Hospitality
The Horizons of Thai Hospitality: Charting a New Course Amid New Global Travel Trends
Great hospitality is a pillar of Thailand’s cultural heritage. The country’s royal dynasties were renowned for the pomp and pageantry with which they received foreign dignitaries and visitors, who were lavished with bounties of gifts conveyed by a procession of boats and waited upon by an entourage of high-ranking nobles, who catered to their guests’ every whim. Hospitality in the modern era has assumed a new mien; the days of extravagant gifts and quarters reified the might and munificence of the Thai sovereign and his kingdom are long gone. Contemporary global travel trends indicate a propensity for comfort, convenience, and intimate connection to local culture among travelers and hospitality businesses. Dusit Thani International, a powerhouse of the Thai hospitality industry, has entered the emerging league with ASAI, a new line of smaller-scale hotels that prioritize comfort, cleanliness, and community immersion, located in Bangkok’s Chinatown and Sathorn districts, and Kyoto’s Shijo neighborhood.
Image created by Shma
ภาษาไทย
The importance of a reconfiguration of the Thai tourism industry in alignment with the landscape of the post-covid global travel has been recognized by the Ministry of Interior (MOI). In “The New Regulation” for hotel business operations, the ministry emphasizes the cultivation of a more inclusive industry for a greater diversity of travelers, and has put forward revisions to guidelines and safety criteria, intended to bolster travelers’ comfort and security, and an expansion of hotel classification, endorsing a broader range of accommodations such as floating rafts and tents.
Image created by The InterContinental Hua Hin Resort
Over the years, the Thai tourism industry has established footholds in a plethora of market niches, such as sleep tourism, wellness tourism, medical tourism, and cultural tourism, that are currently on the rise. According to the Global Wellness Institute, wellness tourism is growing at a faster rate than other wellness–related businesses, a trend reflected in the popularity of wellness travel among tourists. Moreover, Thailand is poised to prosper in the global medical tourism industry, estimated to generate US$100 billion this year, as one of the industry’s top ten destinations. To cater to the contrapuntal needs of a broad cross-section of travelers, entrepreneurial hospitality businesses are beginning to provide targeted services and novel experiences that enhance guests’ experiences throughout their stay. Upscale hotels are partnering with specialized operators and brands to secure an edge with affluent clients. A beachfront pop-up by Dior hosted by the InterContinental Hua Hin Resort in June 2022, is one among a cluster of events signaling the emergence of a new chapter in community-oriented marketing: businesses in disparate industries clasping hands to exchange and integrate consumer bases.
Circumscribing the earth from NYC to Melbourne, The Standard’s portfolio of trendy hotels offers a diverse range of rooms catering to various traveler preferences, and packages to accommodate guests with pets and children or cater to spa enthusiasts and golfers, to ensure a personalized experience for every guest; it’s Hua Hin property is no different. Clued into the new cultural arena that addresses brands as political entities, The Standard aligns itself with important social issues, such as Pride Month, through special events. Recognized by Condé Nast Traveler as one of the best hotels in Thailand, The Standard Huahin features landscaping designed by SHMA, an award-winning Thai creative landscape architecture firm, that fosters a serene and restorative environment.
Image created by The Standard Hua Hin
As awareness of the ecological footprint of the tourism industry grows alongside greater environmental consciousness among consumers, travelers seek to make conscientious choices regarding their accommodations and mode of transportation, reflected in the burgeoning demand for sustainable and eco-friendly accommodation. In Booking.com’s Sustainable Travel Report 2023 over half of the respondents expressed a preference for hotels with sustainability certifications. This trend not only reflects a growing commitment to responsible tourism but also presents an opportunity for the hospitality sector in Thailand to embrace sustainable practices and cater to the evolving preferences of environmentally-conscious travelers.
Image created by The Naka Phuket
A haven for eco-savvy travelers, The Naka Phuket, stands out with its commitment to sustainability, boasting three Green Leaf certificates for its eco-friendly initiatives, including sustainable agriculture using organic fertilizer from food waste and mangrove planting for coastal ecosystem preservation. The hotel further distinguishes itself by incorporating eco-friendly materials, reducing plastic usage, and offering amenities such as electric car charging stations, all contributing to its mission of reducing fossil fuel emissions and minimizing environmental impact through the utilization of clean and sustainable energy sources.
Image created by ASAI Hotels
Hospitality businesses need not fear the distending allure of Airbnb either– hotels remain the favored choice for travelers, according to the Global Travel Intentions Study by Visa in 2023. A resounding 83% of visitors to Thailand prefer the comfort and reliability of hotel accommodations. Safety ranks as the paramount concern, with 76% prioritizing it, followed closely by cleanliness at 63%. Location, value for money, and in-room amenities also play significant roles in shaping travelers' preferences. Beyond mere lodging, hotels offer an immersive experience that connects travelers with the local environment and community, fostering enduring relationships and cultivating a loyal customer base.
Travelers have always gravitated towards exotic locales and experiences beyond the realm of their daily lives, and according to recent market analyses, the fervor for authentic cultural experiences has only grown. Hospitality businesses that harness the reservoir of social and cultural at their doorstep, venturing out and building relationships with the businesses, residents, and cultural attractions in their vicinity, are investing in an invaluable asset for their business.