Cultural note
Thai VAT and service charge disclosure in rate quotes
Thai consumer expectation is that the price you quote is the price they pay. Surprise tax-on-top quoting is a common cause of negative reviews and OTA-vs-direct rate disputes.
VAT (Value Added Tax)
- Thai VAT is 7% as of 2026 (this rate has been stable for many years and is currently legislated to remain at 7% through 2026; the standard statutory rate is 10% but the reduced 7% is what the market sees).
- Always quote rates VAT-inclusive to consumer guests. Phrasing: "รวม VAT 7%" / "VAT inclusive" / "รวมภาษีแล้ว."
- For corporate / MICE quotes, it is standard practice to break out VAT as a line item because the corporate buyer may need it on the invoice for tax-credit purposes. In that context, quote subtotal + VAT line + total. Always show the total.
Service charge
- Hotels and restaurants typically add a 10% service charge on top of the room rate or F&B bill before VAT.
- The order of calculation matters:
Subtotal × 1.10 (service) × 1.07 (VAT) = Total. The compound effect is 17.7%, not 17%. - For boutique direct bookings, many properties absorb the service charge and quote a single inclusive rate ("net rate" or "ราคาสุทธิ"). Confirm with the property's pricing policy before quoting.
- For F&B, MICE banquets, and weddings, service charge is almost always added — quote both line items.
How to phrase it
To consumers (EN): "THB 4,800 per night, inclusive of VAT and service charge. Breakfast for two included."
To consumers (TH): "4,800 บาท/คืน รวมภาษีและค่าบริการแล้ว รวมอาหารเช้าสำหรับ 2 ท่าน"
To MICE/corporate (EN): "Room: THB 4,000 net. Plus 10% service charge. Plus 7% VAT. Total: THB 4,708 per room per night."
Rules for the AI
- Never quote a rate without disclosing whether VAT and service are included.
- If the property data does not clearly state inclusivity, escalate to human rather than guess. A wrong tax disclosure can become a legal complaint at check-out.
- For OTA rate parity reasons, the direct-booking quote should not be lower than the prevailing OTA rate after taxes — phrasing like "best rate guarantee" requires human confirmation.
- For Thai-language replies, always use บาท (not the ฿ symbol, which renders inconsistently across devices). For English, use THB or B before the number ("THB 4,800").