How women are redefining travel trends across Asia and what the industry must do to keep up
May 7, 2025
Women are now driving the travel industry forward, making a remarkable 82% of global travel decisions – a shift that is significantly influencing how destinations, accommodations, and experiences are crafted. Agoda’s latest report dives into the travel behaviors of women in Asia, revealing emerging trends that are reshaping tourism. From a growing interest in cultural exploration to a rise in solo and group travel, women are setting the tone for the future of travel.
Key takeaways
Cultural curiosity leads the way: 60% of women in Asia are choosing off-the-beaten-path, culturally rich destinations. Indian (80%) and Indonesian (69%) women are especially eager to explore authentic experiences.
Group travel gains ground: 40% of women prefer traveling with family, compared to 28% of men. In Indonesia, this trend is even stronger at 68%, highlighting demand for family- and multigenerational-friendly offerings.
Solo travel is growing among young women: While still male-dominated, solo travel is on the rise for women, especially in Hong Kong and Thailand. Notably, 62% of women aged 18–25 are embracing solo trips as a form of self-growth.
Shorter, more frequent trips are trending: The era of the single annual vacation is fading. 35% of women plan to take at least two trips in early 2025, nearly double the 2020 figure.
What hoteliers can do:
- Curate unique local and cultural experiences.
- Offer women-only tours supporting local female-led initiatives.
- Enhance safety with women-only areas and strong security measures.
- Provide high-quality personal care amenities tailored to female guests.
Get the full story at Agoda
