Agoda has released its 2026 Travel Outlook Report, highlighting trends set to influence travel across Asia in the coming year. The report identifies shifts including the rising popularity of secondary destinations, increasing demand for experiential travel, and growing expectations for seamless, technology-driven journeys – providing guidance for hotels, destination marketing organisations (DMOs) and travel industry partners.
The report draws on a survey of 3,353 Agoda customers from nine key Asia-Pacific markets (India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Thailand, Vietnam) conducted in October 2025.
A rising middle class, streamlined visa processes, and expanding flight networks are shaping travel choices across Asia, with travellers increasingly looking beyond familiar hotspots. Recent Agoda data shows searches for accommodation in secondary cities across Asia have grown 15% faster than in traditional tourism hubs over the last two years. Secondary destinations accounted for 34% of total accommodation searches on Agoda in the first half of 2025. 43% of travellers cited lower costs as their top reason to explore these destinations, while unique local culture, special promotions, and outdoor activities were also key motivations.
Ease of access is an important factor for travellers considering new destinations, particularly in India (91%), the Philippines (89%) and Indonesia (80%). Governments in Thailand, Indonesia, Malaysia, Japan and India are expanding access to more destinations through targeted campaigns and infrastructure improvements. Agoda works with DMOs to leverage data insights and marketing channels to highlight lesser-known destinations and enable rural properties to reach wider audiences through digital platforms.
Diversifying accommodation supply is also important to meet traveller preferences and create new economic opportunities. Non-hotel options such as villas, apartments and boutique guesthouses on Agoda have increased steadily from 2022 to 2025, supporting immersive stays while allowing local property owners to enter the digital economy.
The report also highlights key strategies for industry partners in 2026: enhancing digital visibility with updated listings and reviews, using data insights for targeted marketing, and expanding offerings to include authentic cultural, culinary and outdoor experiences. By adopting these approaches, accommodation providers, local experience providers, DMOs and travel brands can diversify revenue, strengthen resilience, and deliver high-value experiences to travellers.
Andrew Smith, senior vice president, supply, Agoda said: “Secondary cities are no longer hidden gems. They’re becoming the engine of travel growth across Asia. Travellers want authenticity, value and a sense of discovery that the major hotspots cannot always deliver. This shift unlocks real opportunity for local communities and for the partners who move early. At Agoda, our focus is straightforward – we equip our partners with the data, insights and digital tools they need to capture this demand and win in these emerging markets.”
View the full report here.
