These figures were found in a recent survey conducted by SiteMinder, a top open hotel commerce platform.
Bradley Haines, regional vice president of SiteMinder’s Asia operations, said SiteMinder’s “Changing Traveller Report 2023” covered more than 10,000 respondents in 12 countries, including Thailand. The survey was conducted in July this year.
He said the report confirms the robustness of Thailand’s travel industry and the pivotal role played by accommodation providers.
The key takeaways from the survey are as follows:
“Contrary to recent years, we are seeing a stronger intent among Thai travellers to travel internationally only and spend money, even amid inflationary pressures. We are also seeing accommodation providers play a more pivotal role than ever before. For 77% of local travellers, accommodation will serve as the destination,” Haines said.
Over 60% of the respondents believe the industry’s adoption of technology is either “average” or “behind”, while a staggering 95% believe their booking and stay experience could be enhanced with a more tech-savvy approach.
Haines pointed out that Thai travellers are increasingly tech-savvy and digitally dependent. They also cherish the opportunity to create lasting travel memories, he said.
“Through our research, we now know that they perceive the accommodation industry as being behind when it comes to technology adoption. Accommodation providers should see this as an invitation to invest in modern commerce technology that allows them to best cater to current customer needs and expectations," he said.
SiteMinder, a leading open hotel commerce platform, empowers hotels and lodging providers to sell, market, manage, and grow their businesses. Headquartered in Sydney, the company also has offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London and Manila. SiteMinder generates more than 100 million reservations worth over US$35 billion in revenue for hotels each year.