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The Evolution of Luxury Tourism in Thailand: Trends and Consumer Behavior in The Hotel Industry by 2030

The research examines the future of luxury tourism in Thailand, predicting it will generate over 660 billion Baht by 2030, driven by investments in luxury hotels and changing consumer behaviors. Key trends identified include an aging population, high-income travelers, and a focus on sustainability and technology in the hotel industry. The study highlights the importance of adapting to these trends to enhance competitiveness and economic contribution from luxury tourism in Thailand.
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0% found this document useful (0 votes)
39 views12 pages

The Evolution of Luxury Tourism in Thailand: Trends and Consumer Behavior in The Hotel Industry by 2030

The research examines the future of luxury tourism in Thailand, predicting it will generate over 660 billion Baht by 2030, driven by investments in luxury hotels and changing consumer behaviors. Key trends identified include an aging population, high-income travelers, and a focus on sustainability and technology in the hotel industry. The study highlights the importance of adapting to these trends to enhance competitiveness and economic contribution from luxury tourism in Thailand.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Volume 10, Issue 4, April – 2025 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25apr2080

The Evolution of Luxury Tourism in Thailand:


Trends and Consumer Behavior in the
Hotel Industry by 2030
1
Dr. Aphisavadh Sirivadhanawaravachara (Associate Professor)
1
Independent scholar

Publication Date: 2025/05/12

Abstract: The research talks about the future development of luxury tourism in Thailand amidst evolving trends and
behavioral patterns of consumers in the hotel industry. Luxury tourism in Thailand can generate more than 660 billion Baht
by 2030, with significant investment expected in the refurbishment and creation of new luxury hotels worth an estimated 90
billion Baht over the three-year period. The research employs qualitative methods, including the undertaking of extensive
interviews with 15 tourism professionals, in identifying the key trends that shape the industry. These include the aging
population and increasing number of high-income travelers, post-COVID-19 lifestyle change, and climate change. The
results have five emerging themes: deepened customer relationships, improved understanding of customers' needs, shared
decision-making, responsiveness to change, and continuous co-development. Since tourism is a significant sector in the Thai
economy, future growth in luxury tourism has the potential to increase the sector's contribution to the economy from 66%
to 80%. Luxury hotels are at the forefront of this expansion, particularly with the growth in luxury travel, which has been
characterized by higher demand in locations like Bangkok, Phuket, Koh Samui, and Chiang Mai. This research explores
how luxury hotels are responding to these changes by incorporating new technologies, creating distinctive experiences, and
rethinking what it means to provide luxury in a post-pandemic world. In the future, the study predicts that the luxury
tourism industry in Thailand will be further shaped by an increased emphasis on customization, sustainability, and
technological innovation, including AI, big data analytics, and smart tourism. By 2030, Thailand's luxury tourism sector will
be more competitive and diversified, driven by both domestic and international investments. This transformation presents
both challenges and opportunities to the stakeholders who desire to remain relevant and sustainable in a rapidly changing
world.

How to Cite: Dr. Aphisavadh Sirivadhanawaravachara (2025). The Evolution of Luxury Tourism in Thailand: Trends and Consumer
Behavior in the Hotel Industry by 2030. International Journal of Innovative Science and Research Technology,
10 (4), 3155-3166. https://doi.org/10.38124/ijisrt/25apr2080

I. INTRODUCTION co-development. Thai tourism has been relishing the growing


number of travelers that brought diversified tourism activities.
This research analyzes how the luxury tourism in Most visitors have been outsourced to Thailand by
Thailand will be impacted by studying the trends and governments across the world or warehoused in search of
customer behavior within the hotel industry. Qualitative tourism investment and supporting companies to provide
research will be used by the researcher to study why the infrastructure service. Building and construction material
changes take place and how the hotels in Thailand adapt to companies will provide infrastructure services, gaining from
changes. Luxury tourism is predicted to generate more than the investment tactics of state authorities. Since tourism is the
660 billion Baht by 2030. Investment in demolition and major industry of Thailand, all time-consuming and large-
rebuilding of new facilities with an estimated budget of 90 budget projects are tourism-related projects according to
billion baht in the next three years is anticipated. The result careful planning to support the country's economy. Luxury
of the 15 tourism professionals’ in-depth interviews from tourism trends and changes in Thailand are problems needing
research centers, hotels, resorts, and agencies represents 3 research and study because the luxury travel can bring the
major overall trends that include aging society and yield of tourism up from 66% to 80%.
penetration of the high purchasing power group, new normal
lifestyles after COVID-19, and the climate crisis and cases of II. OVERVIEW OF LUXURY TOURISM
the extreme weather. (Liu, 2015). The aggregated anticipated
changes can be grouped into 5 broad categories like The wake of the post-global economic crisis seemed to
consciousness in customer relations management, active threaten that luxury was ubiquitous; even words like "luxury"
client awareness, collaboration in decision-makings and were bluntly excluded at hotels. (Liu, 2015). Luxury appeared
value co-creation, agility in change detection, and successive in a series of magazines, and luxury hotel chains shed

