Agoda survey shows women travelers in Asia driving new hospitality trends in 2025

Women travelers are becoming an increasingly powerful presence in the travel industry, making 82% of travel decisions worldwide. Reflecting this growing influence, Agoda recently unveiled the top women’s travel trends in Asia revealing that women across Asia are charting a different course than their male counterparts when it comes to holiday plans.

From a stronger appetite for new destinations to a preference for traveling with family and friends, women travelers are reshaping travel preferences in ways that are directly influencing the hospitality landscape.

As Agoda celebrates 20 years of empowering hoteliers to stay ahead of changing travel trends and guest expectations, these insights serve as a timely reminder for hoteliers of the need to constantly adapt to an increasingly dynamic and diverse market.

According to Agoda’s latest report, 60% of women in Asia prioritize exploring lesser-known and culturally immersive destinations. Indian and Indonesian women are leading this trend, with 80% and 69% respectively eager to discover new places that offer different cultural experiences.

The Agoda data also highlights a strong preference for group travel among women. Some 40% of Asian women prefer to travel with family, compared to just 28% of men. In markets like Indonesia, an impressive 68% of women favour family trips—underscoring the importance of multigenerational travel and spending quality time with loved ones.

Traveling with friends is another area where women outpace men – just under a third of Japanese women (29%) prioritize this followed by a quarter of Indian women (25%).

While group travel is popular, solo adventures are also an important part of women’s travel trends. The Agoda study found that men still take more solo trips than women (24% of men vs 15% of women).

However, there are pockets of growth in solo women travel. Women in Hong Kong and Thailand are the most likely in Asia to embark on solo journeys. Other reports reveal that 62% of women aged 18 to 25 are drawn to solo travel as a way to step beyond their comfort zones.

According to government travel advisories, top-ranked countries for safe solo women travel include Japan, New Zealand, Australia, Nordic countries, Spain, Singapore, and the UK.