The company secured the win with its Beyond OTA initiative, which turns travel booking into a more personalised experience.
Gother was recognised at the Travel Daily Media Travel Trade Excellence Awards 2026 - Thailand with the Initiative of the Year - Thailand accolade, which lauds its Gother Beyond OTA, an initiative that expands the role of an online travel platform beyond bookings.
The initiative brings travellers, hotels, suppliers, corporates, travel agents, creators, and local businesses into one ecosystem. Gother delivers this by using Gother KLUB, AI-powered tools, sports and entertainment experiences, and partner solutions to make travel more relevant for customers.
Building a more connected travel ecosystem
Gother Beyond OTA was developed around the idea that travel should be more than finding a hotel or booking a trip. Travellers have different interests and reasons for travelling, and the company brings these different needs together through technology whilst keeping the experience personal and connected to the local market.
One of the key parts of the initiative is Gother KLUB, which turns travel discovery into a broader lifestyle experience. The platform has 52 experience categories to give customers access to activities and offers covering sports, entertainment, wellness, family activities, local discovery, and special occasions.
Gother has also developed a dedicated sports & entertainment offering where customers can access experiences linked to major global sports, including football leagues, Formula 1, MotoGP, and international tennis.
Technology plays an important role in making the ecosystem easier to use and scale. Gother uses AI for onboarding, recommendations, customer matching, segmentation, and partner workflows. These tools provide more relevant offers and, more importantly, reduce manual work and allow partners and agents to respond to customers more efficiently.
Furthermore, the initiative focuses strongly on supporting businesses within Thailand’s travel sector. Through Gother Partner, tourism suppliers can connect with wider digital demand, including through Google. The platform has access to more than 800,000 hotels globally and over 40,000 hotels in Thailand. A total of 1,500 hotels are also expected to be onboarded in 2026, with a target of 3,000 by 2027.
Beyond hotels, Gother supports different groups across the travel ecosystem through its Gother Business. This initiative helps 173 corporate clients manage business travel with less paperwork, fewer advance payments, and simpler reimbursement processes. Travel agents can use the platform to reduce operational work and improve revenue opportunities, whilst Gother Affiliate allows creators and travellers to generate demand for tourism businesses.
The initiative has already delivered strong business results, with Gother Beyond OTA generating THB810m in Gross Booking Volume in 2025. The company projects year-on-year growth of approximately 60% in 2026, followed by a further 185% in 2027.
Additionally, Gother expects its marketing-to-GBV ratio to improve from 11% in 2025 to 2.5% in 2027, reflecting a move towards growth driven by its wider ecosystem.
With its combination of personalised travel experiences, AI-enabled operations, partner support, and new travel verticals,
Gother Beyond OTA’s combination of personalised travel experiences, AI-enabled operations, partner support, and new travel verticals has created a broader role for online travel platforms in Thailand. Receiving the Initiative of the Year - Thailand recognition reflects the company’s efforts to make travel booking more experience-led whilst helping stakeholders participate in the growing digital travel economy.
The Travel Daily Media Travel Trade Excellence Awards - Thailand recognises the pinnacle of excellence in the travel industry across Thailand. With a keen focus on honouring the best hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives, it aims to spotlight key players that consistently redefine industry standards and elevate customer experiences.
The TDM Travel Trade Excellence Awards 2026 - Thailand is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more information about the awards programme, please contact Marni Marco at +(65) 3158 1386 ext. 217 or [email protected].
