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Traveloka, Southeast Asia’s leading travel platform, in partnership with YouGov, has released its latest study, “Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers”. Drawing on insights from nearly 12,000 respondents across nine countries(1), including more than 2,000 respondents from Thailand, this study sheds light on evolving travel habits and preferences that are shaping the Asia-Pacific (APAC) tourism landscape and provides actionable insights to anticipate trends and create meaningful travel experiences in 2025 and beyond.

“APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies—bringing travellers closer to the experiences they seek,” said Caesar Indra, President of Traveloka.

Thailand travellers: embracing sustainability and nature in travel

In Thailand, the study revealed a strong inclination towards sustainable travel, with the majority of respondents (85%) indicating they would look for sustainable options first when available. This proportion is higher than the region’s average (80%) and highlights opportunities for eco-friendly accommodation and green tourism operators to gain traction in the marketplace.

Travellers in Thailand also displayed a strong preference for natural attractions like mountain ranges and national parks (72%), followed by beaches and coastal attractions (65%), reflecting distinct eco-priorities and motivations that shape their travel decisions.

Domestic travel takes the lead

Across APAC, domestic travel remains a key driver of tourism recovery, and Thailand is no exception. The majority of Thai travellers (70%) prefer exploring domestic destinations, driven by cost and convenience (63%) as the primary factors. This trend is reflected in the growing popularity of destinations such as Phuket, Chiang Mai, and Kanchanaburi, highlighting the increasing appeal of exploring within Thailand’s borders.

Price drives decision-making

As with much of APAC, price sensitivity is a critical factor in Thailand, with 41% of respondents citing affordability as a priority when selecting accommodations. This emphasis on cost can even persuade 32% of Thai travellers to consider destinations they wouldn’t typically choose, provided there are attractive incentives like promotions and discounts.

Social media influences travel planning

When it comes to digital tools for travel planning, travellers in Thailand demonstrate a preference towards social media (46%), while 37% put their trust in platforms like Traveloka, which simplify the booking process and provide flexible options.

Cash is king

Compared to Singapore or Japan, Thailand stands out for its relatively low penetration of digital payment methods, with 72% of travellers preferring to use cash while 43% choose credit cards.