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ultimate luxury to bring more historic class and low-key down through centuries; and wherein are to be seen
brands. Barockhotel am Dom in Erfurt, Germany built a great exceptional craftsmanship which is testament to infinite
renaissance design hotel from a medieval structure in 822 AD. generations of craftsmen skill and patience. (T. King, 2018).
with an 18,000 square foot size. The Ritz Paris hotel rebuilt Subsidized by successive regimes and funded by foreign
luxurious details and designs into a diva to be gazed at by the patrons, U.P. Muang Boran, the Ancient City, north of Samut
public. St. Petersburg's Hotel Astoria drastically reduced its Prakan is a conceptual outdoor museum simulating, scaling
price to 800 Euro a night. Prominent hotels such as London's down in size and remaking past architecture to continue the
Savoy considered telescoping the Plan de Paris into five forms and Siamese state cultural traditions. By doing so,
zones that would extend into California and the eastern along with Pan-Asian solidification, the Great East-Asian Co-
seaboard, while hotels like the Crown Jewel in Dubai relied Prosperity Sphere led to national template loyalty and cultural
on capital merchants to construct themed hotel experiences. renaissance in the name of "Thai-ness", introducing imagery
No, luxury in hospitality did not cease to exist. Top hotel and performance to literature, art, and ritual. Older than the
brands narrowly redefined luxury and redefined luxury warm, April-September weather of the season, the Songkran
hospitality so that the brand would remain premium in brand is a cultural turning point of the wheel that represents the
status. Naked obstinacy of mind would mean loss of turning of the earth in bringing about the new agricultural rise
relevance and eventually existence; being luxury was no within the Kingdoms. In this case, initiatory rituals calling
longer enough in an age of pushing by brands. Competition upon virtue help cast out the profanities of history and played
to be the new luxury was risky, though relevant. The hotel playfully "are you, my wife?” rites seek the blessings of
brands responded by redefining their essence and identity far spirits and the sanctification of mundane souls.
beyond the ubiquitous "nudity" of luxury. What hospitality
luxury now remains unclear. Luxury is viewed as an IV. CURRENT TRENDS IN LUXURY TOURISM
abbreviation of various meanings and of highly selective
constructions. The expectation in any event is that luxury The luxury tourism market will experience a period of
makes a mark of exclusiveness. The brands would thus be that spur growth from 2022 to 2030. The U.S., Canada, and
singular so that only an extremely narrow set of people would Europe, the traditional big markets, will keep on growing and
embrace it. A luxury brand is distinct from its lower-cost expanding even larger, together representing over 70% of
counterparts in chapter or type, but the distinction part, using overall demand in 2030. At the same time, most Asian
ring of plumb bob, suggests sole brands such as Bugatti by countries, Latin America, Africa, the Middle East, and
quality in rich perception. The luxury of hotels is also defined Eastern Europe, which were not yet well developed and were
very narrowly. There is a special "ultra-luxury" segment considered secondary markets, will develop strongly. Here,
created in the hospitality industry relying on property China, the largest market for luxury travel already, will grow
uniqueness, sophisticated value-add for soft service delivery, at a rapid rate with the volume shooting up to virtually four
heavy maintenance and labor-intensive costs, etc. Luxury times larger than in 2022. Thailand and Southeast Asian
supply side also marks out its territory multiplicatively. countries collectively will register a double-fold boom,
Luxury is "contained" in serviced goods - consumption is thereby rising to elite level markets by the year 2030. (Liu,
therefore fixated with elaborate extravagant skiing resorts in 2015). The consumption capacity of luxury tourists is higher
the French Alps or in Rosses in The Fiends; sardonic sports than that of mass tourism. In this context, luxury tourists can
occasions and football packages at the inaugural tourney of be divided into two categories: top-end luxury tourists, who
stadia; extravagant palatial hotels in palaces by architects and have and require super high disposable income and
connoisseurs of the Highland transport system in the consumption capacity, and other luxury tourists with
Caribbean. comparatively lower disposable income and consumption
capacity. The wealth and consumption thresholds of tourists
III. HISTORICAL CONTEXT OF LUXURY of various levels present a stark contrast. Moreover, luxury
TOURISM IN THAILAND tourism is also very different from mass tourism. At the level
of behavior, luxury tourists manifest their uniqueness in
Thailand is a comparatively small but densely traveling desire, traveling pattern, consumption habits,
populated Southeast Asian country with over 60 million sensibilities, and tourism experience. Such differences are so
people. It has been a hub of trans-regional interactions for distinctive that they become a determining factor in
centuries. There have been three eras of great prosperity in its marketing strategies and tourism product prices. The
past: the first in the Sukhothai era (1200-1500), the second in marketing strategies followed in luxury tours are mainly
the Ayutthaya and early Rattanakosin eras (1500-1800), and special and need special attention. According to consumption
the third in the late Rattanakosin and contemporary era (1800- of tourism and pursuit of the luxury concepts of high-end
Present). In each of these periods, the Khmer, Chinese, Malay tourists, luxury tourism demand is divided into two camps:
and Western cultural forces were irrevocably left on the socio- matching vacations and sampling vacations. Matching
cultural and political life of the Kingdom. Thailand is thus a vacations include luxury hotel group trips and contented
cultural and social diverseness society wherein one area has group trips in package trips in destinations, and the
differing customs, modes of life, and language from another; mainstream roll-on demand for some premium semi-fixed
wherein food is different in infinite variety from province to price matches consumed quantitively. Sampling. Vacations
province based on seasonally cultivated fresh vegetables, refer to randomly sampling novelty and risk-high tourist
fruits, and spices; wherein there has been an unbroken places by semi-active free transport, with the dissatisfied up-
continuity of tradition in the art form that has been passed market alternative and consumption value being unusually

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high. To create foreign luxury tourists, based on vacancy expectations, the hotel firms typically act as experienced
seasons and the condition that expenditure and occupancy designers and orchestrators. Behind such sets of
correspondences are continuous, splendor events and modest differentiated experiences there exists a value network of
product improvements become activated at each price resources among different hotel and service providers that
segment. These holiday places are priced uniformly stratified. could increase the strategy complexity for hoteliers and
intermediaries in Thailand's high-end tourism market who
A. High-End Hotel Developments want to compete with international chain hotels. (Liu, 2015).
In Thailand, a new luxury hotel market has developed The specially designed high-value experiences, both internal
in response to overall financial satisfaction. Luxury hotel (experience orchestration) and external (partner integration),
reservations in Bangkok, Phuket, Koh Samui, and Chiang are identified as a challenge for hoteliers in luxury tourism in
Mai are currently very high. Some of these luxury hotels have Thailand. An on-stage change in the hospitality industry
raised their daily room rates due to steady strong demand caused by Covid-19 created a boom in empty luxury hotel
from luxury travelers. (Liu, 2015). Growth of nearby rooms rented out as serviced apartment-like residential space.
destinations such as Khao Yai and Cha-Am under this trend The change ultimately exposed an inherent drive driven by a
is the cause of such an increasing room rate. Nevertheless, change in the fundamental baseline trait of luxury goods
overall market conditions of Thai luxury hotels appear rather rather than leisure and holiday vacation destinations.
unstable. Foreign hotel chains are not only competing for Consequently, non-stay and non-play activities (four- or five-
luxury hotels, but even local well-known Thai firms or new star dining) will be the new normal for post-Covid-19 cities
investors are competing for them. Additionally, a new worldwide, and new service model adjustments have been
standard hotel is in construction and needs to be sold in bulk. made by hotels. Additional challenges for Thai hoteliers in
This aggressive and quick expansion of the size of the market the luxury tourism market would be related to visibility and
may be detrimental to the future position of Thai luxury hotels. accessibility, particularly in the context of large internet
Thailand ranked fourth in the Top 10 luxury travel experience platforms.
recommendations in 2014 as voted by 150 destination
management company, tourism board, and luxury hotel travel C. Technological Advancements in Luxury Services
professionals. Thailand was estimated to grow tourism Tourism is a fast-paced and competitive global industry,
revenue to 3 trillion Baht by 2020. Tourism Authority of fueled by the entry of transformational and disruptive
Thailand Governor expects up to 50 million overseas visitors technologies. All market segments are already leveraging
with a 30% increase in average daily revenue to 5,600 Baht. Artificial Intelligence (AI), machine learning, augmented
These statistics confirm the importance of the high-end reality, big data analytics, blockchain and information
tourism industry to Thailand. Luxurious hotels as a point of services (IoS), the Internet of Things (IoT), 5G networks, and
departure for the high-end tourism industry are pivotal in Thai cloud computing and management. There are emerging
tourism development. There is no doubt that the future of technologies, such as drone delivery, that impact service
Thailand in upscale tourism hinges considerably on a design and performance, along with virtual reality. Spending
complete comprehension of this luxury hotel business and its on these new technologies is now most essential to tourism
major features, which help to establish the potentiality of stakeholders if they are to capitalize on their limitless
upscale hotels, the position of the Thai upscale hotel industry possibilities and reshape their tourism products and services.
at the current moment, its advantages and disadvantages in New value co-creation channels can now emerge in different
terms of competition, and the likely future features. Since the and unexpected formats for all tourism stakeholders.
feasibility of the high-end hotel sector in Thailand's tourism Nonetheless, there are challenging issues the industry needs
sector is high, the objective of this research is to identify key to address in a bid to utilize responsibly the Fourth Industrial
characteristics of high-end hotels that guide a scale to Revolution innovations. (Buhalis, 2019). Supplier access and
measure the high-end hotel sector. The total size of Thailand's information resulted in direct booking on the top level,
high-end hotel market is estimated by setting the competing disintermediating several traditional players in the tourism
firms as high-end hotels. The competitive attributes analysis distribution chains. Commercialization of the Global
provides a foundation upon which Thai high-end hotel SWOT Distribution Systems (GDS) promoted the rise of Online
analysis can be built. Four sustainability recommendations Travel Agents (OTAs) and the alternative distribution
about this high-end hotel business are provided based on the channels in ticketing and reservation systems. Transparency
SWOT analysis. Development recommendations for further was increased with numerous review sites, disintermediating
research are also suggested. the incumbents' reputation and branding monopoly. Market
share and profitability of most hotels fell, and others
B. Exclusive Experiences Offered increased their market share on the busy and competitive
An increasing demand for personalized to a certain segments with improved business performance. Mobile
degree of one-of-a-kind and expensive experiences has phones and smartphones transformed communication and
created a future trend of niche customer experiences that interaction, intermediating the entire decision-making
influences popularize nowadays on social media websites. process of travelers as well as daily lives of tourists. Mobile
These experiences are mostly components of an "experience ecosystem products that encompass mobile augmented reality,
economy" rather than a "materialistic economy," such as mobile phones, mobile location-based services, mobile
wellness tourism, nature tourism, and other destination payment systems, mobile augmented virtual reality, and
experience immersion, based on state affairs, history, and interactive mobile storytelling completely changed the
culture. Nowadays, with evolving customer experience interaction between tourists and places. The development of

