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DIGITAL travel platform Agoda released the 2026 Travel Outlook Report which reviews a number of data-based trends that are predicted to shape the travel landscape in Asia next year.
Through a survey of Agoda customers in key Asia-Pacific markets, the report highlights several shifts in traveler behavior, including increased interest in secondary destinations, the need for more personalized travel experiences, and expectations for seamless, technology-enabled travel.
This report provides strategic guidance for hotels, tourism destinations, tourism marketing organizations (DMOs), and other industry players in understanding the opportunities for the coming year.
A growing middle class, a simpler visa process, and an increasingly extensive flight network are contributing to changes in the preferences of Asian tourists, including Indonesian tourists. Agoda data shows that accommodation searches in secondary cities in Asia have grown 15% faster than flagship destinations in the last two years. In the first half of 2025, secondary destinations accounted for 34% of total accommodation searches on Agoda.
The main driver is travelers’ desire to get the best deals, with 43% of respondents citing more affordable travel costs as the main reason. The attraction of local culture, special promotions and outdoor activities have also increased interest in this destination.
According to Andrew Smith, Senior Vice President, Supply, Agoda said secondary destinations are no longer ‘hidden gems’. Many of them have become engines of Asian tourism growth. Travelers want authenticity, good value, and a sense of exploration that can’t always be found in popular hotspots.
“This change opens up opportunities for both local communities and fast-moving industry partners. Our focus at Agoda is simple: providing data, insights and digital solutions so partners can capture demand and win in these growth markets,” said Andrew.
It was explained that accessibility is the main consideration for tourists when exploring new destinations. This was seen strongly among respondents in India (91%), the Philippines (89%), and Indonesia (80%). Governments in several countries, including Thailand, Indonesia, Malaysia, Japan and India, continue to expand access to more destinations through targeted campaigns and infrastructure development.
Agoda collaborates with various DMOs to utilize data and marketing channels to introduce little-known destinations and help accommodation in rural areas increase digital visibility.
As interest in secondary destinations increases, diversification of accommodation supply becomes increasingly important. Agoda travelers are now showing greater interest in non-hotel accommodation such as villas, apartments and boutique guesthouses, which will increase consistently from 2022 to 2025. This growth not only meets the demand for more authentic experiences, but also opens up opportunities for local property owners to enter the digital ecosystem.
This report also maps new trends that present opportunities for industry players to capture demand while improving the quality of the tourist experience in 2006, including: (1). Increase digital visibility through updated listings, interesting content, and guest reviews to attract tourists who want to explore new destinations, (2). Leveraging Agoda data insights to design marketing campaigns that highlight local experiences and increase the attractiveness of destinations, (3). Expanding offerings with cultural, culinary and outdoor activities that match travelers’ preferences for immersive experiences.
“By taking advantage of this opportunity and collaborating with Agoda, hotels, local experience providers, DMOs and travel industry players can strengthen revenues, increase business resilience and provide high-value experiences for the next wave of travelers,” he concluded. [sources/photo special]
