Agoda’s Localization Pays Off: Agoda Report Finds Asia’s Most Adaptable Hotels Outperform Peers by 59%

Digital travel platform Agoda released its latest research report, Tailored to Win: Capturing Asia’s Tourism Boom, showing that nearly all hotels adopting advanced localization reported improved guest satisfaction and loyalty, with 99% seeing higher satisfaction scores and 91% noting guests are willing to pay more per room.

Key Findings
- Localization as a Competitive Edge:
Hotels that adapt culturally and linguistically to guests from neighboring markets (China, Japan, South Korea, Singapore) see stronger demand.

- Performance Impact:
Advanced localization strategies deliver a 59% stronger RevPAR (Revenue per Available Room) impact compared to peers.

- Guest Satisfaction:
- 99% of hotels with advanced localization report higher satisfaction scores.
- 91% note guests are willing to pay more per room.
- Repeat bookings increase by up to 95%.

- Asia’s Travel Boom:
- Asia’s share of global international arrivals rose from 9% in 2022 to nearly 28% by early 2025.
- Growth driven by rising incomes, improved connectivity, and government-led tourism initiatives.

Challenges
- Data Gaps:
- 55% of hoteliers lack awareness of guest cultural preferences.
- 44% uncertain about ROI of localization investments.

- Localization Depth:
- Most hotels implement basic language and payment adaptations.
- Only one-third achieve “integrated tailoring” across marketing, booking, and on-site experiences.

Role of OTAs (Online Travel Agencies)
- Nearly 80% of advanced localizers rely on OTA partners like Agoda for:
- Guest insights
- Cultural data
- Multilingual and multi-currency engagement tools

Expert Insight
- Andrew Smith, SVP of Supply at Agoda:
“Hotels advancing their localization strategies see up to 95% higher repeat bookings and stronger guest satisfaction. From multi-currency payments to localized marketing and traveler insights, we help our partners turn these cultural nuances into measurable impact.”