Even though the tourism industry has started to see optimism from the country’s reopening on Nov 1 last year, a fresh whiplash in travel sentiment from Omicron variant has put the brakes on recovery prospects in 2022.
There remain challenges for business to quickly adapt to weather the storm.
The most likely scenario for Thai hospitality business is U-shaped gradual recovery until 2024, starting with domestic leisure travel which has already resumed, said Boriwat Pinpradab, managing director and partner at Boston Consulting Group (BCG).
However, business travel is expected to face slower recovery from the trend of remote working and sustainability which targets reducing the carbon footprint from frequent business trips.
Mr Boriwat said there are changing consumer behaviours in hospitality including rising consumer profiles from the luxury segment as…