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smart tourism, which is based on information in real time, married; and in a relationship (engaged). - Job: The
assessment and creative control generation using Ambient participants could choose more than one option from a list of
Intelligence (AmI) technologies, made the industry more twenty job titles. - Education Level: The participants were
capable of communicating, interacting and responding to given five options to state their level of education from a no
tourists in real time. More than two-thirds of the 2020 college degree to a Doctoral or professional degree. - Family
premium travelers are expected to travel to smart destinations. Income: The respondents had to state the family income
starting from the lowest point as '$100,000 and more'. The 69
V. CONSUMER BEHAVIOR IN LUXURY questions were mostly odd and purely relational. The
TOURISM researcher obtained demographic information first to give a
clearer outline of the respondents in the data analysis. 1.
The luxury tourism industry is a high-end and broad Respondents' Age In 2022, 31% of the respondents were aged
spectrum that goes beyond the label "luxury tourism" with its 25-34, 27% were aged in the bracket of 35-44, 23% in the
predisposition to concentrate on tawdry commodities and bracket of 45-54, and the remaining 19% were above 55 years.
excess, to search for activities that are more personalized, Overall, respondents were quite young in comparison with
health-oriented and even emotive. Thus, a more appropriate the average high-income household in the USA. Niche
definition would be luxury leisure travel, and its meaning is tourism, as with luxury, brand-aware and highly educated,
"tourists with an annual leisure travel budget of 1.5 million or was more among the younger ones. (Liu, 2015). 2. Where
more" and thus includes all types of travel from basic 5-star Respondents Live California held the highest percentage in
travel to high-cost space travel. (Liu, 2015). Along with the this survey (25%). Second was New York (21%), third was
rising capacity to spend on vacation comes an equivalent Florida (15%), and Illinois and Texas followed (7%). 18%
release of where, why, when and with whom one may go on answered 'Other' states including Arkansas, Hawaii,
holiday. The international consumer public within a growing Minnesota, and Washington, with each state's percentage
middle class is burgeoning; but luxury tourism as a targeted being less than 5%. 3. Marital Status 63% of the respondents
market is hardly beginning to establish itself as operators were married, 27% single, and 4% divorced or widowed. 4.
develop products less homogenized in the sense of how Employment The most common titles were Management
presented and more advanced in niche definition and (44%), Executive (37%), and Marketing (20%).
individualization. Two consumer trends will transform the
high net worth travel market, not just destination and type of B. Psychographic Factors Influencing Luxury Choices
accommodation but outcomes. The increasingly wide passive Whereas the impact of some demographic and
leisure seeking marketplace is growing with relish. Concerns socioeconomic characteristics on luxury hotel expenditure
and a desire to exist in a more sustainable way make has been extensively researched, that of psychographics
providing transformational experiences ever more attractive. primarily has been uninvestigated. Individual variations
Thus, instead of just living life in all its richness, owners will encompass, amongst others, individuals' personality, motives,
be forced to disguise their property, consciously building values, way of life, and characteristics (Ruan & Xu, 2018).
increasingly elaborate resorts more deeply rooted in their Besides, in the dynamic technological world, the
immediate environments. Deeper types of travel are in the psychographics of luxury tourism consumers, as influential
pipeline as elusive rich lucre. Getting to a new five-star tent as the psychographics factors themselves, can transform how
in East Greenland would mean chartering a helicopter to fly conventional factors are expressed. Yet, individual values as
to a 40-minute distance ice fjord. The fare itself is $10,000; a psychographic factor, theoretically basing luxury tourism
during this journey, the hyper-rich can slumber beneath a consumption analysis. (Peng et al., 2019), have been
dome tent, in 30-foot icebergs. Social media, on the other neglected in studies. Models and theories need to examine the
hand, is creating speculative and ambivalent desires, interests, relationship between personal motives and luxury hotel
and experiences. While expanding exponentially, its long- consumption frequency. It is unknown yet how some personal
term impact and possibilities remain to be seen. It may create motives lead to luxury hotel choice and the consequent
identities as either "fabulously" public or completely consumption of luxuries rather than non-luxuries. In view of
anonymous, either of which would be able to promote by such gaps, in the field of luxury tourism, the following
providing tours of slums or running welfare schemes. Here, research questions are followed: What are the individual
the place of travel and tourism must be scrutinized to figure motives for luxury travel that are linked with high-use
out what will stick as new behavior and assumption: whether frequency luxury hotel consumption? How do luxury tourism
rich people choose to look where they ought to, or if there is motives influence consumer behavior towards luxury hotel
a revolution toward the "authentic.” consumption? Additionally, the luxury hotel consumption
studies mostly remained focused on establishing the
A. Demographic Analysis of Luxury Travelers antecedents or consequences of consumption, rather than the
Demographic questions were tried: age, state of consumption behavior of hotels. How consumers of luxury
residence, marital status, job and education levels, and hotels search for information before they consume luxury
income levels. - Age: Asked the respondents' age as of 2022 hotels has been underestimated to a great degree. The choices
to also examine generational differences. - State of Residence: of tourists to stay in luxury hotels remain unknown. Personal
Asked the state where the respondents live. 8 options were values, which beget behavior, are a popular strategy
given in the questionnaire to cover all regions of the USA. - employed to explain consumers' behavior and consumption
Marital Status: The participants were given four options to process. But a suitable theoretical model involving personal
state their marital status: single; divorced or widowed; values, search behavior, and luxury consumption is needed in

