Catch the signal of "Thai hotels, restaurants, and spas" to change the game to cope with changing tourism trends.

Thai tourism entrepreneurs, “Hotels, Restaurants and Spas” adjust their strategies, focusing on creating special experiences and using AI technology to cope with changing tourist behaviors, seizing opportunities in the high-value health tourism market, both Wellness and Healthcare & Medical Tourism.

Thailand's tourism and hospitality industry is facing challenges from multiple factors, including the global economy, consumer spending volatility, and changing tourist behavior. However, Thai entrepreneurs have shown readiness to adapt and look for new opportunities, especially in the health tourism and technology sectors, which are playing an important role.

Hotel Business: Focus on Experience and Luxury Market

Mr. Thianprasit Chaiphattranan, President of the Thai Hotels Association (THA) This indicates that hoteliers need to focus more on understanding each group of tourists, including their behavior, culture, and religious practices, in order to offer tailored experiences. Although Thailand still has its own charm and outstanding services, especially luxury hotels that perform well, lower-end hotels should focus on creating experiences and providing equally warm services.

For the hotel market trend in Thailand in 2568, it is expected to continue to recover, with occupancy rates and average room rates increasing from the increasing number of tourists (Nation Thailand, 22 July 2568). Revenue from the tourism and hotel market in Thailand is expected to reach 3,784 million US dollars in 2568 and may increase to 4,663 million US dollars by 2572, with a compound annual growth rate (CAGR) of 5.36% (ForeverVacation).

Restaurant Business: Quality, Taste and Digital Marketing

Mrs. Thaniwan Kulmongkol, President of the Thai Restaurant Association Talking about the restaurant business's adjustment, she said that the total value of the food and beverage business in 2568 is expected to be 669,000 billion baht, which is similar to the previous year (2567) (Kasikorn Research Center, 24 May 2568). Despite being careful in spending, Ms. Thaniwan emphasized that price competition is not the only answer. The heart of the restaurant business still lies in taste, quality and safety.

In addition, communicating and creating stories through social media to build awareness and relationships with customers is important. Restaurant operators need to learn how to use technology, especially artificial intelligence (AI), in digital marketing. The association plans to organize a training course on “Creating Business Content with AI Tools” at Food & Hospitality Thailand 2025, which will cover the use of AI in planning, creating content, images, videos, and audio to elevate the image of Thai restaurants to the international level.

Medical tourism: an overlooked high-value opportunity

Mr. Sunai Wachiravarakarn, President of the Thai Spa Association It is believed that Thailand has high potential for health tourism. Knowledge, services and Thainess are valuable soft powers. But what is even more interesting is the service for mental health care, happiness restoration and stress relief, which responds to the stress and pressure that people around the world are facing.

The global medical tourism market is valued at US$1,032.38 billion by 2568 and may reach US$2,054.90 billion by 2577, with a CAGR of 7.97%. In Thailand, the medical tourism market, which is a part of medical tourism, was valued at over US$433 million in 2567 and is expected to grow at a CAGR of 15% to reach US$1.3 billion by 2578.

Mr. Sunai emphasized that although this market is valuable, in the past it was seen as a secondary group, causing Thailand to undersell these services. Therefore, it is time to elevate health tourism to be one of the main forms of tourism to attract tourists to stay longer and spend more.

AI Technology: The Engine Driving the Future of Service

The use of AI technology in the hospitality industry is a major trend. AI can analyze market trends, competitive pricing, and historical booking data to accurately forecast demand, allowing hotels to optimize pricing, marketing, and resource allocation to increase occupancy and profitability during peak and off-seasons. (Siteminder)

AI also helps to improve the customer experience to be more personal, such as smart check-in and check-out systems and using chatbots or virtual assistants to answer questions and provide assistance 24 hours a day, which helps to improve service efficiency and create customer satisfaction (Canary Technologies, United Robotics Group).

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