Women are driving major changes in travel preferences across Asia, accounting for 82% of travel decisions worldwide. Reflecting this influence, Agoda has released new insights on women’s travel habits in the region, offering timely guidance for hoteliers looking to better engage this powerful demographic.
According to Agoda’s latest report, 60% of women in Asia prefer exploring lesser-known and culturally immersive destinations. Women from India and Indonesia lead the trend, with 80% and 69% respectively seeking experiences beyond traditional tourist paths.
Family, friends, and female-focused travel
Group travel is another strong preference. Some 40% of women across Asia say they prefer travelling with family, compared to just 28% of men. In Indonesia, that figure jumps to 68%. Travelling with friends is also more popular among women, particularly in Japan and India.
While men still take more solo trips – 24% versus 15% – there are signs of growth in solo female travel, especially in Hong Kong and Thailand. Younger women aged 18 to 25 are showing the most interest in solo adventures, viewing them as a chance to break out of their comfort zones. Japan, New Zealand, Australia, Nordic countries, Spain, Singapore, and the UK rank among the safest destinations for solo women travellers.
Shorter, more frequent getaways gain momentum
The data also reveals a shift toward shorter, more frequent getaways. In 1Q2025, 35% of women reported taking two trips, up from 18% in early 2020. Many are taking advantage of long weekends and off-peak periods to travel more often, rather than saving leave for one extended holiday.
What this means for hoteliers
Agoda’s findings point to several ways hotels can respond. Properties can highlight local experiences, develop women-only tour products, and ensure enhanced safety features – such as secure access floors and trusted airport transfers. Stocking rooms with popular personal care amenities and beauty tools also caters to growing expectations around comfort and self-care.
“It’s clear that women are playing an increasingly influential role in all travel decisions,” said Andrew Smith, senior vice president, supply at Agoda. “Armed with data on women’s booking behaviours and preferences, hospitality leaders have a timely opportunity to reassess their approach to guest management.
“By proactively tailoring offerings to women travellers’ preferences, hotels can deliver exceptional guest experiences and secure loyalty from a demographic that is set to reshape travel in Asia. Embracing these trends can help position your business in a fast-moving travel landscape.”
