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Women Travelers in Asia are Driving the New Hospitality Trends in 2025: Agoda
Representative Image Agoda recently unveiled the top women’s travel trends in Asia revealing that women across Asia are charting a different course than their male counterparts when it comes to holiday plans. From a stronger appetite for new destinations to a preference for traveling with family and friends, women travellers are reshaping travel preferences in ways that are directly influencing the hospitality landscape. As Agoda celebrates 20 years of empowering hoteliers to stay ahead of changing travel trends and guest expectations, these insights serve as a timely reminder for hoteliers of the need to constantly adapt to an increasingly dynamic and diverse market. Women love travelling to culturally immersive destinations According to Agoda’s latest report, 60% of women in Asia prioritize exploring lesser-known and culturally immersive destinations. Indian and Indonesian women are leading this trend, with 80% and 69% respectively eager to discover new places that offer different cultural experiences. The Agoda data also highlights a strong preference for group travel among women. Some 40% of Asian women prefer to travel with family, compared to just 28% of men. In markets like Indonesia, an impressive 68% of women favour family trips—underscoring the importance of multigenerational travel and spending quality time with loved ones. Traveling with friends is another area where women outpace men – just under a third of Japanese women (29%) prioritize this followed by a quarter of Indian women (25%). While group travel is popular, solo adventures are also an important part of women’s travel trends. The Agoda study found that men still take more solo trips than women (24% of men vs 15% of women). However, there are pockets of growth in solo women travel. Women in Hong Kong and Thailand are the most likely in Asia to embark on solo journeys. Other reports reveal that 62% of women aged 18 to 25 are drawn to solo travel as a way to step beyond their comfort zones. According to government travel advisories, top-ranked countries for safe solo women travel include Japan, New Zealand, Australia, Nordic countries, Spain, Singapore, and the UK. Getting away for a holiday on every short break Research also shows that women travellers are increasingly choosing to book short trips more frequently rather than long annual breaks. An industry report indicates the percentage of women taking two trips in the first quarter of 2025 has nearly doubled to 35%, from just 18% in early 2020. This points to women using long weekends and off-peak periods to get away more often, rather than saving all travel for a single annual vacation. “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.” Agoda’s report makes it clear that adapting to women travel trends is not just about good service—it’s about aligning with what is now a core driver of the travel economy. Hoteliers should consider the following focus areas, informed by the latest Agoda insights: Develop experiences involving unique local activities and showcase lesser-known attractions. Women’s interest in discovering new destinations signals demand for boutique tours, cultural workshops, and “hidden gem” recommendations beyond the typical tourist itinerary. Highlight emerging tour products such as premium women-only tours. For instance, tour operators are now designing experiences exclusively for women travellers. One such tour takes participants to Peru, where they can meet Quechua weavers in the Sacred Valley. Another itinerary in Morocco features a baking class at a local women’s cooperative, empowering female chefs and offering an immersive cultural experience. Build trust with solo women travellers by ensuring a 24/7 security presence, well-lit common areas, secure access floors, and options like women-only floors or female dormitories in hostels. Training staff to be attentive to solo female guests’ needs and offering concierge guidance for safe local exploration can further set your property apart. Additionally, consider offering more safe and reliable transfer options with trusted providers for women travelling solo, especially after-dark airport transfers. Women often invest more in personal care essentials from hair and skincare to fragrances and beauty tools. Stock up on popular items like hair straighteners, curlers, and high-powered dryers, along with everyday must-haves such as quality irons, makeup and nail polish removers. Consider making a feature of high-quality complimentary soaps and shampoos. As women in Asia continue to embrace travel in 2025, Agoda offers a wide range of options to suit their diverse preferences. With over 5 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, Agoda provides endless possibilities for creating unforgettable travel experiences. Adding to the excitement, Agoda celebrates its 20th anniversary with a special birthday campaign from May 7–20, offering travellers up to 60% off, followed by exclusive discounts reaching 70% on May 21.
