A latest research conducted by hotel guest acquisition and revenue platform SiteMinder shows 48% of hoteliers in Thailand report missing revenue opportunities at least once a week.

The missed opportunities often occur when competitors alter their prices or when new events are announced. Respondents state they cannot adjust quickly enough to capitalise on these changes.

The data is based on an August survey of 700 hoteliers worldwide, including 67 from Thailand.

The survey looked at how hotels manage revenue, make use of technology, and the challenges they encounter in these areas.

The results indicate that nearly all respondents (96%) believe that the ability to act quickly in the market has gained significance over the past year.

Despite recognising the need for faster action, many Thai hotels continue to use manual methods for tasks such as price adjustments, stated the report.

The study indicated 25% of the participants adjust pricing monthly or even less often, while 30% said they review rates weekly.

SiteMinder’s booking data linked to the upcoming Southeast Asian Games (scheduled for 9-20 December in Bangkok) shows the event has already led to a 16% increase in advance reservations compared with last year and a 6% rise in room prices.

This suggests that properties able to react swiftly may benefit from higher demand related to special events.

SiteMinder Asia Pacific market vice-president Bradley Haines said: “Many Thai hotels don’t have dedicated revenue management teams, yet they’re facing increasingly complex market dynamics—from major events to rapidly shifting travel patterns.”

The study also noted that interest in AI within Thailand’s hotel sector is noteworthy. Around 55% of participants said they are actively looking for AI-based solutions, which surpasses the 49% global average; another 40% remain open to AI-generated suggestions.

Furthermore, SiteMinder has announced the global rollout of Dynamic Revenue Plus at an event in Bangkok.

Developed with IDeaS and designed primarily for mobile use, the platform aims to help hotels access advanced revenue management tools regardless of size or location.

Haines added: “Dynamic Revenue Plus encourages a wider adoption of revenue management by uniquely combining real-time market intelligence with instant execution in one mobile-first system.”