Digital travel platform Agoda has identified a significant shift in travel patterns across Asia, with the emergence of the "Perpetual Traveller" who favours frequent, shorter trips over the traditional annual holiday. This trend is particularly evident in Indonesia, where 32% of travellers plan to take 11 or more trips in 2026. Agoda's research also highlights a growing interest in secondary destinations, with searches for these locations increasing 15% faster than traditional tourism hubs over the past two years.

The findings suggest that travel demand in Asia is becoming more distributed and experience-driven, offering new opportunities for hospitality brands that can adapt to these evolving expectations. Andrew Smith, Senior Vice President of Supply at Agoda, noted, "In 2026, the hospitality brands that stand out will be the ones that move beyond standardised service and embrace true cultural fluency."

Agoda's research underscores the commercial value of localisation, with hotels at advanced stages of localisation reporting a 59% stronger impact on revenue per available room (RevPAR) and higher repeat booking rates. "Localisation is no longer a choice; it is an operational anchor for anyone looking to scale within Asia’s most popular corridors," added Smith.

As the travel landscape continues to evolve, Agoda's insights indicate that success in 2026 will depend on understanding how Asia travels, rather than merely being present in the region. The platform supports this shift by offering services in 39 languages and providing local payment options and 24/7 customer support

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