Wellness and Walkability Drive European Travel Trends, Agoda Advises Hoteliers

International

European travelers are showing increasing interest in Asian destinations this summer, according to Agoda’s latest Europe to Asia Summer Travel Trends report.

Thailand, Indonesia, Japan, Malaysia, and Vietnam top the list of most searched destinations for summer 2025, with demand led by travelers from the United Kingdom, France, Germany, Spain, and the Netherlands. Strong growth is also coming from emerging markets such as Greece (+23%), Turkey (+21%), and Poland (+17%). Malaysia recorded the largest year-on-year search growth at 20%.

The report highlights a broader shift in European travel preferences toward authentic, immersive experiences. From wellness retreats and cultural landmarks to local food and walkable neighborhoods, travelers are increasingly drawn to destinations that combine accessibility, culture, and opportunities for self-care.

Agoda’s guide to Asia’s most walkable cities showcases hidden gems such as Chiang Khan (Thailand), Melaka (Malaysia), Hanoi and Ho Chi Minh City (Vietnam). Hotels in these locations can further stand out by emphasizing proximity to historic districts, vibrant neighborhoods, and local attractions. Curated walking maps, guided tours, and easy access to cafés and landmarks can enhance the guest experience and capture the attention of Europe’s Asia-bound travelers.

Wellness tourism is also on the rise. Mordor Intelligence projects the Asian market will reach USD 156 billion in 2025. Hotels that bundle spa treatments, yoga sessions, or digital detox retreats into their offerings are well placed to attract wellness-seeking guests. Chiang Khan, with its car-free walking street and serene Mekong sunrises, is cited as an ideal wellness-focused example.

“As European travel patterns evolve, the real opportunity for hotels lies in anticipating not just where guests want to go, but how they want to experience those destinations,” said Andrew Smith, Senior Vice President, Supply at Agoda. “By curating experiences around wellness, walkability, and local authenticity, hoteliers can respond to shifting demand and build stronger, longer-term relationships with European travelers.”

With more than 6 million holiday properties, 130,000 flight routes, and over 300,000 activities, Agoda offers endless opportunities to create memorable travel experiences.

For more insights on optimizing hotel strategies this summer, visit https://partnerhub.agoda.com/.