Gastronomy, culture and beach tourism are on the rise in Bangkok and the provinces, in line with the Tourism Authority of Thailand's latest campaign, "Open to the New Shades of Thailand".
"Hoteliers can reap the benefits of this new campaign by aligning their properties with one or more of its themes, targeting travellers who may be more interested in their hotel because it matches their demands," said Pimpawee Nopakitgumjorn, director of market management at Expedia Group.
Chiang Rai and Sukhothai recorded healthy growth in April of more than 50% year-on-year in inbound demand, according to Expedia data.
Chiang Rai registered 80% year-on-year inbound growth, which has been attributed to the lure of local hill tribes and their distinctive customs. Chiang Mai experienced healthy growth of over 30%.
While Asian travellers seem more interested in experiencing local customs, European visitors from France, Germany and Britain showed greater interest in exploring Thailand's historical ruins.
Sukhothai, the site of Thailand's first Kingdom dating back over 700 years, experienced an increase of over 50% year-on-year in inbound demand. Europeans alone accounted for more than half of this growth.
Meanwhile, package bookings generally drive higher average daily rates at beach destinations, while Khao Yai registered triple-digit growth.
The top five most-visited beach destinations among international travellers remained the same as in 2016. Pattaya led the pack with year-on-year growth of 40%, followed by Phuket and Hua Hin, each with 20% growth. Koh Samui and Krabi recorded relatively slower growth of 10%.
Package travellers paid 1.2 times more for their accommodations compared with stand-alone bookings. On average, package travellers tend to stay one more day and are 50% less likely to cancel their trips due to the non-refundable flight element, as compared with stand-alone bookings.
The US, Australia and Britain led growth for package demand to Thailand's key beach destinations.
While nearly seven in 10 bookings to Thailand comprised one or more beach destinations, international visitors are also venturing beyond the beaten path. Beach destinations such as Koh Chang and Koh Lipe both recorded 30% growth.
Khao Yai National Park -- a Unesco World Heritage Site -- recorded outstanding three-digit growth of 160% year-on-year. Over half of these visitors were from Southeast Asian countries, with Singapore taking first place, accounting for nearly 40% of Khao Yai's overall inbound demand.
Bangkok's year-on-year inbound demand was up 40%. Bangkok attracted the attention of foodies worldwide after being named the world's top city for street food. Michelin then launched its first edition of the Michelin Guide for Bangkok, featuring 98 restaurants.
These recent developments highlight how Bangkok has embraced international dining while spotlighting its own rich culinary heritage, Expedia said.
While Japanese travellers place a premium on the food experience, Australian visitors ranked food as the second most important factor influencing their choice of travel destination, according to a study from Asia-Pacific Travel Trends.
Japan is one of Bangkok's top three inbound markets, while Australia is one of the fastest-growing inbound markets among Thailand's top 10 feeder markets, registering double-digit growth in traffic to the capital.
"We have seen a growing interest in our fine-dining restaurants from international guests who stay at our hotel," said Gary Tay, director for revenue management at The Peninsula Bangkok.
"At the same time, over the last year we received more inquiries from travellers requesting restaurant recommendations near our hotel.
"Interestingly, most of these inquiries were Japanese, Hong Kong and Singaporean travellers. Unlike decades ago, when Asian visitors were shy about indulging in fine cuisine, now they have become gourmands."