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.
Agoda data shows rising demand for shorter, more frequent trips and growing interest in secondary destinations across Asia; Matsuyama Castle, pictured
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.”
The Yarra Valley Smaller Wineries Association will bring back its Shortest Lunch event on June 20-21, 2026, with a weekend of tastings and food across 13 cellar doors.
Positioned as an accessible wine event, entry starts from US$19 (early bird), with participating wineries capping food prices at US$16 per dish. The event is self-guided, allowing visitors to plan their own routes across the valley.
The Shortest Lunch returns to Yarra Valley with tastings across 13 wineries, including dog-friendly venues welcoming visitors and their pets
Located around one hour from Melbourne, the wineries are spread across three sub-regions, including the lower valley, Dixons Creek and the Seville corridor.
Food offerings range from Italian-inspired dishes such as osso bucco and cannelloni to options including dumplings, barbecue and slow-braised lamb. A selection of dessert options is also available across participating venues.
The event is open from 11.00 to 17.00 on both days, with free entry for children, non-drinkers and designated drivers. Most wineries are dog-friendly.
The Islamic Tourism Centre (ITC) is advancing the global expansion of Malaysia’s Muslim-friendly tourism standards through a new international partnership.
The lead agency under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC), tasked with developing the Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem, has formalised this effort through a strategic collaboration with RusQuality, Russia’s halal assurance body.
Malaysia and Russia align Muslim-friendly tourism standards through a new bilateral partnership; photo by KazanForum
At the 17th International Islamic Forum Russia–Islamic World: KazanForum in Tatarstan, the two organisations signed a Memorandum of Mutual Recognition (MOMR) on May 14 to align Malaysia’s and Russia’s guidelines for Muslim-friendly tourism and hospitality services.
The agreement grants both parties reciprocal rights to use each other’s official logos and branding, creating a unified identity for Muslim-friendly standards across both destinations.
ITC director-general Mohammad Faisal Abu Suaib Khan said in a statement: “We are honoured to represent Malaysia in this historic collaboration, which further extends the global reach of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition programme. When Malaysia initially developed MFAR, our goal was to create a sense of home and peace of mind for Muslim travellers, no matter where they landed.
“Russia has demonstrated sophisticated work in the halal sector through RusQuality, and we are proud to work alongside such a capable partner for Malaysia. By aligning our standards, we wish to simplify businesses for both countries to work together and succeed. The US$235 billion-worth Muslim international tourist market is huge, and having both parties on board will mobilise greater liquidity through the tourism economy in both destinations.”
Mohammad Faisal also highlighted the broader appeal of Muslim-friendly standards, emphasising that “as travellers become more conscious of their choices, Muslim-friendly standards – rooted in universal values such as cleanliness, safety, and family-oriented services – will see growing demand, not only among Muslim travellers but also among those who value these principles”.
“ITC is ready to work with other destinations to help them strategise to leverage on this global tourism potential through our standards, training, and research.”
Maxim Aleksandrovich Protasov, head of ANO Russian Quality System / RusQuality, said: “This partnership with ITC reflects our deep confidence in Malaysia’s MFAR framework as a global benchmark for Muslim-friendly travel. Harmonising our standards strengthens Russia’s position as a premier Muslim-friendly destination and equips our industry players to capture the immense potential of the Muslim-friendly travel sector and the greater halal economy. Our hope is that this partnership will facilitate a new era of seamless travel, giving Muslim tourists the same level of confidence and assurance in Russia that they experience in Malaysia.”
Indonesia’s luxury hotel sector has returned to pre-pandemic occupancy levels, outpacing all other hotel classes and signalling renewed strength in premium travel demand.
Speaking at the first Indonesia Tourism Xchange (ITX) in Jakarta, Jesper Palmqvist, regional VP Asia Pacific at STR, said luxury hotel occupancy for the 12 months to March 2026 had fully recovered, while other segments remained 5.5 percentage points below their 2019 benchmarks.
Industry leaders discuss Indonesia’s tourism and hospitality outlook at ITX in Jakarta
Despite lower occupancy in other tiers, Indonesia’s overall hotel average daily rate (ADR) rose 42 per cent compared with 2019. Palmqvist said the increase spans all classes but is driven largely by the luxury segment, noting that “you are seeing new luxury products, and you have a more mature market” supporting the growth.
