Songkran is set to be a busy period for local businesses, as the water festival returns in full for the first time since 2019.
Here is some up-to-the-minute information about booking activity among Thailand’s properties:
- Businesses are receiving plenty of bookings — 8% more than at this point in 2019.
- About 75% of reservations are from international guests (compared to about 50% last Songkran). This is less than in the first months of 2023, highlighting that domestic bookings are increasing for Songkran, however the majority of current reservations are from abroad.
- Bookings continue to come last-minute. Despite the gap between booking and check-in increasing all the time, in the last two weeks 12% of bookings made were for March, and 46% of bookings were for April.
- Room rates are higher on average than at the time of 2019’s festival. For small properties, rates are roughly 35% higher.
As the holiday fast approaches, Little Hotelier’s Country Manager of Thailand, Supakrit Phansomboon provides five tips to help Thai accommodation providers maximise Songkran, in a way that is achievable. According to Supakrit:
- It is important to reduce manual tasks at every opportunity through the holiday period. Songkran is a special time to be with family (and guests), so whether it be working more efficiently in the restaurant, or avoiding manual (pen and paper) tasks at reception, local properties should be looking for ways to work smarter.
- Accommodation providers must be ensuring they can work from anywhere. By being able to manage everything related to their property from a mobile app, operators can step out of reception and spend even more time off with loved ones.
- When looking at a technology provider to make life easier, it’s crucial to choose a business with incredible local support during such a busy period. Having the option to speak to a Thai local quickly via phone, email or chat is priceless at this time of year.
- It’s a time to think creatively. Properties can consider teaming up with other local businesses to design an activity package they can offer guests at a discounted rate during the holiday period. Also, if they are yet to do so, Songkran is a great time to start better engaging with guests, before, during and after their stay. Staying in touch post-stay is one cost-effective way to create more loyalty and drive more direct bookings.
- International travellers are currently flocking back to Thailand. For example, since the start of December there has been a roughly 150% increase in Chinese travellers. In light of this, it is important to connect with the right channels to attract the right guests booking stays for the festival. When choosing a partner to help you sell your rooms online, it’s important that they have a proven track record of not creating ‘overbookings’ i.e. more bookings than rooms! This can be painful for everyone involved during such a special holiday.
And that’s it! To all local accommodation providers, we hope you can enjoy this Songkran as much as your guests, and thank you as always for playing host.
