Thai Hoteliers Lose Weekly Revenue as Slow Pricing Response Blocks Growth in Fast Moving Tourism Market – New Report You Need to Know

Published on October 27, 2025

Thailand’s hotel industry is at a turning point. Despite rising travel demand and a host of major international events boosting tourism, almost half of Thai hotels report losing out on revenue opportunities because they cannot adjust their prices fast enough in today’s fast-changing market environment. A recent survey of hoteliers reveals a growing gap between market expectations and operational readiness, underscoring an urgent need for better revenue management strategies and technology adoption.

Slow Response Costs Hotels Valuable Revenue

New industry findings show that 48 percent of Thai hoteliers admit they miss revenue opportunities at least once a week. These missed chances occur when competitors suddenly adjust room rates, major events are announced or demand spikes unexpectedly. The challenge is not lack of awareness—it is the inability to react quickly enough.

Hotel bookings and pricing trends now shift in real time, but many Thai properties are still operating with outdated systems. According to research, 25 percent of Thai hoteliers update their room rates only once a month or even less, while 30 percent adjust prices weekly. In a market where rate changes can occur multiple times per day, traditional manual processes are no longer viable.

Major Events Drive Demand but Hotels Lag Behind

Thailand’s hotel sector is currently experiencing strong demand from large-scale events and international tourism recovery. For example, data shows the Southeast Asian Games scheduled for 9–20 December in Bangkok have already triggered a 16 percent increase in early bookings compared to last year. Average room prices for that period have also risen by 6 percent. These figures prove that hotels capable of dynamic pricing are already gaining an advantage—while slower competitors are leaving money on the table.

Technology Adoption Becomes Crucial for Thai Hoteliers

The survey also highlights a rising awareness of this growing challenge. An overwhelming 96 percent of Thai hoteliers say speed-to-market has become more important in the past year, yet many lack the tools to operate efficiently. With rising pressure from online travel agencies, increased competition and fluctuating guest demand, real-time revenue management is no longer optional—it is essential.

Encouragingly, 55 percent of Thai hoteliers are now actively looking for AI-based solutions, a percentage higher than the global average. Another 40 percent are open to AI-powered recommendations to help them make faster and smarter pricing decisions.

New Revenue Solution Brings Real-Time Control to Hotels

In response to these industry challenges, Dynamic Revenue Plus, a mobile-first revenue management platform, has now been introduced globally. Designed in partnership with IDeaS, the system gives hotels instant control over pricing, inventory and distribution in real time.

The platform delivers:

• Daily revenue recommendations based on competitor rates, local events and booking trends
• Real-time pricing adjustments through a simple mobile interface
• AI-powered analytics for smarter decision-making
• Instant market intelligence for faster response to demand shifts

Dynamic Revenue Plus is built on SiteMinder’s large data network, which processes more than 130 million hotel reservations every year, and is powered by SiteMinder iQ, an artificial intelligence engine that transforms complex data into revenue opportunities.

Democratising Revenue Management for All Hotels

A major benefit of this new tool is accessibility. Many independent hotels in Thailand do not have full-time revenue management teams. Small and mid-sized properties, especially in regions like Phuket, Samui, Hua Hin and Chiang Mai, often rely on small operational teams juggling multiple roles. With Dynamic Revenue Plus, advanced revenue strategies previously reserved for luxury chains are now available to hotels of all sizes.

The message is clear—hotels that adapt will thrive. Those that continue relying on slow, manual methods risk losing their competitive edge in a marketplace driven by speed, data and innovation.

The Future of Revenue Management in Thailand

With international arrivals continuing to rise and domestic travel staying strong, Thailand’s hotel industry has a powerful opportunity ahead. The winners will be those who embrace automation, real-time decision-making and AI-powered strategies.

Dynamic pricing is no longer just a strategy used by airlines and online travel giants—it is now a necessary standard for hotels. As market conditions evolve daily, revenue success will depend on the ability to stay dynamic, informed and competitive.

Thailand’s tourism economy is moving fast. The hotels ready to move with it will unlock the full value of every booking, every room and every guest.

Image: AI