Channel mix shifts during Thai holiday weeks
What changes in OTA share, brand.com, and walk-in patterns during Songkran and year-end leisure peaks.
Thai holiday weeks—Songkran, year-end leisure peaks, and long weekends—shift how guests arrive. OTA share often rises as last-minute leisure travellers search widely, while brand.com holds guests who already trust the property and walk-in patterns change with local residents visiting the city.
Track channel contribution for the holiday week separately from the surrounding shoulder days. A spike in OTA commission expense may still be acceptable if those rooms would otherwise sit empty, but repeating deep OTA discounts into the week after the holiday can undercut guests who would have booked direct.
Prepare rate fences and package language before the holiday search window opens, rather than reacting day by day once calendars fill with public-holiday travel.