Digital travel platform Agoda has released its 2026 Travel Outlook Report, offering a data-driven analysis of the evolving travel landscape across Asia. Drawing on an extensive survey of Agoda customers in key Asia-Pacific markets, the report highlights shifts such as the rising popularity of secondary destinations, the growing demand for experiential travel, and increasing expectations for seamless, technology-driven journeys. The findings offer strategic guidance for hotels, destination marketing organizations (DMOs), and travel industry partners preparing for the year ahead.
Omri Morgenshtern, Chief Executive Officer of Agoda, noted that “the travel landscape is evolving at an unprecedented pace, and Asia is at the forefront of emerging trends. Our research finds that this is fueled by emerging markets, new destinations, tech innovations, streamlined visa processes, expanded flight routes, improved tourism infrastructure, and more. With so many moving parts, 2026 feels like the beginning of a new era in travel.”
A rising middle class, smoother visa processes, and expanding flight networks are reshaping travel choices across Asia, with travelers increasingly looking beyond traditional hotspots. Agoda data shows accommodation searches in secondary cities have grown 15% faster than in major hubs over the past two years, accounting for 34% of total searches in the first half of 2025. This shift is driven strongly by value – 43% of travelers cite lower costs as their top motivation – alongside a desire for authenticity, local culture, outdoor activities, and unique experiences. These preferences tie closely to another trend highlighted in the report: experiential travel, including concerts, food-focused trips, and immersive cultural experiences, which continue to move into the mainstream.
“Secondary cities are no longer hidden gems. They’re becoming the engine of travel growth across Asia,” said Andrew Smith, Senior Vice President, Supply, Agoda. “Travelers want authenticity, value and a sense of discovery that the major hotspots cannot always deliver. This shift unlocks real opportunity for local communities and for the partners who move early.”
Ease of access remains a critical factor when travellers consider new destinations. This sentiment is especially strong in India (91%), the Philippines (89%), and Indonesia (80%). Governments across Thailand, Indonesia, Malaysia, Japan, and India are actively expanding access to diverse parts of their countries through infrastructure upgrades and targeted promotional campaigns. These efforts align with broader regional improvements in air travel infrastructure, visa liberalization, and digital finance – further reducing friction across the traveler journey. Airlines in Asia Pacific, for instance, are slated to take delivery of an estimated 615 new aircraft in 2026.
According to the report, this environment is also accelerating digital adoption. AI-powered innovations are transforming how travellers seek inspiration and make bookings, with increasing expectations for seamless, end-to-end digital experiences. Agoda partners with DMOs to leverage data insights and marketing channels that spotlight hidden gems and enable rural or independent properties to increase their visibility on digital platforms. On Agoda, non-hotel accommodations – including villas, apartments, and boutique guesthouses – have steadily increased from 2022 to 2025, reflecting both demand for immersive stays and the growing participation of local property owners in the digital economy.
The 2026 report outlines several key opportunities for industry partners:
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Enhance digital visibility with updated listings, engaging content, and strong guest reviews to attract travelers exploring new destinations.
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Leverage data to design targeted marketing campaigns that highlight local culture, authentic experiences, and value-driven offers.
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Expand offerings to include cultural, culinary, and outdoor activities aligned with rising interest in experiential travel.
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Embrace technology to reduce friction and elevate customer engagement, ensuring readiness as AI and digital expectations continue to grow.
According to the report, agility and technological readiness will be essential as the industry enters this next phase. By understanding and anticipating the evolving needs of travelers, stakeholders can unlock new avenues for growth while delivering seamless, memorable travel experiences.
Download the full 2026 Travel Outlook Report here.
