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The hospitality industry can capitalize on rising frequency, secondary city growth, and deep localization in 2026
SINGAPORE, June 4, 2026 /PRNewswire/ -- Digital travel platform Agoda highlights that the combination of a rising middle class and changing travel habits across Asia is creating new revenue opportunities for the travel and hospitality industry, among other trends. Drawing on recent industry indicators and search trends, Agoda sees the "Asian Traveler" evolving from a guest segment into a trend-driver for the travel industry.
According to SiteMinder's Hotel Booking Trends 2026 report, outbound travel from China and India exceeded pre-pandemic levels for the first time, highlighting Asia's role as a source of hotel demand. This development is indicative of the region's effect on global hospitality growth, with key Asian markets directly influencing international search patterns and travel trends.
"Through our surveys, we are seeing travelers take more frequent trips, continuing to explore newer, more unique destinations, and respond well to experiences that feel more culturally relevant. In 2026, the hospitality brands that stand out will be the ones that move beyond standardized service and embrace true cultural fluency," said Andrew Smith, Senior Vice President, Supply at Agoda.
The Rise of the "Perpetual Traveler"
A key contributor to this growth is the shift in how people travel across the region. Agoda survey data has revealed a move away from the traditional once-a-year holiday toward shorter, more frequent trips across the year. The trend is especially visible in Indonesia, where 32% of travelers plan to take 11 or more trips in 2026. In another Agoda study, 73% of Asian Gen Z respondents said they plan to take between one and six trips a year, while 86% expect stays of just one to seven days. In Thailand, Agoda found that the average traveler plans trips lasting between one and three days. SiteMinder's report also found that in 65% of markets, each market's busiest month became less dominant in 2025, suggesting hotel demand is now more evenly distributed across the year. Together, these patterns point to travel becoming more frequent, shorter in duration, and more integrated into everyday life for many travelers.
Secondary Cities Continue Gaining Attention
Agoda also continues to see interest spread beyond established gateway cities, with interest for secondary destinations across Asia growing 15% faster than traditional tourism hubs over the past two years. In Japan, for example, destinations like Takamatsu (+63%), Matsuyama (+44%), and Sendai (+32%) are seeing faster year-on-year growth compared to established gateway cities. Far from a short-term trend, this shift reflects changing traveler priorities and presents a distinct first-mover advantage for regional partners who can capture this continued demand before these markets become more crowded.
The Localization Payoff
The commercial benefit for getting localization right is becoming increasingly clear. Agoda's research shows that hotels at advanced stages of localization report 59% stronger RevPAR impact, while 95% of surveyed hotels report increased repeat bookings and 91% say guests are willing to pay more per room. The findings reinforce a broader pivot in hospitality from standardized service to more culturally fluent experiences tailored to how Asian travelers search, book, and stay.
"Localization is no longer a choice; it is an operational anchor for anyone looking to scale within Asia's most popular corridors," added Smith. "Unlocking meaningful commercial value means moving beyond a one-size-fits-all approach and building experiences that genuinely resonate with the distinct identities of today's Asian travelers."
Available in 39 languages and supported by local payment options with 24/7 customer support, Agoda helps partners better match increasing Asian travel demand with localized merchandising, smoother booking experiences, and stronger visibility in emerging destinations. In 2026, success will depend not simply on being present in Asia, but on understanding how Asia travels.
The hospitality industry can capitalize on rising frequency, secondary city growth, and deep localization in 2026
SINGAPORE, June 4, 2026 /PRNewswire/ -- Digital travel platform Agoda highlights that the combination of a rising middle class and changing travel habits across Asia is creating new revenue opportunities for the travel and hospitality industry, among other trends. Drawing on recent industry indicators and search trends, Agoda sees the "Asian Traveler" evolving from a guest segment into a trend-driver for the travel industry.
According to SiteMinder's Hotel Booking Trends 2026 report, outbound travel from China and India exceeded pre-pandemic levels for the first time, highlighting Asia's role as a source of hotel demand. This development is indicative of the region's effect on global hospitality growth, with key Asian markets directly influencing international search patterns and travel trends.
"Through our surveys, we are seeing travelers take more frequent trips, continuing to explore newer, more unique destinations, and respond well to experiences that feel more culturally relevant. In 2026, the hospitality brands that stand out will be the ones that move beyond standardized service and embrace true cultural fluency," said Andrew Smith, Senior Vice President, Supply at Agoda.
The Rise of the "Perpetual Traveler"
A key contributor to this growth is the shift in how people travel across the region. Agoda survey data has revealed a move away from the traditional once-a-year holiday toward shorter, more frequent trips across the year. The trend is especially visible in Indonesia, where 32% of travelers plan to take 11 or more trips in 2026. In another Agoda study, 73% of Asian Gen Z respondents said they plan to take between one and six trips a year, while 86% expect stays of just one to seven days. In Thailand, Agoda found that the average traveler plans trips lasting between one and three days. SiteMinder's report also found that in 65% of markets, each market's busiest month became less dominant in 2025, suggesting hotel demand is now more evenly distributed across the year. Together, these patterns point to travel becoming more frequent, shorter in duration, and more integrated into everyday life for many travelers.
