Thailand’s hotel market is facing weaker demand and increased room supply in 2026, prompting revenue management provider RoomPriceGenie to strengthen its market development through a local partnership with Ultsch Consult.
Thailand recorded approximately 32.97 million international visitors in 2025, representing a 7.23 percent year-on-year decline and the first annual decrease since the pandemic. Through early July 2026, international arrivals remained 3.11 percent below the corresponding period of the previous year. The Tourism Authority of Thailand subsequently revised its full-year forecast to between 30 million and 34 million international visitors.
The changing demand environment has also been reflected in hotel operating performance. Data from Cushman & Wakefield Thailand showed Bangkok hotel occupancy falling to 73 percent in the second quarter of 2026, compared with 77 percent in the preceding quarter. RevPAR declined seven percent to THB 2,672 during the same period.
In Phuket, pressure was recorded across the luxury and upscale hotel segment during the first half of 2026. Occupancy decreased to 80 percent from 84.1 percent during the same period in the previous year. Average daily rate fell four percent to THB 6,820, while RevPAR declined 8.7 percent.
Room pricing expectations have also reflected the changing operating environment. A March 2026 survey conducted jointly by the Thai Hotels Association and the Bank of Thailand, covering 138 properties nationwide, found that close to half of hotels across all categories expected room rates to decline during the second quarter of 2026. Approximately one in seven properties anticipated a decrease of more than ten percent.
Against this backdrop, RoomPriceGenie is expanding its presence in Thailand through Ultsch Consult, which has represented the Swiss revenue management provider in the Thai market since August 2026. Ultsch Consult is responsible for nationwide market development, including access to independent hotels and regional hotel groups, supporting commercial discussions through the decision-making process, and translating RoomPriceGenie’s offering into local operating conditions.
For Florian Ultsch, Founder and CEO of Ultsch Consult, the market conditions have increased the relevance of structured pricing practices for hotel operators. He noted that hotels had previously been able to rely on established pricing experience when occupancy was high, while falling occupancy and expanding supply require a different approach to rate management.
Ultsch also highlighted the operational resources available to independent hotel owners when managing rates. Some operators continue to rely on spreadsheets and OTA results when making pricing decisions, a process he described as a resource-related issue rather than negligence. In a weaker market, he said, the cost of this approach can become more significant than during periods of stronger demand.
The underlying hospitality market continues to provide a substantial base for hotel technology providers. Mordor Intelligence estimates Thailand’s hospitality industry at USD 24.53 billion in 2026, with the market projected to reach USD 36.26 billion by 2031 at an annual growth rate of 8.13 percent. Independent properties continue to account for the larger revenue base, while chain operators are expanding at a faster rate.
Independent hotels are also central to RoomPriceGenie’s expansion strategy in Thailand. The company is already used by individual properties in the country, while the partnership with Ultsch Consult is designed to develop that presence systematically across the market.
RoomPriceGenie’s focus on independent properties corresponds with the broader adoption pattern of revenue management technology. Skift Research estimates that only around ten percent of hoteliers worldwide use a dedicated revenue management system, with adoption historically concentrated among larger properties and branded hotel chains.
The partnership therefore establishes a local market development structure for RoomPriceGenie beyond direct sales. Ultsch Consult will provide access to independent hotels and regional groups while supporting discussions with operators and owners. Its role also includes adapting the company’s product value proposition to the operating realities of the Thai hospitality sector.
André Kaufmann, Head of Global Partnerships at RoomPriceGenie, identified local relationships as a key consideration in the company’s decision to work with Ultsch Consult. He said independent hotel decisions in Southeast Asia are strongly relationship-driven, requiring a market presence capable of building trust with operators and communicating directly with owners.
For European hotel technology providers, Thailand also presents access to a substantial independent hotel segment without necessarily requiring distribution through global hotel chains. RoomPriceGenie’s system is designed for independently owned properties, including hotels without dedicated revenue management teams.
Leon Pijpers, Chief Commercial Officer at RoomPriceGenie, said the system is intended to support hotels at different stages of revenue management maturity. The platform tracks changes in demand and adjusts pricing, while the company’s partnership with Ultsch Consult provides a local representative for Thai hoteliers.
Founded in 2017, RoomPriceGenie is headquartered as RoomPriceGenie AG in Steinhausen, Canton Zug. In February 2025, the company received a USD 75 million investment from Five Elms Capital. At that time, Chas Scarantino became CEO, while co-founder Ari Andricopoulos took the role of Chief Strategy Officer, focusing on product innovation and strategic partnerships. As of February 2025, approximately 4,500 hotels across 65 countries used the system, supported by more than 65 integrations.
Ultsch Consult supports European tourism, hospitality, and hotel technology companies entering and expanding across Southeast Asia. Its areas of focus include sales representation, market entry strategy, distribution and technology optimization, and B2B partnerships in Thailand, Vietnam, Malaysia, and Singapore. The company is registered in Singapore and was founded by Florian and Magdalena Ultsch.