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this field. In addition to a conceptual model of explaining the tsunami disaster. Ownership pattern and hotel rating predict
impact between personal values, search behavior, and luxury hotel operation following the tsunami tragedy. Tsunami
consumption, questions such as the following are raised: overwhelmingly affected awareness tourism, fear of risk, and
What values lead to luxury hotel searching? What factors perceived safety tourism. Most of the hotels attempted to
from the search behavior impact luxury hotel consumption? enhance guest perception in terms of safety by joining the
Fund, focusing on regional safety, and then focusing on safety
C. Expectations of Luxury Hotel Guests and severe price reductions. Hotel advertising strategies
In a focus on the need for quality services, most hotel shifted immediately afterwards from message-based
customers expect hotels to deliver tailored services. (Ángel discourse to customers' emotions, assurances, safety feelings,
Ríos Martín et al., 2020). Personalized service no longer and individual experiences of individuals equally victimized
means only a bed in the hotel room and food on the table by the same tragedies.
today, but knowledge of customers' additional desires and
expectations. All clients want to stay in a hotel where D. Effects of the COVID-19 Pandemic
everything will be well-organized as soon as possible after The initial effect of the pandemic was the lockdown
they feel special and unique treatment. (Vo, 2019). After the locally to prevent the spread that had gone out of control.
guests of the luxury hotel reach, the hotel staff should After the end of the lockdown, hotel demand returned
recognize them, receive them personally and offer strongly for a short while. The new challenges for the tourism
customized services as per their preference. It means staff industry, however, were the rapid spread and the new variants
activities must be customized. Most of the guests also of COVID-19. (Škare et al., 2021). A post-pandemic review
anticipate their needs to be recalled by the hotel staff and to of Thailand's hotel sector by occupancy rate trends revealed
be reminded of their preferences during their subsequent a W-shaped curve. There was a drop-in occupancy rate since
stays, either in the same or in other locations of the hotels, the latter half of March 2020. When the hotels reopened for
establishing a special bond. Additionally, a very significant bubble travel programs starting mid-September 2020,
percentage of hotel visitors anticipate hotel staff recalling occupancy was better and had a peak of 40% during early
their needs and preferences and having them automatically January 2021. Unfortunately, it dropped due to restraints on
met during their subsequent visits. For example, food practices employed by the hotels. But the launch of PCT buy
allergies, bed preferences and celebrity numbers should be on one get one free insurance spurred business activities of
the hotlist of the hotel personnel without the guest uttering hotels in mid-May. Occupancy briefly surged to 60% for a
them upon check-in or after check-in. It is also well- short while. Thailand's vaccination program led the way in
documented that a photo shoot involving a family vacation or driving the recovery of the country. While, delayed till late
celebrating is an obligatory aspect of luxury hotel customer July so that neighboring Southeast Asian countries may open
experience. This is the reason most hotels possess high- their tourist spots initially, Thailand's tourism hopes squarely
quality services with professional photographers. This person to fell with the spread of the Delta variant. (Campiranon &
is introduced into their lives, which later leads to many Scott, 2014). Thailand became the first-time emerging market
memories and sometimes very personal moments being capital-raising leader in 2020 with four IPOs raising 7.2
captured by this professional photographer. High social class billion baht. The number of IPOs declined to a mere one,
can best be described in terms of the quality of hotel service, raising 370 million baht in 2022. Vietnam was second for the
service provided by hotel staff, and customer satisfaction. In first time, with the number of IPOs declining to three, with
the three to fourteen hundred euro a night luxury hotel, the proceeds worth USD 1.7 billion. Total IPO size from Thailand
clientele would expect to be offered a suite and not an value accounts for 3% of the total APAC, trailed by Indonesia
ordinary room. It also suggests that every aspect of their (2%) and the Philippines (2%). From the other side, from the
arrival at the hotel must be perfectly managed. Therefore, perspective of the Thai tourism, the world pandemic caused a
they would expect all the processes to be extremely discreet, sudden drop in visits of long-haul tourists and an increase in
quick and smooth. For example, when they reach the hotel, the absence of returning flights. With most of the hotels
they usually expect to be greeted after they have alighted from seeing occupancy levels falling below 30%, more than 50%
their taxi or vehicle, and all the baggage has already been of the entire hotels were shut down. Even though the global
taken care of in a timely fashion. Once they have arrived at economic times had improved, Thailand's future of the
the reception, they then expect the key or the key card to be tourism industry was uncertain relative to other Asian rivals.
prepared for them, the process of registration to have been
attended to a degree of detail, and that faults are usually E. Changing Travel Patterns Post-Pandemic
attended to by hotel staff. 6. Global Events' Effect on Luxury The pandemic of COVID-19 has changed the business
Travel. The effect of natural disasters, terrorism, and other operation and travel trend of global communities significantly.
disruptive incidents globally on tourism demand is generally The requirement of social distancing and travel bans amidst
severe, generating prolonged slumps. (Zhou, 2022). Because the pandemic shut down the hospitality and tourism industry
of these incidents, tourist perceptions of affected destinations entirely. The world nations had to seek alternative sources of
suddenly change. Recovery of tourism demand after revenue. However, lockdown and the subsequent travel ban
disruptive events involves a better understanding of tourist brought the entire industry to a grinding halt. (Rittichainuwat
perceptions of safety and risk. (Campiranon & Scott, 2014). et al., 2020). After the global pandemic, there were new travel
Occupancy levels and Phuket, Thailand revenues, which patterns and a lifestyle in the form of 'new normal' that is now
covered three years indicate steady improvement and considered a lifestyle for most people across the globe. This
recovery of hotel operation for most hotels after the 2004 lifestyle was used to encourage the revival of tourism,

