The International Women in Travel Association (IWTA) has released an interview with Prachoom Tantiprasertsuk, the newly appointed president of the Thai International Convention and Exhibition Association (TICA). In the conversation, part of IWTA's ongoing 'Women shaping travel tech' series, Tantiprasertsuk lays out a bold agenda for Thailand's hospitality sector: to lead, not merely keep pace with global trends.
A Vision for Thai Hospitality Leadership
Tantiprasertsuk, a veteran in the MICE and hospitality industry, argues that Thailand's traditional strengths in service and hospitality must now be paired with cutting-edge technology and a new generation of talent. 'We cannot rely on past glories,' she states. 'The global traveler expects seamless digital experiences, personalized service, and authentic cultural connections. Thai hospitality can deliver all three, but only if we invest in innovation and empower our people.'
The interview touches on the need for Thai hotels, convention centers, and tour operators to adopt modern booking and management systems, similar to those used by global chains like Marriott or Accor. Tantiprasertsuk specifically mentions the potential of integrating with global distribution systems (GDS) like Amadeus and Sabre to reach a wider audience of corporate travel buyers and MICE planners.
She also highlights the importance of nurturing female leadership in the travel tech space. 'Women bring a different perspective to problem-solving and customer experience,' she notes. 'We need more women in CTO and CIO roles across hospitality companies, not just in marketing or HR.'
The interview comes at a time when Thailand's tourism industry is rebounding strongly, with major airlines like Thai Airways and Bangkok Airways expanding routes to key markets in Europe, China, and the Middle East. However, Tantiprasertsuk warns that competition from destinations like Vietnam, Indonesia, and the Maldives is intensifying. For more on regional hospitality investment trends, see our interview with HOFTEL's Simon Allison on Southeast Asia.
To truly lead, Tantiprasertsuk believes Thai hospitality must embrace data analytics and artificial intelligence to anticipate guest needs, much like luxury cruise lines such as Explora Journeys are doing with their personalized itineraries. She points to the success of Explora Journeys' off-peak Mediterranean offerings as an example of using data to drive demand in non-peak seasons.
The TICA president also emphasizes the role of destination management companies (DMCs) and travel agents in this transformation. 'Agents are the frontline of our industry. They need the right tools and training to sell Thailand as a tech-forward, yet deeply traditional, destination.'
For luxury travelers, Tantiprasertsuk sees an opportunity to blend heritage with modernity, similar to the approach taken by W Kuala Lumpur. 'Thai hospitality has always been about the human touch. Technology should enhance that, not replace it.'
The IWTA interview series continues to spotlight female leaders who are shaping the future of travel technology. Nominations for future interviews are open on the IWTA website.
