Women travelers are becoming an increasingly powerful force in the travel industry, influencing 82% of travel decisions worldwide. Reflecting this growing impact, Agoda has unveiled key travel trends among women in Asia, revealing how their preferences differ from their male counterparts and are reshaping the hospitality landscape.
From seeking off-the-beaten-path destinations to prioritizing family and safety, women travelers are influencing everything from hotel services to tour offerings. As Agoda celebrates 20 years of supporting hoteliers in navigating shifting travel behaviors, these insights serve as a timely reminder for businesses to evolve with a dynamic market.
Key findings include:
Cultural exploration on the rise: 60% of women in Asia prioritize visiting lesser-known, culturally immersive destinations. This trend is led by Indian (80%) and Indonesian (69%) women.
Family and group travel dominate: 40% of women prefer traveling with family, compared to 28% of men. In Indonesia, 68% of women favor family trips. Friend travel is also more common among women, with 29% of Japanese and 25% of Indian women citing it as a preference.
Solo travel gains momentum: While solo travel is still more popular among men (24% vs. 15%), younger women—especially in Hong Kong and Thailand—are increasingly venturing out alone. Surveys indicate that 62% of women aged 18–25 are interested in solo travel to step outside their comfort zones. Top-rated destinations for safe solo travel include Japan, New Zealand, Australia, Nordic countries, Spain, Singapore, and the UK.
More frequent, shorter trips: The trend toward short getaways is growing. In early 2025, 35% of women had already taken two trips, nearly double the 18% from early 2020. This shift reflects a preference for maximizing long weekends and off-peak periods rather than saving travel for a single annual vacation.
Hospitality implications
“It’s clear that women are playing an increasingly influential role in all travel decisions,” said Andrew Smith, Senior Vice President, Supply at Agoda. “Hospitality leaders now have a timely opportunity to reassess their approach to guest management. By tailoring offerings to women’s preferences, hotels can deliver better experiences and build loyalty with this key demographic.”
Agoda recommends several strategies for hoteliers to align with evolving women travel trends:
Curate local, immersive experiences: Design experiences that include cultural workshops, boutique tours, and hidden-gem destinations.
Offer premium women-only tours: Examples include immersive itineraries in Peru’s Sacred Valley or Morocco, featuring cultural exchanges and culinary classes with local women.
Enhance safety for solo travelers: Provide secure access, well-lit areas, and options like women-only floors. Train staff to assist solo female guests and offer safe transfer services, especially for nighttime arrivals.
Cater to personal care preferences: Stock popular amenities like hair styling tools, high-quality skincare products, and thoughtful touches like premium soaps and shampoos.
As Asian women continue to embrace travel in 2025, Agoda offers a wide array of accommodation, flight, and activity options to meet their diverse needs. With over 5 million holiday properties, 130,000+ flight routes, and 300,000+ activities, Agoda empowers travelers to create personalized, meaningful experiences.
