Thailand’s hotels achieved a remarkable 15% year-on-year increase in average daily rates in 2024, according to SiteMinder’s Hotel Booking Trends. Photo Credit: Adobe Stock/AaronPlayStation
A new report by hotel distribution and revenue platform SiteMinder highlights Thailand as a global standout in 2024. With international arrivals surging, Thailand’s hotels achieved a remarkable 15% year-on-year increase in average daily rates (ADR) — the only country to record double-digit growth globally.
Based on over 125 million reservations, SiteMinder’s Hotel Booking Trends reveals Thailand’s ADR rose to 5,377 baht (US$159) in 2024 from 4,648 baht in 2023. December saw rates peak at 6,460 baht per occupied room, an 11% rise compared to the same month the previous year.
The data is a reflection of Thailand’s success in capturing the global travel resurgence. With foreign guests accounting for 77% of total check-ins – far above the global average of 48% – Thailand ranked second worldwide in international arrivals, just behind Austria.
Trends shaping Thailand’s hospitality growth
- Longer lead times: International travellers booked their stays further in advance, with an average lead time of 27 days – the longest in Asia – and approaching the 29-day booking window observed in 2019.
Extended stays: Thai hotels ranked fifth globally for long stays, with 15% of bookings lasting three nights or more. This is higher than the 11% global average, following counterparts in Portugal (21%) and Colombia, Mexico, and Spain (each 18%).
Balanced visitor volumes: While December remained the peak travel month, Thailand’s visitor distribution became more balanced. Guest volumes during other cool-season months rose compared to 2023, reducing dependence on the year-end surge.
“The rise in the average room rates in Thailand, coupled with the strong resurgence of international guests, suggests not only a lucrative year for Thai properties, but a local hotel industry that is thriving amid bolstered confidence to travel in the country,” says Supakrit Phansomboon, country manager for Thailand at SiteMinder.
“Our research tells us that the appetite to travel for events is at an all-time high, and that travellers are willing to spend on experiences that matter,” he added.
Top 12 booking sources for Thai hotels
SiteMinder identified the top 12 booking sources for Thai hotels based on revenue generated in 2024:
- Booking.com
Agoda
Hotel websites (direct bookings)
Expedia Group
Trip.com
Hotelbeds
Tiket.com
Goibibo & MakeMyTrip
Traveloka
WebBeds
Klook
TBOHolidays
The resurgence of international check-ins, fuelled by demand from Asian travellers, propelled Klook - popular among guests from Singapore, Hong Kong, Taiwan, and the Philippines - to debut as a top revenue-generating channel in Thailand.
Meanwhile, Trip.com maintained its stronghold among guests from China, underscoring China’s position as Thailand’s largest source market and further supported by China’s visa exemptions for Chinese travellers in early 2024.
Notably, direct bookings through hotel websites reclaimed the third spot, overtaking Expedia Group after being overtaken the previous year. This coincides with the global finding in SiteMinder’s report, which found that hotel websites performed strongly last year, generating an average of US$519 per booking for hotels – 8.5% higher than the prior year and outpacing the average booking value generated by OTAs by more than 60% at US$320.
“Travellers who book directly typically choose higher-value rooms, stay longer, and add extras,” said Phansomboon, adding that direct bookings represent a key revenue opportunity for hotels while third-party platforms remain essential for their unmatched reach and simplicity.