Agoda's Latest Report Highlights the Importance of Localization for Japanese Accommodations
Agoda's latest report reveals that only 34% of Japanese accommodations offer advanced localization, yet initial efforts boost revenue for 71%. With Asian tourists dominating the market, localized strategies are crucial for capturing growing demand, despite persistent challenges.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 23:00
- 🔍 Collected: April 14, 2026 at 14:31
- 🤖 AI Analyzed: April 19, 2026 at 16:25 (121h 53m after Collected)
Digital travel platform "Agoda" operated by Agoda Company Pte. Ltd. (Headquarters: Singapore, CEO: Omri Morgenshtern) has announced its latest research report, "Winning Strategy: Master Localization to Capture Asian Tourists Visiting Japan." Against the backdrop of expanding demand from Asian travelers in Japan, the importance of localization is increasing, yet only 34% of facilities are currently engaged in efforts beyond basic localization. This report focuses on the importance of initiatives beyond basic localization and presents key points for Japanese accommodations to acquire further revenue opportunities.
Of the surveyed accommodation facilities, 71% of hotels in the initial stages of localization have experienced an increase in revenue, and for hotels implementing more advanced localization, positive results have been confirmed across all facilities. These results indicate that even initial efforts yield certain effects, while introducing a more comprehensive approach can enable further revenue maximization.
According to the Japan National Tourism Organization (JNTO), the number of foreign tourists visiting Japan is expected to exceed 42 million in 2025, a 16% increase year-on-year. More than 80% of these are Asian travelers. In such a market environment with high regional concentration, strategies optimized for each region are becoming increasingly important in Japan's inbound market.
Considering this market environment, the report focuses on the fact that approximately 70% of tourists visiting Japan come from five markets: South Korea, China, Taiwan, Hong Kong, and Thailand, emphasizing the importance of strategies that cater to the needs of each market rather than a uniform approach. Specifically, localized payment methods, language support, and culturally considerate experiences are required. Approximately 80% of hotels adopting such an integrated approach have experienced an increase in bookings.
On the other hand, Japanese accommodations still face several challenges in promoting localization. The survey identified payment system integration and lack of marketing resources (each 51%) as major barriers, with foreign language support and cultural understanding gaps (each 49%) also being issues. These factors hinder the advancement of market-specific strategies.
Despite these challenges, Japan's tourism market is increasingly influenced by intra-Asian travel, and providing culturally relevant, localized experiences is a crucial differentiating factor. In this market environment, the report presents the following market-specific insights as measures that accommodations should take, based on traveler characteristics:
* **South Korea:** Emphasis on cultural experiences and unique local experiences.
* **China:** Tendency to spend more on dining and activities than on accommodation.
* **Taiwan:** High interest in gourmet and wellness experiences.
* **Hong Kong:** High repeat visitor rate, prioritizing convenience and flexibility.
* **Thailand:** High proportion of family travel, with a tendency towards short-distance and cost-conscious choices.
Agoda's localization support utilizes a network of over 6 million accommodations worldwide, enabling optimal proposals tailored to the needs of each market. With support for 39 languages, multi-currency payments, and 24/7 customer support, it realizes smooth and region-appropriate travel experiences.
Furthermore, through initiatives like the "Agoda Growth Program" to increase exposure in key markets, national promotions, and "Agoda Media Solutions" supporting campaigns in native languages, Agoda supports partners in promoting localization. Through these efforts, accommodations can overcome challenges and achieve acquisition of new customer segments and maximization of revenue opportunities.
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Comment from Masaru Ikagai (Senior Country Director, Agoda International Japan)
"Currently, only 34% of hotels have achieved advanced localization, and there is a significant growth opportunity in accelerating these efforts across the entire customer experience. By bridging the gaps in payment, language, and cultural understanding, we can strengthen engagement with travelers from Asia and build sustainable competitive advantage. Agoda will support our partners in advancing these initiatives more effectively through data, technology, and insights into each market."
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Keywords: Localization, Asian Tourists, Tourists Visiting Japan, Accommodations, Revenue, Demand Expansion, Market-Specific Strategy, Payment Methods, Language Support, Cultural Understanding.
Of the surveyed accommodation facilities, 71% of hotels in the initial stages of localization have experienced an increase in revenue, and for hotels implementing more advanced localization, positive results have been confirmed across all facilities. These results indicate that even initial efforts yield certain effects, while introducing a more comprehensive approach can enable further revenue maximization.
According to the Japan National Tourism Organization (JNTO), the number of foreign tourists visiting Japan is expected to exceed 42 million in 2025, a 16% increase year-on-year. More than 80% of these are Asian travelers. In such a market environment with high regional concentration, strategies optimized for each region are becoming increasingly important in Japan's inbound market.
Considering this market environment, the report focuses on the fact that approximately 70% of tourists visiting Japan come from five markets: South Korea, China, Taiwan, Hong Kong, and Thailand, emphasizing the importance of strategies that cater to the needs of each market rather than a uniform approach. Specifically, localized payment methods, language support, and culturally considerate experiences are required. Approximately 80% of hotels adopting such an integrated approach have experienced an increase in bookings.
On the other hand, Japanese accommodations still face several challenges in promoting localization. The survey identified payment system integration and lack of marketing resources (each 51%) as major barriers, with foreign language support and cultural understanding gaps (each 49%) also being issues. These factors hinder the advancement of market-specific strategies.
Despite these challenges, Japan's tourism market is increasingly influenced by intra-Asian travel, and providing culturally relevant, localized experiences is a crucial differentiating factor. In this market environment, the report presents the following market-specific insights as measures that accommodations should take, based on traveler characteristics:
* **South Korea:** Emphasis on cultural experiences and unique local experiences.
* **China:** Tendency to spend more on dining and activities than on accommodation.
* **Taiwan:** High interest in gourmet and wellness experiences.
* **Hong Kong:** High repeat visitor rate, prioritizing convenience and flexibility.
* **Thailand:** High proportion of family travel, with a tendency towards short-distance and cost-conscious choices.
Agoda's localization support utilizes a network of over 6 million accommodations worldwide, enabling optimal proposals tailored to the needs of each market. With support for 39 languages, multi-currency payments, and 24/7 customer support, it realizes smooth and region-appropriate travel experiences.
Furthermore, through initiatives like the "Agoda Growth Program" to increase exposure in key markets, national promotions, and "Agoda Media Solutions" supporting campaigns in native languages, Agoda supports partners in promoting localization. Through these efforts, accommodations can overcome challenges and achieve acquisition of new customer segments and maximization of revenue opportunities.
---
Comment from Masaru Ikagai (Senior Country Director, Agoda International Japan)
"Currently, only 34% of hotels have achieved advanced localization, and there is a significant growth opportunity in accelerating these efforts across the entire customer experience. By bridging the gaps in payment, language, and cultural understanding, we can strengthen engagement with travelers from Asia and build sustainable competitive advantage. Agoda will support our partners in advancing these initiatives more effectively through data, technology, and insights into each market."
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Keywords: Localization, Asian Tourists, Tourists Visiting Japan, Accommodations, Revenue, Demand Expansion, Market-Specific Strategy, Payment Methods, Language Support, Cultural Understanding.