Secondary Cities Continue Gaining Attention
Agoda also continues to see interest spread beyond established gateway cities, with interest for secondary destinations across Asia growing 15% faster than traditional tourism hubs over the past two years. In Japan, for example, destinations like Takamatsu (+63%), Matsuyama (+44%), and Sendai (+32%) are seeing faster year-on-year growth compared to established gateway cities. Far from a short-term trend, this shift reflects changing traveler priorities and presents a distinct first-mover advantage for regional partners who can capture this continued demand before these markets become more crowded.
The Localization Payoff
The commercial benefit for getting localization right is becoming increasingly clear. Agoda's research shows that hotels at advanced stages of localization report 59% stronger RevPAR impact, while 95% of surveyed hotels report increased repeat bookings and 91% say guests are willing to pay more per room. The findings reinforce a broader pivot in hospitality from standardized service to more culturally fluent experiences tailored to how Asian travelers search, book, and stay.
"Localization is no longer a choice; it is an operational anchor for anyone looking to scale within Asia's most popular corridors," added Smith. "Unlocking meaningful commercial value means moving beyond a one-size-fits-all approach and building experiences that genuinely resonate with the distinct identities of today's Asian travelers."
Available in 39 languages and supported by local payment options with 24/7 customer support, Agoda helps partners better match increasing Asian travel demand with localized merchandising, smoother booking experiences, and stronger visibility in emerging destinations. In 2026, success will depend not simply on being present in Asia, but on understanding how Asia travels.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Agoda Highlights the Rise of the Perpetual Traveler and Other Travel Behaviors Creating New Opportunities for Hotels
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The First Time a Game in the Legendary Franchise Comes to Consoles
BELLEVUE, Wash., June 6, 2026 /PRNewswire/ -- Critically-acclaimed game development studio ArenaNet® tonight announced Guild Wars 3™, the third entry in the legendary and beloved Guild Wars® MMORPG franchise and their first new game since 2012. The game will release globally on PC, Steam, and PlayStation 5, marking the first time a Guild Wars game will appear on home consoles. The first beta test is scheduled for fall of 2027.
The official debut trailer features the first in-engine gameplay footage and can be viewed HERE. The first concept art and other assets are hosted at the Guild Wars 3 official press kit.
"Guild Wars 3 is a new era not just for ArenaNet and Guild Wars, but also for MMORPGs as a whole," said Colin Johanson, Guild Wars 3 Game Director and ArenaNet Studio Head. "The MMORPG genre has millions of players worldwide eager for new, modern experiences, and the opportunity to harness that excitement is immense. Our approach with Guild Wars 3 is to push MMORPGs forward, to create an online game world that feels believable, rewarding, responsive, and innovative while at the same time respecting players' time and providing a positive, supportive space to build community and enjoy new stories in our universe."
Taking place over a thousand years before the events of the original game, Guild Wars 3 is set in the Tyrian region of Orr, a vast wilderness frontier imbued with the world's magic. Nature entities with strong connections to the land called Vael spirits embody the vitality of this lush, verdant landscape. Various guilds are engaged in conflict over how to protect or exploit the bounty beyond civilization's borders. These multitudinous spirits will vary in size and influence within the ecosystems around them, with the most notable of these being the Seeker. As seen in the trailer, every player's Seeker will serve as a connection to the spirits of Orr and a mount that will carry them on their journeys through the game's open world.
Players will assume the role of a Vaelwarden, a member of a guild of adventurers committed to preserving and protecting both the spirits of the wild and the land of Orr itself. Through the deep character customization and skill-building gameplay the Guild Wars franchise is known for, players will seek adventure and confront danger across this sumptuous, vibrant online world, growing their relationships with the spirits of the wild, the inhabitants of Orr, and other Vaelwarden players.
A combat system designed from the outset to feel great on both a controller and keyboard rewards positioning by emphasizing the joy of movement and momentum. As players seamlessly transition between various movement modes, they can harness their speed and turn it into bigger damage and impact when fighting their foes.
More information about pricing, beta tests, release date, and gameplay features will be revealed later in 2026 and into 2027. Guild Wars 3 will be available directly from the developers at GuildWars3.com, and can be wishlisted on Steam and the PlayStation Store beginning today, with more information available at the game's official website.
About the Guild Wars Franchise
Guild Wars is the award-winning, visually stunning MMORPG franchise that originally launched in 2005 on PC. Boasting a timeless art-brought-to-life aesthetic, the epic grandeur of massive role-playing environments, fast-paced action combat, large-scale dynamic events that players tackle together in the open world, team-based competitive player-versus-player battles, and a sprawling fantasy storyline, the series is often proclaimed as having the friendliest player community in gaming. Guild Wars was relaunched as Guild Wars Reforged in 2025 and expanded to mobile devices in 2026. Guild Wars 2® launched in 2012 on PC and quickly earned accolades across the industry, including Time Magazine's 2012 Game of the Year. Unlike most competitors, the franchise has always been playable with no subscription fee required, welcoming over 29 million players across its history.
