India, Indonesia, Japan, Thailand, Hong Kong, Singapore, New Zealand, Spain: Women Travelers in Asia Redefine Tourism Trends, According to Agoda Survey

Women travelers across Asia are reshaping the tourism landscape in 2025, making key decisions on destinations, accommodation preferences, and travel experiences. A recent survey by Agoda has highlighted the growing influence of women in the travel industry, with 82% of travel decisions worldwide being made by women. This shift is driving new trends in the hospitality industry, and hotels in Asia are being urged to adapt their services to better cater to this powerful demographic.

In celebration of its 20th anniversary, Agoda has published these groundbreaking insights, offering a snapshot of the evolving expectations and preferences of women travelers. As women embrace adventure, family travel, and safety, the hospitality sector must adjust to meet their evolving needs.

Women’s Travel Trends in Asia: Exploring New Horizons

The 2025 survey by Agoda revealed key trends among women travelers in Asia that highlight their evolving travel behavior. Notably, women are seeking new destinations that offer cultural immersion and unique experiences. In particular, Indian and Indonesian women are leading the charge, with 80% of women in India and 69% in Indonesia eager to explore lesser-known locations.

• 60% of women in Asia prioritize lesser-known destinations that offer cultural experiences, with India and Indonesia showing the highest interest in exploring new places.
• 40% of women prefer to travel with family, as opposed to 28% of men, signaling a growing interest in multigenerational travel.
• 68% of Indonesian women are particularly inclined towards family trips, reflecting a broader regional trend.
• Solo travel is also on the rise, though men still take more solo trips. However, solo female travel is growing significantly, especially among younger women in Hong Kong and Thailand, with 62% of women aged 18-25 showing interest in traveling solo.

A Shift Toward Group Travel and Safety Concerns

One of the most significant shifts identified in the survey is the preference for group travel, particularly among women. The trend toward multigenerational family trips is noteworthy, with 40% of women in Asia preferring to travel with family. In countries like Indonesia, the number rises to 68%, indicating a strong cultural inclination towards family-oriented travel.

• Group travel is also prominent, with many women choosing to travel with friends. In Japan, 29% of women prefer to travel with friends, while 25% of women in India also opt for group trips.

Additionally, safety is a major concern for female travelers, especially for those traveling solo. The survey found that women are increasingly opting for destinations that are deemed safe for solo travelers, such as Japan, New Zealand, and the Nordic countries.

• Solo female travelers are looking for destinations with reliable safety infrastructure, including secure accommodation options, trustworthy transport, and an overall sense of security for women on the move.

Frequent Short Trips Over Long Holidays

Another growing trend among Asian women is the preference for frequent short trips rather than long, single vacations. According to Agoda’s data, the percentage of women taking two trips in the first quarter of 2025 nearly doubled to 35%, compared to just 18% in 2020. This shift reflects women’s increasing inclination to use long weekends and off-peak periods to travel more frequently.

• Weekend getaways and short breaks are becoming popular choices for women looking to balance work, family, and leisure.
• Quick escapes are replacing long, planned holidays, aligning with a broader demand for flexible travel options that cater to busy schedules.

What This Means for Hotels and the Hospitality Industry

The evolving trends among women travelers present both challenges and opportunities for the hospitality industry. Agoda’s survey serves as a timely reminder for hotels to cater to the specific needs of women, who are now driving a significant portion of travel decisions in Asia and beyond. To maintain their competitive edge, hoteliers must focus on these key areas:

• Offer Unique Local Experiences: Women are increasingly interested in exploring new destinations and experiencing cultural immersion. Hotels should offer boutique tours, cultural workshops, and personalized experiences that showcase hidden gems and off-the-beaten-path attractions.
• Introduce Women-Only Travel Options: Women-only tours are gaining popularity, with operators designing exclusive experiences such as women-only trips to Peru, where travelers can meet local artisans, or baking classes in Morocco, where participants can connect with women’s cooperatives. Hotels can collaborate with local tour providers to offer such unique packages.
• Focus on Safety for Solo Travelers: Solo female travelers are becoming a growing segment. Hotels should focus on security measures such as well-lit corridors, secure access floors, and women-only floors or female dormitories in hostels. Additionally, offering trusted transfer options for solo travelers, especially those traveling after dark, can enhance the guest experience and build trust with this growing segment.
• Enhance Personal Care Amenities: Women tend to invest more in personal care essentials, including hair care, skincare, and beauty products. Hotels should stock popular items like high-quality hair straighteners, curlers, and premium shampoos to meet this demand. Providing luxury toiletries and high-end skincare products can further enhance the guest experience and make hotels more attractive to women travelers.

Agoda’s Commitment to Women’s Travel Trends

Agoda continues to be at the forefront of empowering women travelers, offering a vast selection of over 5 million holiday properties, 130,000 flight routes, and 300,000 activities that cater to diverse preferences. The platform is focused on delivering travel options that align with women’s increasing demand for adventure, family travel, and safety.

• Women’s Travel Packages: Agoda is partnering with travel providers to design tailored packages specifically for women, including options for solo travelers, family trips, and group tours. These packages highlight the top destinations that resonate with women travelers, such as Japan, New Zealand, Spain, and Singapore, which are ranked among the safest for solo female travelers.
• Flexible Booking Options: Agoda’s user-friendly platform allows for flexible booking and last-minute travel, catering to women who prefer spontaneous trips or short weekend escapes.
• Exclusive Discounts for Women: In celebration of its 20th anniversary, Agoda is offering special discounts for women travelers, with up to 60% off during their anniversary campaign. This initiative aligns with the growing trend of affordable and accessible travel options for women across Asia and global markets.

Conclusion: The Future of Women’s Travel in Asia

The trends outlined by Agoda’s 2025 survey underscore the growing influence of women in the travel industry, with women leading the way in redefining travel preferences in Asia. Whether it’s solo adventures, family travel, or short getaways, women are increasingly shaping the future of tourism, and the hospitality industry must evolve to meet their needs.

By adapting to these trends, hoteliers and travel companies can position themselves as leaders in the women’s travel market, attracting a loyal and empowered demographic. With safety, flexibility, and cultural immersion at the forefront of women’s travel preferences, the hospitality industry has a golden opportunity to build meaningful relationships with this influential group of travelers.

As women’s travel continues to drive the future of the tourism industry, Agoda and other travel platforms are well-positioned to support these evolving needs, ensuring that women’s voices are heard and valued in the world of travel.