This shift in rates was further explained by Erastus Radjimin, CEO of Artotel Group, who said a 50 per cent cut in government spending in 2025 led to a drop in occupancy. However, he noted that the subsequent spike in ADR occurred “because the government segment was representing the lowest ADR for hotels”. With that lower-paying segment temporarily reduced, higher-paying guests lifted average rates, even as revenue per available room (RevPAR) declined.
The premium market is now showing signs of broader recovery. Palmqvist said the luxury segment has historically been resilient to economic shocks.
He said: “It’s a global fact that luxury generally fares well against any external shocks. You can go back to the global financial crisis, the pandemic, the Asian financial crisis – luxury holds up better.”
Looking ahead, Erastus expressed optimism for the rest of 2026, noting that the resumption of government spending is already supporting the sector.
Hoteliers are also reporting improved performance. Sherona Shng, regional vice president of operations for Asia at Langham Hospitality Group, said The Langham, Jakarta is on an upward trend, projecting a 10 per cent increase in occupancy this year.
“April 2026 was the best month ever since the hotel opening, with occupancy almost reaching 80 per cent,” she said.
Palmqvist added that Indonesia’s luxury room rates, at just over US$200, remain “very affordable” compared with regional peers such as India or Thailand, where rates can reach US$300 or more.
Beyond pricing, the definition of premium travel is evolving. Shng noted a shift from scale to more curated experiences. While luxury was once defined by “optical opulence”, travellers now expect immersive, culturally driven offerings.
“In the past, personalisation in the hotel was seen as a bonus, but today, it is really expected,” Shng said.
This shift is also changing perceptions of cities such as Jakarta, positioning them as destinations in their own right rather than purely business hubs. Activities such as city walks allow travellers to experience contrasts between history and modernity.
Shng added that visitors exploring the old town can discover a range of local experiences, spanning dining and design. She noted that Jakarta has gained recognition for having some of Asia’s leading bars, and that travellers drawn by shopping opportunities may encounter the work of local designers while also seeking to understand the heritage behind batik.
Reflecting broader high-end travel trends, ITX 2026 also highlighted growth in branded residences, particularly in Bali. According to C9 Hotelworks, Asia’s branded residences pipeline has reached 707 trillion rupiah (around US$40 billion), with Indonesia accounting for US$1.4 billion across 1,145 launched units.
Sydney will host the 2027 Australian Tourism Exchange (ATE), as Tourism Australia advances a long-term strategy to lift high-yield international visitor spending to as much as A$69 billion (US$45.5 billion) by 2035, amid a near full recovery in inbound tourism.
The announcement was made in Adelaide on May 14 as Australia’s biggest annual travel tradeshow wrapped up after four days, having attracted more than 2,900 attendees, including buyers from 32 countries, surpassing last year’s attendance of 2,700.
Robin Mack presents Tourism Australia’s strategy to 2035; photo by Adelaine Ng
The decision sees ATE return to Sydney for the first time in five years.
At ATE26, Tourism Australia managing director Robin Mack outlined the organisation’s Tourism 2035 strategy, positioning aviation growth, high-yielding travellers and global destination competitiveness as central to the next phase of Australia’s tourism expansion.
Fresh Australian Bureau of Statistics data released during ATE26 showed international arrivals reached 9.1 million for the 12 months to March 2026, up almost 10 per cent year-on-year and equivalent to 99 per cent of 2019 levels. International overnight visitor expenditure rose 14 per cent to A$56 billion.
Leisure travel continues to drive the recovery, with leisure arrivals rising almost 10 per cent to 7.1 million over the previous 12 months. Holiday visitors were a key growth driver, climbing almost 13 per cent to 4.1 million.
Growth was recorded across almost all key inbound markets, with Greater China continuing to rebound strongly. Arrivals from China rose 21 per cent, while Hong Kong increased 24 per cent over the previous 12 months. Britain climbed 19 per cent following a record 2025 for Australian visitation, while Japan and Singapore grew nine per cent and seven per cent, respectively. South Korea also surpassed 400,000 visitors for the first time. Continental Europe maintained solid momentum, with arrivals from France and Italy increasing 16 per cent and 17 per cent respectively. Vietnam was the only market to record a decline, while India remained flat.
Latest tracking showed a dip in visitation numbers in April, due to the impact of disruptions related to the Middle East situation. Despite this, Mack said forward capacity into Australia remained resilient. “We will still have more seats into Australia for the rest of this calendar year than we had last year,” he said, citing Cirium scheduling data.
