Thailand’s hospitality investment landscape in 2026 emphasizes a “value over volume” approach, focusing on quality, sustainability, and trust. Investors should prioritize assets with clear segment fit, resilient ADR strategies, and diversified revenue streams targeting high-yield areas like MICE and wellness. This checklist provides practical steps for underwriting demand, evaluating operational resilience, and aligning with Thailand’s strategic direction to succeed in a com

Thailand’s hospitality industry in 2026 is embracing value-led tourism with innovative formats like co-living, workations, and long-stay ecosystems. These hybrid models cater to remote professionals and long-term travelers by combining accommodation, workspaces, wellness, and community experiences. With a focus on increasing spend per trip rather than arrival numbers, operators can design assets with strong connectivity, community programming, and diversified revenue streams

Thailand’s 2026 tourism strategy emphasizes “Value over Volume,” focusing on revenue quality rather than just arrival numbers. With forecasts predicting 34–35 million arrivals, the challenge lies in increasing spending per trip. Hotels are encouraged to target high-yield segments like MICE and wellness, diversify source markets, and adopt scenario-based planning to navigate uncertainties and enhance revenue resilience

Thailand's hospitality sector in 2026 is shifting towards a "value over volume" strategy, focusing on quality, safety, and sustainability. With modest GDP growth and low inflation, the emphasis is on increasing value per guest through targeted segments like MICE, wellness, and premium leisure. Operators are encouraged to enhance guest experiences, build trust, and align with Thailand's competitive edge in delivering quality experiences at scale

This blog post examines Thailand's hospitality market in 2025, highlighting its resilience despite foreign tourist arrivals trailing 2024. Key performance indicators like a 69.5% national occupancy rate and stable ADRs (THB 1,880–2,360) reflect strong operational performance. The post explores the divergence between Bangkok and Phuket, with record supply growth intensifying competition. It also discusses the impact of policy support, macroeconomic factors, and shifting touris