Luxury hotels in Thailand recorded a contraction in value sales in 2020 with sales plummeting due to the onset of the COVID-19 pandemic, which robbed the category of its main consumer base: foreign tourists. The closure of Thailand’s borders to all foreign visitors formed a key plank of the official response to the COVID-19 pandemic and was seen as crucial to curbing the spread of the COVID-19 virus in the country.
Many of Thailand’s leading luxury hotels adapted their operations since the onset of the pandemic as they sought to adapt to the new normal that has emerged from the COVID-19 situation. For many, this involved their first major forays into digital booking platforms.
With the closure of Thailand’s borders to international tourists for much of 2021 drastically undermining demand for luxury hotels, the country’s high-end hoteliers were more dependent than ever before on affluent locals for demand. However, while there are numerous affluent Thai people who would ordinarily be keen to stay in luxury hotels, demand among this consumer group was also substantially compromised by the COVID-19 pandemic.
One of the key elements behind Thailand’s luxury hotels being able to maintain some sources of revenue during 2021 was the development of delivery services by the restaurants attached to luxury hotels. As the COVID-19 pandemic made it difficult, if not impossible, for restaurants to operate profitably, the diversification of services to include the offer of home delivery of orders placed by telephone and online via social media, e-mail and third-party apps, showed that innovation and a broadening of perspective can help luxury hotels to survive what is inevitably a very difficult time for them.
The forecast period is expected to see the return of huge numbers of high-spending foreign tourists to Thailand. This will inevitably have a positive impact on demand for luxury hotels.
The Thai government is expected to promote tourism in the country by marketing Thailand as a “medical hub” and also a country that is ideal for business trips (MICE). Phuket’s administration is waiting for the Public Health Ministry to approve its request for a THB343 million budget to prepare for the construction of the province's international medical tourism complex.
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Luxury: includes luxury and upper upscale hotels. Would generally include 5-star hotels and above, but may include some “4.5-Star” outlets, provided that the brands positioning warrants it. The luxury classification is primarily determined by the brand’s positioning and marketing, which will be at the high-end. Brand examples include Marriott, Hilton, Sofitel and InterContinental.
See All of Our DefinitionsThis report originates from Passport, our Luxury Hotels research and analysis database.
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