44% in Thailand have traveled in 2023 - East Asia top region

A new comprehensive travel study conducted by Southeast Asia consumer research company, Milieu Insight, has found that 44% in Thailand have traveled at least once since the beginning of 2023. The study, which surveyed 500 respondents across Thailand, discovered that about half of those who have traveled this year have been to East Asia (e.g. Japan, South Korea, China). This research aims to provide insights into current travel preferences and behaviors among Thai travelers, revealing interesting trends in the local travel industry. 

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The study found that about 1 in 5  have already booked tickets/accommodations for travel in the next 3 months. Furthermore, 79% of those surveyed have expressed that they will be sticking to a budget for their travels.

Despite the current global economic situation, Thai consumers are showing a strong desire to explore and experience new destinations.  The study shows that the top three travel destinations for Thai travelers in the next three months are East Asia (51%), Southeast Asia (19%), and Australia/New Zealand (18%). The primary activities or purposes for travel in the next three months are sightseeing and outdoor activities (63%), environmental climate and wildlife conservation (50%), culinary discovery (48%), and shopping (47%). 

Additionally, 30% of those aged 16-24 plan to travel for party-related activities, such as clubbing and festivals.

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The study also revealed that almost 8 in 10 use travel booking platforms when planning their trips. The top three reasons for using these platforms are discounts and promotions (66%), convenience in making multiple bookings within one platform (49%), and curated content and services based on their preferences (45%).

Overall, the study provides a comprehensive overview of Thai travelers' preferences and behavior in the current travel landscape. With these insights, the travel industry in Thailand can better understand the market and cater to the needs of Thai travelers.

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Methodology: This quantitative study was conducted in March-April 2023 via Milieu’s proprietary survey community with N=500 respondents from Thailand, who intend to travel in Q2 2023.