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bringing about a resultant need for the exploration of the behavior and insights. Most important is the understanding of
future of tourism and travel businesses. (Shin et al., 2022). how sustainability affects luxury hospitality decision and
The pandemic has changed travel behavior, reshaped the brand image in relation to digitalization, technology trends,
travel experience, and interrupted or accelerated destination and attitudes of travelers. The primary aim is to obtain a
selection processes, leisure travel, and business travel. To greater extent of insight into how the influence of
prevent COVID-19 from spreading, the world has adapted to sustainability on stay intention among luxury hotels in
a low-touch economy and lifestyle. The activity, mobility, and Thailand, as well as the impact of brand image on stay
socialization restrictions have caused steep drops and total intention and luxury harm perceptions, works. In tourism,
halts of unprecedented scale for numerous industries, most hotels are a key factor in providing tourists with the services
notably tourism, travel, hospitality, air travel, aviation, and and experiences they need to enjoy and treasure their time.
mass transportation. These sectors that comprised millions of While Thailand has luxury hotels extensively, not much is
businesses in traditional and high-touch industries suffered known about customers' behavior towards them. Through the
historic failures and losses due to unprecedented changes in greater insight that allows hotel managers to receive strategic
behavioral and mobility patterns in a coupled, modern, and counsel, it can lead to remaining popular in Thailand by
highly connected world. Sudden digitization of travel knowing the attitudes of tourists towards luxury hotels in
experiences, businesses, and products during changing relation to sustainability regarding environmentally sound
consumer demands, assumptions, and expectations has, operations. Improved business practices can be accounted for
however, emerged as a key feature. There are several in improved relations and customer loyalty with consumers,
variables that influenced pre-pandemic travel behavior or bringing firms to greater heights.
willingness to travel and reflected sophistication among
travel types. Although COVID-19 affected overall leisure and A. Eco-Friendly Practices in Luxury Hotels
business travel behavior and desire, the severity differed Growing consumer awareness and customer demands
according to the nature of travel purpose. Moreover, although for eco-friendly processes motivated the luxury hotels in
traveler touchpoints, activities, or experiences that travelers Thailand to adopt numerous green practices. Word-of-mouth
partake in were greatly reduced amid the pandemic, there communication, positive images, and even recommendations
remained travel interest momentum. Thus, further research to customers, a green luxury hotel would be able to gain its
was conducted on what kinds of travel experiences travelers market share by having environmentally friendly processes.
would engage in as soon as travel restrictions were eased. It Thai luxury hotel sector is one of the largest parts of the
transpired that the fields of consideration of travel tourism sector; thus, environmental initiatives in the sector
experiences went much further than travel types that are near can help the country to maintain its competitiveness in the
to those pre-pandemics. Consideration of numerous travel world market as a tourist destination. The aim of this chapter
types and trends was also formed, such as wellness travel and is to present dynamics and reactions of luxury hotel tourists
nomadic, adaptative, or transformed travel. towards environmentally friendly activities. Tourism also
helps greatly in the world's economy through wealth creation
VI. SUSTAINABILITY IN LUXURY TOURISM and job creation. Luxury tourism has also grown over the last
ten years because affluent people and families have been
Sustainability in Luxury Tourism and Hotel Strategy. investing their riches in tangible goods, good things, and
Currently, the world is evolving at a rapid and continuous rate. indulgent experiences. Excessive spending on luxurious
With everything starting to be cheapened, the luxury industry accommodations and other luxuries is part of the luxury
has been affected considerably. But despite the price having tourism sector with enhanced rated expectancy of quality and
been cheapened, tourism is still most welcomed because it is experience. Thailand receives the largest number of tourists
seen as escapism and relaxation. Even in the luxury industry, from any Southeast Asian nation. The Thai luxury hotel sector
the owners of hotels are striving to be "green" for long-term witnessed phenomenal growth in the last ten years with the
survival and dominance. A few of the examples are corporate entry of various international brands launching new
social responsibility and issues which became entwined with properties. Thailand's luxury hotels have redefined luxury
luxury companies. The travel industry was affected adversely each time to stay afloat in a highly competitive industry.
earlier as the weather changed the pattern of tourism. Even Developing as eco-luxury hotels could be a new method of
now that recovery is happening, individuals' attitudes, palates, establishing market competitiveness. Hence, green practices
and opinions have changed and there are concerns over attitudes and dynamics of consumers of luxury hotels have
luxury tourism in Thailand. Second, where do customers been examined in a bid to close the gap in research. The most
stand in luxury hotels in 2030, and will the luxury hotel prominent definitions of sustainability reflect a state of
business be the same? Instead of asking how to fit in with new balance in human-nature relationships or society. To be more
tastes, some indications outside the confines of hospitality precise on the operation definition, the definitions will be
must be sent for hotels' long-term behaviors. Sustainability is reworded. Sustainability is the management of resources to
one issue that has been brought forth more emphatically with meet current human needs without compromising future
the advancement of time specifically as the climate crisis generations' ability to meet their own needs. There is a need
reaches peak points. Not only is it affecting the right side of that tourism is promoted in a way that environmental
luxury hotels, but it is also driving them to put emphasis on conservation, ethical conduct, host community, and regulated
transformation. There is not much work done on by the authorities concerned are guaranteed. The
sustainability in luxury hotels regarding consumer behavior, interrelations between these concepts are seen to promote the
so insight needs to be created to understand consumer idea of sustainable development as a mechanism towards

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environmental equilibrium, social justice, and economic growth of different tourist industries and other related
viability. authorities' investments in promoting tourism in Thailand.
However, for the demand side, there are threats of local tour
B. Consumer Demand for Sustainable Luxury operators and travel agents taking proactive measures
Luxury travel is more linked to nature and sustainability promoting visits to other destinations. Moreover, additional
than ever. There are fewer tourists who consider sustainable research should be carried out on domestic road
practices as something which has already been factored into transportation in Thailand, outbound travel from Thailand,
the luxurious activities they have already paid for after tour trips made by tours organized by local travel agents, and
making bookings on hotels, restaurants, museums, or grounds. studies carried out on more specific destination
Now, when consumers are considering taking a luxury characteristics. The Cabinet endorsed the master plan for the
consumer vacation to someplace, they start questioning what promotion of tourism in Thailand in 1999, which assigned
the hotel is doing to become more sustainable or what the project implementation to the Ministry of Tourism and Sport.
destination is doing to conserve nature or the environment to The policy goal is to promote Thailand with a family-friendly
prevent it from being destroyed by human-made products. It image and manage tourism in Thailand. Although the
has become a common thing for most luxury consumers to government recently concentrated on the family-friendly
notice that there are sustainable practices being undertaken tourism sector, there is still uneven allocation and distribution
by service agencies. It is advisable that hotel organizations of resources for tourist promotion. Most tourism promotion
give due consideration to the right way in which luxury green resources are being directed to Bangkok and nearby
marketing is addressed. In an environment comprising the provinces. There is a larger demand for rural cultural tourism
same service as similar brands, superior qualities need to be and rural infrastructure development to support the wider
determined. For the hotel firms, the moment has arrived to family-oriented tourist market. The government can also
shift to the needs of the consumers and treat the guests as if encourage private agencies, such as travel agents and hotels,
they are the crème de la crème for themselves by merely to provide family-oriented travel packages in rural regions, as
walking them to the boundary of luxury were luxury merges well as setting up childcare centers and facilities.
with nature. (Batra, 2015). Consumers of hotel firms by the
year 2030 will demand luxury hotel firms to provide more C. Market Growth Predictions by 2030
sustainable facilities and services. There exist some examples The luxury tourism industry has shifted to a more
of brands: hotels which possess solar energy that heats water central role on the global stage, as well as a wider variety of
for travelers and displays respectfulness at the same time; products partitioning its stake. From the initial focus on
hotels which are built underground in a manner that the international carriers, luxury brand name hotels, celebrity
buildings do not intrude into nature and do not destroy the chef-owned fine-dining or upscale shopping malls to
scenery's beauty; hotels which are naturalistic in design; diversified product mix spread across trademarked
hotels which move humans only by electric vehicles; and accommodation groups, mid-range hotel development,
even more hotels which possess a plastic-free mechanism by upscale dining balanced with multi-F&B outlets, halal
not providing plastic water bottles and plastic cups. Most of accredited outlets, lifestyle resorts, theme parks, and in-
the brands producing sustainable products have people using cooked shopping sites. (Hassan, 2008). All these are products
them as status because the people had been covered under the that have moved new customers from the older generations
sustainability for the nature policy, and they want the same catering to only the very affluent to the younger generations
for luxurious brands to be noticed. Secondly, at present catering to mass affluent, premium product versus sky
customers are providing word of mouth and feedback about premium. Globally, all sources opined that Asia itself, with
the sustainable luxury that they experienced, and they like to the participation of China and luxury giving architects from
complete the brands that they have not used yet by continuing Singapore and Hong Kong, will be the wealthiest region of
the green practice. (B Aday & V Phelan, 2011).8. Future the globe by 2030 providing opportunities to the travel &
Projections for Luxury Tourism in Thailand. Thailand is the tourism, hotel management, shopping malls. This report will
leading tourist destination for the Southeast Asia region and focus on Thailand, the number one Asia travel destination in
is the present 9th most visited destination in the world. hospitality, with more varied attractions than nearby China,
Determinants contributing to the increase in inbound tourist Malaysia, and Indonesia. A national budget of approximately
visits into Thailand are affordable and quality of food and US$136 million will drive the tourism sector to guarantee at
drinks, entertainment, options of transportation, safety and least 175% increases in the increasing cost of tourism.
security, and good tourism infrastructure. Awareness and Meanwhile several of the most important luxury industry
image of destination competitors, such as Malaysia, Hong players like The Ritz-Carlton, W, or Four Seasons have
Kong, Vietnam, and Singapore, were the determinants of already made purchases/green-field developments in the
discouraging travel intention to Thailand (Lertpipat Luther, pipeline, sending very strong signals of demand and growth.
2015). Besides that, the other key factor contributing to the Luxury hotel demand was down in 2009 and allegedly hit
growth of Thai outbound tourism to competition destinations bottom it should grow in middle single to high double digits
is the development status of countries such as Malaysia, outside of Asia globally in the next five to ten years. Increases
South Korea, Singapore, and Japan, as well as the mid- to in rates will be phased by location varying widely by regions
long-term plan for lifting service quality and security at up to 25% for some of the most sought-after locations in Asia.
tourist sites. Changes in the demographic structure of the There should also be Challenger brand shifts in branding
population of Thailand also impact the demand and supply of approaches and asset portfolio mix up because existing
tourism in Thailand. On the demand side, the changes are the competitors have immensely set the benchmark in the market.

