BANGKOK, 13 November 2026: Yandex Ads, in partnership with the Thai Hotel Association (THA), has unveiled its latest report, ‘Capturing Russian & CIS Travellers: Thailand’s Growth Opportunity in 2026’.
The study offers insights into the behaviour, preferences and key factors influencing travel and accommodation decisions among Russian-speaking and Commonwealth of Independent States (CIS) travellers.
Based on a survey of 1,023 Russian and CIS travellers conducted in September 2026, alongside insights from 17 THA member hotels, the findings highlight the strong revenue potential for Thailand’s tourism industry. According to the report, more than half of the respondents (53%) spend over USD2,500 per trip, equivalent to approximately THB4,000, excluding flights. Meanwhile, 60% typically stay in Thailand for one to two weeks. Additionally, nearly half (46%) are repeat visitors, underscoring opportunities for hotels to generate revenue through longer stays and repeat bookings.
The research also reveals diverse accommodation preferences among these travellers, with 30% choosing luxury four- to five-star hotels or resorts and another 30% opting for three-star properties.
Meanwhile, the vast majority (87%) travel with a partner or family member, highlighting opportunities for premium and mid-market hotel operators to develop services and experiences tailored to different traveller segments.
Thai Hotel Association President Thienprasit Chaiyapatranun said: “Thailand continues to be a popular destination for Russian and CIS travellers. Reaching this audience requires a deeper understanding of their behaviours and expectations, particularly among those who prefer longer stays. Hotels should therefore prioritise service quality and the overall guest experience, from family-friendly facilities to clear and accessible communication, to create positive impressions and encourage repeat visits.”
In terms of travel preferences, Thailand continues to attract Russian and CIS travellers primarily as a leisure destination, driven by its beaches, opportunities to escape colder climates, wellness experiences and cultural exploration. While Bangkok, Phuket and Pattaya remain the leading destinations, interest is expanding to other areas, including Krabi, Kanchanaburi and Chiang Mai, creating new opportunities for hotels and accommodation providers in secondary destinations to capture a greater share of this market.
Yandex Ads Thailand Business Development Manager Neha Dawar said: “The research highlights significant opportunities for Thai hotels to engage Russian and CIS travellers better. Success is no longer just about building awareness of Thailand as a destination, but also understanding traveller behaviour throughout the journey, from initial research to accommodation booking decisions. Thailand is well-positioned to capture demand across both premium and mid-market segments. By leveraging the right digital tools and marketing strategies, hotels can turn traveller interest into actual bookings, build long-term brand loyalty, unlock new business opportunities and strengthen their competitiveness in the Russian and CIS travel markets.”
Meanwhile, Yandex Ads data shows that Thailand ranked among the top five most-searched international travel destinations among Russian-speaking users on Yandex in Q4 2025, generating more than 2.3 million search queries. This reflects sustained interest in Thailand as a travel destination and creates an opportunity for hotels to reach potential guests early in the travel planning process.
The report also recommends that Thai hotel operators prioritise Russian-language communication, highlight their service quality and convenience, and develop advertising campaigns tailored to the interests and preferences of different traveller segments. These approaches can help hotels reach potential customers more effectively and build a sustainable competitive advantage.
The full report is available here
Note: The Commonwealth of Independent States (CIS) and Russian-speaking markets referenced in this research include Armenia, Azerbaijan, Belarus, Kazakhstan, Kyrgyzstan, Moldova, Russia, Tajikistan and Uzbekistan.
(Source: Yandex Ads)
