Digital travel platform Agoda has recorded a 55% month-on-month increase in accommodation searches from travellers in Malaysia, Indonesia and Singapore for check-ins during the festive period of 20 to 23 March 2026. Bali was the most-searched destination for travellers from these three countries, with Yogyakarta, Bandung, Kuala Lumpur and Tokyo following closely as prime destinations.
Hari Raya Aidilfitri, or Eid al-Fitr, marks the end of the month of Ramadhan and is a time for reunion, celebration and meaningful time with loved ones. Travel demand typically rises as people return to hometowns, visit family, or plan a short break after a month of spiritual focus. During this festive season, while close-to-home destinations, such as Indonesia, Malaysia and Thailand remain popular, Agoda is also observing increased interest in destinations that offer a different kind of festive getaway.
"Traditionally, travel during cultural festive periods meant returning home, but we're observing a change in preference as many look beyond familiar destinations. Japan and China, for example, are growing in appeal this festive season as they become more accessible through measures like eased visa rules and new, unique experiences," said Andrew Smith, Senior VP, Supply, Agoda.
"When travel is made easier, interest follows. Hotels that recognise these trends and remove booking friction - by offering localised experiences, tailored content in the traveler's language and convenient local payment options - will be best placed to capture growth this festive season."
China ranked as one of the top five destinations for travellers from Malaysia, Indonesia and Singapore, with a 7% year‑on‑year increase in accommodation searches during the Eid festive period. This momentum was amplified by the market's recent expansion of visa‑exemption and eased transit rules, which have reduced friction for travellers, according to China's State Council.
Meanwhile, in Japan's increase in appeal comes as the country looks to grow inbound tourism over the longer term. According to reports by the World Economic Forum, the shift comes as the government has set a target of attracting 60 million foreign tourists annually by 2030, alongside wider efforts to welcome a broader range of travellers.
The upcoming festive travel season presents hoteliers with the chance to finetune their localisation strategies to better accommodate various travellers' needs, such as implementing halal-friendly options.
Agoda's Tailored to Win report shows that reflecting cultural, linguistic and behavioural preferences is increasingly vital for hotels and accommodation partners looking to stand out. According to Agoda, hoteliers can strengthen appeal this Eid season by clearly addressing questions what travellers tend to decide on first, including meal options, prayer access, family suitability and proximity to relevant attractions. Halal-certified meals, prayer facilities and other Muslim-friendly amenities should be highlighted, the company recommended.
The report also found that hotels implementing advanced localisation strategies saw a 59% positive impact on revenue per available room (RevPAR).