Localization boosts guest spending for Thai hotels — Agoda

Hotels in Thailand that have begun adopting localization strategies are seeing higher guest spending, according to a new report released by digital travel platform Agoda.

In its report titled “Tailored to Win: How Hotels are using Localization to Capture Asia’s Tourism Boom,” Agoda found that 92% of Thai hotels engaging in early stages of localization have recorded increased guest spend, as intra-Asia travel continues to accelerate.

Thailand, which draws more than 35 million visitors annually and hosts over 17,000 hotels nationwide, remains one of Asia’s top tourism hubs. Agoda said the steady influx of travelers from neighboring Asian markets is prompting hotels to move beyond standard hospitality offerings and adopt strategies that reflect cultural, linguistic, and practical preferences of inbound guests.

The report showed that one in four Thai hotels now offers a fully localized guest journey. About 25% of surveyed hotels have reached the “integrated tailoring” stage, where localization is embedded across marketing, booking, payment options, and on-site services. Agoda said this approach allows hotels to better meet expectations of diverse traveler segments and gain a competitive edge.

Insights from Agoda’s Travel Outlook report highlighted varying preferences among key markets. Malaysian travelers tend to prioritize value for money and family-friendly options, while Chinese guests seek authentic Thai experiences, including local food, massages, and décor. South Korean visitors favor long-stay offers and listings that highlight nearby attractions, while Indian travelers place value on wellness and adventure partnerships.

“Thailand welcomes over 33 million visitors each year and the hotels capturing the most value are those going beyond standard hospitality,” said Akaporn Rodkong, country director for Thailand at Agoda. “Deep localization — such as adapting payments, language and service to each market — can not only lead to stronger performance but also enable partners to better meet guest expectations.”

Hotels that adopt a data-driven approach and begin tailoring experiences early are already seeing results, she said.

“They report seeing positive outcomes from pairing competitive pricing with experiences that truly resonate with guests, often starting long before they even arrive at the property,” Rodkong added.

Agoda said its localization tools support hotels through multilingual platforms, multi-currency payment options, and round-the-clock customer support. The company also offers programs such as the Agoda Growth Program, country-specific promotions, and Agoda Media Solutions to help partners increase visibility and connect with travelers in their native languages.

Through these digital tools and partnerships, Agoda said hotels can overcome market barriers, reach new customer segments, and improve returns from international demand.