Digital travel platform Agoda cast the spotlight on the Thai hospitality sector in its latest report Tailored to Win: How Hotels are Using Localisation to Capture Asia’s Tourism Boom.
It was noted that up to 92 percent of Thai hotels engaged in the early stages of localisation are seeing higher guest spend as intra-Asia travel accelerates.
The basis survey noted that hotels that are moving beyond standard hospitality and investing in tailored guest experiences may be gaining a competitive edge in an increasingly diverse and dynamic market.
Drawing more than 35 million visitors annually and home to more than 17,000 hotels nationwide, Thailand remains as a regional tourism hotspot and a key hub for intra-Asia travel.
The steady inflow of regional visitors, particularly from neighboring Asian markets, is shaping the landscape for accommodation providers.
Rising to the fore
To stand out in this increasingly competitive environment, hotels are adapting their strategies to reflect the specific cultural, linguistic and practical preferences of inbound travelers from respective markets.
Agoda’s report shows that one in four Thai hotels now offer a seamlessly localized journey, with 25 percent at the integrated tailoring stage wherein hotels offer a fully localized experience that reflects deep cultural understanding across marketing, booking and on-site touchpoints.
Localisation strategies go beyond translation, encompassing marketing, booking processes, payment options and guest services tailored to the preferences of each source market.
This approach to localisation is reflected in how hotels tailor their offerings for different guest segments and preferences.
Other key findings
Based on insights from the Agoda Travel Outlook report, it was likewise noted that:
- Malaysian travelers prioritise value for money and family-friendly options;
- Chinese guests seek authentic Thai experiences from food to massages and décor;
- South Korean guests prefer long-stay offers and listings that highlight local food and attractions; and
- Indian travelers value wellness and adventure partnerships.
According to Agoda country director in Thailand Akaporn Rodkong: “Thailand welcomes over 33 million visitors each year and the hotels capturing the most value are those going beyond standard hospitality. Deep localisation, [in the form of] adapting payments, language and service to each market, can not only lead to stronger performance but also enable partners to better meet guest expectations. Hotels adopting a more data-driven approach and taking the first steps towards localization are already noticing that some guests are more willing to up their spend during stays. They report seeing positive outcomes from pairing competitive pricing with experiences that truly resonate with guests, often starting long before they even arrive at the property.”
