Study: What female travellers are looking out for ahead of the holiday season

Asian women travellers are rewriting the rules of hospitality, with Agoda’s latest survey revealing growing demand for enhanced safety measures, personalised lifestyle offerings and flexible booking habits. With women making up 82% of travel decisions globally, the hospitality industry is being urged to rethink how it engages with this influential demographic.

Agoda’s 2025 insights show that while women across Asia are prioritising cultural immersion and group travel, two key trends stand out: a growing interest in solo travel, and an increased emphasis on lifestyle-focused amenities.

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While men still lead in solo trips (24% of men versus 15% of women), the gap is narrowing. Women in Hong Kong and Thailand are showing rising interest in solo travel, particularly among Gen Z. According to external studies by Skyscanner, 62% of women aged 18 to 25 are now drawn to solo adventures as a way to step out of their comfort zones. Agoda’s Andrew Smith, senior vice president of supply, noted this as a clear signal for hoteliers to evolve.

The Agoda survey also points to a broader behavioural shift. More women are choosing shorter, more frequent getaways over traditional long holidays. In the first quarter of 2025, 35% of women took at least two trips, nearly doubling from 18% in 2020, a Skift report stated. This suggests that women travellers are using long weekends and off-peak periods to escape more often, opening up new marketing windows for hotel brands.

“Armed with data on women’s booking behaviours and preferences, hospitality leaders have a timely opportunity to reassess their approach to guest management,” said Smith.

“By tailoring offerings to women travellers’ preferences, hotels can deliver exceptional guest experiences and secure loyalty from a demographic that is set to reshape travel in Asia. Embracing these trends can help position your business in a fast-moving travel landscape," he added. 

Agoda’s report highlights that adapting to women’s travel preferences goes beyond good service, pointing to a powerful force reshaping the travel economy. For hoteliers, it means rethinking guest experiences through local immersion, cultural relevance, and niche demand.

With women showing growing interest in new destinations, properties are urged to offer boutique tours, cultural workshops, and curated “hidden gem” experiences. The rise of premium women-only tours such as culinary classes with female chefs or artisan visits, presents clear opportunities to stand out.

Safety and comfort remain top priorities. Solo female travellers seek secure, well-lit spaces, women-only floors, and trained staff who understand their needs. Lifestyle-focused amenities also matter, from in-room hair tools to premium toiletries, with these thoughtful touches helping drive loyalty and repeat stays.

As Agoda celebrates its 20th anniversary this May, the brand is rolling out a special campaign offering travellers up to 70% off bookings. Hoteliers are invited to join the initiative and capitalise on the surge in travel interest by aligning with the evolving preferences of Asia’s most powerful travel segment.

According to the digital travel platform, the initiative comes as Agoda customers show strong interest for international travel. 87% of travelers expect to take the same number of trips or more compared to 2024, with most of those journeys involving crossing international borders (52%).

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