Grab Thailand Boosts Services for Expats with New AI Translation and Expat Pass

Brickinfo News Agency – Grab Thailand is focusing on the growing market of expatriates and digital nomads, a segment that has seen delivery orders increase by over 50% in the last 12 months. In response to this demand, the company has introduced two new features: an AI-powered translation tool for in-app menus and a discounted subscription package called the “Expat Pass.” The moves reflect an effort to improve the experience for foreign residents, who are increasingly choosing Thailand as a long-term home.

The company’s focus is driven by data showing that non-Thai residents, a group that includes expatriates and digital nomads, represent a high-potential segment. According to a recent migration report, Thailand is home to 5.3 million non-Thai residents, an 8% increase since 2019. Grab reports that these users have strong spending power, with an average order value of 300-500 baht. The top five nationalities using Grab’s services are American, British, Chinese, Korean, and Japanese, with a high concentration in major cities like Bangkok, Phuket, Chiang Mai, Pattaya, and Hua Hin.

Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, commented on the trend, stating that Thailand is not just a destination for tourists but for many foreigners who choose to live and work there. He highlighted factors such as the affordable cost of living, developed infrastructure, and cultural appeal. Kwangsukstith also noted Bangkok’s recent ranking as a top city for American remote workers, citing fast internet and affordable rent as key draws.

Analysis of expat user behavior on the platform revealed that Thai cuisine remains a favorite, with dishes like fried rice and chicken rice being the most-ordered food items. Fried rice alone accounted for over 627,000 orders annually, while Thai tea led the beverage category with over 127,000 cups sold per year. In terms of transportation, while two-thirds of expat users prefer car-based services like JustGrab and GrabCar, GrabBike usage has also seen steady growth, with a 30% increase year-on-year.

To address the language barrier and enhance the user experience, Grab has implemented a new “One Click Translation” feature. This AI-powered tool allows users to translate dish descriptions and merchant details into nine languages, including English, Chinese, Korean, and Japanese, with a single tap. The company has also launched the “Grab Expat Pass,” a subscription offering up to 2,000 baht in discounts across all Grab services, from food and grocery delivery to transport and parcel delivery.