Hotels in Thailand recorded a further increase in the share of international arrivals in 2025, despite a year shaped by geopolitical and economic headwinds, according to new data from SiteMinder, the world’s leading guest acquisition and revenue platform.
Despite an overall decline in foreign tourist arrivals last year, according to the Tourism Authority of Thailand, data from SiteMinder’s Hotel Booking Trends, shows that international guests accounted for 77% of total hotel reservations nationwide, marking an increase of 1.14 percentage points year-on-year and the highest proportion recorded globally. By comparison, international bookings made up 49% of hotel reservations in Malaysia and 51% in Indonesia, while major European markets recorded shares of 59% in Spain, 67% in Italy and 53% in France.
The growing share of international check-ins was accompanied by longer visits. Thailand hosted the longest-staying hotel guests in the Asia-Pacific region, with bookings of two nights or more rising to 35%, up from 29% in 2024. This supported firmer room pricing across the hotel sector: despite mixed travel sentiment across key source markets, hotels recorded a 3% increase to the average daily rate (ADR), reaching THB 4,984.
Performance, however, varied by month. December, traditionally the peak travel period, was the most lucrative month for Thai hotels, with room rates rising 4% year-on-year to THB 6169, supported by strong regional travel linked to the 2025 SEA Games and the 10th anniversary of Wonderfruit festival. January recorded the sharpest increase, with rates climbing 21% to THB 6,101, in line with a year-on-year rise in international arrivals in the same month, according to the Tourism Authority of Thailand. By contrast, September saw the steepest decline, as contraction in key source markets weighed on demand, pushing rates down 4.26% to an average of THB 3,911.
“Despite national developments and softer inbound demand overall in 2025, our data shows that Thailand’s hotel sector remains resilient and international in character,” says Supakrit Phansomboon, SiteMinder’s Country Manager for Thailand. “The rise in average daily rates reflects how effectively hoteliers have adapted to changing conditions, working hard to sustain revenue amid market fluctuations. For a sector deeply attuned to international demand, what is now important is speed-to-market: using timely intelligence to identify demand-driving events and the source markets gaining momentum and translating these insights into sound revenue decisions. This will be critical as the country enters another year of intensified tourism efforts.”
The Top 12 hotel booking revenue-makers for Thailand’s hotels in 2025 were:
- Booking.com
- Agoda
- Hotel websites (direct bookings)
- Expedia Group
- Trip.com
- Hotelbeds
- Goibibo & MakeMyTrip
- Tiket.com
- Traveloka
- WebBeds
- TBOHolidays
- DidaTravel
India-based Goibibo and MakeMyTrip climbed one place to seventh, reflecting continued growth in arrivals from India, Thailand’s third-largest source market, which increased by 16% year-on-year. A late-year uptick in demand from China also helped DidaTravel, the country’s largest B2B bed bank, return to Thailand’s top 12 booking sources. Agoda retained its strong position, supported by sustained demand from regional travellers, who continued to regard Thailand as a competitive and accessible destination.