Digital travel platform Agoda has unveiled new research demonstrating the transformative impact of localisation strategies on Asia’s hospitality sector. The report, “Tailored to Win: How Hotels are Using Localisation to Capture Asia’s Tourism Boom,” reveals that hotels integrating localisation across marketing, booking, payment, and on-site experiences are experiencing significant business benefits, including higher guest satisfaction and increased repeat bookings.
The study surveyed 526 hoteliers across 12 Asian markets, identifying best practices for customising services to meet diverse traveller preferences. Hotels leading in localisation report a 99% improvement in guest satisfaction, a 95% increase in repeat bookings, and a 91% willingness among guests to pay more per room.
Andrew Smith, Senior Vice President of Supply at Agoda, emphasised the strategic importance of localisation, stating, “Localisation isn’t just a trend. It’s a strategic imperative for hoteliers looking to thrive in Asia’s dynamic tourism market.” He highlighted the need for a holistic approach, integrating language, payment systems, design, and marketing to enhance the guest experience.
The report also notes that Asia has become the fastest-growing travel hub, now accounting for nearly 28% of global international arrivals. With the region’s middle class expanding rapidly, the hospitality sector faces both opportunities and challenges. Agoda’s findings suggest that tailored, localised strategies are crucial for hotels aiming to secure long-term competitiveness in this vibrant market.
