SiteMinder, the world's largest accommodation platform, reveals that 98% of Thai travelers are open to using AI to plan, book and experience their stay, and are also likely to work during their next stay at 68%, higher than any other traveler in the world.

Mr. Suphakrit Plansomboon, Country Manager of SiteMinder Thailand, said that our 2025 report shows that Thai travelers are combining technology and flexibility for work with leisure. With an openness to using AI to plan, book and experience their stay, and a tendency to work during their next stay, Thailand is leading the global trend of blending leisure, work and digital tools.

"Thai travelers have a clearer desire for accommodation, and the tourism industry must continue to evolve to meet this demand, elevating this unique experience, driven by technology. This changing travel behavior also reflects the "Everything Traveler" mindset, which combines emotional travel with thoughtful consideration, interest in both international and domestic travel, and a focus on their own travel experiences. For hoteliers, these travel behaviors “This will be an opportunity to use insights to anticipate shifts in demand and tailor experiences to these diverse guests,” said Mr. Suphakrit.

The report surveyed more than 12,000 travelers across 14 of the world’s largest travel markets, including Thailand, and demonstrates the “Everything Traveler” approach, which combines traditional and emerging trends. Given the changing travel behaviors, the report also highlights differences in AI adoption, with 98% in Thailand and Indonesia, 96% in China and 94% in India. Meanwhile, 62% of Canadian and Australian travelers, as well as 63% in Germany, France and the UK, are still considering the idea. In addition, 68% of Thai, 66% of Indonesian and 61% of Indian travelers are adopting the trend of working while traveling, above the global average of 41% and the North American (34%) and European (31%) averages. International and Domestic Travel Plans in 2025

SiteMinder data shows that Over 83% of Thai travelers plan to travel abroad in 2025, rising to 87% among Millennials, who are third behind Singaporeans (93%) and Chinese travelers (85%). Popular domestic destinations include Chiang Mai (59%), Pattaya-Chonburi (57%), Hat Yai-Songkhla (34%), Bangkok (32%) and Nakhon Ratchasima (19%). Dream destinations abroad for Thai travelers include Japan (56%), China (32%), South Korea (23%), Singapore (15%) and Vietnam (14%). Travel preferences vary by generation, with Gen Z and Millennials favoring large hotel and resort chains, while Gen X prefer B&Bs and Baby Boomers look for hostels, motels and budget hotels.

More on Thai travelers: 54% of Thai travelers are likely to choose a standard room in 2025, higher than the global average of 46% and the fourth highest in the world. After Spanish (59%), Canadian (55%) and Italian (55%), only 19% of Chinese travelers would choose a Standard Room for their next stay. However, 97% of Thai travelers would be willing to pay extra for amenities such as breakfast (67%), a room with a view (44%), early check-in or late check-out (33%). Additionally, 94% of Thai travelers would be willing to pay more for an eco-friendly stay, second only to Indonesian travelers.

Events and activities are also a major motivation for Thai travelers, with 78% of travelers likely to attend an event, an increase compared to the same period last year. The types of events that travelers are most likely to attend include concerts/music festivals (47%), family gatherings/celebrations (35%), and conferences (31%). Over 65% of Thai travelers expect to spend most (30%) or “a lot” (35%) of their time in hotels by 2025, and they place greater importance on pet-friendly amenities when choosing a hotel. 76% of Thai travelers rank pet-friendly amenities as the top choice globally, ahead of Indonesians (70%), Indians (66%), and Chinese (62%), and 30% above the global average. In 2025, over 55% of Thai travelers are likely to use an online hotel booking website or app (OTA), up 9% year-on-year and 13% above the global average, and third behind Indonesians (62%) and Chinese (56%). 65% of Thai travelers said they would cancel an online booking midway if they had a bad experience.

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Thailand: Marriott Bonvoy, Marriott International’s award-winning travel program and marketplace, is celebrating the holiday season in Thailand this December, with a series of festive experiences that will capture the magic of Christmas and New Year from almost 50 hotels and resorts across Thailand, couples, friends and families can enjoy an amazing array of enticing offerings. From fun-filled brunches or buffets to refined evenings of fine gastronomy, Marriott Bonvoy hotels and resorts will set the stage for unforgettable celebrations.

Here are some of the highlights from Marriott Bonvoy’s festive season in Thailand.In Bangkok, The Athenee Hotel, a Luxury Collection Hotel has revealed its “Festive Feasts” at Rain Tree Caf?, which include roasted turkey, premium seafood and much more, plus a sublime six-course Christmas at The Allium Bangkok and Japanese haute fusion at Hashiri, while The St. Regis Bangkok promises “Exquisite Dining” with Christmas and New Year buffets at VIU and a choice of dazzling dinners at IGNIV Bangkok, its Michelin-starred restaurant, offering cosmopolitan cuisine rooted in Swiss origins and a respect for locality.

JW Marriott Hotel Bangkok is inviting guests to discover “The Joy of Festive Dining” with a heartfelt Christmas buffet at JW Caf?, while Bangkok Marriott Marquis Queen’s Park has unveiled details of a “Festive Celebrations” at its diverse restaurants and bars, including award-winning Akira Back, and Goji Kitchen + Bar. W Bangkok has crafted a special “W Does Christmas Brunch”, available at The Kitchen Table, including an indulgent Champagne package and an enchanting “Festive Afternoon Tea” at Paii.

At Renaissance Bangkok Ratchaprasong Hotel, diners can ring in the holiday season with a full festive feast at Flavors, including roasted turkey, Boston lobster, Australian prime rib of beef and more, and an elegant five-course Italian dinner at La Tavola, including snowfish or Foie gras. Meanwhile, Sheraton Grande Sukhumvit, a Luxury Collection Hotel has revealed details of “The Grande Festive Celebrations”, including an Italian-inspired buffet with live music, performances and Santa visit at Rossini’s and The Living Room.

Madi Paidi Bangkok, Autograph Collection will bring the art of culinary innovation to its Thai-inspired festive dinners and New Year brunch, with highly creative menus at EKKALUCK, its signature dining destination, and Bangkok Marriott Hotel Sukhumvit will capture the essence of “A Timeless Christmas” at The District Grill Room & Bar with a refined epicurean experience that includes prime meats, succulent seafood and more. Celebrate the final night of the year at Octave Rooftop Lounge & Bar with an electrifying countdown party. and enjoy stunning views of Bangkok’s skyline and fireworks.

Moxy Bangkok Ratchaprasong will stage a sizzling “Grillin’ & Chillin’ Christmas” at its Outdoor Terrace, followed by an uplifting New Year’s Eve party ‘Moxy Midnight Magic’ with arcade games, electrifying DJ sets, live performances and a premium buffet while marveling at the spectacular Ratchaprasong fireworks on 31st December.

For guests who want to enjoy a heavenly holiday season in Southern Thailand, Marriott Bonvoy has curated a collection of culinary occasions that blend festive traditions with tropical beauty. Phulay Bay, Ritz-Carlton Reserve, Krabi, which recently achieved the rare honor of three MICHELIN Keys, will craft “Enchanting Revelries” – a series of exquisite culinary experiences and cultural rituals to delight the senses, and JW Marriott Phuket Resort & Spa will create “Meaningful Connections & Joyful Celebrations” with a selection of Christmas feasts and the colorful JW Carnival on New Year’s Eve.

Finally, Hua Hin Marriott Resort & Spa is inviting all loved ones to “Celebrate the Joyful Season” with a choice of blissful buffets, seafront dinners, and a spectacular countdown party on the soft sands of Hua Hin Beach.

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