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Agoda Unveils 2026 Travel Trends in Asia

Agoda Company Pte. Ltd., a digital travel platform headquartered in Singapore, recently published its “Agoda 2026 Travel Outlook Report.” This report sheds light on traveler trends across Asia, identifying five key trends likely to shape the travel landscape in 2026.

According to the findings, Asian travelers are increasingly interested in rediscovering their own countries, leading to a rise in travel styles that explore domestic hidden gems and regional cities. Notably, in Japan, this trend is particularly pronounced, with 67% of respondents indicating they plan to increase their domestic travel. This percentage has surged from just 20% the previous year, suggesting a noticeable shift in traveler consciousness from international to domestic destinations. This shift reflects a growing desire among Japanese travelers for meaningful experiences closer to home.

The survey, conducted among travelers from various Asian countries, has further revealed that travelers are becoming more value-conscious, with a marked increase in short trips taken with family or partners. Emerging trends also include “micro travel,” which involves shorter durations and distances, food-focused trips, and the incorporation of AI technology into travel planning.

Key Findings from the 2026 Travel Outlook Report

1. Rediscovering One's Own Country: The overarching theme for 2026 is “the journey begins at home.” A substantial 35% of travelers across Asia indicated they will explore their home country more, compared to only 15% last year. In Japan, this inclination is even stronger, where 67% confirmed plans to increase domestic travel. Many are keen to visit lesser-known spots, driven by both the affordability of local travel and a desire to reconnect with regional culture and nature.

2. Culinary Experiences Take Center Stage: Travelers in Asia are placing greater emphasis on food experiences, with culinary tourism rising sharply. What ranked sixth last year, food-focused travel has now entered the top three motivations for travel. In countries like Taiwan (47%), Vietnam (35%), and South Korea (34%), the love for food-oriented travel is particularly noticeable. In Japan, around one-third (32%) of respondents highlight gastronomic experiences as a primary reason for their travels.

3. Value for Money Influences Decisions: The 2026 traveler is more cost-conscious than ever. About 40% are willing to allocate 6-10% of their income toward travel, with price being the crucial factor in accommodation choices for 39% of respondents. This is notably higher than location (30%) and reviews (18%). Among Japanese travelers, 63% admitted that their overall travel planning is significantly impacted by their budget, indicating a broadening awareness of cost-effectiveness including non-accommodation aspects of travel.

4. Shorter Trips with Family and Partners on the Rise: The concept of “short, frequent travels” is gaining traction across Asia, with 35% of travelers planning four to six trips a year. This trend signifies a shift toward creating quick memories with family rather than taking long vacations. In Japan, 59% of travelers indicated they prefer short getaways lasting one to three days, leading the region toward a spike in “micro-traveling.” Additionally, Japanese respondents place a high value on family time, with 32% preferring family trips and 24% prioritizing couple trips.

5. AI as a New Travel Companion: Artificial intelligence (AI) is rapidly emerging as a trusted assistant for travelers. In Asia, 63% of respondents expressed interest in leveraging AI for travel planning, with primary uses being local spot searches, translation, and itinerary creation. This trend indicates a growing number of travelers looking to infuse their journeys with personalization through AI.

Conclusion

Agoda offers access to over 6 million accommodations, more than 130,000 flight routes, and 300,000 activities, all seamlessly bookable through its platform. Their commitment is to guide travelers toward enriching experiences whether through cost-effective stay options or exploring local culinary delights. This insight helps in adapting to the evolving travel preferences within the Asian market.

Data Collection

This survey was conducted in October 2025 across nine countries and regions in Asia, including India, Indonesia, Japan, Malaysia, the Philippines, South Korea, Taiwan, Thailand, and Vietnam, sampling a total of 3,353 travelers.

About Agoda

Agoda is a digital travel platform that provides competitive rates on over 6 million accommodations, airfare, and a variety of travel products. With a user-friendly interface accessible in 39 languages, Agoda's customer support operates 24/7 to assist travelers around the globe. As a subsidiary of Booking Holdings (Nasdaq: BKNG), Agoda employs over 7,000 staff across 27 offices worldwide, continually striving to enhance travel booking services through cutting-edge technology.

Website: Agoda.com