A recent report from SiteMinder, a global platform leader enhancing hotel accessibility, reveals that hotels in Thailand continue to see an increasing proportion of foreign guests in 2025, despite facing challenging geopolitical and global economic factors.

 

Although the overall number of foreign tourists traveling to the country has decreased according to the Tourism Authority of Thailand (TAT), the Hotel Booking Trends report from SiteMinder indicates that bookings from foreign guests account for as much as 77% of total hotel bookings nationwide, an increase of 1.14% compared to the previous year, marking the highest proportion in the world compared to neighboring countries like Malaysia (49%) and Indonesia (51%), as well as major European markets such as Spain (59%), Italy (67%), and France (53%).

 

The increasing proportion of check-ins by foreign tourists is accompanied by longer stays, with Thailand having the longest hotel stay duration in the Asia-Pacific region. The proportion of bookings for stays of two nights or more has risen to 35%, up from 29% in 2024. This factor has supported the overall adjustment of room rates, with hotels in Thailand able to increase the average daily rate (ADR) by 3% to 4,984 baht, despite fluctuations in travel conditions in some major markets.

 

However, performance varies from month to month. December, typically the peak tourist season, is the month that generates the highest revenue for hotels in Thailand, with room rates increasing by 4% compared to the previous year, reaching 6,169 baht, driven by regional travel related to the 2025 SEA Games and the 10th anniversary celebration of the Wonderfruit festival. January saw the highest price increase, with room rates rising by 21% to 6,101 baht, corresponding with an increase in foreign tourist numbers during the same period according to TAT data. Conversely, September experienced the largest decline in room rates, with an average drop of 4.26% to 3,911 baht due to a slowdown in major markets.

Mr. Supakrit Pansomboon, Country Manager for Thailand at SiteMinder, stated, "Even in 2025, with changes within the country and a slowdown in demand from foreign tourists, our data indicates that Thailand's hotel sector remains strong and heavily reliant on the foreign market. The adjustment of the average daily rate reflects the ability of hotel operators to adapt their strategies to align with changing market conditions and maintain revenue amidst volatility. The key moving forward is the speed of market entry, leveraging real-time insights to identify demand drivers or seek emerging markets for growth, which will be crucial as the country aims to promote tourism once again."

 

The top 12 hotel booking channels generating the highest total revenue for Thai hotels in 2025 are:

  1. Booking.com
  2. Agoda
  3. Hotel websites (direct bookings)
  4. Expedia Group
  5. Trip.com
  6. Hotelbeds
  7. Goibibo & MakeMyTrip
  8. Tiket.com
  9. Traveloka
  10. WebBeds
  11. TBOHolidays
  12. DidaTravel

Goibibo and MakeMyTrip, platforms from India, have moved up to rank 7, reflecting the continued growth of Indian tourists, who are the third-largest market for Thailand, with a growth rate of 16% compared to last year. Meanwhile, the recovering travel demand from China late in the year has led DidaTravel, the largest B2B accommodation platform in China, to re-enter the top 12 hotel booking channels. Agoda continues to maintain a strong leadership position due to the demand from regional tourists who still view Thailand as a valuable and accessible destination.