#Japan #Tokyo #travel trends #Agoda

Agoda's Insights into 2026 Travel Preferences

Agoda, the digital travel platform operated by Agoda Company Pte. Ltd., has shared an in-depth analysis of traveler preferences concerning accommodation search filters, focusing on insights relevant to the year 2026. The analysis highlights the trends that are shaping the preferences of Asian travelers, especially those from Japan.

Top Search Filters for Japanese Travelers

Based on Agoda's recent findings, key search filters among Asian travelers remain consistent, with Accommodation Type, Breakfast Included, and High Review Ratings taking prominent positions. However, Japanese travelers are particularly inclined towards practical aspects that enhance the comfort of their travel experience, including food convenience, flexible booking terms, and comfortable lodging conditions.

Popular Search Filters in Japan

The top ten search filters favored by Japanese travelers are as follows:
1. Breakfast Included
2. Accommodation Type
3. Free Cancellation
4. Bed Type (Single/Twin)
5. Review Rating of 8 or Higher
6. Dinner Included
7. Parking
8. Non-Smoking Room
9. Spa/Sauna
10. Local Payment

Emphasis on Food Convenience

The most utilized search filter by Japanese travelers is Breakfast Included, showcasing a preference for convenience to ensure a smooth start to their day. This trend is significant, placing Breakfast Included above Accommodation Type in Japan—an anomaly compared to other Asian markets. Additionally, there is a notable interest in search options that encompass both breakfast and dinner, with 21% of travelers opting for such accommodations. The Dinner Included filter ranks sixth, indicating a strong inclination towards seamless dining experiences during their stay. This suggests that in Japan, lodging and culinary experiences are tightly interwoven, reflecting the rising demand for a holistic stay that integrates meal options.

Flexibility and Diverse Options Are Essential

Following closely, the Accommodation Type filter ranks second at 15%. Japanese travelers place significant importance on having options, whether hotels, ryokans (traditional Japanese inns), or apartments. Free Cancellation has also claimed a spot in the top three filters, indicating a preference for more security and flexibility during the booking process compared to travelers from neighboring countries. Furthermore, the Local Payment option is noteworthy, as it signifies a growing desire to mitigate pre-trip financial burdens. Such trends align with a broader demand across Asia for travel choices that accommodate changing plans.

Comfort, Practicality, and Trust in Stay Experiences

Japanese travelers have exhibited high interest in aspects of comfort and personalized experiences during their stays. The importance of Bed Type (Single/Twin) reflects individual needs, while the preference for Non-Smoking Rooms highlights expectations for a more comfortable environment. Notably, spa and sauna facilities also receive considerable attention, positioning Japan as a market keen on relaxation and wellness experiences alongside South Korea. Practical elements, such as Parking, continue to hold relevance as well. Furthermore, the Review Rating of 8 or Higher serves as a significant decision-making criterion, underscoring the reliability placed on peer reviews in influencing booking choices.

Expert Commentary

Commenting on these findings, Masaru Ikai, Senior Country Director at Agoda International Japan, noted, "In Japan, culinary experiences have become vital to travel, particularly the provisioning of breakfast or dinner, which greatly influences accommodation choices. The increasing demand for packages that include meals reflects this connection. Additionally, there is a strong need for flexibility in bookings, especially concerning payment options. The diverse choice offered by Agoda's search filter features allows travelers to find the ideal stay that caters to their specific preferences."

Data Overview

The data informing these insights is derived from accommodation search data collected between January 1st and April 15th, 2026, across ten Asian markets: India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.

About Agoda

Agoda makes available over six million hotels and vacation rentals worldwide, along with various travel products like flights and activities at competitive prices. The Agoda website and mobile app are available in 39 languages, supported with 24/7 customer service. As a subsidiary of Booking Holdings (NASDAQ: BKNG), Agoda operates in 26 offices globally with a workforce exceeding 7,000, continuously utilizing industry-leading technology to enhance travel booking services. For more details, visit Agoda.com.