Tourism Australia’s new 10-year strategy is focused on attracting more high-yield visitors, particularly leisure travellers, working holiday makers and business events delegates. Modelling conducted with L.E.K. projects expenditure from these segments could rise from A$33 billion in 2025 to between A$61 billion and A$69 billion by 2035, with an interim target of A$41 billion to A$43 billion by 2028.
Importantly, achieving those targets will require an estimated 4.4 million additional international airline seats.
Mack said expanding awareness of the country’s broader tourism offering would be one of Tourism Australia’s key priorities.
“We want to be famous for more things,” he said, pointing to food and drink as an area where international perception still lags Australia’s offering.
Major events are expected to play a central role in Tourism Australia’s growth strategy, particularly in the lead-up to the Brisbane 2032 Olympic Games. The Rugby World Cup in 2027 and upcoming T20 cricket events are also being positioned as key opportunities to stimulate international visitation.
Tourism Australia is also expanding its trade engagement efforts. About 7,000 agents were added to its Aussie Specialist Program in the past 12 months, taking the network to a record 40,000 qualified agents globally. Its flagship G’Day Australia mega-fam will bring 300 agents to Darwin in October after attracting triple the number of applications.
PATA and the China Chamber of Tourism (CCT) have signed a memorandum of understanding (MoU) to strengthen tourism cooperation between China and the Asia-Pacific region.
The agreement was signed on May 13, 2026, during the PATA Annual Summit 2026, establishing a framework for collaboration across areas including sustainable tourism, rural revitalisation and global marketing.
From left: China Chamber of Tourism’s Ji Xiaodong and Guoliang Wu, PATA’s Noor Ahmad Hamid and Henry Oh during the MoU signing ceremony
Under the MoU, both organisations will work together on initiatives such as co-hosting events, developing training programmes, and undertaking joint marketing and promotional activities. The partnership also includes plans to produce industry reports and support the exchange of knowledge and best practices.
The collaboration extends to the PATA Gold Awards, with CCT supporting awareness of the programme within China’s tourism sector and recommending entries for consideration.
The agreement reflects ongoing engagement between the two organisations and broader efforts to strengthen regional tourism cooperation.
Noor Ahmad Hamid, CEO, PATA, commented: “China has been part of our journey since the early years of the Association, so it is especially meaningful to formalise this partnership during our 75th anniversary. I extend my gratitude to our new partner, the China Chamber of Tourism, and I look forward to working closely with them on new projects and initiatives in the future.”
“It is our great honour to formally establish a strategic partnership with PATA on the occasion of (its) 75th anniversary. China and the Asia-Pacific region enjoy close tourism exchanges and broad prospects. Focusing on sustainable tourism, rural revitalisation and global marketing, the two sides will deepen exchanges and cooperation, share development experience, jointly promote the high-quality and sustainable development of tourism in China and the Asia-Pacific region, and inject new impetus into the prosperity of global tourism industry,” said Ji Xiaodong, chairman, China Chamber of Tourism.
Stuba has introduced a new incentive aimed at travel agents making hotel bookings during a busy mid-year planning period. The initiative runs until May 24, 2026 and offers weekly rewards alongside a grand prize for the highest-performing agent across the campaign.
The timing coincides with rising demand for mid-year travel, including city breaks, shopping trips, family holidays and multi-destination itineraries. The incentive is intended to align with this activity, offering agents additional benefits linked to their existing booking patterns.
The incentive offers weekly rewards and a grand prize for agents based on hotel booking performance during the campaign period; Sri Panwa Phuket Luxury Pool Villa Hotel, pictured
Under the scheme, qualifying hotel bookings made through Stuba during the campaign period are automatically entered into weekly rewards. No registration or additional steps are required, with agents participating through their usual booking activity.
Each week, the three highest-performing agents will receive prizes, while overall performance across the campaign will determine the grand prize winner. Booking volume contributes directly to an agent’s ranking on the leaderboard.
The initiative forms part of Stuba’s ongoing approach to engaging the trade, combining access to hotel inventory with structured reward programmes tied to performance. It also reflects a broader focus on supporting agents during periods of increased demand, when booking activity typically accelerates.
Agents may use the campaign period to drive bookings across a range of travel preferences and destinations, supported by continued demand in the mid-year market.
