by 8% in 2023 to roughly 90% of stays.
SiteMinder’s market vice president for the Asia Pacific, Bradley Haines, says the findings highlight the need for local hoteliers to be dynamic and cautions them against anticipating the return of known travel trends.
“SiteMinder’s data shows that while international travel continues to grow strongly in Thailand, the behaviours and preferences of guests have changed. The travellers checking into properties today are markedly different to those who checked in previously,” says Haines. “We know through our data that average booking lead time has grown by over eight days compared to the year prior. We also know through our own research that travellers have become more open to spending money on extras to elevate their stay, but that increased prices are forcing them to adapt by opting for package deals, as an example. It’s therefore vital that in 2024 hoteliers are able to react quickly to both shifting demand and changing traveller preferences, to ensure they keep pace with their evolving customers and understand how every customer touchpoint is a revenue opportunity.”
The annual SiteMinder’s Hotel Booking Trends report is the most authoritative analysis of the hotel bookings made by the world’s travellers. The data is based on the booking data of SiteMinder’s more than 40,000 hotel customers, which in 2023 used SiteMinder’s platform to secure more than 115 million bookings valued at more than US$45 billion in revenue.
Further analysis of SiteMinder’s 2023 Thai data shows:
- Thailand’s top booking sources: Following the kingdom’s reopening to Chinese travellers in January, Trip.com emerged as one of Thailand’s top five revenue sources in 2023, a milestone in the Thai market. Additionally, for 1-20 room properties, Indonesian all-in-one Tiket.com made its debut as Indonesians prioritised Thailand, and locals embraced the platform.
- Thailand was a top choice for extended stays: Over 25% of check-ins in Thailand extended beyond three nights, positioning the country as a preferred destination for extended stays, mirroring the preferences seen in Portugal, Mexico, and Spain.
- Global appeal: In 2023, Thailand again welcomed a diverse array of international travellers, with the highest numbers coming from Germany, the UK, Australia, Israel and France.
The Top 12 hotel booking sources for local properties in 2023, based on the total gross revenue generated by those using SiteMinder’s platform, were:
- Booking.com
- Agoda
- Expedia Group
- Hotel websites (direct bookings)
- Trip.com
- Hotelbeds
- Goibibo & MakeMyTrip
- Traveloka
- Tiket.com
- WebBeds
- Global distribution systems
- Luxury Escapes
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
