Agoda 2027 Survey Shows Thais Cap 3,300 Baht Budget and Focus on Special Room Rates
Agoda's 2027 Asia Travel Pulse survey shows Thais travel most often in Asia, focusing on short domestic breaks with an accommodation budget of up to 3,300 baht per night.
Agoda released its 2027 Asia Travel Pulse survey report on 5 November, based on data collected from more than 3,300 travellers in 11 countries across the Asian region, including Thailand. The data indicates that Thai tourists plan to travel the most frequently in Asia, focusing on short domestic breaks and carefully managing their accommodation budgets. At the same time, Thai travellers are increasingly using social media and AI technology as primary tools for finding inspiration and planning their trips.
Ms Akaporn Rodkong, Country Director for Thailand and Indochina at Agoda, stated that travel has become an everyday lifestyle for Thais, rather than a once-a-year activity as in the past. Today's travellers want reliable sources of information alongside technology that saves preparation time, and they prioritise value for money in every booking. For this reason, Agoda brings together more than 6 million holiday properties, over 130,000 flight routes and more than 300,000 travel activities to help travellers discover new destinations and distribute income to local operators.
Short-Trip Behaviour and Using Social Media with AI for Planning
The report highlights that Thais have the number 1 highest travel frequency in the Asian region, with 24% of Thai respondents planning to take 11 or more trips in 2027, up from 14% in the previous year and 2 times the Asian average of 12%. Furthermore, 44% of Thais aim to travel 7 or more times, compared with the Asian average of 24%, running counter to the 41% majority of travellers in the region who plan only 1 to 3 trips per year. Regarding their style of leisure travel, Thais focus on shorter durations, with 39% choosing trips of 1 to 3 days per trip, which is higher than the Asian average of 26%.
In terms of information search, 67% of Thais are influenced by social media when choosing travel destinations, higher than the Asian average of 47% and second only to Indonesia at 73%. Meanwhile, 45% of Thais use AI to help arrange travel itineraries, select destinations and compare hotel or flight prices. However, when it comes to the payment stage, 59% of Thais still prefer to book hotels themselves rather than having an AI agent do it on their behalf. Additionally, 30% of Thai respondents, the highest proportion in Asia, stated that they would trust an AI Assistant more if the system clearly displayed the reference sources of its information.
Demand for Value-for-Money Domestic Accommodation and Expansion into Secondary Cities
Although 38% of travellers in Asia plan to travel mainly abroad in 2027, 54% of Thais still choose to travel primarily within the country, ranking 2nd highest in Asia after Japan at 65%, while only 16% of Thais focus on international travel. Value for money is a core factor in decision-making, with 84% of Thais setting their accommodation budget at no more than 3,300 baht per night, compared with the Asian average of 73%. In addition, 66% of Thai travellers place the greatest importance on special member discounts, which is the highest proportion in Asia.
Furthermore, 44% of Thais are open to travelling to secondary cities, smaller towns or less crowded places in 2027, exceeding the Asian average of 36% and trailing only Indian travellers. Key factors motivating Thais to visit new destinations include lower travel costs at 31%, special discounts or promotions at 17%, and convenient access to information, reviews and travel assistance services at another 17%, which is higher than the Asian average of 10%. This trend aligns with the Tourism Authority of Thailand's 2027 domestic tourism promotion plan, which aims to distribute tourists to secondary cities nationwide.
| Details | Information |
|---|---|
| Survey release date | 5 November at 13:49 |
| Target year of survey | 2027 |
| Region and sample size | More than 3,300 travellers in 11 countries across Asia, including Thailand |
| Thai accommodation budget | No more than 3,300 baht per night (84% of Thai respondents) |
| Travel frequency and duration | 11 or more trips per year (24%) and 1 to 3 days per trip (39%) |
| Services on the Agoda application | More than 6 million properties, over 130,000 flight routes and more than 300,000 activities |
Data from this survey is directly useful for hotel professionals and accommodation operators in both primary and secondary cities when creating special room rates within a budget of no more than 3,300 baht per night, alongside offering member benefits and presenting clear review information. For event organisers and travel activity operators, data on the frequency of short 1 to 3 day trips and the influence of social media will help in designing activities that attract travellers throughout the year. Meanwhile, general tourists can use this information as a guide to plan trips to secondary cities and compare accommodation, flights and activities all at once via the Agoda application for maximum value.