Tourists in 68: Longer stays and higher spending drive the proportion of foreign tourists staying in Thailand to its highest level ever.

SiteMinder reveals Thai hotels lead the world in international bookings by 68, turning the global economic crisis into an opportunity for a surge in Average Daily Rate (ADR). Bookings from overseas soared to 77%, the highest internationally, surpassing Europe and ASEAN neighbors. The ADR increased by 3% to 4,984 baht, benefiting from longer overnight stays. India and China have emerged as key markets driving Thailand's tourism revenue.

February 10, 2569–A report analyzing the global hotel booking industry index (Hotel Booking Trends) from SiteMinder, a leading global hotel management technology platform, reveals the performance and business outlook for hotels in Thailand in 2568. Interesting economic data reveals that Thailand's tourism sector remains highly competitive globally, despite facing geopolitical friction and global economic volatility that impacts consumer purchasing power.

Global Statistics: International guests account for 77% of hotel stays, the highest among all major markets worldwide.

Data collected through hotel booking systems reveals that Thai hotels have a high proportion of international guests, reaching 77% of all bookings, an increase of 1.14% from the previous year. This figure is the highest in the world compared to other major destinations such as Italy (67%), Spain (59%), France (53%), and Southeast Asian countries like Indonesia (51%) and Malaysia (49%).

This data reflects that, despite the overall slowdown in tourist numbers due to the economic downturn, Thailand remains a highly influential destination in the eyes of international tourists, particularly in terms of value for money and the readiness of its service infrastructure.

“Our data indicates that Thailand’s hotel sector remains strong and heavily reliant on international markets. Adjustments in average daily room rates reflect the hotel operators’ ability to adapt their strategies to changing market conditions and maintain revenue amidst volatility,” said Suphakrit Plansomboon, Country Manager for Thailand at SiteMinder, commenting on the sector’s resilience.

Price momentum and a shift in behavior toward extended periods of inactivity.

A key factor supporting Thailand's hotel revenue last year was the longest length of stay in the Asia-Pacific region. Bookings of two nights or more surged to 35% from 29% in 2567, directly contributing to a 3% increase in the average daily rate (ADR) to an average of 4,984 baht.

In-depth data indicates that the beginning (January) and end (December) periods generate the highest cash flow for hotels. January saw a 21% increase in room rates compared to the previous year's average, reaching 6,101 baht. December, a peak season, further benefited from regional events such as the 2025 SEA Games and world-class music festivals, pushing the average daily rate (ADR) to 6,169 baht.

The battleground for booking channels: Indian and Chinese capital expands rapidly.

An analysis of revenue by distribution channels reveals structural changes in the upstream market, with platforms like Goibibo and MakeMyTrip from India moving up to 7th place, reflecting the 16% growth in Indian tourist numbers. Meanwhile, DidaTravel, a major B2B platform from China, has re-entered the top 12 at the end of the year, reflecting the recovery of purchasing power from the Chinese market and its significant impact on the liquidity of Thai hotels.

However, popular channels like Booking.com and Agoda continue to dominate, while "direct booking through hotel websites" maintains its strong third-place position. This demonstrates that Thai businesses are beginning to succeed in managing marketing costs and building loyalty programs directly with guests.

Looking ahead, SiteMinder envisions that winning entrepreneurs in this market will not only be those with comprehensive facilities, but also those who can access and analyze real-time data to seize opportunities in emerging markets and make effective pricing decisions.

“The key next step is to quickly enter the market, leveraging real-time data to identify the drivers of demand… This will be crucial as the country moves forward with its tourism promotion efforts,” Mr. Suphakrit concluded.

Summary of Key Indicators for 2568:

• • International Booking Ratio: 77% (Ranked #1 in the world)
  • ADR (Average Annual Rate): 4,984 THB (+3%)
  • Peak ADR (December): 6,169 baht (+4%)
  • Stays 2+ Nights: 35% (up from 29%)
  • Top Market Growth: The Indian market grew by 16%, and the Chinese market began to recover towards the end of the year.

Read all economic news throughout Thailand here.