Lesson 01 — Revenue basics for Thai coastal resorts

A ten-minute primer on the four Thai seasonal patterns and how to build a working ADR ladder for each.

The four patterns

1. Andaman high (Nov–Apr) — European long-haul + Chinese New Year peak.
2. Gulf shoulder (May–Aug) — short-haul Asian demand, inverse of Andaman.
3. Monsoon (Sep–Oct) — domestic Thai leisure + late Vegetarian Festival.
4. Songkran and long-weekend peaks — domestic-driven micro-peaks year-round.

Building the ladder

For each pattern, define four tiers: mid-week 21+ days out (lowest), mid-week 0–3 days out (dynamic), weekend 21+ days out (medium), weekend 0–3 days out (highest). Calibrate the tiers against 24 months of your own booking data.

Related module

Monsoon Revenue Model automates the calibration.