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This research gives a fresh snapshot of traveler behavior and sentiment in Thailand.
Taking the time to analyze and discern travelers’ needs and responding accordingly is essential. Our objective in producing this report is to help online travel agencies visualize themselves as the traveler and follow in their footsteps as they chart a course along a shifting online landscape.
Although this research was conducted prior to the outbreak of COVID-19, it still provides a solid foundation for understanding traveler behavior and sentiment in Thailand. Key findings include:
Who influences the traveler’s choice of destination?
Half (52%) of Thai consumers are influenced by social media posts from influencers, whenconsidering travel destinations. Mobile offerings are particularly influential, as 75% prefer to use a mobile device when browsing offers and destinations, compared with just 19% who prefer using a laptop or PC.
In terms of what influences their decision when considering new destinations, 66% of those surveyed tend to make their destination decisions based on blogs or websites. This is followed by 52% influenced by social media posts and 37% by recommendations from friends and family.
The impact of online influencers is clear, with over half (52%) of Thai consumers swayed by social mediaposts from influencers when thinking about new travel destinations. Out of this group, 96% follow influencers on Facebook, 83% on YouTube and 65% on Instagram. Just under half (47%) think the information supplied by influencers around holidays and travel is reliable, with 35% thinking it is very reliable.
How long does it take to plan and book travel?
The research reveals that half of Thais feel that researching and booking trips is quicker now than it was two years ago. This is compared with 35% who think that it takes them more time and 14% who think it takes them the same time. Those surveyed typically start researching their destination an average of 3 months before a short holiday (a trip of less than ten days), compared with an average of 4 months before a longer holiday or trip.
One in five (21%) discovered the site they use most frequently to book trips through traveler review sites, while 20% found it through a comparison site. Some 18% arrived at their preferred travel booking site through online advertising, with just 12% through social media platforms.
Out of all considerations when choosing an OTA, value for money (53%) was the most important for Thai consumers, followed by traveler reviews (45%), having all the services needed in one place (34%) and information about excursions and activities at the destination (33%).
Why personalization must be prioritized
While 94% of those surveyed feel confident that paying for travel online is safe and secure when using travel brands they trust, almost all consumers (95%) would like to see more payment options offered on travel websites.
Nine out of ten (91%) respondents would like more personalized travel options, while a similarly high number (89%) would be happy to share their personal data if it resulted in a faster or more personalized booking experience.
When things go wrong, consumers lose patience. Two in five have abandoned an online booking because of hidden fees and charges. Additionally, 45% have experienced hidden charges and fees and 34% suffered from slow responses. Another turn-off is having to repeatedly enter the same data on different screens (31%).
Thai people’s concern for the environment
The vast majority (93%) of those surveyed in Thailand said that they are concerned about the impact travel has on the environment. While 83% feel that online travel retailers do enough to inform them about the environmental impact of their travel plans, there is scope for OTAs to do even more, with 90% saying they would be interested in hearing about other destinations that have less of an environmental impact.
To guarantee their holiday would be more environmentally friendly, 85% would choose an alternative destination as recommended by the website and 74% would choose less convenient timings. Similarly, 66% would choose a longer journey time and 65% would pay more than the original option.
Download the report to learn more.
Sebastien Gibergues
Vice President, Online Travel Asia Pacific
Amadeus
