Women are becoming an increasingly influential force in travel, making 82% of travel decisions globally, says Skift Research. Reflecting this growing influence, Agoda recently released its findings on women’s travel trends across Asia, revealing that “women across Asia are charting a different course than their male counterparts when it comes to holiday plans.”
According to Agoda’s report, women in Asia are increasingly seeking out lesser-known, culturally rich destinations, with 60% prioritizing immersive experiences over traditional tourist hotspots. Indian and Indonesian women are leading this trend, says Agoda, with 80% and 69% respectively expressing a preference for discovering new places and cultures.
The data also shows a “strong preference” for group travel. Forty percent of women across Asia prefer to travel with family, compared to 28% of men. In Indonesia, that number jumps to 68%, underscoring the importance of multigenerational travel and spending quality time with loved ones.
Traveling with friends is also more common among women: 29% of Japanese women and 25% of Indian women rank it as a priority, both higher than their male counterparts, said the Agoda report.
Solo travel rising
Solo travel, while still more common among men (24% vs. 15%), is gaining traction among women, particularly in Hong Kong and Thailand. Agoda cites research from Skyscanner showing that 62% of women aged 18 to 25 are drawn to solo travel as a way to push personal boundaries.
Agoda said this also reflects a growing trend toward frequent short trips rather than extended annual vacations. The percentage of women taking two trips in Q1 2025 rose to 35%, up from 18% in early 2020. “This points to women using long weekends and off-peak periods to get away more often, rather than saving all travel for a single annual vacation,” said Agoda.
“It’s clear that women are playing an increasingly influential role in all travel decisions,” said Andrew Smith, Senior Vice President, Supply at Agoda.
“Armed with data on women’s booking behaviors and preferences, hospitality leaders have a timely opportunity to reassess their approach to guest management. By proactively tailoring offerings to women travelers’ preferences, hotels can deliver exceptional guest experiences and secure loyalty from a demographic that is set to reshape travel in Asia.”
Travel report highlights
- 60% of Asian women are seeking culturally immersive, lesser-known destinations
- 40% prefer group travel with family, compared to just 28% of men
- A rising trend in solo travel among younger women, particularly in Hong Kong and Thailand
- A shift toward frequent short trips over long annual holidays
The report shows that adapting to women’s travel trends is not just about good service—it’s about aligning with what is now a core driver of the travel economy.
Advice for travel brands
Agoda provided the following tips for hoteliers to consider:
Develop experiences involving unique local activities and showcase lesser-known attractions. Women’s interest in discovering new destinations signals demand for boutique tours, cultural workshops, and “hidden gem” recommendations beyond the typical tourist itinerary.
Highlight emerging tour products such as premium women-only tours. For instance, tour operators are now designing experiences exclusively for women travelers. One such tour takes participants to Peru, where they can meet Quechua weavers in the Sacred Valley. Another itinerary in Morocco features a baking class at a local women’s cooperative, empowering female chefs and offering an immersive cultural experience.
Build trust with solo women travelers by ensuring a 24/7 security presence, well-lit common areas, secure access floors, and options like women-only floors or female dormitories in hostels. Training staff to be attentive to solo female guests’ needs and offering concierge guidance for safe local exploration can further set your property apart. Additionally, consider offering more safe and reliable transfer options with trusted providers for women travelling solo, especially after-dark airport transfers.
Women often invest more in personal care essentials, from hair and skincare to fragrances and beauty tools. Stock up on popular items like hair straighteners, curlers, and high-powered dryers, along with everyday must-haves such as quality irons, makeup and nail polish removers. Consider making a feature of high-quality complimentary soaps and shampoos.
BIA Staff
