Digital travel platform Agoda has disclosed in its latest report that nearly 98% of Indian hotels implementing advanced localisation strategies have observed a positive impact on their revenue. This insight was revealed in Agoda’s study titled “Tailored to Win: Capturing the High-Value Asian Traveller for Hotels in India,” highlighting the importance of thorough localisation in the competitive global travel market.

The findings showed that 91% of hotels utilizing basic localisation approaches also experienced revenue increases. However, a more extensive method significantly enhances business success. With India striving to enhance its presence in the global tourism industry, the Ministry of Tourism noted nearly 10 million international tourists in 2024, with expenditures expected to reach $38.4 billion (INR 3.2 trillion) by 2025.

Gaurav Malik, Country Director for the Indian Subcontinent & Indian Ocean Islands at Agoda, noted, “Indian hotels have established solid domestic operations, yet many are still navigating how to attract international visitors. To appeal to them, localisation must extend beyond mere marketing; it should manifest in payment systems, communications, amenities, and services at every stakeholder interaction, from attraction to checkout.”

Agoda’s report emphasizes that effective localisation transcends simple translations. It requires modifying marketing, booking procedures, payment solutions, and on-site offerings to align with the cultural and practical anticipations of travelers from diverse regions. Despite the potential advantages, Indian hotels face hurdles in strategy and implementation, with 56% of hoteliers acknowledging limited awareness of cultural norms and ambiguity regarding effective customisation efforts.

To aid hoteliers, Agoda’s report features an “Origins Playbook” detailing traveler motivations across crucial source markets, including Malaysian, Singaporean, Japanese, and Thai travelers. Moreover, Agoda’s digital platform supports over 6 million accommodations, offering 39 languages and multi-currency payment options to help hotels navigate barriers and enhance profitability from international demand.