Summary

A recent report by Agoda highlights the significance of localization in the Thai hospitality sector. It reveals that 92% of Thai hotels engaged in localization experience an increase in guest spending, particularly as intra-Asia travel grows.

Key Findings

Digital platform Agoda’s report titled Tailored to Win: How Hotels are Using Localization to Capture Asia’s Tourism Boom emphasizes the trend where hotels that invest in tailored experiences secure a competitive advantage. Factors include:

• Visitor Increase: Thailand attracts over 35 million visitors annually and hosts more than 17,000 hotels.
• Cultural Tailoring: Hotels are adapting their services to align with the specific preferences of diverse guest profiles, resulting in enhanced guest experiences.

Localisation Approach

Agoda’s findings illustrate that 25% of Thai hotels are at the integrated tailoring stage, providing comprehensive localized experiences that embrace cultural sensitivity through marketing, booking, and other guest services. The report indicates how localization strategies extend beyond just language translation to encompass a wide array of services and preferences.

Insights on Guest Preferences

The report reveals various insights into guest preferences:

• Malaysian travelers focus on value for money.
• Chinese guests seek authentic Thai experiences, encompassing cuisine and ambiance.
• South Korean visitors prefer long stays that highlight local cuisine and attractions.
• Indian travelers are inclined toward wellness and adventure offerings.

“Thailand welcomes over 33 million visitors a year and the hotels that provide additional value through deep localization can outperform their competitors,” said Akaporn Rodkong, Agoda’s country director in Thailand.