Agoda has released its latest research report, Tailored to Win: Capturing Asia’s Tourism Boom, showing that nearly all hotels adopting deeper localisation have recorded stronger guest satisfaction and loyalty, with 99 per cent reporting higher satisfaction scores and 91 per cent noting guests are willing to pay more per room.
As Asia strengthens its position as the world’s fastest-growing travel region, driven by more than two billion middle-class consumers, the report outlines how tailoring experiences to cultural, linguistic, and behavioural preferences is becoming essential for hotels competing in a crowded market.
Asia’s share of global international arrivals has risen from nine per cent in 2022 to nearly 28 per cent by early 2025, with intra-Asia trips leading the expansion. Improved connectivity, rising incomes, and tourism initiatives have created new openings for hoteliers, but expectations have become more varied. Travellers across Asia differ widely in culture, cuisine, language, and payment preferences, prompting hotels to localise not just their marketing and booking platforms but also on-site services.
The report notes that hotels offering stronger cultural and linguistic adaptation are seeing increased demand from China, Japan, South Korea, and Singapore. Localisation maturity, however, varies significantly. While many hotels have introduced basic measures such as multilingual support and alternative payment methods, only around one-third have implemented integrated tailoring across marketing, booking, and guest experience. Hotels with more advanced localisation report stronger RevPAR impact, increased repeat stays, and greater guest willingness to pay.
Data limitations remain a barrier, with 55 per cent of hoteliers citing limited insight into cultural preferences and 44 per cent unsure of expected returns. OTAs are helping bridge capability gaps, with nearly 80 per cent of advanced adopters relying on partners for guest analytics, cultural data, and digital tools that support multi-currency and multilingual engagement.
To support partners, Agoda combines multilingual access, local payment solutions, and data-driven programmes to help properties connect more effectively with travellers. The report encourages hoteliers to assess their guest mix, invest in culturally trained staff, and collaborate with digital platforms that can help deliver personalised, data-led experiences at scale.
“Asia’s travel landscape is incredibly diverse, and true success comes from understanding the nuances of each market,” said Andrew Smith, senior vice president of supply at Agoda.
“Our report shows that hotels advancing their localisation strategies see up to 95 per cent higher repeat bookings and stronger guest satisfaction.
“From multi-currency payments to localised marketing and traveller insights, we help our partners turn these cultural nuances into measurable impact empowering them to grow by being as local as their guests expect.”
