Digital travel platform Agoda has published findings on how localization is transforming Asia’s tourism landscape, according to a new report on hotel practices across the region.
The report, titled “Tailored to Win: How Hotels are using Localization to Capture Asia’s Tourism Boom,” states that hotels are tailoring marketing, booking, payment, and service touchpoints to meet the cultural and language expectations of international travelers.
It finds that around one-third of hotels in Asia have reached a stage described as “integrated tailoring,” where localization is embedded across marketing, booking, and on-site experiences. Five-star hotels are reported to be leading in adopting integrated tailoring strategies.
According to the report, localization delivers measurable quantitative gains for hotels, with stronger results associated with more advanced stages of adoption. Properties that have begun tailoring their offerings report improvements, while hotels implementing deeper, integrated localization strategies report higher levels of impact.
At advanced stages of localization adoption, the report states that 99% of hotels report improved guest satisfaction, 95% report an increase in repeat bookings, and 91% report that guests are willing to pay more per room, compared with 80% at the early stage. Hotels adopting advanced localization are also reported to achieve higher revenue per available room and enhanced pricing power and guest loyalty.
The report notes that localization strategies vary by source market, with preferences and behaviors differing across regions. It states that hotels are focusing on tailoring experiences to specific market needs and are integrating localization across several operational areas.
Localization isn’t just a trend. It’s a strategic imperative for hoteliers looking to thrive in Asia’s dynamic tourism market.
In marketing and outreach, the report finds that hotels are using culture-specific content and adapting materials to local trends. Around 60% of hotels targeting markets including Singapore, Japan, and South Korea use local media channels and digital platforms for guest engagement. Approximately six in ten properties present booking details and prices in the guest’s preferred language and currency for their top markets, often supported by online translation tools. A similar proportion offers online payment options in local currency.
“Localization isn’t just a trend. It’s a strategic imperative for hoteliers looking to thrive in Asia’s dynamic tourism market,” said Andrew Smith, Senior Vice President of Supply at Agoda.
“To truly deliver measurable business results, hotels must approach tailoring strategies holistically, viewing language, payment systems, design and marketing as interconnected elements of the entire guest’s journey. It demands a shift in mindset from standardization to segmentation, and from mass communication to genuine cultural resonance.”
Asia has rapidly become the world’s fastest-growing travel hub, now accounting for nearly 28% of global international arrivals, up from just 9% in 2022, according to the International Air Transport Association.
“With Asians projected to drive half of all global air passenger growth over the next 15 years, and the region’s middle class expanding at an unprecedented rate, the opportunities and challenges for the hospitality sector are profound,” said Agoda in a release.
“In this dynamic environment, understanding and responding to the evolving expectations of travellers is more critical than ever. By analyzing the latest market trends and guest behaviors, Agoda calls on hoteliers and accommodation partners identify how tailored, localized strategies can unlock growth, enhance guest satisfaction, and secure long-term competitiveness in Asia’s vibrant tourism landscape.
You can view the full report here.
Featured image by Abhishek Revis.
