Agoda Survey Finds 61% of Asian Travellers Open to Booking Entire Trips on One Platform

More than six in 10 Asian travellers are open to booking their entire trip through a single platform, according to Agoda’s newly released 2027 Asia Travel Pulse. The findings point to growing interest in more convenient travel planning, while highlighting the importance of local payment options, language support and market-specific preferences.

The survey found that 61% of respondents across Asia would consider using one platform to arrange their entire trip. However, what encourages travellers to complete their bookings varies across markets, creating opportunities for accommodation providers, destination marketing organisations and travel partners to offer more connected travel experiences.

Local payment methods emerged as the strongest factor in making a booking platform feel relevant to travellers, cited by 33% of respondents. This was followed by customer support in their native language, mentioned by 21%.

The importance of these features differs across the region. Local payment methods are particularly significant in Malaysia, where 46% of respondents identified them as a priority, followed by Indonesia at 41% and the Philippines at 39%. Meanwhile, native-language customer support ranks highest in South Korea at 40% and Japan at 31%.

Agoda currently supports close to 100 alternative payment options and operates in 39 languages, most of which are Asian languages. The platform allows travellers to search, compare, pay, book and manage their trips through a single service, while giving accommodation partners access to customers across different markets.

The survey also examined how travellers begin planning their holidays. Across Asia, 64% start by choosing a destination, while 14% begin with accommodation. Another 8% start by looking for a specific activity, and an equal proportion begin their search with a deal.

Accommodation plays a bigger role in the planning process in Indonesia and Thailand, where 24% of travellers start by deciding where to stay, compared with the regional average of 14%. Indonesian travellers are also the most deal-driven, with 17% saying they begin their planning by looking for promotions.

These differences suggest that accommodation providers can influence travel decisions earlier by presenting useful property information and relevant offers. Details such as breakfast options, room configurations, transport connections and nearby entertainment can help travellers determine whether a property suits their plans.

Interest in combining different parts of a trip into one booking is also evident in the findings. Beyond the 61% who are open to arranging an entire trip on one platform, 27% of respondents said they would prefer to book flights and hotels together. Another 16% said their preference would depend on the type of trip.

Agoda aims to cater to this demand by bringing accommodation, flights and activities together on its platform. Its current offering includes more than six million holiday properties, over 130,000 flight routes and more than 300,000 activities.