Bangkok, Thailand – Around one in four hotels in Thailand now offer a seamlessly localised travel experience, according to a new report by digital travel platform Agoda.
The report found that approximately 25% of surveyed hotels are at the “integrated tailoring” stage, where localisation is embedded across marketing, booking and on-site touchpoints. Beyond language translation, hotels at this stage have aligned services such as booking flows and payment options with market-specific expectations.
It also highlighted that travellers from different source markets have distinct preferences. Malaysian travellers tend to prioritise value-for-money and family-friendly options, while Chinese guests look for authentic Thai experiences, including local cuisine, traditional massages and decor. South Korean travellers often favour long-stay packages and listings that highlight nearby food and attractions, while Indian travellers place greater emphasis on wellness and adventure-related partnerships.
In addition, the survey found that 92% of Thai hotels in the early stages of localisation reported an increase in guest spending.
The findings suggest that accommodation providers who invest in more tailored guest experiences may be gaining a competitive advantage. The report noted that the steady flow of visitors from neighbouring Asian markets is influencing how hotels approach guest engagement, prompting many to adapt their services to better reflect cultural, linguistic and practical preferences across source markets.
“Thailand welcomes over 33 million visitors each year and the hotels capturing the most value are those going beyond standard hospitality,” said Akaporn Rodkong, Thailand country director at Agoda. “Deep localisation, such as adapting payments, language and service to each market, can not only lead to stronger performance but also enable partners to better meet guest expectations.”
