Australia so hot in Asia

NEW data from accommodation aggregator Agoda has highlighted strong prospective interest in travel to Australia from across Asia, with particularly high levels of engagement in South Korea, Thailand, Indonesia and Malaysia.

The company, which is currently working to boost its visibility within the Australian inbound market, said Singapore and the USA were also strong source markets, with search data indicating the number of international travellers looking for an Australian getaway has surged by 300% over the last six months.

Agoda’s Oceania Director Zsuzsanna Janos said Aussie hoteliers had the opportunity to tap into the growth without impacting their domestic yields.

“Not all Asian markets are the same... we are seeing differences in how they search and book their holidays and what they are seeking when they come to Australia,” she said.

“For example travellers from South Korea, Thailand and Malaysia are looking for more than just a hotel - they want to experience local culture, food, wine, nature and wildlife, and engage in activities that allow them to get more from their trip.”

Janos noted that international travellers have a much longer lead time, double the length of stay and a much higher booking value than domestic bookers, with Agoda currently offering an exclusive “international rate channel” initiative for Aussie hotels at partnerhub.agoda.com.

Inbound guests are also more likely to use hotel facilities such as restaurants and spas.

She noted investment in targeted offers was worthwhile for accommodation partners, helping reach international guests they might never have been able to acquire on their own.