Asian women are increasingly influencing the direction of the travel and hospitality industry, with a new survey by Agoda revealing they are key decision-makers and trendsetters in the sector.
According to the online travel platform’s latest insights, women now drive 82 per cent of travel decisions globally, with those in Asia showing a strong appetite for culturally rich, lesser-known destinations. The survey underscores how women travellers are reshaping travel patterns through their preferences for group trips, cultural immersion, and short, frequent getaways.
“Armed with data on women’s booking behaviours and preferences, hospitality leaders have a timely opportunity to reassess their approach to guest management,” said Andrew Smith, senior vice president for Supply at Agoda. “By proactively tailoring offerings to women travellers’ preferences, hotels can deliver exceptional guest experiences and secure loyalty from a demographic that is set to reshape travel in Asia.”
Sixty per cent of Asian women prioritise destinations that offer unique and immersive cultural experiences. Indian and Indonesian women are leading this trend, with 80 per cent and 69 per cent, respectively, expressing interest in exploring new locations rich in culture.
Group travel, particularly with family, is also a standout preference. Forty per cent of women surveyed prefer to travel with family, compared to 28 per cent of men. In Indonesia, this figure rises to a striking 68 per cent. Travel with friends is also popular, especially among women in Japan (29 per cent) and India (25 per cent).
While men still take more solo trips overall (24 per cent versus 15 per cent for women), solo travel is becoming increasingly popular among young women in Asia. In particular, women in Hong Kong and Thailand are the most likely to travel alone. Broader studies also show that 62 per cent of women aged 18 to 25 are drawn to solo travel as a form of personal growth.
For solo female travellers, safety remains a top concern. Agoda’s findings suggest that destinations like Japan, New Zealand, Australia, the Nordic countries, Spain, Singapore, and the UK are perceived as the safest.
The Agoda report also highlights a shift in how women are structuring their travel throughout the year. Rather than saving up for a single long holiday, more women are choosing to take several shorter trips. In the first quarter of 2025, 35 per cent of women in Asia had already taken two trips—nearly double the percentage from early 2020.
In response to these trends, Agoda advises hotels and tour operators to rethink their offerings. Key recommendations include:
- Designing itineraries that highlight hidden gems, local artisans, and boutique cultural experiences.
- Creating premium women-only tours, such as culinary classes or cultural exchanges with local women’s cooperatives.
- Enhancing safety measures for solo travellers, such as 24/7 security, well-lit spaces, female-only floors or dormitories, and safe transfer options.
- Stocking accommodations with high-quality personal care items and beauty tools tailored to women’s preferences.
The report comes as Agoda celebrates its 20th anniversary, coinciding with a special campaign running from 7–20 May, offering discounts of up to 60 per cent, and up to 70 per cent on 21 May. Agoda invites hoteliers to join them in this festive occasion and connect with millions of global explorers by enrolling here to participate.
As women travellers continue to chart new paths across Asia, the hospitality industry is being called upon to meet their evolving needs. With culturally curious, safety-conscious, and group-oriented women shaping travel in 2025, businesses that listen closely and adapt quickly are best positioned to thrive in the years ahead. 
