In the year ahead, Thai travelers are planning fewer leisure trips than the regional average, (six domestic and four international vs. five domestic and three international). Despite this, bleisure travel is booming — 90% combine business with leisure abroad, and 95% do so domestically.
Travel with extended family (40%) is notably more common than in neighboring markets. Holiday preferences include cultural & entertainment trips (36%), countryside getaways (32%) and extended sabbaticals (32%), alongside popular regional choices like city breaks and beach holidays. While domestic travel remains strong, outbound favorites include Australia, Japan, and Hong Kong, China, with Bangladesh and Brunei climbing into the top 5 next-year plans-highlighting a growing interest in off-the-beaten-path destinations. The Maldives also ranks among the most anticipated destinations for Thai HNWs.
Travel with extended family (40%) is notably more common than in neighboring markets. Holiday preferences include cultural & entertainment trips (36%), countryside getaways (32%) and extended sabbaticals (32%), alongside popular regional choices like city breaks and beach holidays. While domestic travel remains strong, outbound favorites include Australia, Japan, and Hong Kong, China, with Bangladesh and Brunei climbing into the top 5 next-year plans-highlighting a growing interest in off-the-beaten-path destinations. The Maldives also ranks among the most anticipated destinations for Thai HNWs.
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Luxury for Thai travelers is about comfort and customization. 97% want every detail to be personalized, and 60% prefer large luxury hotels. While 41% enjoy planning their own travel, nearly all expect tailored experiences. Dining is a top priority - 60% see fine dining as an ideal night out, with 39% most willing to spend on Michelin-starred restaurants. Good reviews (57%), awards, and exclusive experience (51% each) are top decision drivers.
Wellness and sustainability are non-negotiables. Thai travelers expect diverse dining (98%), comprehensive wellness offerings (97%), and eco- conscious practices (97%) in luxury hotels. Swimming pools and sleep programs (96%) are the most valued amenities, with 62% likely to book spa treatments.
90% mix leisure and business on overseas trips
60% want to have fine dining experiences on evenings out
97% value wellness offerings and facilities when choosing luxury hotels
90% mix leisure and business on overseas trips
60% want to have fine dining experiences on evenings out
97% value wellness offerings and facilities when choosing luxury hotels
Defining the luxury travel experience - Thailand:
98% Want every detail of their trip to be personalized
97% Cite being able to spend time alone as "very important"
60% Prefer large luxury hotels versus boutique hotels
56% Prefer to eat familiar dishes from home, even when traveling
98% Want every detail of their trip to be personalized
97% Cite being able to spend time alone as "very important"
60% Prefer large luxury hotels versus boutique hotels
56% Prefer to eat familiar dishes from home, even when traveling
