Asian travellers are increasingly moving away from the traditional once-a-year holiday in favour of shorter, more frequent trips – a shift Agoda says is giving rise to the “perpetual traveller”.
“Through our surveys, we are seeing travellers take more frequent trips, continuing to explore newer, more unique destinations, and respond well to experiences that feel more culturally relevant,” said Andrew Smith, senior VP, supply at Agoda.
The trend is especially visible in Indonesia, where 32% of travellers plan to take 11 or more trips in 2026. Agoda also found that 73% of Asian Gen Z travellers expect to take between one and six trips a year, with most stays lasting no more than seven days.
Additionally, SiteMinder’s Hotel Booking Trends 2026 report noted that travel demand is becoming more evenly spread throughout the year, instead of concentrated around traditional peak seasons.
Together, these point to how travellers are integrating travel more regularly into everyday life.
Alongside this shift, travellers are increasingly venturing beyond major gateway cities. Interest in secondary destinations across Asia has grown 15% faster than traditional tourism hubs over the past two years, with Japanese cities such as Takamatsu (+63%), Matsuyama (+44%) and Sendai (+32%) recording faster year-on-year growth compared to established gateway cities.
The hotels which are embracing localisation strategies are also seeing stronger commercial returns, as travellers increasingly seek culturally relevant and personalised experiences. Instead of standardised service, hotels at advanced stages of localisation 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.
“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 travellers,” added Smith.