Thailand is poised to become Asia's most travel-hungry market by 2027, according to new research from Agoda. The digital travel platform's Asia Travel Pulse report, based on a survey of more than 3,300 respondents across 11 Asian markets, indicates that Thai travellers expect to outpace their regional peers in trip frequency over the next two years.
The findings underscore a broader shift in how Thais approach travel planning. Social media now influences destination choices for 67% of Thai respondents—second only to Indonesia—while 45% say they use artificial intelligence tools to help organise their itineraries. Despite this tech adoption, a clear majority (59%) still prefer to book accommodation manually rather than delegate the task entirely to AI agents.
Domestic and value-driven travel dominate
Domestic trips remain the cornerstone of Thai travel plans, with 54% of respondents intending to explore their own country. This aligns with the Tourism Authority of Thailand's ongoing push to promote secondary cities and local experiences, a strategy that appears to be gaining traction. Nearly half (44%) of Thai travellers say they are open to visiting emerging destinations if costs are favourable, a trend that could help distribute tourism revenue beyond Bangkok, Phuket, and Chiang Mai.
Budget consciousness is another defining trait. A striking 84% of Thai respondents expect to spend US$90 (THB3,300) or less per night on accommodation, reinforcing the importance of value-for-money options in the Thai market. This preference for affordable stays is likely to benefit midscale and economy hotel brands, as well as alternative lodging platforms.
The report also highlights a surge in travel frequency. Nearly a quarter of Thai respondents (24%) plan to take 11 or more trips in 2027, up from 14% in the previous year's survey. This contrasts sharply with the broader Asian average, where one to three trips per year remains the most common intention.
Akaporn Rodkong, Agoda's Country Director for Thailand and Indochina, commented: "Travel has become a regular part of life for Thais, who increasingly seek reliable travel inspiration and efficient planning tools." His remarks underline the growing role of digital platforms in shaping travel behaviour across the region.
Agoda's platform, which lists over six million holiday properties and 130,000 flight routes, is well positioned to cater to these evolving preferences. The company's data suggests that Thai travellers are not only travelling more but also exploring less-trodden paths, a development that could have significant implications for destination marketing and infrastructure investment.
For travel industry stakeholders, the message is clear: Thailand's outbound and domestic markets are set to become even more dynamic. Hoteliers and tour operators should consider tailoring offerings to meet the demand for affordable, tech-assisted, and socially inspired travel experiences. Meanwhile, the rise of AI in trip planning—while still secondary to human booking—points to a future where personalisation and efficiency will be key competitive differentiators.
As Asia's travel recovery continues, Thailand's lead in trip frequency could serve as a bellwether for other markets. The country's blend of domestic enthusiasm, digital savviness, and price sensitivity offers a template for engaging the next generation of Asian travellers.
