Amex Survey: Thais Want to Explore the World; Seven in 10 plan to take at least three to four vacations in 2024*

Seven in 10 Thais surveyed plan to take at least three to four vacations as they gear up to travel more this year compared to last year, according to the first American Express Travel, Dining, and Luxury Trends Research for Thailand.

Among those who plan to take vacations this year, Thai respondents’ top reason for travelling is taking a bucket list trip or dream vacation (68%), followed by celebrating a holiday or life event (47%) and going on a romantic holiday (43%).

Thais have a preference for short trips, with 55% preferring shorter trips over the weekend or long weekend, and 39% preferring trips that are a week or longer. They prefer domestic travel over international, with 54% of consumers surveyed preferring domestic travel, and 29% preferring international travel.

Japan is the overwhelming top international destination for Thais respondents with seven out of 10 travellers intending to visit the country in 2024. The top domestic destinations that Thais surveyed intend to travel to are Chiang Mai (56%) and Phuket (56%).

Prom Sirisant, Country Manager, American Express Thailand, said, “Travel is back. Thais’ love for exploring the world remains strong, well beyond the post pandemic days. We have seen this trend among our Card Members too who are booking trips for the simple desire of exploring and seeking new experiences. As a leader in travel globally, we are thrilled to support them in their pursuit to see the world.”

Thai respondents are savvy travellers

88% of consumers surveyed have used a travel hack in the last 6 months. The top 3 travel hacks include choosing a hotel that provides complimentary breakfast (54%), traveling during non-peak season when prices are cheaper (48%), and using a credit card with travel benefits (46%).

“It’s great consumers recognise the value credit cards bring and are using them when planning and going on trips. For American Express Card Members, we want to be their travel companion helping them create unique and exquisite experiences as they create memories all around the world, and our rewards and benefits are developed to do just that. Coupled with our around-the-clock assistance, we are committed to providing the most enjoyable and seamless travel experience.” said Mr Sirisant.

American Express provides eligible Card Members with exceptional travel access and benefits, including 1,400+ airport lounges through its Global Lounge Collection®; expert Travel Consultants who can build dream itineraries, benefits at over 2,000 hand-picked hotels around the world via Fine Hotels + Resorts® and The Hotel Collection, and more.

Family comes first when Thais choose a travel companion. 70% of those surveyed who plan to take vacations this year said they plan to travel with their family. After family, respondents plan to travel with their significant other (53%) and friends (44%).

Thai Millennials and Gen Z and the case of the travelling bug

Millennials and Gen Z are avid travellers. They average 4.1 trips per year, with one in three (34%) Millennials and Gen Z surveyed planning to take five or more vacations in 2024.

When asked about their top expenditure when travelling, eating out was the unanimous response across all generations chosen by eight in 10 respondents (79%). However, while shopping (76%) is clearly the next top expenditure of Gen X respondents, followed by activities (46%), Millennials and Gen Z were found to spend equally on shopping (59%) and activities (58%). 

*About American Express Travel, Dining, and Luxury Trends Research for Thailand
The Travel, Dining, and Luxury Trends Research was commissioned by American Express and undertaken by Kantar. The research explores insights from 363 Thai residents aged 21 years and above, who have at least an average monthly income of THB 140,000. Respondents were sourced from the Kantar Profiles Audience Network. All interviews were conducted as an online self-completion survey between 2 and 16 May 2024.

About American Express

American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com