Agoda marks its 20th year with a landmark sales campaign
As it marks its landmark 20th year, digital travel platform Agoda invites hoteliers and accommodation providers across the region to participate in a special anniversary sales campaign leading up to the special occasion on 19th May. The celebration promises to be the platform's most ambitious strategic promotion yet, uniting partners and travelers through a raft of exclusive deals across accommodation, flights and activities. The special birthday sale will offer travelers worldwide exceptional savings of up to 60% from between 7th and 20th May, with exclusive discounts up to 70 percent exclusively on 21st May. Partners will be offered a significant opportunity to increase property visibility, attract and drive demand from high-intent guests, boost occupancy rates and capitalise on Agoda's two decades of market expertise. Born from a yen for global travel This initiative comes as Agoda customers show strong interest in international travel. Per recent data, 87 percent of travelers expect to take the same number of trips or more compared to 2024, with most of those journeys involving crossing international borders. According to Agoda’s senior vice-president for supply Andrew Smith: "For 20 years, Agoda's mission has been to make travel more accessible while delivering greater value to our partners who have been with us from the beginning and as we grew. This campaign is not just a celebration, it's another way for our hotelier partners to connect with international travelers through our world-class technology and deep understanding of local markets." Defined by strong partnerships Over the years, Agoda's journey has been defined by strong partnerships, with around 95,000 accommodations joining the platform in its early years, many of which remain active to this day. This reflects the trust placed in Agoda by its partners, as the platform has expanded to host over 5 million accommodation listings worldwide. Smith added, "By generating excitement for this campaign, we aim to help hoteliers convert the buzz around our birthday into measurable results." From its first listing of a boutique hotel in Pattaya to today's global network of five million properties, Agoda's growth mirrors the ambition of its partners. The platform now connects customers with over 130,000 flight routes and 360,000 activity providers. Indeed, Agoda has spent the past decade building tools that help accommodation partners work smarter, not harder. Through its PartnerHub platform, properties now get access to a range of digital tools designed to help them fulfil their potential. On average, properties using tools like Agoda Intelligence secure 30 percent more bookings than their competitors. By turning complex data into clear business strategies, Agoda helps partners stay visible, save time while growing revenue.
Agoda casts spotlight on underwater travel with its Scuba Deals Survey
Online travel platform Agoda recently published insights based on the results of its 2025 Scuba Deals Survey in Asia. Asia, particularly Southeast for its diverse and abundant dive sites, Southeast Asia continues to attract divers with its rich marine life and breathtaking underwater landscapes. These insights offer a closer look at the preferences and motivations of scuba diving enthusiasts from 11 markets across Asia, from their dream destinations to how much they are willing to spend for a scuba expedition. As such, 2025’s survey findings give both industry players and enthusiasts a comprehensive look at what drives underwater adventures. Agoda senior Indonesia country director Gede Gunawan remarked: “Asia is home to some of the world’s most popular diving destinations and remains a favorite among divers. At Agoda, we’re passionate about helping travelers access these amazing experiences. By offering great deals on accommodations, flights, and activities, we aim to make exploring the underwater world easier and affordable for everyone.” Key findings for 2025 Indonesia remains the top choice for divers Indonesia tops the list as the most desired scuba diving destination among Asian travelers. Known for its colorful marine biodiversity and stunning coral reefs, the market tops a ranking that also includes popular spots like the Philippines, Thailand, Malaysia, and Vietnam, respectively. These markets collectively represent the region’s rich underwater appeal, drawing divers from across the globe. Most people dive to relax For many divers, the ocean offers a sanctuary for stress relief. Approximately 30 percent of respondents cited relaxation as their primary reason for diving, with this motivation being particularly present among divers from the Philippines, Malaysia, and Thailand. Exploring marine life also ranks high as a motivating factor, with 24% of divers drawn primarily to the allure of ocean creatures. Even with bigger personal budgets, divers are still looking for affordable options While affordability is ranked by respondents as the most important factor when choosing accommodation for the trip, divers are willing to spend more on their underwater adventures. 40 percent of respondents reported spending 15-30% more on scuba trips compared to regular vacations. Scuba trips run from four to seven days Short getaways dominate the scuba travel scene, with 48 percent of divers preferring trips lasting four to seven days. Weekend trips are also popular, chosen by 41% of respondents. These findings highlight the appeal of quick, immersive experiences that fit into busy schedules. Divers want to explore reefs Reef diving emerges as the top choice for underwater explorers, with 75 percent of respondents expressing interest in these areas. The rich ecosystems and colorful coral formations of Asia’s reefs continue to captivate divers, reinforcing their status as must-visit sites for marine enthusiasts.
