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Inbound Travel From Long-Haul Markets Paints Positive Picture For Thailand’s Tourism Industry

July 22, 2014 Destination Thailand No Comments Email Email

TripAdvisorTM, the world’s largest travel site*, today reveals the largest and fastest growing markets showing interest in visiting holiday destinations in Thailand.

The study examines those markets in which travelers have shown the largest increase in year-on-year interest in Thai properties. Despite the current political climate in Thailand, Thai properties on TripAdvisor have experienced a large uptake in traveler interest from a number of emerging markets in the past year, as well as steady growth from several more established markets.

Increasing interest in Thailand from long-haul, emerging markets

With traveler interest growing by 22 percent year-on-year, Brazil leads the pack when it comes to increased interest from travelers looking at Thai properties, representing an increasingly important source of business for Thai accommodations. Travelers from established markets like the United States continue to show accelerated interest in Thai properties with traveler interest growing by 17 percent. Emerging markets like Egypt and Ukraine are also showing promise in terms of new inbound markets for Thailand, with both countries featuring in the top 5 markets with the largest increase in year-on-year traveler interest.

Top 10 markets with biggest increase in traveler interest for Thailand1:

(Showing year-on-year growth)

  1. Brazil
  1. United States
  1. Egypt
  1. Ukraine
  1. Canada
  1. Russia
  1. Germany
  1. Denmark
  1. Netherlands
  1. Thailand

Top 10 markets for Thai accommodations in terms of overall traffic2:

  1. Thailand
  2. United States
  3. United Kingdom
  4. Australia
  5. Russia
  6. Singapore
  7. France
  8. Germany
  9. Japan
  10. India

The top reviewer markets for Thai accommodations on TripAdvisor are consistent with those researching Thai accommodations on the site. Travelers from the United Kingdom, Australia, Thailand, the United States, and France, have contributed the most number of reviews on Thai accommodations in the past year.

A closer look at the average review ratings given to Thai accommodations by the top reviewer markets reveals some interesting insight – that Thais are their own toughest critic. In 2013, travelers from Thailand gave accommodations in their own country an average TripAdvisor review rating of 3.95 (out of a possible 5), compared to the 4.10 average global review rating  for Thai accommodations. In contrast, Australian travelers are the most satisfied guests, giving Thai accommodations an average TripAdvisor review rating of 4.23.

Top 10 most searched Thai destinations and how their accommodations stack up

The TripAdvisor study shows that while Phuket, Bangkok and Surat Thani Provinces are the top three most searched Thai destinations by TripAdvisor travelers in the past year, accommodations in these destinations do not necessarily commend the highest average review ratings. Out of the top 10 most popular Thai destinations, accommodations in Phang Nga Province (4.32), Prachuap Khiri Khan Province (4.21) are given the highest average TripAdvisor review ratings.

Top 10 most searched Thai destinations and their average TripAdvisor accommodation review ratings3:

Destination Average accommodation review rating (on a scale of 1-5)
  1. Phuket
  1. Bangkok
  1. Surat Thani
  1. Krabi
  1. Chonburi
  1. Chiang Mai
  1. Phang Nga
  1. Prachuap Khiri Khan
  1. Trat
  1. Satun

“It’s encouraging to see a significant increase in traveler interest from long-haul, emerging markets like the Brazil alongside more established markets in North America, confirming Thailand’s appeal as a much loved and desired destination for international travelers,” said Grant Colquhoun, Senior Director of Account Management, APAC, TripAdvisor.

“It’s great to see that accommodations in Thailand are already highly regarded by TripAdvisor travelers, receiving an average TripAdvisor review ratings of 4.10, out of a possible five, in the past year. The results of this study further provide valuable insights for Thai accommodation owners looking to define potential target markets for their marketing and business planning,” added Mr Colquhoun.

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