Singapore, Japan, South Korea, China Tourism Surge Driven by Agoda’s Localization Strategies That Enhance Guest Satisfaction and Business Growth in Asia

Published on December 24, 2025

Agoda, the leading digital travel platform, has shared compelling insights in their latest report, “Tailored to Win: How Hotels are Using Localization to Capture Asia’s Tourism Boom.” The findings highlight how the rapidly growing tourism sector in Asia is being reshaped by advanced localization strategies implemented by hotels. These strategies are proving to be a game-changer for the hospitality industry, driving guest satisfaction, repeat bookings, and higher revenues. As Asia continues to emerge as the world’s fastest-growing travel hub, hotels are embracing tailored services to meet the diverse needs of international travelers.

The Power of Localization: Transforming Guest Experiences

Localization isn’t just a buzzword. For hotels across Asia, it is now an essential strategy that goes beyond simply translating language. The report reveals that hotels are tailoring marketing materials, booking systems, payment options, and guest services to reflect the cultural expectations and language preferences of travelers. This approach is especially evident in five-star hotels, which are leading the way by embedding localization into their overall business strategies.

In fact, around a third of hotels in Asia have reached what is called “integrated tailoring”. This means that their entire approach to marketing, booking, and in-person experiences is customized for different source markets. This deep level of personalization has led to significant improvements in guest satisfaction and has driven measurable business results, such as incremental bookings and higher revenue per available room (RevPAR).

Impact of Advanced Localization: Measurable Business Gains

According to Agoda’s findings, the benefits of localization are most pronounced when hotels reach the advanced stages of integration. For those who have embraced deeply integrated localization, the results are striking:

• 99% of hotels report improved guest satisfaction.
• 95% see an increase in repeat bookings.
• 91% find that guests are willing to pay more per room compared to 80% in the early stages.

These hotels not only enjoy greater pricing power, but also see higher levels of guest loyalty. Localization has become a competitive advantage, enabling properties to connect with guests on a deeper level while delivering more tailored experiences that drive business growth.

Key Areas of Localization: From Marketing to Service

The report also highlights several key areas where hotels are focusing their efforts to implement successful localization strategies:

1. Targeted Marketing and Outreach

Hotels are creating culture-specific content that resonates with travelers from different markets. They are adapting their marketing materials to reflect local trends, utilizing popular digital platforms and local media channels to reach guests more effectively.

• Around 60% of hotels targeting markets such as Singapore, Japan, and South Korea leverage local media channels.
• This localized outreach ensures that hotels engage with potential guests where they are most likely to be active online, driving bookings and brand awareness.

2. Personalized Booking and Payment Systems

Hotels are enhancing the booking experience by offering language-specific booking details and pricing in the guest’s preferred currency. Additionally, online payment options in local currencies are widely available, improving convenience and trust for international travelers.

• 60% of properties have adapted their booking systems to provide details in local languages and currencies, which is vital for guests who may not be familiar with the hotel’s native language.

3. Seamless On-Site Experiences

When it comes to on-site experiences, hotels are offering tailored services that cater to the needs and expectations of international visitors. This includes adapting service touchpoints, such as front desk interactions and room amenities, to ensure that guests feel comfortable and understood.

Agoda’s Role in Driving Localization in Asia’s Tourism Boom

Agoda’s Senior Vice President of Supply, Andrew Smith, emphasized that localization is no longer just an option for hoteliers in Asia, but a strategic imperative. He explains, “Localization isn’t just a trend. It’s a business necessity for hoteliers who want to thrive in Asia’s fast-growing tourism market. To truly deliver measurable business results, hotels must take a holistic approach to tailoring their strategies, focusing on language, payment systems, design, and marketing as interconnected elements of the entire guest journey.”

As Asia continues to drive global growth in travel and tourism, hoteliers must adjust their approaches to cater to the diverse cultural needs and expectations of international guests. By focusing on customization across various touchpoints, hotels can unlock significant growth and ensure long-term success in a highly competitive market.

Asia’s Expanding Tourism Sector and Rising Expectations

Asia’s tourism market has seen remarkable growth in recent years, now accounting for nearly 28% of global international arrivals, a significant increase from just 9% in 2022. This rapid growth is largely fueled by the expansion of the middle class across the region, which is expected to continue driving demand for both luxury and budget travel options.

The International Air Transport Association (IATA) projects that Asians will account for half of all global air passenger growth over the next 15 years. With more travelers coming from China, India, Southeast Asia, and beyond, hotels must adapt to a rapidly evolving market with increasingly diverse demands.

As these travel trends continue to unfold, the need for localized services becomes even more critical for hotels in Asia to remain competitive and capture market share.

Conclusion: Localization as a Long-Term Strategy for Growth

Agoda’s report underscores the importance of localization in Asia’s tourism boom, highlighting how advanced localization strategies are driving guest satisfaction, increasing repeat bookings, and improving revenue for hotels. For properties looking to succeed in Asia’s rapidly expanding tourism market, adopting a tailored approach to marketing, booking, payment systems, and on-site services is no longer optional but a critical business strategy.

By embracing cultural nuances and aligning services with the specific expectations of international travelers, hotels can deliver memorable guest experiences, unlock new opportunities for growth, and ensure long-term competitiveness in the dynamic and competitive tourism market in Asia.