India continues growth in demand for Spiritual Destinations: Agoda
Kumbh Mela festival in Allahabad, Uttar Pradesh, India, crowd crossing pontoon bridges over the Ganges river. Digital travel platform Agoda’s latest accommodation search trends highlight a continued rise in spiritual tourism across India. In the first three months of 2025, both domestic and inbound travellers have shown a growing interest in destinations rooted in cultural and spiritual significance. Allahabad has emerged as a prominent success story among both domestic and inbound travellers. Early 2024, the city did not feature in Agoda’s top 50 accommodation search rank. However, this year, it has climbed to #11 for domestic searches and #15 among inbound travellers in January, February, and March. This rise aligns with the return of the Mahakumbh Mela after 12 years. During this period, Agoda recorded a 233% year-on-year increase in domestic accommodation searches for the primary host city, Allahabad. Other domestic destinations that experienced a rise in rankings include Ayodhya (#25, up 11 spots), Rishikesh (#19, up 9 spots), Manali (#21, up 9 spots), and Vrindavan (#24, up 8 spots). Among inbound travellers, Varanasi (#6, up 9 spots), Amritsar (#14, up 8 spots), Agra (#12, up 7 spots), and Coimbatore (#22, up 7 spots) saw a noticeable uptick. Talking about this rising trend, Gaurav Malik, Country Director India Subcontinent at Agoda, said "This interest in India's spiritual destinations indicates a growing trend in how people travel, with more travellers looking for cultural connection and personal meaning. Thanks to the great value deals and ever-expanding offerings of holiday accommodations on Agoda, we are well-positioned to cater to the evolving needs of travellers.” In the wake of the Mahakumbh Mela, the upcoming Chardham and Amarnath Yatras are future spiritual events for travelers to look forward to.
80% month-on-month increase in accommodation searches from travellers in Malaysia, Indonesia, and Singapore for Hari Raya holiday: Agoda
Representative Image As the Hari Raya holiday approaches, Agoda has tracked an almost 80% month-on-month increase in accommodation searches from travellers in Malaysia, Indonesia, and Singapore for this year’s festive period. Hari Raya, or Eid al-Fitr, marks the end of Ramadan, a month of fasting, spiritual reflection, and community for Muslims worldwide. It is a time for joy, connection, and celebration. For those operating in the travel sector, it is also a critical peak period that offers plenty of opportunities to deliver services tailored to the needs of Muslim travelers during this period. According to the Global Muslim Travel Index (GMTI) 2024, over 70% of the global Muslim population is under 40 years old. This younger and tech-savvy demographic has high disposable income and is eager to travel, representing a major market for Halal-compliant services. Key insights on what this means for hoteliers based on Agoda’s research include: Prepare for multi-generational travel - According to Agoda’s trends report for 2025, more than a third of travelers (34%) plan to travel with family in 2025. Given this is a holiday focused on family, preparing packages or making it easy to search for large group options will support booking conversions. Also, enhance your guest experience with specialized concierge services that arrange local cultural tours, family-friendly transportation, and personalized recommendations to suit a diverse age group as well as diverse cultural interests. Elevate dining and in-house celebrations - Hari Raya is incomplete without feasting and gathering with loved ones. Hotels can seize this opportunity by offering exclusive Hari Raya themed dining experiences within their restaurants, including specially curated menus and family meal packages. Also, provide comprehensive catering services for in-house festive gatherings and banquets. Showcase relevant Halal credentials - With growing demand for Halal-compliant travel options, ensure that your property’s offerings such as halal food, prayer facilities, and Muslim-friendly environments are clearly communicated to attract a broader audience. Prominently display certifications and quality marks that verify your adherence to Halal standards. Put values front and centre - Highlight your commitment to community and inclusivity. Muslim travelers during this season value brands that resonate with their cultural and ethical principles. Hotels can use their social channels to showcase real guest experiences and community initiatives, reinforcing your brand’s values. As reported by Agoda, Gen Z are always looking for their next adventure on Tik Tok and Instagram. Additionally, conducting cultural training for hospitality staff to promote cultural understanding and communication will resonate with Muslim travelers. Jun Dong, Associate Vice President, Agoda said: “Understanding and anticipating the key holidays in a region as diverse as Asia is critical to being successful in today’s hotel market. Hari Raya is a major holiday for the travel industry globally, and in this region, we are seeing increased interest in exploring overseas destinations to enjoy a wide range of cultural experiences. Hotels should focus on catering to diverse audiences during this time to offer packages and bespoke services that will deliver memorable experiences for this festive holiday.”
