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

Hotels Deploying Advanced Localization Strategies Report Improved Guest Satisfaction and Incremental Bookings

SINGAPORE, Dec. 23, 2025 /PRNewswire/ -- 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. The "Tailored to Win: How Hotels are using Localization to Capture Asia's Tourism Boom" report highlights that around a third of hotels in Asia have reached the stage of "integrated tailoring" where localization is embedded across marketing, booking, and on-site experiences, with 5-star hotels making the lead in adopting integrated tailoring strategies.

Agoda's report demonstrate that localization delivers measurable, quantitative gains for hotels, with the strongest impact seen at more advanced stages of adoption. While properties that have begun tailoring their offerings report notable improvements, the benefits become even more pronounced as hotels implement deeper, integrated localization strategies. At these advanced stages, 99% of hotels report improved guest satisfaction, 95% see an increase in repeat bookings, and 91% find that guests are willing to pay more per room, compared to 80% at the early stage. Hotels embracing advanced localization report not only achieving greater revenue per available room (RevPAR) but also enjoying enhanced pricing power and guest loyalty.

Localization strategies are not one-size-fits-all, with preferences and behaviours varying significantly across source markets. Hoteliers should focus on tailoring experiences to these unique market needs to unlock measurable growth and drive stronger results. With this goal in mind, hotels are embracing tailored integration across several key areas to better serve their guests.

In marketing and outreach, properties are leveraging culture-specific content and adapting their materials to reflect local trends. Notably, around 60% of hotels targeting markets such as Singapore, Japan, South Korea and more as top source markets utilize local media channels and popular digital platforms to reach guests more effectively. In addition, approximately six in ten properties present booking details and prices in the guest's preferred language and currency for their top markets, often supported by online translation tools. A similar proportion offer online payment options in local currency, enhancing convenience and trust for international travelers.

"Localization isn't just a trend. It's a strategic imperative for hoteliers looking to thrive in Asia's dynamic tourism market." said Andrew Smith, Senior Vice President of Supply at Agoda. "To truly deliver measurable business results, hotels must approach tailoring strategies holistically, viewing language, payment systems, design and marketing as interconnected elements of the entire guest's journey. It demands a shift in mindset from standardization to segmentation, and from mass communication to genuine cultural resonance."

Asia has rapidly become the world's fastest-growing travel hub, now accounting for nearly 28% of global international arrivals, up from just 9% in 2022, according to the International Air Transport Associatio. With Asians projected to drive half of all global air passenger growth over the next 15 years, and the region's middle class expanding at an unprecedented rate, the opportunities and challenges for the hospitality sector are profound. In this dynamic environment, understanding and responding to the evolving expectations of travellers is more critical than ever. By analyzing the latest market trends and guest behaviors, Agoda calls on hoteliers and accommodation partners identify how tailored, localized strategies can unlock growth, enhance guest satisfaction, and secure long-term competitiveness in Asia's vibrant tourism landscape.

Download the full report here, "Tailored to Win: How Hotels are Using Localization to Capture Asia's Tourism Boom."

SOURCE Agoda