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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
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SINGAPORE, Dec. 8, 2025 /PRNewswire/ -- Traveloka, Southeast Asia's leading travel platform, and the Singapore Tourism Board (STB) strengthen their partnership with the launch of a new regional marketing campaign targeting young travellers titled 'A World of Experiences Await'. The initiative aims to position Singapore as a preferred short-haul destination for travellers and repeat visitors seeking spontaneous and convenient getaways from key Southeast Asian markets.
When travelling, making the most out of every moment with loved ones is essential. In Singapore, this is made remarkably easy. Thanks to the city's compact layout, visitors can experience a wide variety of activities in a single day. Whether it's exploring cultural landmarks, enjoying world-class attractions or discovering local neighbourhoods, everything is conveniently located and easily accessible.
Singapore's efficient public transport system further enhances the experience, allowing travellers to move seamlessly from one activity to the next. This means visitors spend less time planning and more time immersing themselves in what the city has to offer.
'A World of Experiences Await' marks Traveloka and STB's second Southeast Asia campaign this year, reaffirming their commitment to inspiring spontaneous escapes to Singapore. Focused on Indonesia, Malaysia, Vietnam and Thailand, the campaign highlights reimagined or lesser-known attractions and local experiences that reveal a fresh and distinctive side of the city-state. The partnership also extends to families, offering best travel deals for travelling in a group that transform Singapore into the perfect multigenerational playground.
Terrence Voon, STB Executive Director of Southeast Asia, said "Traveloka has been an invaluable partner in highlighting the different sides of Singapore, a city that allows both families and friends to discover new experiences together. We look forward to continuing this strong collaboration to showcase a more intimate, inspiring perspective of the city—one that encourages visitors to explore Singapore in new and unexpected ways."
Traveloka's partnership with STB leverages its destination expertise in shaping recommendations for off-the-beaten path experiences, and lesser-known activities that complement the overall Singapore visitor experience such as sports-cations and musical performances.
During the campaign period from November 2025 to March 2026, travellers can log onto the Traveloka app to collect stackable discount coupons that can be redeemed for special rates on flights, hotels and travel activities in Singapore.
Albert, Co-Founder of Traveloka, said, "Beyond the success of our first collaboration, the partnership with STB is rooted in a long-term commitment to authentic experiences and deeper emotional connections. Singapore remains one of the most popular destinations for our travellers and together, we will continue co-creating initiatives that celebrate local culture and strengthen the communities that make travel meaningful."
Discover Singapore in Unexpected Ways: New Activities and Hidden Gems to Explore
Hidden Gems
- Littered with Books: While a quiet afternoon away in an independent bookstore housed in a conservation shophouse. Littered with Books offers a range of carefully curated books, from sci-fi and fantasy to thrillers and non-fiction.
- Née Vintage: A collector of vintage luxury? Don't miss out on Née Vintage, a lesser-known treasure trove of vintage secondhand luxury goods that are in excellent condition.
- New Bahru: Step away from the shopping malls and enter New Bahru, a conceptual retail and dining destination that transformed a heritage school building into a lifestyle hub. Discover the creative side of Singapore through more than 40 independent, homegrown brands.
New Family-Fun Attractions
- Singapore Oceanarium: A bold new ocean experience surfaces at the newly reopened Singapore Oceanarium, a world of wonder filled with thrilling activities. Step into immersive exhibits and experience up-close marine encounters that will spark curiosity and excitement for the whole family.
- Bird Paradise: Immerse in the vibrant world of Singapore's Bird Paradise, where every visit is an adventure. See endangered bills, Asian songbirds, and iconic and colorful birds alongside shows that display the majesty and agility of a variety of bird species.
- Rainforest Wild ASIA: Engage with nature like never before at Asia's first adventure-based zoological park. Roam through lush rainforest trails, towering karst formations, and mysterious caverns while encountering 36 fascinating species in open-concept habitats.
Off-the-Beaten Path Experiences
- Kayaking at Punggol Waterway: Witness the harmonious blend of nature and local urban life as you journey through one of Singapore's most vibrant waterways in the residential North East.
- The Make Pleat Bag Experience by Ginlee: A workshop that introduces you to the age-old craft of pleating and circularity through a unique in-store experience.
- DIY Bar Making Workshop with Mr Bucket Chocolaterie: Explore the craft of chocolate-making with Mr Bucket, a locally-inspired chocolaterie on the beautiful Dempsey Hill. Learn the bean-to-bar process and decorate, fill and customise your own chocolate bar mould with seasonal toppings.
