How travel brands can drive domestic and reframe value for Thailand’s new normal

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

This article is part of a Spotlight series on how brands can connect better with Thai consumers as the domestic market becomes the main market in times of COVID-19. Read more

There are lots of mitigating factors on how best to entice Thai consumers to travel domestically.

The usual marketing strategies range from staying top-of-mind (share-of-voice equating to share of market) and personalised media targeting wrapped in a “Discover Thailand” message.

None of these are wrong, but the key in a COVID-19 impacted economy is to re-adjust marketing strategies on tangible value exchanges that are grounded on fiscal...

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