Study highlights Thai hotel potential in Russian-speaking market
A survey finds 53% of Russian-speaking and CIS travellers spend over US$2,500 per Thailand trip excluding flights, highlighting opportunities for hotels.
- A study indicates Russian-speaking and CIS travellers are a high-value market, with 53% spending over US$2,500 per trip and 60% staying for one to two weeks.
- The opportunity extends across both premium and mid-range hotels, as 30% of these travellers choose four- or five-star properties and another 30% opt for three-star hotels.
- With 87% of visitors travelling with a partner or family and 46% being repeat guests, there is significant potential for hotels offering family-friendly services to build loyalty.
- While Bangkok, Phuket, and Pattaya remain top destinations, growing interest in areas like Krabi and Chiang Mai creates opportunities for hotels outside the main tourist hubs.
Thai hotels could gain business from Russian-speaking and Commonwealth of Independent States (CIS) travellers, according to a study that found 53% of respondents spent more than US$2,500, or approximately THB84,000, per trip in Thailand, excluding airfares.
The findings, released by Yandex Ads and the Thai Hotels Association (THA), draw on a survey of 1,023 travellers conducted in September 2026, alongside information from 17 THA member hotels.
The study also found that 60% favoured stays of one to two weeks, while 46% had made repeat visits to Thailand, highlighting potential business from both longer stays and returning guests.
Titled “Capturing Russian & CIS Travelers: Thailand’s Growth Opportunity in 2026”, the research examines travel preferences and the factors influencing accommodation decisions across markets including Armenia, Azerbaijan, Belarus, Kazakhstan, Kyrgyzstan, Moldova, Russia, Tajikistan and Uzbekistan.
Opportunities across mid-range and premium hotels
Accommodation preferences suggest that opportunities extend beyond the luxury market. Some 30% of respondents chose four- or five-star hotels and resorts, while another 30% opted for three-star properties.
The survey also found that 87% travelled with a partner or family members, highlighting opportunities for hotels to develop services and experiences suited to these guests.
Thienprasit Chaiyapatranun, president of the Thai Hotels Association, said Thailand remained popular among Russian-speaking and CIS travellers, but reaching them required a deeper understanding of their behaviour and expectations.
Thienprasit encouraged hotels to prioritise service quality and the overall guest experience, particularly for visitors staying longer. Family-friendly facilities and clear communication could help make a positive impression and encourage repeat business.
Interest extends beyond the main destinations
Thailand’s appeal to these travellers centres on leisure, with beaches, an escape from cold weather, health and wellness, and cultural experiences among their interests, according to the study.
Bangkok, Phuket and Pattaya remained the main destinations, but interest was also extending to Krabi, Kanchanaburi and Chiang Mai. This creates opportunities for hotels and other accommodation providers beyond the main destinations to reach these markets, the study suggested.
Turning online interest into hotel bookings
Yandex Ads data showed that Thailand was among the five most-searched overseas destinations on Yandex in Russian-speaking markets in the fourth quarter of 2025, generating more than 2.3 million searches.
The company viewed that interest as an opportunity for hotels to engage travellers early in the planning process.
Neha Dawar, Business Development Manager at Yandex Ads Thailand, said hotel operators needed to understand how travellers progressed from searching for information to choosing and booking accommodation, as well as building awareness of Thailand as a destination.
Dawar noted Thailand’s capacity to serve both premium and mid-range visitors. Suitable digital tools and marketing strategies could help hotels convert interest into bookings, build brand loyalty, expand business opportunities and strengthen their competitiveness in Russian-speaking and CIS markets.
The study recommended Russian-language communication, highlighting services and comfort, and tailoring advertising campaigns to different traveller interests to reach customers more effectively and strengthen long-term competitiveness.
It also suggested using Yandex Ads’ advertising platform alongside market insights and appropriate digital marketing strategies to build awareness and reach prospective guests.
Source: Post Today
