Thai hoteliers are facing a new reality as the Chinese business events market is no longer the reliable revenue source it once was, according to panellists on the Bracing for Impact: Hotel Leaders on Surviving Geopolitical Whiplash session at the recent Thailand Innovative Meetings Exchange 2025.
Brad Edman, market vice president for Thailand, Cambodia, and Myanmar at Marriott International, said: “Over the last few months, we’ve seen a decline – around 1.1 million fewer Chinese arrivals year-to-date. At Marriott, seeing the statistics, seeing the arrivals post-Chinese New Year, we moved quickly to pivot away from dependency on this market.”
Marriott’s focus is now shifting to more stable and emerging feeder markets, such as Middle East, Singapore, Japan, Australia and Malaysia, said Edman.
Betty Chan, regional commercial director at Four Seasons Hotels and Resorts, revealed: “The Four Seasons Resort in Chiang Mai was quite heavy with the Chinese market because it gave us volume for the low season.
“But when that dried out, we doubled down on PR and marketing. We focused on spa, F&B, and other experiential offerings. We were able to cover the loss, and the spend per guest actually increased. So when the (Chinese market) comes back, it will be icing on the cake.”
Edman agreed, noting that “lowering Chinese dependency to get more rate and F&B spend is a positive”. He pointed out that the next “three to four months will be challenging”, but is optimistic that business will bounce back.
Both leaders also urged Thai tourism sector not to fall into a price war.
Chan commented: “Clients are asking for more – lower rates or extra benefits – but whether we can or should offer that depends on our positioning. We can’t just slash prices.”
Edman called on hotels to mobilise their teams and rethink traditional packaging strategies, emphasising the growing importance of collaboration across the value chain – including customers, end users, third parties, and DMCs.
“We need not be seen as the cheapest market in Asia, but offering great value, great hospitality, great culture, great brands,” he summarised.
