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

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.