20% of Gen Z book flights less than a week in advance: Agoda
Representative Image Gen Z travellers are redefining the travel industry with their preference for affordability, social media-worthy destinations, and spontaneous trips. 20% of Gen Z book flights less than a week in advance, outpacing Millennials, Gen X, and Boomers. Actionable Tips: Offer value-for-money deals using Agoda’s promotional tools to create last-minute discounts or bundle deals that appeal to budget-conscious Gen Z travelers. Showcase property’s most Instaworthy spots (e.g., rooftop pools, murals, or scenic views) in your Agoda listings and social media with visible and relevant hashtags that relate back to the property. Keep up with trending events like concerts and festivals that could be potential marketing opportunities or collaborations. Agoda Shares Seven Travel Trends for 2025 The travel landscape in Asia is evolving, with relaxation, family-oriented trips, and the thrill of discovering new destinations driving traveller preferences. More than 34% plan to travel with family in 2025 with 75% of survey respondents citing relaxation as their most important travel motivation. Actionable Tips: Use Agoda’s insights to identify emerging traveller preferences and tailor your offerings. For example, create family-friendly packages or solo traveller deals. Offer data-driven, customized experiences like curated local tours or wellness packages to meet the growing demand for personalization. Highlight unique selling points (e.g., family amenities, relaxation-focused services) in your Agoda listings to stand out in search results. Instant White Lotus effect: Agoda sees rise in Koh Samui interest following premiere of popular tv show Agoda witnessed a 12% spike in searches for Koh Samui, with interest from the US jumping 65%, after the premier of The White Lotus season 3. This pop culture-driven surge highlights how media exposure can unlock new markets, offering the hospitality industry a blueprint to capitalize on trending destinations. Actionable Tips: Create themed packages with White Lotus-inspired stays, such as luxury wellness retreats or exclusive island tours to attract fans of the show. Promote property using show-related hashtags and visuals to capture the attention of travellers inspired by the series. Bring to life Koh Samui’s unique attractions and align property’s offerings with the show’s themes. Women Travellers in Asia are a key growth segment for hoteliers in 2025 Women travellers in Asia are displaying a strong enthusiasm for exploring new destinations, with 60% expressing interest compared to 53% of men. Indian and Indonesian women showed the highest eagerness, with 80% and 69% respectively keen on discovering new places. Actionable Tips: Highlight hidden gems by promoting lesser-known local attractions and curate unique adventure packages to attract women seeking new destinations. Enhance solo travel comfort and safety by providing single-occupancy rooms, female-only accommodations, and security features like 24-hour surveillance. Introduce extended-stay promotions, multi-day itineraries, and partnerships with local tour operators to enhance cultural immersion. Paytm Travel and Agoda partner to offer hotel bookings across Indian and global destinations on the Paytm app Agoda’s partnership with Paytm Travel brings seamless hotel bookings to millions of Indian travelers. This collaboration sets a benchmark for how tech and travel platforms can drive growth by simplifying travel planning and expanding market reach. Actionable Tips: Ensure property is listed on Agoda and that profile is complete, with high-quality photos, detailed descriptions, and competitive pricing. Leverage Agoda’s tools to create targeted promotions for Paytm users, such as exclusive discounts or bundled deals. Use Agoda’s analytics to track bookings from Paytm Travel and adjust strategy to maximize visibility and conversions.
