Agoda survey finds growing demand for all-in-one travel booking across Asia - Get updated on what's happening in tourism!

Asian travellers are showing increasing interest in booking accommodation, flights and activities through a single digital platform, according to Agoda's newly released 2027 Asia Travel Pulse. The survey found that 61% of respondents would consider arranging an entire trip through one provider. However, the factors influencing their booking decisions vary considerably across Asian source markets, particularly when it comes to payment methods, language preferences and the starting point of travel planning.

The findings highlight the importance of adapting digital travel services to local consumer expectations. Across the surveyed markets, 33% of respondents identified familiar local payment methods as an important feature of a locally relevant booking experience, while 21% prioritised customer support in their native language. These preferences differ substantially between Southeast and Northeast Asia, creating distinct challenges for accommodation providers, online travel agencies and destination marketing organisations seeking to attract international visitors.

The study also reveals differences in how travellers begin planning their journeys. While most respondents start by choosing a destination, others initially focus on accommodation, activities or promotional offers. For tourism businesses, understanding these different approaches can help determine when and how to reach potential customers during the booking process.

Payment preferences vary across Asian markets

Local payment options emerged as the strongest indicator of a booking experience adapted to individual markets. Their importance was particularly pronounced in Malaysia, where 46% of respondents highlighted them, followed by Indonesia at 41% and the Philippines at 39%.

In Northeast Asia, language support plays a more prominent role. Native-language customer service was the leading localisation preference among respondents in South Korea, at 40%, and Japan, at 31%.

These differences suggest that a standardised booking interface may not meet consumer expectations equally well across all Asian markets. While travellers in some countries place particular emphasis on familiar payment systems, others prioritise communication and assistance in their own language.

“Travel may be global, but confidence is local. A property can sell the same room everywhere, yet the path to that booking looks different in Kuala Lumpur, in Seoul, in Jakarta,” said Andrew Smith, Senior Vice President, Supply at Agoda.

The company currently supports nearly 100 alternative payment options and operates in 39 languages, most of them Asian. Agoda presents these capabilities as a way for accommodation partners to reach multiple source markets without having to develop separate booking systems for each country.

Accommodation influences planning decisions

The survey also examined the starting point of travel planning. Across the Asian markets covered, 64% of respondents begin by selecting a destination. Accommodation is the initial consideration for 14%, while 8% start with a particular activity and another 8% with a promotional offer.

Indonesia and Thailand differ noticeably from the regional pattern. In both markets, 24% of respondents begin planning by choosing where they want to stay, compared with the regional average of 14%.

Indonesian travellers also demonstrate a relatively strong interest in promotional offers, with 17% identifying deals as their initial planning consideration.

For hotels and other accommodation providers, these findings indicate that property information can influence travel decisions even before a destination has been firmly selected. Room configurations, breakfast arrangements, transport connections and nearby attractions may therefore play a role in attracting travellers at an early stage.

The results are also relevant to destination marketing organisations. In markets where accommodation is a major starting point, cooperation with hotels and online booking platforms could provide additional opportunities to introduce travellers to a destination.

Combined bookings offer opportunities for travel partners

Beyond the general interest in booking entire trips through one provider, Agoda identified specific preferences for combining travel services.

According to the survey, 27% of respondents would prefer to book flights and hotels together, while another 16% said their preference depends on the individual trip. These findings point to opportunities for platforms that integrate different elements of travel planning and booking.

For accommodation providers, the development could create additional opportunities to reach customers through flight searches, destination research and activity bookings. It also increases the importance of accurate property information and competitive offers across different stages of the travel journey.

Agoda currently lists more than six million holiday properties, over 130,000 flight routes and more than 300,000 activities on its platform. The company is positioning this range of services around the growing interest in integrated travel planning.

For the wider tourism industry, the survey illustrates two developments occurring simultaneously: travellers are becoming more receptive to booking multiple travel components through a single provider, while continuing to expect services tailored to their domestic markets.

The findings therefore underline the importance of combining technological integration with local market knowledge. For hotels, destinations and distribution partners targeting Asian travellers, payment accessibility, language support and an understanding of individual booking habits remain important factors in reaching different customer groups.

Agoda has made the full 2027 Asia Travel Pulse available to industry partners. The published announcement does not specify the survey's sample size or methodology, which should be considered when interpreting the results.

Image Credit: © Agoda