New research from travel booking platform 12Go has shed light on repeat visitation patterns across Thailand, revealing that traveller loyalty differs significantly by destination and nationality.
Based on analysis of more than 3.5 million bookings made by almost 1.5 million international travellers between 2023 and 2025, the company’s new Destination Devotion Index (DDI) identifies which destinations inspire visitors to return time and again.
Hua Hin and Pattaya top loyalty rankings
According to the research, Hua Hin recorded the highest level of destination loyalty, with more than half of repeat visitors ending their journeys there rather than travelling onward to other destinations.
Pattaya, meanwhile, attracted the highest number of deeply loyal visitors, with travellers returning four or more times within a two-year period at almost three times the rate of any other Thai destination.
The data also found Chiang Mai generated strong first-time repeat visitation but comparatively few travellers returned four or more times.
Nationality influences destination choice
The research suggests repeat visitation is driven as much by nationality as destination appeal, with different source markets showing distinct travel preferences.
British and Dutch travellers were the only nationalities to rank Chiang Mai as their preferred repeat destination, highlighting how traveller loyalty varies across international markets.
For tourism marketers and travel advisors, the findings provide fresh insights into repeat travel behaviour that could help shape destination marketing and product development strategies.
