Hotel and Hospitality News: A Growing Crisis in Revenue Management Across Thailand’s Hospitality Sector
Nearly half of Thailand’s hotel operators are missing out on major revenue opportunities every single week due to sluggish responses to market changes, according to new research from SiteMinder, a global leader in hotel revenue and guest acquisition solutions. The study underscores the critical gap between technological innovation and operational execution in Thailand’s rapidly evolving tourism sector.
Nearly half of Thai hoteliers admit to losing revenue weekly due to delayed rate adjustments.
Image Credit: SiteMinder
This Hotel and Hospitality News report reveals that 48% of Thai hoteliers admit they fail to act swiftly when competitors change pricing strategies or when new local events are announced, resulting in lost revenue potential. Conducted in August among 700 hotel professionals worldwide, including 67 from Thailand, the SiteMinder survey provides valuable insights into how local properties manage pricing, technology adoption, and market responsiveness.
Speed is the New Competitive Edge
An overwhelming 96% of respondents in Thailand believe that speed-to-market has become significantly more important over the past year. Yet many continue to rely on outdated manual processes that slow their ability to adapt. A quarter of respondents admitted to updating their room rates only once a month or even less, while another 30% make adjustments weekly—far too slow for today’s fast-moving tourism economy where demand and pricing can shift several times a day.
This sluggish response time comes at a cost. As major events continue to draw global travelers to Thailand, hotels that cannot react instantly risk losing substantial revenue. SiteMinder’s internal data shows that bookings for the upcoming Southeast Asian Games in Bangkok this December have already surged 16% year-on-year, with average room rates climbing 6%. For agile hotels, these event-driven booms represent lucrative opportunities—but only if they have the systems to move quickly.
SiteMinder’s Dynamic Revenue Plus Promises to Close the Gap
To help hotels adapt, SiteMinder has launched its new Dynamic Revenue Plus platform, developed with industry partner IDeaS. Introduced during the company’s Emergent event in Bangkok, this mobile-first revenue management tool leverages artificial intelligence and real-time analytics to provide instant pricing, inventory, and distribution recommendations. The platform uses live data such as competitor movements, local events, and market trends to enable immediate, informed decision-making.
Bradley Haines, SiteMinder’s Market Vice President for Asia Pacific, emphasized that Dynamic Revenue Plus empowers properties of all sizes to compete effectively. “Many Thai hotels don’t have dedicated revenue teams, yet they’re navigating increasingly complex market dynamics,” he explained. “Now any property—from a small boutique hotel in Chiang Mai to a luxury resort in Phuket—can operate dynamically, adjusting prices with precision and speed.”
AI Adoption on the Rise Among Thai Hoteliers
The study further highlights the strong appetite for AI technology in Thailand’s hotel sector. Fifty-five percent of hoteliers are already seeking AI-based solutions—well above the global average of 49%—while another 40% say they are open to AI-driven revenue recommendations. SiteMinder’s new platform, powered by its proprietary AI engine SiteMinder iQ, processes data from over 130 million annual hotel reservations, transforming insights into actionable strategies that improve profitability and operational agility.
As Thailand continues its post-pandemic tourism recovery, responsiveness and data-driven pricing strategies will define which hotels thrive in an increasingly competitive market. By embracing AI-driven tools like Dynamic Revenue Plus, Thai hoteliers can close the speed gap, seize event-based opportunities, and ensure they remain at the forefront of Asia’s booming hospitality landscape.
For more details, visit SiteMinder website:
For the latest Hotel and Hospitality News, keep on logging to Phuket Hotel News.
