Women travelers are playing a more significant role in the travel industry, with 82% of global travel decisions now in their hands. A recent Agoda survey highlights how women in Asia are shaping travel trends differently from their male counterparts, influencing the future of hospitality.
Women in Asia are more eager to explore new destinations and often prefer traveling with family or friends. This shift in travel preferences is reshaping the hospitality sector, as hotels adjust to meet the changing expectations of this growing demographic. Agoda’s survey marks the company’s 20th anniversary of helping hoteliers stay ahead of evolving travel trends.
According to the report, 60% of women in Asia are interested in visiting lesser-known, culturally rich destinations. Indian and Indonesian women are at the forefront of this trend, with 80% of Indian women and 69% of Indonesian women seeking out new places that offer unique cultural experiences.
The data also reveals a clear preference for group travel. Approximately 40% of Asian women prefer traveling with family, compared to just 28% of men. In Indonesia, 68% of women favor family trips, highlighting the growing importance of multigenerational travel. Traveling with friends is another trend where women take the lead, with 29% of Japanese women and 25% of Indian women prioritizing group trips.
Although group travel is popular, solo trips also hold a significant place in women’s travel plans. While men still take more solo trips (24% vs 15% of women), the number of women opting for solo travel is on the rise. Women in Hong Kong and Thailand are leading the way in solo travel. Reports show that 62% of women aged 18 to 25 are choosing solo journeys as a way to step out of their comfort zones. Popular destinations for solo female travelers, according to travel advisories, include Japan, New Zealand, Australia, the Nordic countries, Spain, Singapore, and the UK.
Additionally, women are opting for more frequent, shorter trips rather than long vacations. A recent industry report indicates that the number of women taking two or more trips in the first quarter of 2025 has nearly doubled, from 18% in early 2020 to 35%. This shift reflects a preference for quick getaways over saving up for a single long holiday.
“It’s clear that women are increasingly driving travel decisions,” said Andrew Smith, Senior Vice President of Supply at Agoda. “With data on women’s booking behaviors and preferences, hospitality leaders have a unique opportunity to rethink their approach to guest management. By catering to the needs and desires of women travelers, hotels can offer outstanding experiences and build lasting loyalty with this influential demographic.”
Agoda’s findings emphasize that catering to women’s travel trends is no longer just about providing good service—it’s about aligning with the core drivers of the modern travel economy. Based on Agoda’s insights, hoteliers should consider the following strategies:
- Offer Unique, Local Experiences: Women’s interest in discovering new destinations creates a demand for boutique tours, cultural workshops, and lesser-known attractions that go beyond the typical tourist hotspots.
- Promote Women-Only Tour Options: Exclusive women-only tours are becoming popular, with operators offering experiences like meeting Quechua weavers in Peru or taking a baking class in Morocco’s women-run cooperative.
- Prioritize Solo Women Travelers’ Safety: To attract solo female travelers, hotels should offer enhanced security features, such as 24/7 security, well-lit common areas, and female-only floors or dormitories. Additionally, offering reliable, safe transport options, especially for nighttime airport transfers, is crucial.
- Stock Personal Care Essentials: Women travelers often invest in personal care items such as skincare, beauty tools, and hair products. Hotels should stock popular items like high-quality hair straighteners, dryers, and makeup removers to cater to this demand.
As women in Asia continue to embrace travel in 2025, Agoda remains committed to offering a wide range of accommodations, flights, and activities to suit their diverse preferences. With more than 5 million properties, over 130,000 flight routes, and 300,000 activities, Agoda is well-positioned to provide memorable travel experiences for women around the world.
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