Thailand’s Songkran festival continues to be a major attraction for international tourists, with overseas guests now making up 86% of hotel check-ins between April 10-17. This marks a significant 15% increase compared to the same period last year, according to SiteMinder, a leading global hotel distribution and revenue platform.
The rise in international visitors has contributed to a surge in hotel bookings across the country, with notable increases in popular destinations. Koh Samui, known for being the setting of The White Lotus, has seen a 65% jump in bookings, while Chiang Mai experienced a 41% rise and Bangkok saw a 20% increase.
The growing appeal of Songkran is also reflected in the booking patterns. Foreign visitors are booking their stays earlier, especially in key festival hotspots. Hotels in Koh Samui have seen the longest lead time for bookings, now at 109 days, up from 82 days last year. Similarly, Phuket’s booking lead time has increased by 33%, rising from 76 days to 100 days, while Bangkok has seen a 17% increase, from 69 days to 81 days.
The average length of stay during Songkran has also risen by 7.3%, from 2.41 nights last year to 2.59 nights this year. In Koh Samui, where guests are staying the longest, the average length of stay has increased by 1.5%, from 3.74 nights to 3.80 nights.
Despite the rise in bookings, hotel room rates have slightly decreased overall during the festival period. The national average has dropped by 2.3%, from THB 6,742 to THB 6,586. However, hotels in Koh Samui and Phuket are exceptions, with both locations seeing increases in average daily rates (ADR). Koh Samui’s ADR has risen by 38%, reaching THB 11,073, while Phuket’s has grown by 8.1%, reaching THB 5,889.
Supakrit Phansomboon, SiteMinder’s Country Manager for Thailand, commented on the positive impact of Songkran, saying, “It’s great to see Songkran join major global festivals in attracting significant tourism to Thailand. The increase in lengths of stay and booking lead times reflects the excitement surrounding the festival. However, the dip in ADR suggests an opportunity for hotels to adopt more dynamic pricing strategies. By doing so, they can better cater to the growing demand and enhance profitability, especially as travelers book further in advance and extend their stays.”
In conclusion, while the Songkran festival has proven to be a major boost for Thailand’s tourism, it also provides an opportunity for local hotels to revisit their pricing strategies and maximize revenue from the influx of international guests.
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