Market Trends

Demand for short-term rentals in Thailand is strong and continuing to grow, thanks to the country’s thriving tourism sector. Over 41 million visitors are expected in 2025, many of whom are choosing rentals over hotels for their flexibility and value.

High-Demand Areas

Top tourist destinations such as Phuket, Koh Samui, Pattaya and Bangkok see consistently high demand—especially for villas and serviced apartments.

• In Phuket and Koh Samui, luxury villas are particularly popular with high-income holidaymakers and expats, often earning rental yields of 6–10% per year in prime areas.

• In Bangkok, short-term condo rentals are in demand in central areas like Sukhumvit and Sathorn, although building rules and local laws can restrict supply.

Regulatory Landscape

Thailand’s Hotel Act of 2004 requires a licence for stays under 30 days, and many condominiums ban short-term lets. Despite this, demand often exceeds legal supply, especially in tourist hotspots, leading to a strong informal market.

Emerging Markets

Areas like Hua Hin are becoming more attractive for short-term rentals, particularly with retirees and weekend travellers. In Chiang Mai, the digital nomad community continues to boost demand for flexible, short-stay accommodation.

Tips for Hosts

To make the most of this demand:

• Focus on peak season (November to February)

• Use top platforms like Airbnb and Booking.com

• Tailor your listing to trends like wellness retreats, remote working, or family-friendly travel

• Keep your listing updated and compliant with local rules where possible

For more detailed information on, download our comprehensive guide, Mastering Airbnb in Thailand. 

Airbnb is currently the most widely used short-term rental platform in Thailand, especially in major tourist destinations like Bangkok, Phuket, and Koh Samui. With over 16,000 listings in Bangkok alone and a 44% global market share, Airbnb leads the field thanks to its brand recognition, user-friendly platform and growing demand—bookings rose by 30% in early 2024 compared to the previous year.

Its popularity is particularly strong among international travellers and those seeking unique, home-style stays like villas, condos or boutique properties. Group bookings grew nearly 40%, further showing its appeal for family and group holidays.

How Do Other Platforms Compare?

While Airbnb leads, the market is competitive:

Booking.com: Estimated global share: 18%
Widely used in Thailand, especially for hotels and serviced apartments. Booking.com is integrated with wider travel booking services and is popular for shorter stays and last-minute bookings.

Expedia/Vrbo: Global share: 9%
Also present in Thailand, particularly among travellers looking for larger holiday homes or family stays. Vrbo’s reach is smaller, but still notable.

Agoda
Especially strong with Asian travellers, including Thai, Singaporean and Chinese guests. Popular in cities and known for competitive pricing.

Key Insights for Hosts

• Airbnb should be your primary platform—it offers the most reach and strongest growth.
• Listing on multiple platforms like Booking.com, Agoda or Vrbo can help increase visibility and fill your calendar.
• Using a channel manager helps keep your availability and pricing synced across platforms.
• Use different platforms attract different guest types:

• • Airbnb: long-stay tourists, groups, digital nomads
  • Booking.com/Agoda: short-stay visitors, hotel-style bookings
  • Vrbo: family travellers looking for whole homes

It refers to the surge in travel interest created when a film or television series showcases a destination in an appealing way. In Thailand’s case, The White Lotus: Season 3 sparked a major increase in searches and bookings for Koh Samui and nearby islands shortly after its premiere.

This phenomenon shows how screen exposure can influence travel patterns. Tourists are drawn to the scenery, culture and experiences they see on screen, leading to immediate spikes in bookings, often called ‘set-jetting’. For Thailand, the show highlighted the natural beauty and luxury of its southern islands, positioning them as must-visit destinations for international travellers.

Reports indicate that Airbnb bookings in Koh Samui rose more than fivefold within 48 hours of the show’s release.

This sharp increase demonstrates the powerful impact of media exposure on travel behaviour. For property owners, such periods can present unique opportunities, provided their rentals comply with Thai law.

The initial spike in bookings often peaks within weeks but may remain strong if destinations continue to attract attention through service quality and sustainable tourism efforts.

While the ‘set-jetting’ trend can fade as new shows capture global attention, Thailand’s strong reputation for hospitality, culture and natural beauty helps sustain visitor interest long after the spotlight moves on.