Thailand

SiteMinder’s Changing Traveller Report 2026 showed that among Thai travellers: • Japan remained the top destination for 2026 (56%), followed by South Korea (33%), China (27%), Singapore (13%) and Taiwan (13%) • Top cities for Thai travellers include Tokyo (42%), Seoul (27%), Osaka (23%), Kyoto (17%), and Mount Fuji (16%) • 64% expect to travel more in 2026, with only 15% indicating a declining desire • 38% say they will book hotels further in advance, 31% will stay closer to home (the highest share among all countries surveyed), and 32% will reduce overall spending • When researching accommodation, 27% will begin on an OTA, while 13% will consult an online travel blog first, the highest share globally • OTAs remain the preferred channel for bookings at 47%, followed by search engines (22%), and direct bookings (20%). • Standard Room is the preferred choice among Thai travellers at 58%, the highest share globally, followed by Superior Rooms (24%) and Deluxe Rooms (12%). Thais also show the highest global likelihood of staying at a bed & breakfast, at 21% • Nearly 80% agree that hotels should adjust rates during peak periods, above the global average of 65% • Thais are the most likely to spend on gourmet dining or wine tasting (51%), followed by spa services (40%) and live music performances (33%) • 48% are likely to visit a hotel restaurant or rooftop bar as walk-in guests, compared with the global average of 40% • 86% have a positive view of hotels using guest data for personalisation, the highest globally • 60% value AI-driven price monitoring and alerts, followed by summarised hotel reviews (56%) and personalised discovery of lesser-known spots (48%)

Minor Hotels released its inaugural Travel Trends Report, titled “Travelling Deeper: A Search for Lasting Connection”. The report showed: • 4% of respondents expect to travel as much or more in 2026, while 33% plan more trips than in 2025 • 94% of respondents plan to spend the same or more on travel in 2026, with 47% planning to increase their travel budgets • Luxury travellers are nearly twice as likely to travel more in 2026 compared to all respondents, with 61% expecting an increase in frequency • Travellers are prioritising quality over quantity, but affordability remains a top factor for travel plans (53%), followed by seasonality (42%), ease of travel (40%) and time (40%) • 53% book their travel within three months of departure • Hotel websites were the top planning tool for 80% of travellers, ahead of personal recommendations (35%) and online travel agents (29%). At the same time, emerging technologies, such as generative AI chatbots, are now used by 12%. • Nearly all respondents plan to travel with companions, led by partners (66%), immediate family (46%) and friends (32%) • Quality time is the top priority when planning leisure trip (86%), with dining together (67%), relaxation (54%) and cultural activities (55%) as the preferred experiences to share with travel companions. 56% prefer for group activities exclusively with their travel companions • 71% of respondents agree that taking a break from technology, social media or work during their travel is important for personal wellbeing • 44% plan to integrate more wellness or mindfulness into their trips, rising to 73% among those already engaged in wellness practices. Spa treatments are the top preferred activity (75%), followed by nature-based experiences (59%) and fitness (49%). 37% make time for themselves even when travelling with others • Food is the primary gateway for 85% of travellers, followed by historic architecture (71%) and nature (65%) • Local immersion influences destination choice for 83%, with 79% favouring independent exploration of a destination and 44% opting for guided tours • 76% of respondents say they will return to a destination because they felt a personal bond with it • 47% of travellers report that a hotel’s sustainability record or proposition influences their choice of stay • A majority agree that environmental, cultural and social initiatives enhance their connection to a destination, whether at city hotels (53%) or destination resorts (54%)

The Malaysian Association of Tour and Travel Agents (MATTA) is concerned with increasing cases involving foreign tour vehicles which exploit regulatory gaps in Malaysia. MATTA said they found that Singapore tour buses with permits from Malaysia's Land Public Transport Agency (APAD) are operating beyond allowed routes, and selling tickets online for express services. The MATTA President said Thai tourist vans are also conducting unlicensed tourism activities, such as picking up and dropping off local passengers and tourists without Malaysian tourist guides. MATTA also called on the government to restore authority over tour vehicle regulations to the Tourism Ministry