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Insights from Agoda reveal how integrated, tailored guest experiences and digital partnerships are helping Thai hotels stand out amid rising regional travel
SINGAPORE, Feb. 4, 2026 /PRNewswire/ -- Digital travel platform Agoda, in its latest "Tailored to Win: How Hotels are using Localization to Capture Asia's Tourism Boom" report focuses on Thailand, revealing that 92% of hotels engaging in early stages of localization strategies are seeing higher guest spend as intra-Asia travel accelerates. The survey found that hotels that are moving beyond standard hospitality and investing in tailored guest experiences may be gaining a competitive edge in an increasingly diverse and dynamic market.
Drawing more than 35 million visitors annually and home to more than 17,000 hotels nationwide[1], Thailand remains as a regional tourism hotspot and a key hub for intra-Asia travel. The steady inflow of regional visitors, particularly from neighboring Asian markets, is shaping the landscape for accommodation providers. To stand out in this increasingly competitive environment, hotels are adapting their strategies to reflect the specific cultural, linguistic and practical preferences of inbound travelers from respective markets.
Agoda's report shows that one in four Thai hotels now offer a seamlessly localized journey, with 25% at the "integrated tailoring" stage wherein hotels offer a fully localized experience that reflects deep cultural understanding across marketing, booking and on-site touchpoints. Localization strategies go beyond translation, encompassing marketing, booking processes, payment options and guest services tailored to the preferences of each source market. This approach to localization is reflected in how hotels tailor their offerings for different guest segments and preferences. Based on insights from the Agoda Travel Outlook report:
- Malaysian travelers prioritize value for money and family-friendly options
- Chinese guests seek authentic Thai experiences from food to massages and décor
- South Korean guests prefer long-stay offers and listings that highlight local food and attractions
- Indian travelers value wellness and adventure partnerships
"Thailand welcomes over 33 million visitors each year and the hotels capturing the most value are those going beyond standard hospitality," said Akaporn Rodkong (Looknum), Country Director, Thailand at Agoda. "Deep localization - such as adapting payments, language and service to each market - can not only lead to stronger performance but also enable partners to better meet guest expectations. Hotels adopting a more data-driven approach and taking the first steps towards localization are already noticing that some guests are more willing to up their spend during stays. They report seeing positive outcomes from pairing competitive pricing with experiences that truly resonate with guests, often starting long before they even arrive at the property."
Agoda's digital suite for localization includes over 6 million accommodations, support for 39 languages, multi-currency payment options and 24/7 customer support. Dedicated programs such as the Agoda Growth Program for visibility in priority markets, country-specific promotions and Agoda Media Solutions for native-language campaigns are just some of the ways Agoda helps partners localize effectively. Through Agoda's platform and expertise, hotels can overcome barriers, reach new segments and optimize their returns from international demand.
To explore how practical localization tips and actionable insights can help hotels capture more value from Asia's diverse traveler base, download the full report at https://ago-da.co/4aevFYJ.
Insights from Agoda reveal how integrated, tailored guest experiences and digital partnerships are helping Thai hotels stand out amid rising regional travel
SINGAPORE, Feb. 4, 2026 /PRNewswire/ -- Digital travel platform Agoda, in its latest "Tailored to Win: How Hotels are using Localization to Capture Asia's Tourism Boom" report focuses on Thailand, revealing that 92% of hotels engaging in early stages of localization strategies are seeing higher guest spend as intra-Asia travel accelerates. The survey found that hotels that are moving beyond standard hospitality and investing in tailored guest experiences may be gaining a competitive edge in an increasingly diverse and dynamic market.
Drawing more than 35 million visitors annually and home to more than 17,000 hotels nationwide[1], Thailand remains as a regional tourism hotspot and a key hub for intra-Asia travel. The steady inflow of regional visitors, particularly from neighboring Asian markets, is shaping the landscape for accommodation providers. To stand out in this increasingly competitive environment, hotels are adapting their strategies to reflect the specific cultural, linguistic and practical preferences of inbound travelers from respective markets.
Agoda's report shows that one in four Thai hotels now offer a seamlessly localized journey, with 25% at the "integrated tailoring" stage wherein hotels offer a fully localized experience that reflects deep cultural understanding across marketing, booking and on-site touchpoints. Localization strategies go beyond translation, encompassing marketing, booking processes, payment options and guest services tailored to the preferences of each source market. This approach to localization is reflected in how hotels tailor their offerings for different guest segments and preferences. Based on insights from the Agoda Travel Outlook report:
- Malaysian travelers prioritize value for money and family-friendly options
- Chinese guests seek authentic Thai experiences from food to massages and décor
- South Korean guests prefer long-stay offers and listings that highlight local food and attractions
- Indian travelers value wellness and adventure partnerships
"Thailand welcomes over 33 million visitors each year and the hotels capturing the most value are those going beyond standard hospitality," said Akaporn Rodkong (Looknum), Country Director, Thailand at Agoda. "Deep localization - such as adapting payments, language and service to each market - can not only lead to stronger performance but also enable partners to better meet guest expectations. Hotels adopting a more data-driven approach and taking the first steps towards localization are already noticing that some guests are more willing to up their spend during stays. They report seeing positive outcomes from pairing competitive pricing with experiences that truly resonate with guests, often starting long before they even arrive at the property."
Agoda's digital suite for localization includes over 6 million accommodations, support for 39 languages, multi-currency payment options and 24/7 customer support. Dedicated programs such as the Agoda Growth Program for visibility in priority markets, country-specific promotions and Agoda Media Solutions for native-language campaigns are just some of the ways Agoda helps partners localize effectively. Through Agoda's platform and expertise, hotels can overcome barriers, reach new segments and optimize their returns from international demand.