Phong Nha in Vietnam is Agoda’s most affordable Asian destination for spring 2025
Digital travel platform Agoda revealed its list of the most affordable destinations in the Asia Pacific for spring 2025. Phong Nha, Vietnam topped this year’s list, charging an average room rate of just US$28 per night, making it the perfect choice for would-be adventurers and backpackers this season. Tirupati, India and Hat Yai, Thailand joined Phong Nha in the top three, with room rates at US$34 and US$40 per night respectively. All three destinations offer an exceptional blend of cultural, gastronomic, and natural experiences that make them perfect for spring vacations. Agoda chief marketing officer Matteo Frigerio explained: “April and May are peak travel months in Asia, with holidays like Golden Week in Japan and Songkran in Thailand driving demand. But travelers can rest assured that Agoda offers great value on accommodation, flights, and activities, with plenty of affordable destinations proving that budget-friendly travel is still within reach, even during the busiest seasons.” The most affordable nine for spring 2025 Agoda’s ranking of the cheapest spring destinations is based on average room rates in the twenty most popular destinations across nine Asian markets, offering travelers a snapshot of affordable options. Its honours list for 2025 is as follows: Phong Nha, Vietnam ($28) Known for its breathtaking caves and lush landscapes, Phong Nha is a haven for nature lovers. Visitors can explore the UNESCO-listed Phong Nha-Ke Bang National Park, home to some of the world’s largest caves, or enjoy a tranquil boat ride along the Son River. The area also offers opportunities for hiking, cycling, and immersing in local culture. Tirupati, India($34) Tirupati is home to the famous Venkateswara Temple, one of the most visited pilgrimage sites in the world, renowned for its Tirupati laddu, a unique sweet offering with deep cultural and religious significance. Beyond its spiritual appeal, the city offers a rich cultural experience with vibrant festivals, traditional music, and delicious South Indian cuisine. Visitors can also explore nearby attractions like the serene Talakona Waterfalls, the lush Sri Venkateswara National Park, and the historic Chandragiri Fort, adding both natural beauty and historical depth to their journey. Hat Yai, Thailand ($40) Hat Yai ranked top in Agoda’s Cheapest Christmas Destinations rank and holds on to a podium place in the traditionally popular spring months in which Thailand celebrates Songkran and other holidays. Hat Yai is known for its many markets and tasty street food, and the city also serves as a gateway to nearby beaches and islands, making it a versatile destination for spring. Padang, Indonesia ($40) Famous for its culinary heritage, Padang is a paradise for food enthusiasts, offering iconic dishes like Rendang and Sate Padang. Visitors can also explore its stunning beaches, such as Air Manis Beach, or take a short trip to the Mentawai Islands for surfing and snorkeling. The city’s rich history and cultural landmarks add to its charm. Bacolod, Philippines ($46) Known as the “City of Smiles,” Bacolod offers a warm welcome and a laid-back vibe. Travelers can explore historical landmarks like The Ruins, a grand mansion from the early 1900s, or enjoy the city’s mouthwatering food scene, including its famous chicken inasal. Bacolod’s friendly locals and colorful festivals make it a delightful spring destination. Kuala Terengganu, Malaysia ($48) A coastal gem, Kuala Terengganu boasts beautiful beaches, traditional crafts, and lively markets. Visitors can explore the city’s iconic Crystal Mosque or take a boat ride to the nearby Redang Island for snorkeling and diving. The city’s rich cultural heritage, including its batik-making traditions, offers a unique experience for travelers. Gimpo, South Korea ($66) Located near Seoul, Gimpo offers a quieter alternative with scenic parks and cultural sites. Visitors can enjoy a look around the National Aviation Museum or explore the Gimpo Sculpture Park. The city’s beautiful natural scenery including the Munsu Mountain and the Han River makes it an excellent destination for a peaceful appreciation of South Korea’s springtime beauty and cherry blossoms. Narita, Japan ($71) Beyond its Tokyo-servicing airport, Narita is a charming city with historic temples and picturesque gardens. Visitors can explore Naritasan Shinshoji Temple, a centuries-old Buddhist temple surrounded by tranquil grounds. Spring travelers can also enjoy cherry blossoms at Naritasan Park and sample local delicacies like unagi (grilled eel). Pingtung, Taiwan ($79) Pingtung is a gateway to Taiwan’s southern beauty, offering beaches, night markets, and a rich cultural heritage. Visitors can explore Kenting National Park, known for its dramatic coastal scenery and outdoor activities. The city’s markets and local cuisine provide a taste of Taiwan’s unique flavors.
