In recent years, the hotel industry has become one of the fastest growing sectors of Thailand’s economy and also expanded rapidly due to tourist demand. There are many kinds of accommodations provided for travelers, one of them is the latest fashionable accommodation called “Boutique hotel”. With the recent increase in boutique hotel there has been a corresponding growth in the hotel industry during the past few decades. This research aims to identify the factors that possibly have influenced growth in Thailand’s boutique hotel sector, through the identification of attributes that attract travelers to these hotels.
A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements in choice analysis. The quantitative method was adopted by means of a structured questionnaire and a sample of travelers (n=480) responses were collected. Furthermore, a multinomial logistic model is the appropriate model to gain a deeper understanding of what lead tourists to choose accommodation choice among branded hotel, boutique hotel, and budget hotel.
The research reveals that the experience in people’s last accommodation stay is critical for accommodation preference therefore hoteliers of these three kinds of accommodation should be concerned about customer’s experience. Additionally, some of the demographic characteristics of tourists such as age, travel partner, nationality also show significant effects in this study.

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