Representative ImageDigital travel platform Agoda has revealed that nearly 98% of Indian hotels employing advanced localisation strategies have seen a positive impact on their revenue. This finding is part of Agoda's latest report, "Tailored to Win: Capturing the High-Value Asian Traveller for Hotels in India," which underscores the significance of holistic localisation in the competitive global travel market.
The report indicates that whilst 91% of hotels using basic localisation strategies also experienced revenue growth, a more comprehensive approach maximises commercial success. As India aims to strengthen its position in the global travel landscape, the Ministry of Tourism reported nearly 10 million foreign tourists in 2024, with spending projected to reach $38.4 billion (INR 3.2 trillion) in 2025.
Gaurav Malik, Country Director for the Indian Subcontinent & Indian Ocean Islands at Agoda, stated, "Indian hotels have built strong domestic businesses, but many are still learning how to reel in the international guest. To win them over, localisation can’t be treated as a marketing exercise. It has to show up in payments, communication, amenities and service so that it’s apparent at every touchpoint starting from discovery to check out."
Agoda's report highlights that effective localisation involves more than just translation. It requires adapting marketing, booking processes, payment options, and on-site services to meet the cultural and practical expectations of travellers from different markets. Despite the potential, Indian hotels face challenges in strategy and execution, with 56% of hoteliers citing limited awareness of cultural norms and uncertainty about impactful tailoring efforts.
To assist hoteliers, Agoda's report includes an "Origins Playbook" that details traveller motivations across key source markets, such as Malaysian, Singaporean, Japanese, and Thai travellers. Agoda's digital suite supports over 6 million accommodations, 39 languages, and multi-currency payment options, helping hotels overcome barriers and optimise returns from international demand
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