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D. Emerging Destinations in Thailand and equally important is studies and research on more
Over two decades from 2010, luxury travel, including sophisticated consumption patterns. Thailand luxury
leisure and business travel, has been one of the fastest hospitality can continue to have its superlative attraction in
growing sectors of the travel industry. International Luxe 2030 if the hospitality industry scrutinizes, studies, and works
Travel has grown by an estimated 10 percent to 15 percent a to pre-empt any likely challenges to most kind and luxury
year since 1990. Travel for MICE or business purposes hotels. Despite a deep sense of uncertainty, high confidence
increased at about the same rate. With strong economic can largely be based on easily unforeseeable monetary and
growth, rising incomes, and spread of prosperity to millions market parameters developments. The opportunity in, say,
more people, non-traditional countries for travel are hospitality businesses managing adversity in ignorance of
discovering and learning to use travel. As international major unexpected but low-cost catastrophes will also provide an
global carriers and local airlines open new routes, particularly opportunity to large and well-resourced hotels.
to emerging nations, travel to new destinations becomes
feasible and even convenient for travel-from-anywhere, VII. SUCCESSFUL LUXURY HOTEL CASE
irrespective of distance. (Hassan, 2008). New luxury travel STUDIES
hotspots in the world range from the expected such as Dubai,
Abu Dhabi, and the Maldives to the surprising such as Bhutan Following on from the previous chapter, it is easy to see
and Vietnam. Each has its own strengths, capabilities, and that Thailand's luxury hotels and resorts offer reasonable
products. Brands' introduction is quite early in the process. diversity of character and atmosphere from chic
Brands were hired to operate new hotels, resorts, or lodges in contemporary hotels to traditional Thai luxury property.
new places, and famous brands looked for expansion or new 1.132 Thai Luxury Pillows - The Siam Hotel, Bangkok On
ventures to newer, upcoming destinations. Thailand's position the Chao Phraya River in the green gardens of the royal Dusit
among the most popular tourist destinations and air area, the Siam Hotel, Bangkok is designed as an exclusive
accessibility and hospitality remained the key determinants of private residence. The hotel's in-house design team has an
success in this emerging market. Thailand has always been an energetic response to pairing the decorative collective culture
ultimate holiday resort, from the Vietnam War veterans of Thailand's golden era with conventional modernist style, a
seeking affordable living and nightlife to honeymooners and bright and unique theme that runs all over the property. To
retirees seeking romantic and exotic getaways. (T. King, remain in this city, a hideaway hotel is to enjoy the year-round
2018). Currently, Thailand comes in second only to Dubai for sunlit outdoor swimming pool or tropical riverfront gardens
Five Star hotels and more Seven Star hotels, of which the or other facilities like the grand library, spa & wellness center,
most talked-about is one owned by Seven Stars Hospitality. tennis court. The Siam also offers varied fine dining
Foreign casinos and clubs as well as noble class openings are restaurants from the neighborhood to high-end cuisine. (M.
also on the rise. Braun, 2017). It would not be exaggerating to generalize as
"one of the finest luxury hotels in the world." Every detail in
E. Potential Challenges Ahead the whole property is unique. 1.233 Landmark Sites -
Hospitality and tourism are one of the largest, growing Mandarin Oriental, Bangkok on the banks of historic Chao
industries in the market currently. No matter how much they Phraya River, Mandarin Oriental Hotel is a meticulously
spend, travelers will always opt for the best and most well-preserved jewel of Bangkok and is blessed with the
luxurious establishments. (Tania Kapiki, 2012). Branded Oriental Hotel dateline. One of the best high tea venues to
residences, five-star hotels, and private luxurious aviation enjoy in the city is one of the lounges that is newly restored.
services are also gaining popularity very fast. The generating The lobby area where dining happens, past the main entrance,
demanding luxurious tourism continues to grow with the is cooled with fresh flowers in addition to sunlight filtering
booming economies of most countries. Nevertheless, there through spaces between the latticed wooden windows. Each
are some concerns to be taken into consideration. Hotel room of the several dining venues, ranging from light lunch to full
capacity in the luxury tourism sector is getting oversupplied. Thai cuisine, can provide first-class experience. This hotel
Investments made over the past few years could take a few captures Thailand's cultural and heritage sensitivity's spirit in
years before being fully reflected on the market, generating its glorious long history. The crew is eager but friendly. Or
more competition. New players offering demands and maybe it's the only Southeast Asian hotel which has a cooking
injecting investments into active tourism markets are shifting school as a home, of high standards yet not exclusive.
the focus to neighboring countries. Thai upscale hotels,
particularly Bangkok, are going to be tested by competition A. Innovative Luxury Hotel Brands
as more world-class luxury hotel chains arrive to increase the The luxury hotel market is being ruled by new entrants.
options and build properties in Myanmar, Lao, and Some international agencies are implementing different new
Cambodian nations. When looking into the future of an strategies in the expansion or development market. The city
industry's success, the risk of overconfidence is highest. hotel revolution is underway in all cities across the globe
Therefore, to remain ahead of the competitors, the focus must based on technological development and refurbishment.
remain on selecting marketing channels correctly, active Multibillion investments and efforts are being made in
monitoring of competitor actions, correctly applying historic and monumental cities such as Bangkok, Florence,
innovations with respect to the hotel company's target, Bruges, Istanbul, Yehuda, and Paris to renovate grand hotels.
preventing imitators from entering to gain benefit from A corporate revolution is being initiated in metropolitan
innovations, and constantly tracking technological hotels as evident in the remodeling of a former dance hall or
innovations being implemented by the competitors. Lastly cinema structure in Cordoba into a five-star deluxe hotel,

