Agoda Insights Reveal Business Impact of Localization Across Asia’s Rapidly Growing Tourism Sector

Digital travel platform Agoda has published findings on how localization is transforming Asia’s tourism landscape, reporting that hotels are tailoring marketing, booking, payment, and service touchpoints to meet the cultural and language expectations of international travelers.

Key Findings
- Localization is transforming Asia’s tourism sector: Hotels tailoring marketing, booking, payment, and service touchpoints to cultural and language expectations are seeing measurable gains.
- Around one-third of hotels in Asia have reached “integrated tailoring,” embedding localization across marketing, booking, and on-site experiences.
- 5-star hotels are leading adoption, with deeper integration delivering stronger results.

Business Impact
- At advanced stages of localization:
- 99% of hotels report improved guest satisfaction.
- 95% see repeat bookings rise.
- 91% find guests willing to pay more per room.
- Early-stage tailoring shows benefits too, but RevPAR (Revenue per Available Room) and pricing power grow significantly with deeper integration.

Market-Specific Strategies
- Marketing & Outreach: ~60% of hotels targeting Singapore, Japan, South Korea use local media channels and digital platforms.
- Booking & Payment: Six in ten properties present details in guests’ preferred language/currency and offer local payment options.
- Guest Journey: Holistic tailoring across language, design, payment, and marketing creates cultural resonance.

Bigger Context
- Asia now accounts for 28% of global international arrivals, up from 9% in 2022.
- Asians are projected to drive half of global air passenger growth over the next 15 years.
- With the region’s middle class expanding rapidly, hospitality opportunities are profound.

Quote
> “Localization isn’t just a trend. It’s a strategic imperative for hoteliers looking to thrive in Asia’s dynamic tourism market.” — Andrew Smith, SVP of Supply, Agoda

✅ In short: Hotels that embrace deep, integrated localization strategies are seeing higher satisfaction, loyalty, and revenue — positioning themselves to capture Asia’s booming travel demand.