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With interest in secondary destinations on the rise, expanding infrastructure and growing access to technology, opportunities await the industry in 2026
SINGAPORE, Dec. 8, 2025 /PRNewswire/ -- Digital travel platform Agoda unveils its 2026 Travel Outlook Report, highlighting data-driven trends set to influence travel across Asia in the next year. Drawing on a survey of Agoda customers in key Asia-Pacific markets, the report spotlights shifts such as the rising popularity of secondary destinations, the increasing demand for experiential travel and growing expectations for seamless, technology-driven journeys. The findings offer strategic insights and guidance for hotels, destination marketing organizations (DMOs), and travel industry partners.
A rising middle-class, streamlined visa processes, and expanding flight networks are influencing travel choices across Asia, with travelers increasingly looking beyond familiar hotspots. Recent Agoda data shows that accommodation searches in secondary cities across Asia have grown 15% faster than in traditional tourism hubs over the last two years. Driven by the momentum, secondary destinations accounted for 34% of total accommodation searches on Agoda in the first half of 2025. This growth reflects travelers' strong desire for value, with 43% citing lower costs as their top reason to explore these destinations. Unique local culture, special promotions, and outdoor activities also rank highly among travelers' motivations.
"Secondary cities are no longer hidden gems. They're becoming the engine of travel growth across Asia. 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. At Agoda, our focus is straightforward – we equip our partners with the data, insights and digital tools they need to capture this demand and win in these emerging markets", said Andrew Smith, Senior Vice President, Supply, Agoda.
The report finds that ease of access is a key factor for travelers considering new destinations, with the sentiment especially strong in India (91%), the Philippines (89%), and Indonesia (80%). Governments in markets, including Thailand, Indonesia, Malaysia, Japan, and India, are actively expanding access to more destinations through targeted campaigns and infrastructure improvements. Agoda partners with respective DMOs, leveraging data insights and marketing channels to highlight hidden gems, and enable rural properties to increase their visibility through digital platforms.
With growing demand for secondary destinations, diversifying accommodation supply is increasingly important to meet traveler preferences and unlock new economic opportunities. On Agoda, travelers can find non-hotel accommodations, including villas, apartments, and boutique guesthouses, increased steadily year-on-year from 2022 to 2025. This expanding supply landscape seeks to meet the demand for authentic, immersive stays but also empowers local property owners to enter the digital economy.
The latest report delves into several emerging trends that present new avenues for industry partners to capture demand and elevate traveler experiences in 2026:
- Enhance digital visibility and online presence with updated listings, engaging content, and guest reviews to attract travelers interested in discovering new destinations
- Leverage Agoda's data insights to design targeted marketing campaigns that highlight local experiences and increase destination appeal.
- Expand offerings to include authentic cultural, culinary, and outdoor activities that align with traveler motivations for immersive journeys.
By embracing these opportunities and partnering with Agoda, accommodations and local experience providers, DMOs, and travel brands can diversify revenue streams, strengthen resilience, and deliver high-value experiences to the next wave of travelers.
For more information and to download the full 2026 Travel Outlook Report, visit https://ago-da.co/2026-report.
With interest in secondary destinations on the rise, expanding infrastructure and growing access to technology, opportunities await the industry in 2026
SINGAPORE, Dec. 8, 2025 /PRNewswire/ -- Digital travel platform Agoda unveils its 2026 Travel Outlook Report, highlighting data-driven trends set to influence travel across Asia in the next year. Drawing on a survey of Agoda customers in key Asia-Pacific markets, the report spotlights shifts such as the rising popularity of secondary destinations, the increasing demand for experiential travel and growing expectations for seamless, technology-driven journeys. The findings offer strategic insights and guidance for hotels, destination marketing organizations (DMOs), and travel industry partners.
A rising middle-class, streamlined visa processes, and expanding flight networks are influencing travel choices across Asia, with travelers increasingly looking beyond familiar hotspots. Recent Agoda data shows that accommodation searches in secondary cities across Asia have grown 15% faster than in traditional tourism hubs over the last two years. Driven by the momentum, secondary destinations accounted for 34% of total accommodation searches on Agoda in the first half of 2025. This growth reflects travelers' strong desire for value, with 43% citing lower costs as their top reason to explore these destinations. Unique local culture, special promotions, and outdoor activities also rank highly among travelers' motivations.
"Secondary cities are no longer hidden gems. They're becoming the engine of travel growth across Asia. 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. At Agoda, our focus is straightforward – we equip our partners with the data, insights and digital tools they need to capture this demand and win in these emerging markets", said Andrew Smith, Senior Vice President, Supply, Agoda.