Agoda reveals the top five Asian forest destinations
In commemoration of the International Day of Forests today, 21st March, digital travel platform Agoda revealed its list of the five most popular forest destinations across Asia. From urban green havens to ancient rainforests, mangroves, and misty mountain woodlands, Asia is home to a diverse array of green canopies for travelers seeking to reconnect with nature. Whether hiking through tropical jungles, exploring wildlife, or simply soaking in the serene beauty of towering trees, these five forest escapes across Asia offer the perfect setting for a rejuvenating getaway. Who’s on the list? The top five were ranked based on searches made on the platform in February 2025. South Korea’s Seoul Forest Park in Seoul emerged as the most popular forest destination, followed by the Sacred Monkey Forest Sanctuary in Bali, Indonesia, and the Arashiyama Bamboo Grove in Kyoto, Japan in second and third place respectively. Doi Inthanon National Park in Chiang Mai, Thailand and Kilim Geoforest Park in Langkawi, Malaysia round out the top five in fourth and fifth place. Agoda’s senior vice-president of supply Andrew Smith said of these destinations: "Forests are nature's sanctuaries, and Agoda is proud to offer travelers opportunities to recharge and reconnect with nature while supporting conservation efforts. Through the Eco Deals program, Agoda donates one US dollar to WWF conservation projects for every booking made on discounted partnering properties. It's a win-win for travelers and the planet, making it even easier to experience breathtaking forest escapes at great value."
Agoda reveals Asia’s most sustainability-conscious travellers for 2025
Online travel platform Agoda released the results of its 2025 Sustainable Travel Survey which ranks Asia's most sustainability-conscious travellers. Travelers from the Philippines took the top spot, with 86 percent responding that sustainability is important in their travel choices for 2025. Tourists from India followed with 82 percent, Taiwan and Malaysia tied for third with 80 percent, and Vietnam rounded out the top five with 77 percent. The survey engaged over 6,000 respondents across 11 Asian markets, casting the spotlight on the evolving landscape of sustainable travel in Asia, where authentic and purposeful tourism, and off-peak travel are becoming more prominent. Taking sustainability into serious consideration Survey results revealed that 68 percent of Asian travellers consider sustainability when making their travel plans for 2025. A mere eight percent of travelers, on the other hand, overlook sustainability in their travel decisions, although less optimistically. In Hong Kong and Japan, for example, 21 percent and 17 percent of travelers respectively reported that sustainability was not particularly important in their travel choices. A search for authenticity Meanwhile, Asians on the go find themselves increasingly motivated by the allure of authentic experiences and the opportunity to contribute positively to local communities. Based on this, nearly one in every four respondents prioritises authentic tourism, while 22 percent are keen on supporting local economies when they travel. Indian travelers, in particular, are guided by personal values and beliefs, with 24 percent citing these as their primary motivation for more sustainable travel. This trend underscores a broader movement towards travel that is not only enjoyable but also meaningful and impactful. The allure of off-peak travel Many travelers in Asia likewise seek to mitigate their impact on the environment by traveling during off-peak seasons to alleviate overcrowding, a choice made by nearly a quarter of respondents. Based on the survey, around 20 percent of travelers opt for accommodations with sustainability certifications while 18 percent choose to tote along reusable items to reduce waste. Japanese travelers stand out for being the most committed out of all Asian travelers to reducing waste, with 25 percent of them packing reusable items like water bottles and shopping bags on a trip. Empowering travellers with Eco Deals According to Agoda senior vice-president for supply Andrew Smith: "Asian travelers are increasingly seeking ways to make a positive impact on the destinations they visit. Agoda's Eco Deals Program is one way we're empowering them to do just that. By offering great value deals on partnering properties and donating one US dollar to local conservation projects for every program booking, we are not only helping travelers save but also enabling them to contribute to the preservation of the places they love." Since the recent launch of the 2025 edition, Agoda's Eco Deals program has provided travelers with discounts of up to 15 percent on partner hotels across ten Asian markets. 2025 also marks the first year of Japan and South Korea joining the Eco Deals Campaign, providing more Asia-bound travelers the opportunity to support their favorite destinations. For every Eco Deals booking, a dollar is donated to the Worldwide Fund for Nature (WWF)’s conservation projects aimed at protecting wildlife and conserving critical habitats across Asia
Agoda: Hotels need to embrace Gen Z-driven travel trends
