Key insights from Hospitality Thailand Conference 2026
At the recent Hospitality Thailand Conference 2026 (HTC), our Managing Director, Tharin Sethi, was asked a question that sparked considerable discussion: Are hotels too reliant on OTAs, or are meaningful direct booking strategies finally taking hold?
Before answering, Tharin posed a simple question to the audience:
“How many of us have personally used an OTA to make a booking in the last six months?”
Approximately 90% of the room raised their hand.
The response highlighted an important reality. The challenge is not necessarily that hotels rely too heavily on OTAs, it is that consumers continue to rely heavily on them. Hotels ultimately follow guest behaviour, and as long as OTAs remain the preferred booking channel for many travellers, they will continue to play a significant role in distribution strategies.
The broader session focused on Crisis Management and Revenue Resilience, a topic particularly relevant to Thailand’s hospitality industry. Drawing on decades of experience operating family-owned hotels through economic downturns, political uncertainty, natural disasters, and the pandemic, Tharin shared three principles that have consistently proven valuable:
- Diversify demand sources
When traditional demand softens, opportunities often emerge elsewhere. Government business, universities, local corporates, MICE demand, and emerging source markets can help fill gaps when core segments weaken. - Focus on regional and domestic demand
Global travel patterns shift during periods of uncertainty. When long-haul demand contracts, nearby markets often present opportunities that are overlooked by competitors focused elsewhere. - Invest in assets during good times
Strong cash flow periods are the ideal time to address capital improvements. Deferred maintenance compounds quickly, and maintaining product quality is essential to sustaining guest satisfaction and rate integrity during more challenging periods.
At SethiG, we believe resilience is built long before a crisis arrives. The hotels that consistently perform through market cycles are often those that remain disciplined, adaptable, and focused on long-term value creation.
We extend our thanks to the Hospitality Thailand Conference 2026 team for the opportunity to contribute to this important discussion.
