SiteMinder’s 2025 report shows Thai travellers as global leaders in AI adoption for travel and blending remote work into stays.
BANGKOK, THAILAND – SiteMinder has released SiteMinder’s Changing Traveller Report 2025, a survey on accommodation, revealing that Thai travellers are at the forefront of AI and remote work adoption while travelling. Ninety-eight percent of Thai guests are open to using AI to plan, book, and enhance hotel experiences, and 68% intend to work during their 2025 stay – both the highest rates globally.
The report, based on the survey of over 12,000 respondents across 14 major tourism markets, including Thailand, shows how these plans are shaping the rise of the ‘everything traveller’ – a new, multifaceted guest blending trending and traditional behaviours as travel dynamics shift.
It highlights stark contrasts in AI adoption, with high openness in Thailand and Indonesia (98% each), China (96%), and India (94%), compared to lower levels in Canada, Australia (62%), Germany, France, and the UK (63% each). Similarly, it displays that those from Thailand (68%), Indonesia (66%) and India (61%) lead in remote work, far exceeding the global (41%), North American (34%), and European (31%) averages.
International and domestic travel plans for 2025
SiteMinder’s data shows that 83% of Thai travellers plan to go abroad in 2025, rising to 87% among Millennials, third only to travellers from Singapore (93%) and China (85%). Domestically, the top destinations will be Chiang Mai (59%), Pattaya-Chon Buri (57%), Hat Yai-Songkhla (34%), Bangkok (32%), and Nakhon Ratchasima (19%). Internationally, their preferred destinations will include Japan (56%), China (32%), South Korea (23%), Singapore (15%), and Vietnam (14%). Travel preferences vary by generation: Gen Z and Millennial Thais favour chains and resorts, Gen Xers prefer B&Bs, and Baby Boomers lean toward hostels, motels, or budget accommodations.
Additional insights relating to the Thai traveller include that:
- Fifty-four percent will choose Standard (basic quality) Rooms in 2025, above the global average (46%) and fourth highest globally after Spanish (59%), Canadian (55%), and Italian (55%) travellers. In contrast, only 19% of Chinese guests prefer Standard Rooms.
- Despite this, 97% of Thai travellers are willing to pay extra for amenities like breakfast (67%), a view (44%), or early check-in/late check-out (33%).
- Additionally, 94% are open to spending more on eco-friendly stays, second only to Indonesians.
- Events are set to be a strong travel motivator, with 78% more likely to travel for them than last year. Top draws include concerts/music festivals (47%), family reunions (35%), and conferences (31%).
- Finally, with 65% planning to spend “most of the time” (30%) or “considerable time” (35%) at their hotel in 2025, comfort and pet-friendly amenities are priorities. Seventy-six percent now value pet-friendly options more than previously, the highest globally, ahead of Indonesian (70%), Indian (66%), and Chinese travellers (62%), and 30% above the average.
- Fifty-five percent will book 2025 stays via an online travel agency (OTA), a 9% increase year-on-year. This is 13% above the global average, placing them third globally after Indonesian (62%) and Chinese (56%) guests.
- Sixty-five percent have abandoned an online booking due to a poor experience, rising to 72% among Gen Z—well above the global average of 52%.
Supakrit Phansomboon, Country Manager for Thailand at SiteMinder, says, “The findings of our 2025 report highlight how Thai travellers are seamlessly blending technology and work flexibility into their stays. Their readiness to leverage AI for planning, booking and experiencing their next hotel trip, combined with an openness to remote work, sets a global benchmark when it comes to integrating leisure, work and digital tools.”
Phansomboon adds, “As Thai travellers gain more influence over their stays, the travel landscape continues to evolve, raising expectations for personalised, tech-enabled experiences. Their shifting needs embody the ‘everything traveller’ – someone who moves between impulsive and considered choices, international and local travel, and has a strong desire for control. For hoteliers, this trend offers a valuable opportunity to leverage data-driven insights, enabling them to stay ahead of shifting preferences and behaviours and to craft the ideal experience for these multifaceted guests.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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