A new report from online travel platform Agoda points out the need for hoteliers to get with the times in terms of travel trends spearheaded by Gen Z travellers. According to researchers, embracing such trends is a great way by which hotel management companies can future-proof their businesses. This latest report features the top five travel habits of Asian Gen Z, outlining a generation that finds inspiration in the digital realm, embraces spontaneity, and values shared experiences. As Agoda senior vice-president for supply Andrew Smith puts it: “It’s hard to understate the importance of Gen Z in determining the future of travel. This is the first generation never to have known the world without the internet and one that is developing increasing spending power, with Nielsen’s Spend Z report expecting US$12 trillion growth by 2030. It is no surprise that they place a premium on opportunities to capture instaworthy content and are constantly looking for unforgettable experiences. The most forward-thinking hotels are those adapting their marketing strategies to thoughtfully cater to this group.” Relevant findings The survey highlights the unique ways travelers aged 18 to 27, more commonly known as Gen Z, are shaping the future of travel in Asia with a fresh perspective, not only by influencing travel trends but also by setting the stage for future generations to explore the world in innovative ways. Getting inspiration from TikTok and other social media platforms Gen Z is blazing a trail on social media, with TikTok leading the way as their top source for travel inspiration. While Millennials lean on friends and family as their preferred source of recommendations, 20 percent of Gen Z is scrolling through TikTok and another 14 percent through Instagram to discover their next adventure. Despite the digital influence, personal recommendations remain a close second at 17 percent, proving that word-of-mouth still holds sway. The spontaneous thrill of last-minute bookings In a world where plans can change in an instant, Gen Z embraces the thrill of last-minute travel more than any other generation. 20 percent of Gen Z say they book flights less than a week in advance, outpacing Millennials, Gen X, and Boomers. Accommodations follow suit, with one in four Gen Z travelers reporting they make bookings at the eleventh hour, showcasing their penchant for spontaneity. Travelling in twos > travelling solo For Gen Z, travel is a shared experience, with 38 percent preferring to explore the world with a partner. Group trips with friends and family vacations also rank high, highlighting the importance of connection and companionship in their journeys. Millennials, on the other hand, prioritise family trips, reflecting a generational shift in travel dynamics. Everyone is now more cost-conscious when it comes to travel When it comes to travel spending, Gen Z and Millennials are on the same page. Both generations prefer to keep accommodation costs under USD 50 per person per night, with Gen Z more inclined to do so at 56 percent than their Millennial counterparts who clock in with 44 percent. Meanwhile, 32 percent of Gen Z plan to spend between US$51 to US$100 per person per night compared to 41 percent of Millennials. This trend underscores a shared commitment to affordable travel without compromising on experiences. United by wanderlust Despite differing preferences in where different generations find travel inspiration, when they book their travels, and who they go with, the desire to explore the world is universal. Nearly half of Gen Z and Millennials plan to embark on one to three trips this year, while a third are aiming for four to six adventures at most. This shared wanderlust bridges generational gaps, proving that the love for travel knows no bounds. How hotels can attract Gen Z travellers The Agoda study also presented several key ways by which hoteliers can draw in younger travellers into their establishments. There include: Instagrammable Spaces: Create and encourage instaworthy photo opportunities throughout the accommodation with visible / topical hashtags that relate back to the property; Live Events: Stay alert to upcoming concerts and festivals and start working them into marketing strategies at an early stage; Themed Experiences: Capitalize on opportunities that link the hotel with famous media moments in a meaningful way such as launching White Lotus dinner menus in Thailand; Social Media Influencers: Invite influencers to visit the property and ensure they can capture unforgettable experiences that can draw others; Social Media Trends: Keep abreast of TikTok trends and seek to replicate them at the hotel to drive more experience-driven travelers; and Personalisation: Keep the experience as personal as possible to ensure Gen Z leave positive reviews in line with their focus on developing themselves.
HEDNA Bangkok – September 11-12 2023
The agenda will bring a wide array of current topics in our industry to the main stage. You’ll hear from experts in Distribution, Fintech and Payments, Marketplaces, Leading Executives and of course our Hoteliers will be bringing their perspectives to these topics and so much more.