I recently had a chance to work on a site selection project where the criteria were not only about location, as in most real estate projects, but also about the amount of traffic passing the property. While this project was not a huge one, I found it very interesting and wanted to share what I learned.
The Department of Highways publishes traffic statistics for main roads across Thailand. These reports separate vehicles into categories (cars, pick-up trucks, large trucks, motorcycles, etc.) and provide the Average Annual Daily Traffic (AADT) for each category.
AADT represents the average number of vehicles per day over the course of a year. This information is especially useful when you don’t have your own traffic measurement system or enough resources to conduct a proper count. It gives a reliable starting point for evaluating the potential of each road — and therefore each site.
Factors that can affect the accuracy of traffic counts include:
Date – use normal weekdays; avoid weekends, holidays, or special events, which can create unusual spikes or drops in traffic.
Time of day – counts in the morning, noon, and evening can look very different. Averaging these gives a more balanced picture.
Traffic speed – slower traffic may create a sense of congestion, while faster flow may feel lighter even if the actual number of vehicles is higher.
Side of the road – one side may be busier in the morning and quieter in the afternoon, and vice versa, depending on commuting patterns.
Beyond raw numbers, the road itself matters. Some things to look at:
Road design – number of lanes, divided vs. undivided.
Household density – rooftops visible from satellite maps can hint at how many people live nearby.
Traffic flow – easy U-turns, not too close to big intersections, and not blocked by long red lights.
Nearby commercial development – strong retail businesses nearby often prove both the volume and quality of traffic, since these businesses usually have advanced traffic studies. Good indicators include discount stores (BigC, Lotus), gas stations, fast food chains (KFC, McDonald’s), convenience stores, car washes, and coffee shops.
Specific location – being right at an intersection often increases visibility.
Neighborhood – high-income communities or worker-dense areas can drive higher revenue.
Not every vehicle contributes to your business potential. For better accuracy, identify which types matter most:
Are taxis likely to stop and use your site?
Do buses or songthaews bring potential customers?
Are company pickup trucks part of your target market?
Should very old cars (with low spending power) be counted?
This refinement helps link traffic data to real revenue potential.
Sites located on high-traffic roads are usually more expensive, especially when the land is within a densely developed commercial zone. In many cases, land prices in these areas are so high that certain businesses cannot operate profitably.
However, there are some roads — as shown in DOH traffic statistics — where traffic volumes are comparable to prime commercial roads, but the land cost is significantly lower. Identifying these “hidden opportunities” can make a big difference for businesses looking for strong visibility without excessive land costs.
Traffic Illusion
It’s easy to get misled by just watching traffic. For example, a 4-lane road with slow flow may feel congested and busy, but might not actually carry more vehicles than a faster-flowing road. Eye observation can create a “traffic illusion.”
Canal Parallel Roads
In some areas, roads run parallel to canals, which can limit access from nearby households. If there are not enough bridges connecting both sides, the canal may reduce the amount of traffic that actually reaches the site. Examples include Khlong Samrong along Theparak Road and Khlong Prawet Burirom along On Nut–Lat Krabang Road. However, in my opinion, neither of these cases is severe enough to significantly impact site potential.