Digital travel platform Agoda’s latest Europe to Asia Summer Travel Trends report shows an increase in European traveller interest for Asian destinations.
Thailand, Indonesia, Japan, Malaysia, and Vietnam top the list of most searched destinations for summer 2025, with interest driven by travelers from the United Kingdom, France, Germany, Spain, and the Netherlands.
It should also be noted that search interest is also rising among travelers from Greece, Turkey, and Poland.
This growth in interest aligns with a broader shift in European traveler preferences, who are increasingly seeking authentic, immersive experiences in striking locations from exploring vibrant neighborhoods, enjoying wellness retreats and sampling local cuisine to discovering cultural landmarks on foot.
According to Agoda senior vice-president of supply Andrew Smith: “As European travel patterns evolve, the real opportunity for hotels lies in anticipating not just where guests want to go, but how they want to experience those destinations. By leveraging data-driven insights, hoteliers can move beyond traditional offerings to curate experiences that reflect the growing demand for wellness, walkability, and local authenticity. This approach positions them to capture interest from European travelers and build stronger, more resilient guest relationships for the long term.”
Walkability and wellness are key factors
Agoda’s guide to Asia’s top cities to explore on foot highlights walkable hidden gems that make many of these trending destinations celebrated for their ease of accessibility.
Hotels in walkable cities like Chiang Khan (Thailand), Melaka (Malaysia), Hanoi and Ho Chi Minh City (Vietnam) can stand out further by emphasising their proximity to city centers, historic neighborhoods, and local attractions.
For Asian hoteliers, the growing appeal of walkable cities presents a timely opportunity to tailor offerings and capture the attention of Europe’s next wave of Asia-bound guests.
Indeed, properties can highlight walkability by offering curated street tour maps and guided walking tours to enhance guest experience.
Likewise, accommodation providers can make it easier for guests to access local cuisine, hidden cafés, and cultural landmarks at every turn.
At the same time, Mordor Intelligence pointed out that wellness tourism continues to expand across Asia, as the market is projected to reach US$156 billion by the end of this year.
Today’s travellers are increasingly seeking destinations that not only offer convenience and cultural immersion, but also opportunities to recharge and focus on their wellbeing.
In which case, hoteliers can attract discerning guests by offering spa packages, yoga classes, or digital detox retreats, and by bundling wellness experiences with room rates.
One key example for wellness destinations is Chiang Khan in Thailand which has a car-free walking street, peaceful sunrise views over the Mekong, and opportunities for mindful experiences.
These thoughtful touches not only appeal to wellness-seeking travelers but also enhance the overall guest experience.