Further details and booking access are available via Stuba’s platform.
Minor Hotels has signed Anantara Somabay Resort & Residences, marking an expansion of its presence in Egypt. The project is scheduled to open in May 2030.
Located in Somabay on the Red Sea coast, the development will include 300 hotel keys and 150 branded residential units, combining resort accommodation with private residences within an integrated destination.
Somabay Hotel Company and Minor Hotels partner to develop Anantara Somabay, supporting long-term investment and growth in Egypt’s Red Sea luxury hospitality sector
The project forms part of the Somabay masterplan and reflects ongoing collaboration between Minor Hotels and Somabay Hotel Company SAE. It is positioned to support both hospitality and long-stay demand, with a mix of guestrooms, villas and residential offerings.
Accommodation will include sea-view and lagoon rooms, alongside beach and pool villas, including a signature Grand Royal Beach & Pool Villa. Branded residences will range from apartments to beachfront villas with private dock access.
Facilities are expected to include dining venues, wellness and leisure offerings, and family-oriented spaces, supporting a resort environment designed for both short and extended stays.
Somabay is located approximately 45 minutes from Hurghada International Airport, providing access to European markets and regional connections from the Middle East.
The signing forms part of Minor Hotels’ broader strategy to expand its Anantara brand in destinations that support integrated resort and residential developments.
“The signing of Anantara Somabay Resort & Residences reflects our shared commitment to combining expertise and elevating luxury experiences in Egypt. With strong fundamentals and sustained international demand, Somabay is an ideal setting for a fully integrated resort and residential offering,” said Amir Golbarg, chief operating officer, Minor Hotels Middle East & Africa.
“This partnership with Minor Hotels reflects Somabay’s long-term vision to evolve as a fully integrated luxury destination on the Red Sea. By introducing the Anantara brand, we are strengthening our position within the global hospitality landscape while continuing to build a destination defined by quality, sustainability, and long-term value creation for Egypt’s tourism sector,” added Ibrahim El Missiri, group CEO, Somabay.
The stunning Hunza valley is the awe-inspiring setting where Best Western Premier Hotel Karim Abad Hunza is located
Best Western Premier is strengthening its presence across Asia with new openings in Vietnam and Pakistan, extending its reach from established destinations such as Bali and Phuket to emerging locations in Da Lat and the Hunza Valley.
Designed to cater to both leisure and business travellers, Best Western Premier hotels emphasise distinctive architecture, contemporary interiors and full-service amenities.
Guests can expect facilities such as swimming pools, fitness centres, spa services and diverse dining concepts that blend local and international flavours. Rooms and suites are equipped with plush bedding, wellness amenities, high-speed internet and in-room entertainment, meeting the needs of today’s connected traveller.
A new urban retreat in Vietnam’s central highlands
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Soak in the comfort of the Deluxe Room with a view of the valley beyond
Stay in five-star luxury in the heart of downtown Dalat with many attractions within walking distance
Indulge in an evening meal and tipple at the restaurant
Opened in late 2025, Best Western Premier Imperial Dalat places guests at the heart of Vietnam’s central highlands, in a destination known as the City of a Thousand Flowers.
Surrounded by cool mountain air, lush landscapes and a wealth of cultural attractions, the 91-key hotel offers a tranquil yet well-connected base within walking distance of Da Lat Market, Xuan Huong Lake and Con Ga Church.
Olivier Berrivin, vice president – APAC, BWH Hotels, said: “As Vietnam is one of the key markets for BWH Hotels, we are excited to introduce guests to this exceptional new property in Da Lat. With its fresh air, breathtaking scenery, lush floral landscapes and a wide range of attractions, this is the perfect place to unwind, create memorable experiences, or make a lasting impression.”
Designed for both leisure and business travellers, the hotel features contemporary rooms and suites with panoramic views of the city or surrounding mountains, including connecting options for families. Guests can unwind in the year-round heated swimming pool, recharge at the fitness centre or spa, or let younger travellers enjoy activities at the kids’ club.
Dining is a highlight, with options ranging from authentic Vietnamese and Western cuisine at the all-day restaurant to an elegant Japanese outlet, alongside a lobby lounge, beer garden and cigar lounge. The hotel also caters to meetings and events, with a grand ballroom and several flexible function spaces suited for everything from executive meetings to gala dinners and weddings.