For more information on 'A World of Experiences' deals and promotions, please visit: https://www.traveloka.com
About Traveloka
Traveloka is Southeast Asia's leading all-in-one travel platform connecting millions globally with trusted, world-class experiences. Founded in 2012, Traveloka has operations in Australia, Indonesia, Japan, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. With over 140 million app downloads and more than 40 million monthly active users, Traveloka stands as one of the most popular travel apps in the region.
Traveloka's mission is to revolutionise the travel and lifestyle industry by providing seamless, user-friendly solutions for booking flights, hotels, and experiences. We want to empower travellers with a comprehensive platform that simplifies trip planning and enhances the overall travel experience. By leveraging cutting-edge technology and a customer-centric approach, Traveloka aims to redefine the way people explore and connect with the world, making travel more accessible and enjoyable for everyone.
About Singapore Tourism Board
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.
For more information, please visit www.stb.gov.sg or www.visitsingapore.com | Follow us: STB Facebook or STB Instagram
SINGAPORE, Dec. 8, 2025 /PRNewswire/ -- Traveloka, Southeast Asia's leading travel platform, and the Singapore Tourism Board (STB) strengthen their partnership with the launch of a new regional marketing campaign targeting young travellers titled 'A World of Experiences Await'. The initiative aims to position Singapore as a preferred short-haul destination for travellers and repeat visitors seeking spontaneous and convenient getaways from key Southeast Asian markets.
When travelling, making the most out of every moment with loved ones is essential. In Singapore, this is made remarkably easy. Thanks to the city's compact layout, visitors can experience a wide variety of activities in a single day. Whether it's exploring cultural landmarks, enjoying world-class attractions or discovering local neighbourhoods, everything is conveniently located and easily accessible.
Singapore's efficient public transport system further enhances the experience, allowing travellers to move seamlessly from one activity to the next. This means visitors spend less time planning and more time immersing themselves in what the city has to offer.
'A World of Experiences Await' marks Traveloka and STB's second Southeast Asia campaign this year, reaffirming their commitment to inspiring spontaneous escapes to Singapore. Focused on Indonesia, Malaysia, Vietnam and Thailand, the campaign highlights reimagined or lesser-known attractions and local experiences that reveal a fresh and distinctive side of the city-state. The partnership also extends to families, offering best travel deals for travelling in a group that transform Singapore into the perfect multigenerational playground.
Terrence Voon, STB Executive Director of Southeast Asia, said "Traveloka has been an invaluable partner in highlighting the different sides of Singapore, a city that allows both families and friends to discover new experiences together. We look forward to continuing this strong collaboration to showcase a more intimate, inspiring perspective of the city—one that encourages visitors to explore Singapore in new and unexpected ways."
Traveloka's partnership with STB leverages its destination expertise in shaping recommendations for off-the-beaten path experiences, and lesser-known activities that complement the overall Singapore visitor experience such as sports-cations and musical performances.
During the campaign period from November 2025 to March 2026, travellers can log onto the Traveloka app to collect stackable discount coupons that can be redeemed for special rates on flights, hotels and travel activities in Singapore.
Albert, Co-Founder of Traveloka, said, "Beyond the success of our first collaboration, the partnership with STB is rooted in a long-term commitment to authentic experiences and deeper emotional connections. Singapore remains one of the most popular destinations for our travellers and together, we will continue co-creating initiatives that celebrate local culture and strengthen the communities that make travel meaningful."
Discover Singapore in Unexpected Ways: New Activities and Hidden Gems to Explore
Hidden Gems
New Family-Fun Attractions
Off-the-Beaten Path Experiences
For more information on 'A World of Experiences' deals and promotions, please visit: https://www.traveloka.com
About Traveloka
Traveloka is Southeast Asia's leading all-in-one travel platform connecting millions globally with trusted, world-class experiences. Founded in 2012, Traveloka has operations in Australia, Indonesia, Japan, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. With over 140 million app downloads and more than 40 million monthly active users, Traveloka stands as one of the most popular travel apps in the region.
Traveloka's mission is to revolutionise the travel and lifestyle industry by providing seamless, user-friendly solutions for booking flights, hotels, and experiences. We want to empower travellers with a comprehensive platform that simplifies trip planning and enhances the overall travel experience. By leveraging cutting-edge technology and a customer-centric approach, Traveloka aims to redefine the way people explore and connect with the world, making travel more accessible and enjoyable for everyone.
About Singapore Tourism Board
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.
For more information, please visit www.stb.gov.sg or www.visitsingapore.com | Follow us: STB Facebook or STB Instagram
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Traveloka and Singapore Tourism Board launch regional campaign to inspire spontaneous weekend getaways to Singapore
Traveloka and Singapore Tourism Board launch regional campaign to inspire spontaneous weekend getaways to Singapore
Traveloka and Singapore Tourism Board launch regional campaign to inspire spontaneous weekend getaways to Singapore