About ArenaNet
ArenaNet is the developer of the best-selling Guild Wars Reforged and the groundbreaking Guild Wars 2 massively multiplayer online PC role-playing games. The studio's mission is to create innovative online worlds, cultivate a vibrant and engaged global community of players, and to incorporate handcrafted artistry into every aspect of their games. ArenaNet formed in 2000, with press and fans consistently calling Guild Wars and Guild Wars 2 two of the best MMOs and RPGs of all time. Based in Bellevue, WA, ArenaNet is a wholly-owned subsidiary of Korean gaming giant NC.
The First Time a Game in the Legendary Franchise Comes to Consoles
BELLEVUE, Wash., June 6, 2026 /PRNewswire/ -- Critically-acclaimed game development studio ArenaNet® tonight announced Guild Wars 3™, the third entry in the legendary and beloved Guild Wars® MMORPG franchise and their first new game since 2012. The game will release globally on PC, Steam, and PlayStation 5, marking the first time a Guild Wars game will appear on home consoles. The first beta test is scheduled for fall of 2027.
The official debut trailer features the first in-engine gameplay footage and can be viewed HERE. The first concept art and other assets are hosted at the Guild Wars 3 official press kit.
"Guild Wars 3 is a new era not just for ArenaNet and Guild Wars, but also for MMORPGs as a whole," said Colin Johanson, Guild Wars 3 Game Director and ArenaNet Studio Head. "The MMORPG genre has millions of players worldwide eager for new, modern experiences, and the opportunity to harness that excitement is immense. Our approach with Guild Wars 3 is to push MMORPGs forward, to create an online game world that feels believable, rewarding, responsive, and innovative while at the same time respecting players' time and providing a positive, supportive space to build community and enjoy new stories in our universe."
Taking place over a thousand years before the events of the original game, Guild Wars 3 is set in the Tyrian region of Orr, a vast wilderness frontier imbued with the world's magic. Nature entities with strong connections to the land called Vael spirits embody the vitality of this lush, verdant landscape. Various guilds are engaged in conflict over how to protect or exploit the bounty beyond civilization's borders. These multitudinous spirits will vary in size and influence within the ecosystems around them, with the most notable of these being the Seeker. As seen in the trailer, every player's Seeker will serve as a connection to the spirits of Orr and a mount that will carry them on their journeys through the game's open world.
Players will assume the role of a Vaelwarden, a member of a guild of adventurers committed to preserving and protecting both the spirits of the wild and the land of Orr itself. Through the deep character customization and skill-building gameplay the Guild Wars franchise is known for, players will seek adventure and confront danger across this sumptuous, vibrant online world, growing their relationships with the spirits of the wild, the inhabitants of Orr, and other Vaelwarden players.
A combat system designed from the outset to feel great on both a controller and keyboard rewards positioning by emphasizing the joy of movement and momentum. As players seamlessly transition between various movement modes, they can harness their speed and turn it into bigger damage and impact when fighting their foes.
More information about pricing, beta tests, release date, and gameplay features will be revealed later in 2026 and into 2027. Guild Wars 3 will be available directly from the developers at GuildWars3.com, and can be wishlisted on Steam and the PlayStation Store beginning today, with more information available at the game's official website.
About the Guild Wars Franchise
Guild Wars is the award-winning, visually stunning MMORPG franchise that originally launched in 2005 on PC. Boasting a timeless art-brought-to-life aesthetic, the epic grandeur of massive role-playing environments, fast-paced action combat, large-scale dynamic events that players tackle together in the open world, team-based competitive player-versus-player battles, and a sprawling fantasy storyline, the series is often proclaimed as having the friendliest player community in gaming. Guild Wars was relaunched as Guild Wars Reforged in 2025 and expanded to mobile devices in 2026. Guild Wars 2® launched in 2012 on PC and quickly earned accolades across the industry, including Time Magazine's 2012 Game of the Year. Unlike most competitors, the franchise has always been playable with no subscription fee required, welcoming over 29 million players across its history.
About ArenaNet
ArenaNet is the developer of the best-selling Guild Wars Reforged and the groundbreaking Guild Wars 2 massively multiplayer online PC role-playing games. The studio's mission is to create innovative online worlds, cultivate a vibrant and engaged global community of players, and to incorporate handcrafted artistry into every aspect of their games. ArenaNet formed in 2000, with press and fans consistently calling Guild Wars and Guild Wars 2 two of the best MMOs and RPGs of all time. Based in Bellevue, WA, ArenaNet is a wholly-owned subsidiary of Korean gaming giant NC.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Guild Wars 3, Modern Evolution of the MMORPG, Announced at Summer Game Fest for PC and PlayStation 5
