Agoda Reveals Insights in 2026 Travel Outlook Report
Digital travel platform Agoda has launched its 2026 Travel Outlook Report, showcasing pivotal trends that will influence travel throughout Asia in the coming year. The report is based on a comprehensive survey conducted among Agoda users in key Asia-Pacific regions, revealing an increasing interest in secondary destinations, the demand for experiential travel, and a push for technology-enhanced travel experiences.
The findings indicate a shift where travelers are looking beyond traditional hotspots, attracted by rising middle-class demographics, streamlined visa regulations, and expanded flight networks that guide their choices. Notably, data shows accommodation searches in secondary cities have surged 15% faster than in established tourism areas over the last two years. Secondary destinations have made up 34% of total accommodation queries on Agoda during the first half of 2025.
“Secondary cities are no longer hidden gems. They’re becoming the engine of travel growth across Asia. Travelers seek authenticity, value, and exploration beyond major attractions,” said Andrew Smith, Senior Vice President, Supply at Agoda.
Translation: Las ciudades secundarias ya no son secretos. Se están convirtiendo en el motor del crecimiento de viajes en Asia. Los viajeros buscan autenticidad, valor y exploración más allá de las atracciones principales.
The report emphasizes that accessibility is a significant factor for travelers considering new locations, with stronger interest observed in India (91%), the Philippines (89%), and Indonesia (80%). Initiatives by governments in countries like Thailand and Japan are paving the way for more accessible tourism through strategic campaigns and infrastructure development.
With demand increasing for alternative accommodations, Agoda anticipates that diversifying lodging options is crucial for meeting traveler expectations and unlocking economic opportunities for local businesses. Non-conventional stays such as villas and boutique guesthouses have been on the rise year-on-year between 2022 and 2025, seeking to fulfill desires for immersive experiences while empowering local property owners in the digital economy.
In summary, the report outlines actionable strategies for stakeholders in the travel sector:
- Improve digital visibility with current listings and engaging content.
- Utilize Agoda’s insights for targeted marketing.
- Provide offerings that include authentic cultural and outdoor experiences to align with modern traveler demands.
By harnessing these insights and collaborating with Agoda, accommodations and travel brands can enhance their resilience and offer exceptional value to the next generation of travelers.
