Thailand Ranks #1 Globally with 77% Foreign Hotel Bookings, Average Room Rates Rise 3%

SiteMinder's latest report shows Thailand's hotels continue to increase foreign guest proportions in 2025, despite challenging geopolitical and global economic factors. Despite an overall decline in international tourist numbers from the Tourism Authority of Thailand, foreign bookings represent 77% of total hotel bookings nationwide - a 1.14% increase from the previous year and the world's highest proportion. This compares favorably with neighboring countries like Malaysia (49%) and Indonesia (51%), and European markets such as Spain (59%), Italy (67%), and France (53%). The increased foreign check-ins are accompanied by longer stays, with Thailand becoming the longest-stay destination in the Asia-Pacific region. Bookings of two or more nights increased from 29% to 35%. These factors supported an overall room rate adjustment, with average daily rates rising 3% to 4,984 baht. December, traditionally a peak tourism season, saw room rates increase 4% to 6,169 baht, driven by regional travel related to the SEA Games 2025 and Wonderfruit festival's 10th anniversary. January saw the highest rate increase at 21%, reaching 6,101 baht. SiteMinder's Thailand Manager Suphakrit Plansomboon noted that despite domestic changes and slower international travel demand, the hotel sector remains strong and primarily dependent on foreign markets, demonstrating adaptability in changing market conditions.