Thai travellers are expected to become Asia's most frequent travellers in 2027, according to Agoda's latest Asia Travel Pulse report. The study surveyed more than 3,300 people across 11 Asian markets and found that social media and artificial intelligence (AI) increasingly influence how Thais plan their trips. Thai respondents expect to take more trips than any other group surveyed, with domestic travel leading their plans.
Agoda's research found that social media influences 67% of Thai respondents when they choose destinations, a figure exceeded only by Indonesia. Meanwhile, 45% use AI to plan their trips. However, 59% still prefer to book accommodation themselves rather than rely entirely on AI agents.
Akaporn Rodkong, Agoda's Country Director for Thailand and Indochina, said travel has become a regular part of life for Thais, who increasingly seek reliable travel inspiration and efficient planning tools.
The report also found that nearly a quarter of Thai travellers plan to take 11 or more trips in 2027, up from 14% last year. This contrasts with the wider Asian market, where one to three trips remain the most common plan.
Domestic travel remains a priority, with 54% of Thai respondents intending to travel within the country. Value also plays a major role in accommodation choices: 84% expect to spend US$90 (THB3,300) or less per night.
Thai travellers also show interest in lesser-known destinations. Some 44% are likely to visit emerging destinations if costs are favourable. This trend supports the Tourism Authority of Thailand's efforts to promote domestic tourism and secondary cities.
Agoda says its platform, which offers more than six million holiday properties and 130,000 flight routes, caters to travellers' changing preferences.
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
