As Thailand’s travel industry rebounds, domestic tourism is gaining momentum, driven by affordability, convenience, and a renewed appreciation for the country’s natural beauty. A recent Traveloka whitepaper, Travel Redefined, reveals that 70% of Thai travellers now prefer domestic trips, with natural attractions such as mountains and national parks topping their travel lists.
The report highlights a shift in travel preferences, with over 72% of respondents selecting nature destinations as their top choice, closely followed by beaches and coastal areas at 65%. This increasing demand for local experiences is expected to bolster Thailand’s tourism sector as more residents rediscover the nation’s rich landscapes.
Price Sensitivity Shapes Travel Choices
For Thai travellers, budget remains a primary consideration. The report indicates that 41% of respondents prioritise price over other factors such as comfort or sustainability when selecting accommodations. Promotions and discounts also play a pivotal role, with 32% of travellers stating that special offers could encourage them to explore new destinations.
This trend underscores the importance of competitive pricing and tailored promotions for travel providers aiming to attract budget-conscious consumers.
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Cash Still Reigns, but Digital Payments Are Rising
Cash remains the most popular payment method among Thai travellers, with 72% listing it as their preference. However, digital payment adoption is on the rise, with 47% of respondents using payment apps such as GrabPay and 43% opting for credit or debit cards.
This blend of traditional and digital payment preferences signals an evolving market. Experts recommend that travel providers offer flexible payment options to accommodate this diversity.
Social Media Influences Travel Planning
Social media is a major influence on travel decisions in Thailand, with 61% of respondents using platforms such as Facebook and Instagram for planning trips. This surpasses the influence of travel blogs (52%) and recommendations from friends and family (38%).
The growing importance of visually engaging, shareable content presents a significant opportunity for travel brands. Leveraging influencer partnerships and showcasing authentic travel experiences on social platforms could effectively engage Thai audiences.
Sustainability Awareness Is Growing
Thailand is emerging as a leader in sustainability awareness across the Asia-Pacific region. The report found that 85% of Thai travellers are willing to choose eco-friendly travel options if they are affordable and accessible, exceeding the regional average of 80%.
However, cost remains a barrier, with 35% of respondents citing expense as the primary obstacle to adopting greener travel options. Traveloka suggests offering affordable eco-tourism packages and educating travellers on the long-term benefits of sustainable practices.
Trust in Digital Platforms Remains High
Thai consumers continue to place strong trust in digital travel platforms, with 85% expressing confidence in their security and reliability. Platforms such as Traveloka are vital for trip planning, with 37% of respondents using them to book accommodations, transportation, and activities.
For travel brands, maintaining this trust will be crucial. Transparency, robust cybersecurity measures, and user-friendly interfaces are key to retaining customer loyalty in an increasingly competitive digital landscape.
A Promising Future for Thailand’s Travel Industry
Thailand’s travel market is evolving, with a clear preference for domestic travel and a growing emphasis on sustainability. Nature-based attractions remain the top draw, while digital tools play an ever-increasing role in travel planning.
By addressing the needs of budget-conscious travellers, promoting eco-friendly options, and harnessing the power of social media, Thailand’s travel sector is well-positioned for growth in the post-pandemic era. Insights from Traveloka’s report suggest that understanding the unique preferences of Thai travellers and embracing innovation will be critical to future success.
Download for a Traveloka whitepaper, Travel Redefined
