Thais heavily rely on social media for dining (85%) and luxury shopping (67%) recommendations, showing strong influence in decision-making.
Thailand: Thais are highly influenced by social media when looking for places to dine and luxury items to purchase. The number one source, 85% of Thais surveyed, uses social media for food recommendations, and 67% use social media to make luxury purchasing decisions, according to the first American Express Travel, (Amex) Dining, and Luxury Trends Research for Thailand*.
Besides using social media to find food recommendations, making up the top 3 sources are word of mouth (46%) and online reviews (43%). When it comes to making luxury purchasing decisions, after social media, Thai respondents are most influenced by family (41%) and media advertisements (38%).
Thais maintain an appetite for dining out
Dining out remains popular with Thai respondents, with 73% dining out at least once a week. 56% of Thai surveyed are dining out more frequently this year compared to 2023. Almost eight in 10 respondents are most likely to dine with family.
When gunning for a hard-to-get dining reservation, Thai respondents’ top hack is dining at a non-peak mealtime (45%). One in four Millennials and Gen Z respondents have used a credit card concierge for such reservations. Thais are also deal-conscious; eight in 10 seek restaurants that offer promotions when choosing where to dine out.
Prom Sirisant, Country Manager, Amex Thailand, said, “Dining out with friends and family is a social activity for many Thais and we want to help them create meaningful moments over memorable dining experiences. We have collaborated with many top restaurants and hotels in Thailand and continue to explore new partnerships to bring the best value and options to our Card Members as they dine out.”
Amex Platinum Card Members enjoy a dining credit of THB14,000 when they dine at selected restaurants at home and overseas. In addition, they get to enjoy a one for one promotion for Sunday Brunch at many restaurants in leading hotels in Bangkok including Capella Bangkok, Siam Kempinski, Park Hyatt Bangkok, Okura Prestige, The Athenee Bangkok and Waldorf Astoria Bangkok. Card Members can use the Platinum Concierge Service to make reservations at these restaurants.
Thais are mindful luxury shoppers
When considering purchasing from a luxury brand, Thai respondents consider if the brand has high quality products and skilled craftsmanship (86%) the most, followed by whether the brand aligns with their values (80%). Almost 4 in 5 Thai respondents would rather spend money on premium brands that will last than inexpensive fast fashion brands.
“Luxury brands have a rich heritage and reputation for quality and craftsmanship, and our research has revealed that their products remain highly desirable to consumers across generations. We have observed the same trend with our Card Members and are committed to bringing them more exclusive tie-ups with our luxury partners,” said Mr Sirisant.
American Express (Amex) has partnered with several of the world’s most prestigious luxury brands to create a series of exclusive, member-only events, giving Platinum Card Members sneak peeks at upcoming collections, special offers, and expert tips from luxury brand insiders. 82% surveyed purchase luxury items at least once a year. The top luxury goods that women respondents purchase are shoes (58%) and handbags (57%), and for men respondents, watches (64%) and shoes (54%).
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
