Digital travel platform Agoda has unveiled research demonstrating the transformative impact of localisation strategies on Asia's hospitality sector. The report, "Tailored to Win: How Hotels are Using Localisation to Capture Asia’s Tourism Boom," highlights that hotels integrating localisation across marketing, booking, payment, and on-site experiences are seeing significant business benefits, including higher guest satisfaction and increased repeat bookings.
The study surveyed 526 hoteliers across 12 Asian markets, revealing that hotels at the forefront of localisation report 99% improved guest satisfaction, 95% higher repeat bookings, and 91% of guests willing to pay more per room. Andrew Smith, Senior Vice President of Supply at Agoda, emphasised the importance of a holistic approach: “Localisation isn’t just a trend. It's a strategic imperative for hoteliers looking to thrive in Asia’s dynamic tourism market.”
Agoda's findings show that localisation strategies are not uniform, with hotels tailoring experiences to meet the diverse preferences of different markets. Around 60% of hotels in key markets like Singapore, Japan, and South Korea use local media channels and digital platforms to reach guests effectively. Additionally, many properties offer booking details and prices in guests' preferred languages and currencies, supported by online translation tools.
As Asia becomes the world's fastest-growing travel hub, accounting for nearly 28% of global international arrivals, the hospitality sector faces both opportunities and challenges. Agoda's report calls on hoteliers to adopt tailored, localised strategies to enhance guest satisfaction and secure long-term competitiveness in the region's vibrant tourism landscape.
```