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whereas an experience not to forget comes into existence in this unique selling proposition in the future, there should be
the Darling Harbor aquarium in Australia. (M. Braun, 2017). preparation by a hotel of health-improving wellness products,
Boutique brands are also moving into Bangkok's luxury hotel authentic activities, facilities, cultural/fun elements, and
sector with the allure of lifestyle locations. There is an outputs. The novelty of this selling proposition in Thailand is
acceleration of the ownership shift of certain luxury hotels, that the Banyan Tree Group in Thailand is the leading luxury
especially in Thailand's key cities, attracting international Wellness hotel brand. This implies that in the current case
strategic investors to fund hotel refurbishments or hotels have the potential of this selling proposition to stay in
repositioning hotels in the market. 20 projects will mature consumer minds in the future over other competing hotels.
within the next two years, and more than 60 projects will be For the competing hotels, the Six Senses Hotel Resort Spa is
up for consideration in the next ten years. Seeking out most renowned for its wellness offering. But it is regarded as
products and experiences that overlap with the taste or the second-mover position and can be deprived of the
personality of the guest, hotels need to hear each individual superiority of being first in this field. (Ángel Ríos Martín et
guest on a deeper level, get to know his or her reason for al., 2020).
travel, likes and dislikes, and have signatures which attract
those guests uniquely. Various niche brands are spreading VIII. ROLE OF DIGITAL MARKETING IN LUXURY
geographically. A luxury hotel brand is creating one for TOURISM
couples. There has been the creation of new positions and
duties in each hotel, resulting in a weekend activity of Digital Marketing (DM) is gradual change and
preparing for the guests and sharing the team observations development of information and data which include broadcast
with each other about the guests that they will be serving. in a digital form. Another definition is the promotion of
There have been some face-to-face interviews with guests products and services by means of digital media and tools.
about their holiday wishes as compared to previously. This includes digital radio, television, advertising and
Holiday and vacation homes in prime locations are being marketing on social media over the past decades, there have
utilized for exclusive vacation experiences with private butler been rapid changes and change in the technology and tourism
service or onboard yacht dining experiences. Other giants industry of Sri Lanka. The travel and tourism industry are
also offer top-of-the-line synergies with private villas with very sensitive to the change in lifestyle and economic status.
butler service. The larger hotels are further extending Both the public and the tourism industry are benefiting from
purchases with anticipated hotel lifecycles to be pushed out this advantage of technology. There are many people using
to 25 years by large hotels in certain locations. Most of the gadgets and mobile devices to search for information, to book
hotel businesses are spending more out in developed tickets, and hotel reservations. This rapid shift must be used
economies where expansion has matured while emerging to gain a competitive edge in the tourism industry as well.
economies are being grown where they currently have no This digitization process and implementation would be the
brand presence and operating model. Most executives expect first step towards success in tourism in any part of the globe.
to see competitors from technology companies develop (Fathima Nuskiya, 2018). Tourism is an industry that deals
horizontal plans to create cross-industry products and with various customer support and needs. Tourism is the
services that address the consumers' travel behavior. Further world's largest industry, and traveling is an inspiring and
innovations made to operating practices or brand loyalty refreshing business. The development of one requires the
schemes, especially on new brands coming up, are expected, development of another. In the last few years, if well
though hardly anyone considers a third-party loyalty scheme. interpreted, the digitalization of the tourism industry would
Further innovation expected is more constrained property lead to tentative economic growth. Most locations of the
brands that further utilize free-standing brands, retrofitting world are advised effort and attention be given care to be
traditional brands, and more subdued brands. within the global competitive scenario. Tour industry is one
sector where it deals with various customer supports and one
B. Unique Selling Propositions of Top Hotels needs to study about it from within and make efforts to
This section compares the distinctive selling points of understand the activity of digitization in growth and
five hotels based on the qualitative study audiences projecting development in tour industry. Life in the modern time is based
the hotel industry in Thailand until 2030. Comparing the case on technology. The world and emerging world, even Sri
hotel and benchmark hotel's distinctive selling points up to Lanka, are spending increasingly more time using electronic
this point, most case hotels and benchmark hotels aim to gadgets and the innovation, and innovations with technology
provide health and wellness services and a hotel to visit for have kept pace equally quick to satisfy consumer needs. Even
high-end tourists. But there is a difference in that most case more people are using and adapting wireless gadgets and
hotels seek to have the best wellness retreats and spa devices. Hotel details, visa, reservation, rental vehicle,
treatments, whereas others benchmark hotels seek to provide itinerary, and any other kind of transportation are achieved
edited experiences. The concept of the first selling point is through digitization.
that hotel products such as health and wellness services are
increasingly being viewed as essential drivers attracting A. Online Presence and Branding
target consumers. Therefore, many wellness hotels in As IT continues to evolve, it is possible to conduct sales
Bangkok are bound to be developed. Forward-thinking and bookings via internet channel, introduce new
Wellness Hotels need to be model best practice examples. technologies into hotel business processes, create awareness
They are premium Digital Content brands generating among consumers, and give a written mode of WOMM on
premium guest interaction, which can be a case study. To have SM websites. This emerging capability offers an opportunity

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for hotels to re-engineer their strategies as well as the wildlife encounters, and wellness experiences. These
feedback left by consumers over the internet. (I Dinçer et al., experiences are typically combined into an itinerary story that
2016). Different target groups have different habits, and the builds an integrated travel experience, strengthening the
appropriate communication channels need to be prioritized. image of the destination and making it desirable for
The global luxury market is expected to increase to 334 consumption. In the last couple of years, TikTok has been
billion euros by 2030 due to a post-COVID-19 Chinese becoming even more popular among travel influencers to use
luxury sales boom. Global markets are reopening, and tourists bite-sized content to connect with a growing audience due to
are again resorting to luxury consumption. As online the unique format of the channel, conveying spontaneity, and
shopping leads the world in growth and sales, brands are evocativeness. Travel experience video snippets with
supposed to be more high-end regarding luxury code, with beautiful cinematography and storytelling made up the
digitalization topping the agenda for luxury groups. The content of TikTok. Being a new influencer marketing player,
pandemic slowed competition in the luxury industry but brands and destinations keep trying learn and innovate
could not stop it. At the forefront of the recovery is the Asian influencer marketing strategies. The hospitality industry has
market, led by China, whose youngest consumers are shaping been very slow to embrace TikTok as a marketing platform
new luxury behaviors. With a predicted average growth of because high order-image narratives and conservation value
between 5 and 10% per year, the global luxury market can do not feature on the platform often. These obstacles may not
surpass 331 billion euros by 2030. 98% of the sales growth in hold back the increasing rise of TikTok as a marketing
2023 will be attributable to the recovery in international platform because more players are promoting innovative
tourism and the luxury hotel industry, with more moderate endeavors.
growth rates up to 2030. The recovery is seen in all price
ranges, but the growth is primarily at high luxury goods, with IX. CULTURAL INFLUENCES ON LUXURY
full-price sales recovering faster than sale sales. Luxury travel TOURISM
is also booming with a 94% increase in bookings, but the cost
of this sector has been widely diluted in comparison to "The Land of Smiles" is dreamy in the atmosphere. The
businesses in other sectors. wonderful elegance is voiced by nature, ancient landmarks,
temples, cultural heritage, and pleasantness, euphoria, and
B. Influencer Marketing in Luxury Travel beauty, and friendly and polite manners. The customer service
The global influencer marketing market is expected to is identical to the concept of Thai smiling hospitality, which
hit $25 billion by 2025. While influencer marketing is seen as is unmatched and uncopiable. Kowit Krongthong is the first
a recent development by some marketers, it has been around King Rama of the Chakri dynasty. He provides immense
since human beings started giving advice on products, significance to the royal parks, gardens, and open garden
services or experiences. Historians argue that influencer spaces in the heart of Bangkok that allow all the citizens to
marketing traces its roots to ancient times when sponsors design the world of dreams with dense shady components,
hired endorsements in the form of word of mouth from mythical granite mountain flora, and liquid mirror beauty of
philosophers and religious leaders. The origin of modern lakes. All these green management techniques prevent the
influencer marketing is linked to the emergence of social city planning from changing the geographical landscape of
media platforms that open doors to any individual, regardless calming beauty. As a sleepover becomes an architectural
of income or status, to become an influencer. Today, there are space humming with units of space, it opens inward in a series
over 12 million influencers globally who on average have of connected, dark-sealed shapes, the tunnel, moving through
1,000-100,000 followers on their social media channels. cold and warm air. Thailand under great wise kings, who lay
Based on the number of followers, influencers can either be great emphasis upon the distinctive natural features of Chao
micro-influencers (1k-1M followers) or macro-influencers Phraya River, providing the landmark and land of the Thai
(1M+ followers). For promotion, influencer marketing ranks people of the past, builds the Kingdom of Thailand. There is
among the best marketing tools in hospitality and travel formed a foundation of systematic environmental and land
sectors. (Javits, 2019). With social media platforms use in the natural form of residential space, landmark, canals,
splintering the experience and engagement they offer, travel riverside, government space, and simultaneously a
destinations and travel brands fashion their influencer commercial center, and main working space. Happiness
marketing to harness the unique features of each site. comes from serene living. The architectural improvement
Instagram is the top travel influencer platform due to the transforms after the beginning of the 20th century with Thai
image-centric character of the platform and its visually modern architecture responding to Western modeling. The
evocative power. Travel is always a visual experience in the lost grace of the past with its sublime, lovely, precise, and
form of stunning landscapes, obvious hospitality offerings elegant styles occur in natural and man-made environments.
and lively cultural and culinary activities that are the best There has been an aspiration to rebuild the shared elegance of
chance to capture with the camera. Secondly, Instagram is an tourism with hospitality. Joy is in watching each design
ideal site to show a highly edited destination image and element along the path of travel resonate with nature both
branding as the platform allows offices or brands to vertically and theatrically. Each space, which could house
accentuate some main differentiating features of a destination. with a sense of place, should wrap with poured-in concrete
The most common experience types promoted by influencers like the Catholic cathedrals making exquisite lights and
on this channel are accommodation experiences, adventure shadows. Soft natural materials, which can provide an organic
experiences, natural landscape attractions, culture and and earthy ambiance, need to be used to provide an
heritage attractions, local food and beverage experiences, atmosphere of quietness and calmness. Craftsmanship

