Key points
- Thailand’s hotel sector has delivered a headline-grabbing performance in 2025, emerging as the global leader in international guest check-ins despite a year marked by geopolitical tensions, uneven economic recovery, and softer overall inbound tourism numbers.
- Even as the Tourism Authority of Thailand reported an overall dip in foreign tourist arrivals last year, hotel-level data paints a more nuanced and surprisingly upbeat picture.
- This Thailand Hotel News report notes that Thailand’s performance stands in stark contrast to regional peers, with international bookings making up 49 percent of reservations in Malaysia and 51 percent in Indonesia.
Thailand Hotel News: Thailand’s hotel sector has delivered a headline-grabbing performance in 2025, emerging as the global leader in international guest check-ins despite a year marked by geopolitical tensions, uneven economic recovery, and softer overall inbound tourism numbers. Fresh data released by SiteMinder, the world’s leading guest acquisition and revenue platform, reveals that Thailand’s hotels recorded the highest proportion of international reservations worldwide—an achievement that has caught the attention of industry observers across Asia and Europe.
Image Credit: Thailand Hotel News
Even as the Tourism Authority of Thailand reported an overall dip in foreign tourist arrivals last year, hotel-level data paints a more nuanced and surprisingly upbeat picture. International guests accounted for 77 percent of total hotel reservations nationwide, an increase of 1.14 percentage points year-on-year and the highest share recorded globally. This Thailand Hotel News report notes that Thailand’s performance stands in stark contrast to regional peers, with international bookings making up 49 percent of reservations in Malaysia and 51 percent in Indonesia. Even established European destinations trailed behind, with Spain at 59 percent, Italy at 67 percent, and France at 53 percent.
Longer Stays and Stronger Pricing
The surge in international check-ins was not just about volume—it was also about quality and duration. Thailand hosted the longest-staying hotel guests in the Asia-Pacific region in 2025. Bookings of two nights or more climbed to 35 percent, up from 29 percent in 2024. Longer stays have translated into greater spending per visitor and improved occupancy stability for hotels across major destinations such as Bangkok, Phuket, Pattaya, and Chiang Mai.
This trend helped support firmer room pricing across the sector. Despite mixed travel sentiment in some key source markets, hotels recorded a 3 percent increase in the national average daily rate (ADR), which reached THB 4,984. For many operators, this pricing resilience reflects a careful balancing act—remaining competitive while protecting margins in a year defined by cost pressures and shifting travel patterns.
Peak Months Deliver Big Gains
Monthly performance data highlights just how dynamic 2025 has been for Thai hoteliers. December, traditionally the high season, proved the most lucrative month of the year. Average room rates rose 4 percent year-on-year to THB 6,169, buoyed by strong regional travel linked to the 2025 SEA Games and the 10th anniversary of the Wonderfruit festival, both of which drew substantial international crowds.
January delivered the sharpest surge, with room rates climbing 21 percent to THB 6,101. The increase aligned with a notable rise in international arrivals during the same month, according to the Tourism Authority of Thailand. However, not all months were buoyant. September saw the steepest decline, as contractions in several key source markets weighed on demand, pushing rates down 4.26 percent to an average of THB 3,911.
Image Credit: Thailand Hotel News
Booking Giants and Emerging Markets
Digital booking platforms continued to dominate revenue generation for Thai hotels. The top revenue drivers in 2025 were Booking.com, Agoda, direct hotel websites, Expedia Group, and Trip.com, followed by Hotelbeds, Goibibo & MakeMyTrip, Tiket.com, Traveloka, WebBeds, TBOHolidays, and DidaTravel.
Notably, India-based Goibibo and MakeMyTrip climbed one position to seventh place, reflecting continued momentum from India, now Thailand’s third-largest source market. Indian arrivals increased by 16 percent year-on-year. Meanwhile, a late-year rebound in Chinese travel demand helped DidaTravel re-enter the top 12 booking sources. Agoda maintained a strong position, underpinned by consistent demand from regional travelers who continue to view Thailand as an accessible and value-driven destination.
Adapting To a Changing Landscape
Supakrit Phansomboon, SiteMinder’s Country Manager for Thailand, emphasized that resilience and agility have defined the sector’s response to 2025’s challenges. He noted that while inbound demand softened in some areas, Thai hoteliers have demonstrated remarkable adaptability, using real-time data to identify emerging opportunities and adjust pricing strategies accordingly.
What stands out most in 2025 is not merely the headline percentage of international check-ins, but the industry’s ability to convert global uncertainty into opportunity. By capitalizing on major events, nurturing high-growth markets such as India, and leveraging powerful digital distribution channels, Thailand’s hotel sector has reinforced its international identity. As the country gears up for intensified tourism campaigns in the coming year, the ability to act swiftly on market intelligence will likely determine whether this upward trajectory can be sustained. The foundations appear strong, investor confidence is steady, and global travelers continue to rank Thailand among their preferred destinations.
For more details, visit SiteMinder’s website at:
https://www.siteminder.com/hotel-booking-trends
For the latest on the Thai hospitality industry, keep on logging to Thailand Hotel News.
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