To explore how practical localization tips and actionable insights can help hotels capture more value from Asia's diverse traveler base, download the full report at https://ago-da.co/4aevFYJ.
[1] Note: This estimate includes accommodations such as lodging establishments. LH Bank (2025), "Industry Outlook 2025: 5-Star Hotel Business"
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Agoda Reports Localization in Early Stages Lifts Guest Spend for 92% of Thailand Hotels
SINGAPORE, Feb. 4, 2026 /PRNewswire/ -- Hyundai Motor Group (Hyundai, Kia, Genesis) has partnered with Vodafone IoT to deploy regulatory-compliant in-car connectivity to Bahrain, Kingdom of Saudi Arabia (KSA), Kuwait, Qatar and United Arab Emirates (UAE) in the Middle East. In collaboration with Vodafone IoT's network partners in the region – such as e& UAE – Hyundai Motor Group will receive reliable and secure in-car connectivity that is compliant with local laws.
Vodafone IoT provides Hyundai Motor Group with seamless in-car connectivity in the Middle East, thanks to its Global SIM+ solution – which dynamically turns its Global IoT SIM into a local SIM. This offers local network credentials, data routing, compliance with national laws and seamless cross-border connectivity – making it easier and more efficient for carmakers and manufacturers to launch services in regulated countries, as well as giving them global access to connected services.
These capabilities are strengthened by Vodafone IoT's partnerships with local network providers – such as e& UAE – who assure compliance, provide network resilience and reliable connectivity. Together, the network partners provide extensive coverage in the region, advanced IoT capabilities, and deep local expertise – enhancing the quality and reliability of Hyundai Motor Group's connected services in the Middle East.
Combined with Vodafone IoT's leading managed connectivity platform which integrates directly into the local network partner's infrastructure, manufacturers can manage their global IoT estate from a single platform – giving them truly global reach and centralised control over their operations.
Building on these capabilities, Hyundai, Kia, and Genesis customers in the Middle East will gain access to a wide range of connected car features, including remote vehicle control, real-time status monitoring, and enhanced convenience services. This partnership aims to deliver a seamless and intuitive digital experience, empowering drivers to manage and keep their vehicles safe anytime, anywhere.
Vodafone IoT and Hyundai plan to expand their in-car connectivity partnership to new countries within the Middle East and Africa in the near future.
Erik Brenneis, CEO of Vodafone IoT, said:
"As manufacturers look to deploy connected vehicles in diverse geographies, it is vitally important that they are provided with connectivity that's reliable, secure, and compliant with national regulations.
"We are proud to partner with Hyundai Motor Group to deliver innovative in–car connectivity powered by our Global SIM+ which provides local credentials and a seamless cross–border service. It turns vehicles into secure connected platforms – keeping drivers and passengers safe, informed and connected. Together, we will extend these capabilities to more countries and more cars, shaping the future of connected mobility."
Hyunwoo Go, Head of Connectivity Business team, Hyundai Motor Group, said:
"The launch of Connected Car Services in the Middle East, aligned with the Software-Defined Vehicle strategy of Hyundai Motor Group, represents a meaningful step toward delivering intelligent, personalized mobility experiences — empowering our customers with seamless connectivity and regionally tailored digital services that will redefine how they interact with their vehicles.
"Thanks to Vodafone IoTs leading managed connectivity platform, we are not just connecting cars; we are connecting people to a world of new possibilities, making their lives easier, safer, and more enjoyable by combining our leadership in automotive innovation with Vodafone's expertise in IoT."
About Vodafone IoT
Vodafone IoT is a global leader in managed IoT connectivity services. With over 220 million devices connected across more than 180 countries, we provide businesses with reliable and secure IoT solutions, enabling them to effectively manage, monitor, and operate their IoT devices.
Our extensive network partnerships, spanning over 760 networks worldwide, allows us to deliver global IoT solutions that empower businesses to digitalise, transform and maximise the benefits of IoT.
By adopting IoT, businesses can benefit from smarter resource management, reducing emissions, and enhancing operational efficiency – helping them to operate more sustainably.
For more information, please visit Vodafone IOT, follow us on X at @VodafoneIoT or connect with us on LinkedIn at www.linkedin.com/company/vodafoneIoT.
About Hyundai Motor Group
Hyundai Motor Group is a global enterprise that has created a value chain based on mobility, steel, and construction, as well as logistics, finance, IT, and service. With about 250,000 employees worldwide, the Group's mobility brands include Hyundai, Kia, and Genesis. Armed with creative thinking, cooperative communication, and the will to take on any challenges, we strive to create a better future for all.
More information about Hyundai Motor Group, please visit http://www.hyundaimotorgroup.com
About e& UAE
e& UAE embodies the telecom arm of e& in the UAE, with a mission to maximise stakeholder value, deliver an unparalleled customer experience and optimise business performance for sustainable growth and success.
Leveraging the latest world-class technologies, e& UAE will grow core and digital services, enriching consumer value propositions with digital services catering to new consumer lifestyles and emerging demands beyond core telecom services, including health, insurance and gaming.
e& UAE will continue to act as a trusted partner to enterprises in meeting their connectivity needs and beyond.
Bolstering its leadership position as a digital telco that champions customers in a hyper-connected digital world, e& UAE will pivot the new sustainable demand into future spaces such as private networks, autonomous vehicles, and AI.
To learn more about e& UAE, please visit: https://www.etisalat.ae.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Hyundai Motor Group partners with Vodafone IoT to deploy connected cars in five countries in the Middle East