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dedication is needed to achieve a lasting beauty. Lastly, air advertisements of tourist travel to China as a monolith and
conditioning is needed to maintain a refined environment. one marketplace with an array of tourists having consuming
(Lertpipat Luther, 2015). capacities. Tourism from China requires trust and cooperation
between several countries. Thai businesses, Thailand's
A. Integration of Thai Culture in Luxury Experiences government, transportation authorities, and tourism
Hospitality is a service-led, people-centered industry. authorities will contact each other in persuading China's
Its performance is felt on the national economies, as well as government to open to Chinese tourists, and in the meantime
socio-economic circumstances, in a country. Creation of Thai businesses must take the initiative to publish promotion
wealth, lifestyle, expectation, need for goods and services, information of Thailand, e.g., places, foods, culture,
and purchasing behavior patterns are different in various parts entertainment, etc. (Liu, 2015). This information can be
of the world. The industry thus stands committed to come up effectively spread by promoting it on websites. (Boonying,
with new generation luxury goods to cater to the continuously 2018).
evolving and diversified requirements of the customers. The
new luxury products must be substantial, unique, and deliver X. CONCLUSION
exciting experiences. The items must reflect the heritage,
tradition, and culture of a place and attract and appeal to local Luxury tourism continues to evolve as new destinations
and international high-end customers and value-add services, open and there is a change in behavior of luxury travelers.
luxury, and premium goods available in urban and With destinations emerging as the priorities over the
metropolitan locations. In recent years, experiences reflecting properties themselves for luxury travelers, they are seeking
and representing some of the cultural attributes and heritage fresh ways to engage with visitors. Destination marketing
are in more demand by residents and global luxury travelers. organizations are focusing on integrating, upgrading and
Development, growth, or molding of such intellectual, marketing the destination experience by using different
cultural, and heritage-focused tourist products is referred to approaches. Smart tourism is also becoming an option for
as culture-based luxury tourism. Thai culture-based luxury more integrated engagement, through the coordination of the
tourism can be described as high-end experiences replicating interests of destination management organizations, hotels,
or replicating native Thai culture. Local culture is the lifestyle, and economic development agencies. Emerging technologies
belief, and values encompassing rituals, traditions, skills, arts, will allow hotels and destinations to co-create experiences
buildings, Thai communities, modes of life, food, and way of interactively with visitors, as in hotels like Faena Miami
life. Thai culture-based luxury tourism can be sustainable and Beach and Auberge du Soleil. There will be luxury nesting
lucrative because distinctive heritage sites can generate hotels, acting on trends within industry by placing emphasis
revenue for people who reside in villages, towns, and cities on private access to adjacent hotels. (Tania Kapiki, 2012).
surrounding such sites. Locals have the potential to become Thai luxury hotels will offer gastronomic experiences with a
hosts, narrators, and custodians of their heritage and culture. focus on food because of gastronomic tourism's boom. On-
Having gained professional competence through ancestors, going food networks mean that culinary focus on rural towns'
local people can also become service providers who possess food will be equally present, for instance, in street food in
peculiar lifestyles, customs, and culture. Hua Hin. "Overnight tourism" experience will be offered off-
site from areas of high tourist density, and it will be
B. Cultural Sensitivity in Marketing Luxury Tourism characterized by thought-provoking discovery, hidden
In marketing the tourism industries in Thailand and in locations, and serene landscapes with fewer limiting
most other countries, there is a necessity to create marketing legislations. Sustainability, well-being, and slow travel will
plans that are appropriate for them in their culture for selling continue to thrive by creating a new luxurious manner of
the tourism industries as effectively and successfully as existence with a growing philosophy of awareness of well-
possible. To know nations, have their own language, customs, being, slowing down, mindfulness, and slowing down a
beliefs, manner of doing business, and lifestyle. In fact, global life. In general, these trends will help shape future
Thailand is a country of beauty with special cultural traditions consumerism in Thailand's hotel industry. Securing the visitor
like the Songkran Festival, Loy Krathong Festival, Thai New and being able to present additional choices to travelers more
Year Festival, and other special festivals celebrated in recent form of transportation would encourage more travel
respective provinces. Overall, the spin of promotion to sell is corridors and destination diversification. The rise in
to stimulate international tourists' interest to hear as much as telecommuting would lead to most tourist destinations and
information as possible about Thailand's cultural traditions hotels being turned into case study locations where workers
and ultimately influence them to visit. In so doing, part of the can indulge in the luxuries without escaping with global
culture-sensitive methods through which an individual can trends resulting in wider perceptions of quality demand.
engage includes setting the tourism business schedule, Tourism, however, may also initiate a greater degree of
adjusting fee charges, setting arrangements on respective competition among the providers and destinations,
desired areas and things to note with respect to Thai culture suggesting lines of future research.
practices, and partnership with bigger firms undertaking
international tourism business. For tourist travel from China
to Thailand, multinational firms can be chosen as
collaborators based on their productive, effective, and
technologically advanced marketing systems. Besides this,
online marketing strategies can be employed for

IJISRT25APR2080 www.ijisrt.com 3165


Volume 10, Issue 4, April – 2025 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25apr2080

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