With this opening, BWH Hotels now offers seven hotels and resorts across Vietnam, spanning destinations including Ho Chi Minh City, Phu Quoc and Nha Trang, with more in the pipeline.
A scenic mountain retreat in Hunza
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Wake up to a scenic view of Pakistan's gorgeous scenery each day
Located in the Gilgit-Baltistan region and surrounded by snow-capped peaks, rugged plains and aquamarine lakes, the Hunza Valley offers a striking backdrop for all travellers whether they prefer traversing the great outdoors or appreciating it from a distance.
The 50-room hotel features modern guestrooms with sweeping views of the valley, creating a serene retreat for leisure travellers, families and small corporate groups. A lakeside restaurant serves both local and international cuisine, complemented by an alfresco terrace, while the wellness centre offers soothing therapies.
As the first internationally branded upscale hotel in the area, the property enhances Hunza’s appeal to discerning domestic and international visitors seeking comfort amid dramatic scenery.
“We are delighted to expand our presence in Pakistan – a rapidly developing market with significant growth potential. The Hunza Valley is a truly breathtaking place, where spectacular alpine scenery, ancient forts, and warm, local hospitality combine to inspire the senses. This makes it a captivating destination for leisure guests and groups alike. We invite adventurous explorers to come and uncover the wonders of Pakistan with BWH Hotels,” said Berrivin.
The opening also reinforces BWH Hotels’ presence in Pakistan, where it operates across major cities including Islamabad, Lahore, Quetta, Rawalpindi, Faisalabad and Gujranwala.
The majority of these properties are under the Best Western Premier brand, reflecting strong demand for superior accommodation, attentive service and comprehensive amenities, supported by the Best Western Rewards® loyalty programme.
Live Your Best with Best Western Premier in Asia:
Best Western Premier Imperial Dalat (Vietnam)
Best Western Premier Hotel Karim Abad Hunza (Pakistan)
Best Western Premier Marvella Nha Trang (Vietnam)
Best Western Premier Agung Resort, Ubud (Indonesia)
Best Western Premier La Grande Hotel, Bandung (Indonesia)
Best Western Premier The Hive, Jakarta (Indonesia)
Best Western Premier Bangtao Beach Resort & Spa, Phuket (Thailand)
Best Western Premier Sonasea Phu Quoc (Vietnam)
Best Western Premier Sonasea Villas Phu Quoc (Vietnam)
Best Western Premier Hotel Gulberg, Lahore (Pakistan)
Best Western Premier Hotel Islamabad (Pakistan)
Include Dalat or the Hunza Valley in your next itineraries. Make a booking at BWH Hotels now.
Agoda has expanded its partnership with the Macao Government Tourism Office (MGTO) to promote boutique and independent hotels in the city, with a focus on the Outer Harbour District.
The 2026 collaboration will highlight properties in areas including ZAPE and NAPE, a waterfront district close to the city centre with access to dining, entertainment and local neighbourhood experiences.
The partnership aims to extend Macao’s appeal beyond core areas with a focus on boutique hotels and local experiences; Fisherman’s Wharf in Macao, pictured
The partnership builds on earlier campaigns launched in 2025 across markets in South-east Asia, North-east Asia and the Middle East. It comes as Macao continues to attract a broader mix of international travellers, supported by improved connectivity, visa facilitation and targeted tourism initiatives.
Under the agreement, selected hotels in the Outer Harbour District will receive additional exposure to new markets, including Brazil, Vietnam and Central Asia, as part of efforts to diversify visitor segments.
Travel interest in Macao has increased across several source markets. Year-on-year accommodation searches rose by 247 per cent from the Middle East, followed by India (70 per cent), Japan (62 per cent), Thailand (56 per cent), the Philippines (39 per cent) and Singapore (25 per cent).
The collaboration will combine MGTO’s destination marketing priorities with Agoda’s distribution platform across accommodation, flights and activities. The initiative also includes support for participating hotels through targeted marketing and promotional activities.
“This broadening mix of interest shows that more travellers are looking at Macao through different trip lenses, not just the traditional patterns,” said Damien Pfrisch, chief commercial officer, Agoda. “Our partnership with MGTO is designed to turn that into an actual trip and experience, bringing neighbourhood areas like the Outer Harbour District to the forefront and showcasing boutique stays that reflect the city’s character. It is also a practical example of how tourism authorities and travel platforms can work together to broaden a destination’s story across multiple markets.”
