Songkran grows in international appeal, fuelling surge in hotel bookings: SiteMinder
Thailand's Songkran festival has cemented itself as a drawcard for international travellers, with overseas guests now accounting for 86% of scheduled hotel check-ins between 10-17 April. The figure represents a 15 percentage point increase from actual check-ins during the same period last year, reports SiteMinder, the world's leading hotel distribution and revenue platform.
SiteMinder's data further reveals that the festival's international appeal has driven a year-on-year surge in total hotel bookings, rising by as much as 65% in Koh Samui - the resort island location of The White Lotus - 41% in Chiang Mai and 20% in Bangkok.
The increasing momentum in overseas bookings coincides with a widening booking window for check-ins during Thailand's signature New Year celebration, with foreign guests securing stays in key festival hotspots further in advance. Hotels in Koh Samui have marked the longest average booking lead time at 109 days, reflecting a 33% increase from last year's 82 days. Similarly, hotels in Phuket have posted a 33% year-on-year rise, extending from 76 days to 100 days, while Bangkok's lead time has grown by 17%, from 69 days to 81 days.
Additionally, stays at Thailand's hotels during Songkran week have extended by 7.3% year-on-year - from 2.41 nights to 2.59 nights - underscoring the diverse appeal of the country's destinations. In Koh Samui, where the longest-staying guests are set to arrive, the average length of stay has increased by 1.5%, from 3.74 nights to 3.80 nights.
Despite the influx of international travellers, hotel room rates have generally slightly dipped during the festival period, with the national average dropping 2.3% year-on-year, from THB 6,742 to THB 6,586. Only hotels in Koh Samui and Phuket are set to witness an increase in average daily rate (ADR), rising by 38.0% to THB 11,073 and 8.1% to THB 5,889, respectively.
"It's wonderful to see the Songkran festival join other major festivals around the world in bringing significant tourism into the country. The rise in lengths of stay and booking lead times, driven by increasing international arrivals during Songkran, highlight the excitement surrounding Thailand's biggest festival from a growing audience," says Supakrit Phansomboon, SiteMinder's Country Manager for Thailand. "However, the dip in ADR presents a clear opportunity for hotels and accommodation providers to adopt more dynamic pricing strategies and fully capitalise on this rise in demand. With travellers booking further in advance and extending their stays, local hotels are well positioned to revisit their revenue strategies and introduce tailored offerings that appeal to high-spending guests. By doing so, they can ensure that the renewed confidence in travelling during the country's iconic festival translates into greater profitability."
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