Agoda Unveils 2026 Travel Outlook Report: Key Trends for Industry Partners to Capitalize on the Year Ahead

Digital travel platform Agoda unveils its 2026 Travel Outlook Report, highlighting data-driven trends set to influence travel across Asia in the next year. Drawing on a survey of Agoda customers in key Asia-Pacific markets, the report spotlights shifts such as the rising popularity of secondary destinations, the increasing demand for experiential travel and growing expectations for seamless, technology-driven journeys.

Rise of Secondary Destinations
- Accommodation searches in secondary cities across Asia grew 15% faster than traditional hubs (2023–2025).
- By H1 2025, these destinations made up 34% of total searches on Agoda.
- Motivations: lower costs (43%), unique local culture, outdoor activities, and special promotions.

Ease of Access Driving Choices
- Travelers prioritize accessibility, especially in India (91%), Philippines (89%), and Indonesia (80%).
- Governments in Thailand, Indonesia, Malaysia, Japan, and India are expanding infrastructure and campaigns to boost access.

Experiential Travel Demand
- Growing preference for immersive journeys: cultural, culinary, and outdoor activities.
- Non-hotel stays (villas, apartments, boutique guesthouses) steadily increased from 2022–2025.

Technology & Seamless Journeys
- Rising expectations for digital tools, updated listings, engaging content, and guest reviews.
- Agoda partners with DMOs to highlight hidden gems and empower rural properties through digital visibility.

Strategic Insights for Industry Partners
- Enhance digital presence with updated listings and reviews.
- Leverage Agoda’s data insights for targeted campaigns.
- Diversify offerings with authentic experiences (culture, food, outdoor activities).
- Expand accommodation supply to meet demand for immersive stays.

Big Picture
The report emphasizes that secondary cities are no longer hidden gems — they’re becoming engines of travel growth across Asia. This creates opportunities for hotels, DMOs, and travel brands to capture demand and diversify revenue streams.