Agoda Survey Finds Early Localization Strategies Linked to Increased Guest Spend at Thai Hotels

Agoda has released findings from its “Tailored to Win: How Hotels are using Localization to Capture Asia’s Tourism Boom” report, indicating that 92% of Thai hotels that adopted localization early have seen higher guest spend. The report comes as Thailand continues to attract over 35 million visitors annually and hosts more than 17,000 hotels nationwide.

The survey highlights that the growth of intra-Asia travel is influencing how accommodation providers in Thailand adapt their offerings. Hotels are increasingly focusing on tailoring guest experiences to reflect the cultural, linguistic, and practical preferences of travelers from key Asian markets.

According to Agoda, 25% of Thai hotels have reached the “integrated tailoring” stage, providing fully localized experiences across marketing, booking, and on-site services. Localization strategies reported include adapting marketing materials, booking processes, payment options, and guest services to align with the preferences of travelers from different source markets.

The report identifies specific preferences among travelers from various countries. Malaysian travelers are noted to prioritize value for money and family-friendly options. Chinese guests seek authentic Thai experiences, including local cuisine, massages, and décor. South Korean travelers show interest in long-stay offers and listings that emphasize local food and attractions, while Indian travelers value wellness and adventure-related partnerships.

Agoda’s report suggests that hotels that move beyond standard hospitality practices and invest in tailored guest experiences may gain a competitive advantage as regional tourism grows. The findings indicate that localized approaches, such as adapting payment methods, language support, and guest services, are associated with higher guest spending.

The report also details Agoda’s digital tools supporting localization, including multi-language support, multi-currency payment options, and customer service. Agoda offers programs to increase hotel visibility in priority markets and supports country-specific promotions and native-language campaigns.

The full report is available for download on Agoda’s website.