Agoda Reports Localization in Early Stages Lifts Guest Spend for 92% of Thailand Hotels

Insights from Agoda reveal how integrated, tailored guest experiences and digital partnerships are helping Thai hotels stand out amid rising regional travel

Key Findings
- 92% of Hotels Benefit: Thai hotels adopting early-stage localization strategies report higher guest spend.
- Competitive Edge: Tailored guest experiences and digital partnerships help hotels stand out amid rising intra-Asia travel.
- Visitor Base: Thailand attracts over 33–35 million visitors annually, with more than 17,000 hotels nationwide, making localization crucial in a competitive market.

Localization Strategies
- Beyond Translation: Hotels are adapting marketing, booking processes, payment options, and guest services to reflect cultural and linguistic preferences.
- Integrated Tailoring: About 25% of Thai hotels now offer fully localized journeys across marketing, booking, and on-site touchpoints.

Guest Segment Insights:
- Malaysian travelers: Value for money, family-friendly options.
- Chinese guests: Authentic Thai experiences (food, massages, décor).
- South Korean guests: Long-stay offers, local food highlights.
- Indian travelers: Wellness and adventure partnerships.

Leadership Voice
- Akaporn Rodkong (Country Director, Thailand, Agoda):
> “Deep localization – 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.”

Agoda’s Role
- Digital Suite: Over 6 million accommodations, 39 languages, multi-currency payments, and 24/7 support.
- Partner Programs: Agoda Growth Program, country-specific promotions, and native-language campaigns via Agoda Media Solutions.
- Impact: Hotels pairing competitive pricing with localized experiences see guests willing to spend more during stays.

✨ In essence, Agoda’s report shows that localization is no longer optional — it’s a growth driver for Thailand’s hotels, enabling them to capture more value from Asia’s diverse traveler base.