Ultsch Consult to drive RoomPriceGenie expansion in Thailand

RoomPriceGenie is leaning into a softer Thai hotel market by naming Ultsch Consult to lead nationwide market development starting in August 2026. The move targets independent hotels as arrivals, occupancy and room rates come under pressure across Thailand.

Why it matters: - Thailand’s hotel market is under pressure from weaker inbound demand and rising room supply. - That makes revenue management tools more relevant for independent hotels that have relied on manual pricing. - RoomPriceGenie is using the slowdown to push systematic adoption in a market where dedicated revenue systems are still uncommon.

What happened: - Ultsch Consult took responsibility for RoomPriceGenie market development in Thailand in August 2026. - The partnership is built around nationwide outreach to independent hotels and regional groups. - RoomPriceGenie is already used at individual properties in Thailand, and the new arrangement is meant to expand that footprint.

The details: - Thailand recorded about 32.97 million international visitors in 2025, down 7.23% from a year earlier. - Through early July 2026, arrivals were still 3.11% below the prior-year level. - The Tourism Authority of Thailand lowered its full-year 2026 forecast to 30 million to 34 million arrivals. - In Bangkok, second-quarter 2026 occupancy fell to 73% from 77% in the prior quarter. - Bangkok RevPAR fell 7% to THB 2,672. - In Phuket’s luxury and upscale segment, first-half 2026 occupancy fell to 80% from 84.1% a year earlier. - Phuket ADR fell 4% to THB 6,820, and RevPAR dropped 8.7%. - Cushman & Wakefield Thailand provided the Bangkok and Phuket market data. - A March 2026 survey by the Thai Hotels Association and the Bank of Thailand covered 138 properties nationwide. - Close to half of hotels across all categories expected room rates to fall in the second quarter of 2026. - About one in seven hotels expected declines of more than 10%. - Mordor Intelligence pegs Thailand’s hospitality market at USD 24.53 billion in 2026, rising to USD 36.26 billion by 2031. - Skift Research says only about 10% of hoteliers worldwide use a dedicated revenue management system. - That adoption has historically been concentrated among larger properties and branded chains. - RoomPriceGenie says the Thailand strategy is meant to reach independent hotels that may not have dedicated revenue teams. - RoomPriceGenie AG is headquartered in Steinhausen, Canton Zug. - The company received a USD 75 million investment from Five Elms Capital in February 2025. - Chas Scarantino became CEO after that investment, while co-founder Ari Andricopoulos became chief strategy officer. - As of February 2025, around 4,500 hotels in 65 countries used RoomPriceGenie, with more than 65 integrations available. - Ultsch Consult is based in Singapore and works across Thailand, Vietnam, Malaysia and Singapore on market entry, sales representation, distribution and B2B partnerships. - Florian Ultsch founded Ultsch Consult with Magdalena Ultsch. - Florian Ultsch previously held a senior role in the family hotel group behind Boutiquehotel Schwarzer Adler, Adlers Hotel Innsbruck and Harry's Home Hotels & Apartments. - Ultsch Consult says Florian Ultsch helped drive that group’s expansion to more than 18 locations across Austria, Germany and Switzerland. - RoomPriceGenie’s website is roompricegenie.com. - Ultsch Consult’s website is ultsch-consult.com. - Magdalena Ultsch’s LinkedIn profile is here.

Between the lines: - The partnership reflects a broader shift from chain-led hotel-tech sales to relationship-driven outreach in independent markets. - The timing suggests RoomPriceGenie sees a downturn as an opportunity to convert price pressure into software adoption. - Thailand remains attractive over the long term, but near-term performance weakness is forcing hotels to seek more disciplined pricing.

What's next: - Ultsch Consult will continue building RoomPriceGenie’s Thai presence through local sales conversations and market education. - Independent hotels and regional groups are the primary target for adoption. - The outcome will likely hinge on whether operators that still rely on spreadsheets move toward automated revenue management during the slowdown.

The bottom line: - Thailand’s softer hotel cycle is creating a sales opening for revenue-management software, and RoomPriceGenie is betting local representation will be the fastest way in.