The report finds that ease of access is a key factor for travelers considering new destinations, with the sentiment especially strong in India (91%), the Philippines (89%), and Indonesia (80%). Governments in markets, including Thailand, Indonesia, Malaysia, Japan, and India, are actively expanding access to more destinations through targeted campaigns and infrastructure improvements. Agoda partners with respective DMOs, leveraging data insights and marketing channels to highlight hidden gems, and enable rural properties to increase their visibility through digital platforms.
With growing demand for secondary destinations, diversifying accommodation supply is increasingly important to meet traveler preferences and unlock new economic opportunities. On Agoda, travelers can find non-hotel accommodations, including villas, apartments, and boutique guesthouses, increased steadily year-on-year from 2022 to 2025. This expanding supply landscape seeks to meet the demand for authentic, immersive stays but also empowers local property owners to enter the digital economy.
The latest report delves into several emerging trends that present new avenues for industry partners to capture demand and elevate traveler experiences in 2026:
- Enhance digital visibility and online presence with updated listings, engaging content, and guest reviews to attract travelers interested in discovering new destinations
- Leverage Agoda's data insights to design targeted marketing campaigns that highlight local experiences and increase destination appeal.
- Expand offerings to include authentic cultural, culinary, and outdoor activities that align with traveler motivations for immersive journeys.
By embracing these opportunities and partnering with Agoda, accommodations and local experience providers, DMOs, and travel brands can diversify revenue streams, strengthen resilience, and deliver high-value experiences to the next wave of travelers.
For more information and to download the full 2026 Travel Outlook Report, visit https://ago-da.co/2026-report.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Agoda Unveils 2026 Travel Outlook Report: Key Trends for Industry Partners to Capitalize on the Year Ahead
Agoda Unveils 2026 Travel Outlook Report: Key Trends for Industry Partners to Capitalize on the Year Ahead
Korea No.1 medical aesthetic brand launches online and in 380 Sephora offline stores
LOS ANGELES, March 13, 2026 /PRNewswire/ -- REJURAN COSMETICS, No.1 medical aesthetic brand developed by global pharmaceutical biotechnology company PharmaResearch, recently announced its official launch at Sephora, marking a major milestone in the brand's North American expansion. The brand is now available on sephora.com and will roll out across approximately 380 Sephora stores nationwide beginning March 16.
Powered by its patented c-PDRN® ingredient and proprietary DNA Optimizing Technology (DOT®), REJURAN® COSMETICS harnesses sustainably sourced wild salmon DNA to support skin renewal. Clinically designed to improve the look of texture, hydration, and radiance, the brand's formulas help strengthen the foundations of healthy skin for a smoother, firmer-looking complexion. Trusted by dermatology clinics, skincare professionals, and celebrities worldwide, REJURAN® COSMETICS combines cutting-edge science with high-performance skincare.
The Sephora launch follows REJURAN COSMETICS' early online debut on sephora.com on March 1, with in-store availability expanding across the United States starting March 16.
Key products available through Sephora include:
- REJURAN Turnover Ampoule
- REJURAN Dual Effect Ampoule
- REJURAN Rebalancing Toner
- REJURAN Nutritive Cream
- REJURAN Turnover Mask
REJURAN will also introduce a Sephora exclusive mini set.
To celebrate REJURAN's launch at Sephora, REJURAN COSMETICS will host a series of interactive pop-up experiences across Los Angeles and Orange County—March 27 at The Americana at Brand, and March 28–29 at Irvine Spectrum Center. The events are designed to introduce consumers to REJURAN's expertise in PDRN science while creating an engaging environment that brings the brand's clinical innovation to life.
Prior to its Sephora debut, REJURAN COSMETICS entered the North American market primarily through online channels including Amazon and TikTok Shop. The Sephora partnership significantly expands the brand's distribution footprint, bringing their products to hundreds of physical retail locations across the United States and strengthening direct engagement with consumers.
"Launching with Sephora represents an important milestone for REJURAN COSMETICS as we continue expanding in the North American market," said a representative from PharmaResearch. "Through this partnership, we aim to further strengthen our brand presence and build deeper connections with consumers in the U.S. while continuing our global growth."
Following the U.S. launch, the company plans to expand its distribution network across additional global markets, including Canada and Southeast Asia, as it continues establishing REJURAN Cosmetics as a leading global derma-cosmetic brand.
About REJURAN COSMETICS
REJURAN® COSMETICS is a premium derma-skincare brand developed by PharmaResearch, a global leader in regenerative science. Inspired by clinical expertise, the brand brings advanced skincare innovation into everyday routines. As Korea's original PDRN-based skincare brand, REJURAN® Cosmetics is powered by patented c-PDRN® derived from sustainably sourced salmon DNA and PharmaResearch's proprietary DNA Optimizing Technology (DOT®). The formulations are designed to help improve skin texture, hydration and radiance while supporting healthier, more resilient-looking skin.
Learn more at rejuranusa.com
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
REJURAN COSMETICS Debuts at Sephora, Expanding Its Footprint Across the U.S. Market
