SiteMinder's Changing Traveller Report 2026, the world's largest consumer research on accommodation, surveyed 12,000 travellers across 14 countries including Thailand, China, France, India, Spain, the UK and the US.
Among Thai travellers, Japan continues to dominate plans for 2026. Fifty-six percent of local travellers intend to visit the country, while 33% are looking towards South Korea. Twenty-seven percent plan to travel to China, and a further 13% will visit Singapore, with the same share choosing Taiwan. Four of the five cities Thai travellers most intend to visit are in Japan: Tokyo at 42%, Osaka at 23%, Kyoto at 17% and Mount Fuji at 16%. Seoul stands out as the only city outside Japan to make the top five, at 27%.
The findings come as 49% of travellers globally report a stronger desire to travel in 2026, despite ongoing economic shifts, geopolitical events and climate-related concerns. Among Thai respondents, this heightened desire rises to 64%, with only 15% indicating a decrease.
"SiteMinder's latest report is highly encouraging as we usher in a new year," says Supakrit Phansomboon, Country Manager - Thailand at SiteMinder. "Amid a dynamic global landscape, it's reassuring to see a growing desire to travel and to know that Thailand's rich offerings will continue to draw international guests. For hotels, this signals the need to prepare for ever higher expectations from tomorrow's guests."
Changing behaviours driven by a stronger urge to travel
With a stronger urge to travel, Thai travellers are also changing how they plan their trips in the year ahead. Thirty-eight percent say they will book their hotels further in advance, 31% will choose to stay closer to home - the highest proportion among all countries surveyed - and 32% will spend less in order to stretch their travel budget.
As they plan and book their hotel stays, 27% will begin their research on an OTA, while 13% will turn first to an online travel blog, the highest share globally for this source. When it is time to secure their rooms, OTAs remain the preferred booking channel at 47%, followed by search engines at 22% and direct booking - via a hotel website, phone or email - at 20%.
Meanwhile, the Standard Room remains the preferred choice among Thai travellers at 58%, a higher share than any other nationality surveyed. This is followed by Superior Rooms at 24% and Deluxe Rooms at 12%. In terms of property type, Thais are also the most likely of all groups surveyed to book a stay at a bed & breakfast, at 21%.
Additional findings relating to the Thai traveller include:
- Nearly 80% now agree or strongly agree that hotels should be able to adjust their rates during peak periods. This figure is well above the global average of 65% and ranks behind only Indonesia (88%) and India (85%).
- At 51%, they are more likely than any other country to splurge on a property's gourmet dining or wine tasting, followed by spa services at 40% and live music performances at 33%. As hotels increasingly welcome non-staying guests, Thais are also likely to pay for a hotel's restaurant or rooftop bar experience as 'walk-ins' at 48%, above the global average of 40%.
- Eighty-six percent of Thais have a favourable view of hotels using their data to personalise their stays, making them the most open of all travellers and well above the global average of 63%.
- When it comes to AI, 60% of Thais consider price monitoring and alerts the most valued capability for their 2026 stays, the highest of any country surveyed. This is followed by summarised hotel reviews at 56% and help finding hidden gems that match their style at 48%.
- If travellers could have any superpower, Thais are the second most likely to choose the ability to speak all languages at 36%, just behind Germany at 37%. This is followed by always finding the best local spots at 13% and being able to control the weather at 12%.
Phansomboon adds: "Whether it means accepting dynamic pricing or investing in memorable experiences, Thai travellers are embracing new attitudes towards both accommodation planning and on-site experiences to make the most of their 2026 stays. And, with technology playing an increasingly central role - from AI to data-driven personalisation - it will be the hotels that can anticipate and respond to these shifting expectations that are best placed to attract, delight and maximise their ideal guests in 2026."
