Bangkok, Thailand – Forty-eight percent of Thai hoteliers admit they miss revenue opportunities at least weekly—such as when competitors adjust rates or new events are announced—because they can’t respond quickly enough, according to new research conducted by SiteMinder, the world’s leading hotel guest acquisition and revenue platform.

The August survey, which received responses from 700 hoteliers of varying roles and property sizes in key destination markets, including 67 hoteliers in Thailand, examined hotel revenue management practices, technology adoption and barriers facing the industry today. The findings reveal a critical operational gap at a time when 96% of hoteliers in Thailand say speed to market has become increasingly important in the last 12 months.

Despite this urgency, many properties in Thailand still rely on manual processes that limit responsiveness. Among those surveyed, 25% reported updating their rates only monthly or less frequently, and another 30% adjusted their rates weekly, in an industry where market conditions can change several times per day.

This revenue leak is particularly significant as Thailand’s hospitality sector faces extraordinary opportunities from large events. Data from SiteMinder shows that the upcoming Southeast Asian Games (SEA Games) in Bangkok (December 9-20), for example, have driven a 16% increase in advance bookings compared to last year and a 6% increase in room rates.

To address these challenges, SiteMinder today announced the global availability of Dynamic Revenue Plus—a mobile-first revenue management solution developed in partnership with IDeaS that makes advanced revenue management accessible to every hotel in the world. The announcement was made at the company appear event in Bangkok. The platform provides real-time market intelligence and enables instant action on pricing, inventory, and distribution through daily recommendations based on local events, competitor movements, and market demand patterns.

The launch is in line with the high interest in innovation among hoteliers in Thailand, with 55% of hoteliers in Thailand actively seeking AI solutions, higher than the global average of 49%, and another 40% open to AI-based recommendations, according to SiteMinder.

“Many hotels in Thailand do not have dedicated revenue management teams, but they are facing increasingly complex market dynamics—from major events to rapidly changing travel patterns,” said Bradley Haines, Vice President of Markets for Asia Pacific at SiteMinder. “Dynamic Revenue Plus drives broader adoption of revenue management by uniquely combining real-time market intelligence with instant execution in one mobile-first system. Now any hotel in Thailand—whether a boutique property in Chiang Mai or a resort in Phuket—can move from static, manual practices to truly dynamic ones, gaining the tools to move at the speed of the market and maximize their revenue potential.”

Dynamic Revenue Plus is powered by SiteMinder’s extensive data ecosystem, which processes 130 million hotel reservations annually. Enhanced by SiteMinder iQ, the company’s AI engine, the platform transforms massive amounts of data into actionable insights enabling smarter decision making across all aspects of revenue management.

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About SiteMinder
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the world’s leading hotel guest acquisition and revenue platform, and Little Hotelier, a complete property management system built to simplify operations and increase bookings for small accommodation providers. This global company is headquartered in Sydney with offices in Bangkok, Barcelona, ​​Berlin, Dallas, Galway, London, Manila, Mexico City and Pune. Through its technology and the largest partner ecosystem in the global hospitality industry, SiteMinder generates more than 130 million reservations with revenue of more than US$55 billion for its hotel customers annually.