定制胜出：酒店如何利用本地化抓住亚洲旅游热潮

How Hotels areusing Localizationto Capture Asia’sTourism Boom Content Tailored to Win:How Hotels are using Localization to Capture Executive SummaryInsight 1:Localization is the competitive edgein the intra-Asia travel boom36 Executive Asia has become the fastest-growing engine of global travel, emerging as both a leadingdestination and the world’s largest source of overseas travelers. Its share of globalinternational arrivals has surged from about 9% in 2022 to nearly 28% by early 2025, secondonly to Europe.1At the same time, overseas travel among Asians is expanding rapidly. TheInternational Air Transport Association (IATA) projects that Asians will account for half of As Asia accelerates its travel growth, the region’s tourism landscape is being reshaped.Hotels’ success in an increasingly lucrative but competitive environment will depend ontheir ability to capture regional foreign tourist arrivals. In this context, success will be This report draws on a comprehensive survey of 526 hoteliers across Asia to identify thestrategies adopted to cater to the diverse needs of travelers in Asia and the barriers theyface in providing more “localized” marketing content, booking experiences, and on-site IATA (2024), “Global Outlook for Air Transport, June 2024”.Available at:https://iata.org/en/iata-repository/publications/economic-reports/global- IATA (2024), “Global Outlook for Air Transport, June 2024”.Available at:https://iata.org/en/iata-repository/publications/economic-reports/global- eGlobal Travel Media (2025), “MarketHub Asia 2025: APAC Tourism Trends Unveiled”.Available at:https://eglobaltravelmedia.com.au/2025/02/24/markethub-asia-2025-apac-tourism-trends-unveiled/ This report draws on a series of in-depth interviews of hoteliers and a survey of 526 hoteliersacross 12 Asian markets (i.e., Thailand, India, Singapore, Indonesia, Japan, Vietnam, SouthKorea, Taiwan, Hong Kong, China, Malaysia, and the Philippines). Key Localization Insights for Hotels Insight 1: Localization is the competitive edge in the intra-Asia travel boom Hotels across Asia draw most of their overseas guests from neighboring or culturally connected markets, with China, Japan, and South Koreaserving as the top source markets of overseas guests for each other. This regional bias highlights how intra-Asia tourism is both dominant and Insight 2: Localization is not uniform, varying by source markets Most hotels now tailor some aspects of the guest experience, such as language and payment options, but advanced localization like culturallyspecific dining options and staff training to meet the needs of diverse overseas guests remains inconsistent. As a result, many properties still Insight 3: Localization produces quantitative gains, with the greatest impact at more advanced stages Even early stages of localization deliver benefits, but the biggest returns come when strategies are integrated across the guest journey.Hotels at advanced stages of localization report higher satisfaction, more repeat bookings, and greater willingness among guests to pay Insight 4: The data gap: Barriers to adopting localization strategies Hotels continue to face blind spots, particularly around guest preferences and cultural expectations as well as the impact of localizationstrategies. Limited data and uncertainty about return on investment leave many properties flying blind, resulting in missed opportunities Insight 5: Leverage OTA partnerships to accelerate localization and market reach OTA platforms are proving indispensable for hotels looking to close gaps in data, payments, and execution. By tapping into OTA tools andinsights, properties can overcome resource constraints and scale localization more effectively, turning strategy into tangible improvements Respondent Hotels acrossAsia show a strongregional bias, withmost properties China features among the top sources of overseas touristsfor Singapore, Thailand, Vietnam, Hong Kong, and SouthKorea. In Northeast Asia, Japan and South Korea serveas major sources of foreign tourist arrivals for each otherand for Taiwan (Exhibit 1). In Southeast Asia, proximity andstrong cultural ties stand out: Singapore and Indonesia are Insight 1: Localization is thecompetitive edge in the Intra-Asia travel dominates overseas tourism in the region Top overseas source markets for hotels in each destination market surveyed Based on official foreign tourist arrivals (FTA) statistics China, Japan and South Korea were the top sources ofoverseas tourists amongst the hotels surveyed (Exhibit2). While culturally connected, tourists from each of thesecountries have diverse preferences – from how they pick Intra-Asia traveldominates overseastourism in the region– but the “Asian Asian travelers are key guest streams for hotels in the What areLocalization Strategies hotels use to deliver personalizedexperiences for guests from differentcountries or regions. This includes adaptingtheirmarketing, booking