Agoda reports that a growing middle class and changing travel habits across Asia are creating new revenue opportunities for the travel and hospitality industry, with the “Asian traveller” increasingly influencing global travel patterns.
According to SiteMinder’s Hotel Booking Trends 2026 report, outbound travel from China and India has exceeded pre-pandemic levels for the first time, reinforcing Asia’s role as a key source of hotel demand. The trend is reflected in global search patterns, with major Asian markets shaping travel flows and destination interest.
A shift towards more frequent travel is also emerging. Agoda data shows travellers are taking shorter, more regular trips throughout the year rather than a single annual holiday. In Indonesia, 32% of travellers plan to take 11 or more trips in 2026. Among Gen Z travellers in Asia, 73% expect to take between one and six trips annually, with 86% planning stays of one to seven days. In Thailand, typical trips range from one to three days.
At the same time, travel demand is becoming more evenly distributed. SiteMinder reports that in 65% of markets, peak travel months became less dominant in 2025, suggesting demand is spreading more consistently across the year.
Interest in secondary destinations is also rising. Agoda data indicates that these locations are growing 15% faster than established gateway cities. In Japan, cities such as Takamatsu (+63%), Matsuyama (+44%) and Sendai (+32%) are seeing stronger year-on-year growth than traditional hubs.
The findings also highlight the commercial impact of localisation. Agoda reports that hotels with advanced localisation strategies see 59% stronger RevPAR performance, while 95% report increased repeat bookings and 91% say guests are willing to pay more.
“Through our surveys, we are seeing travellers take more frequent trips, continuing to explore newer, more unique destinations, and respond well to experiences that feel more culturally relevant. In 2026, the hospitality brands that stand out will be the ones that move beyond standardised service and embrace true cultural fluency,” said Andrew Smith, senior vice president, supply at Agoda.
“Localisation is no longer a choice; it is an operational anchor for anyone looking to scale within Asia’s most popular corridors. Unlocking meaningful commercial value means moving beyond a one-size-fits-all approach and building experiences that genuinely resonate with the distinct identities of today’s Asian travellers.”
