Commercial · Agent 03
Marketing Analysis DB
Channel economics, source-market shift, and live campaign performance for Thai inbound.
Blended Cost / Booking
฿612
▼ 4.4% vs LY
Direct Share
14%
▲ 2.1% vs LY
Review Score
4.7/5
▲ 2.2% vs LY
TripAdvisor Rank
#12
/ 542 Bangkok hotels
Channel · Cost per Booking vs Share
Top 10 Source Markets
- India18%▲
- China14%▲
- GCC (UAE/SA)11%▲
- Russia9%→
- Malaysia8%→
- South Korea7%▼
- Japan6%▼
- Australia5%→
- United Kingdom5%→
- United States4%▼
Active Campaigns
| Campaign | Channel | Spend (฿M) | Bookings | ROAS |
|---|---|---|---|---|
| India wedding season | Meta + Google | 0.42 | 87 | 6.2× |
| GCC summer escape | Google / WhatsApp | 0.31 | 54 | 5.1× |
| Direct rebooker | Email + SMS | 0.08 | 112 | 14.8× |
| China RED rebound | RED + KOLs | 0.28 | 38 | 3.9× |
| Local staycation | TikTok TH | 0.18 | 96 | 4.4× |
Neopetal AI InsightEmail rebooker campaign returns 14.8× ROAS — recommend tripling budget and cloning into WhatsApp for the GCC segment. RED rebound campaign still under target; pause unless KOL CPM drops.
Thai contextSource-market mix has flipped: India is now #1 (18%), overtaking China for the first time since 2019. Plan Q3 around Indian wedding season (Jul–Sep) and Diwali festive packages. TAT visa-free push for China still ramping — Booking.com CN-language traffic is up 31% MoM.