TripAdvisor sees Thailand reviews soar by triple digits

The most searched domestic destinations for Thai travellers on TripAdvisor were Bangkok, Chiang Mai, Pattaya, Hua Hin and Phuket. For international destinations, Thais did most of their searches on Hong Kong, Singapore, Siem Reap, Kuala Lumpur and London.

According to a PhoCusWright report, the Asia-Pacific online travel industry will outpace the total travel market in the 2013-16 period. Online travel bookings will surge 51 percent to US$123.9 billion (S$163 billion), 32 percent of the entire travel sector.

Jean Ow-Yeong, head of media relations for Asia-Pacific at TripAdvisor, said it would continue focusing on building local content and partnerships with leading companies.

"In Thailand, we have partnerships with the Tourism Authority of Thailand, Asiatique The Riverfront, and Minor Group's Anantara Hotels and Resorts, who feature our review content on their websites … or through joint review collection," she said.

According to a TripBarometer study by TripAdvisor, booking through online travel agents was one of top choices for Thai travellers. The travel review site also said more and more travellers would go online.

"We enable travellers' bookings through hotel price comparison searches," she said.

TripAdvisor is the world's largest travel site with more than 200 million reviews and opinions on 4.4 million hospitality businesses in 145,000 destinations. It has more than 315 million monthly visitors and operates sites in 45 countries in 28 languages.

In recent years, the site has focused on providing mobile products, and this has really paid off - 150 million people have downloaded the TripAdvisor family of applications. Guides for more than 300 cities can be downloaded and used in offline mode to avoid data charges.