01-07-2025
India vs. China vs. Japan: Who Leads in Online Travel and Hotel Loyalty
Asia's top travel markets are rewriting the rules of booking — with OTAs, loyalty programs, and social media now driving distinct, market-specific behaviors that global travel brands must strategically adapt to.
As travel demand surges across Asia, understanding not just where travelers are going — but how they book — has become more critical than ever. Skift Research's latest report, 2025 Asian Travelers' Booking Preferences, takes a deep dive into the digital behaviors, channel choices, and loyalty patterns of outbound travelers from India, China, and Japan.
Together, these three countries represent the region's most influential travel markets.
In India and China, mobile-first ecosystems and strong online travel agency (OTA) adoption are driving a fast-paced digital transformation. Japan presents a more traditional, slower-moving recovery, with direct bookings and offline planning still playing a meaningful role.
OTAs Dominate in Asia
Online travel agencies are the top booking channel in Asia (67%) and Europe (60%), reflecting strong platform usage and consumer comfort with third-party sites. In contrast, North American travelers still prefer booking directly with hotels (59%), likely due to higher trust in branded hotel infrastructure and the strength of loyalty programs.
For brands targeting Asia and Europe, OTA visibility and pricing strategy are key. In North America, reinforcing direct booking value through loyalty perks and frictionless UX remains essential.
Loyalty Programs Thrive in China and the U.S.
Hotel loyalty membership is highest in China (68%) and the U.S. (63%), underscoring how branded supply, integrated rewards, and co-branded credit cards can reinforce repeat behavior.
In contrast, lower levels in Japan and Europe reveal the limitations of loyalty in markets with more independent supply and less reward infrastructure. The strategic takeaway? Loyalty must be localized — and built on a strong foundation of availability and perceived value.
Social Media as a Booking Gateway
Travelers in China (72%), India (67%), and the U.S. (74%) are increasingly comfortable initiating flight bookings through social media — a sign of growing trust in digital advertising and seamless mobile user flows. For travel brands, this represents a major shift: social platforms aren't just for inspiration — they're now part of the conversion path. Optimizing content and commerce within these environments is no longer optional.
For travel executives, marketers, and distribution strategists, this report offers a roadmap to meeting Asian travelers where they are — on mobile, on social, and on the move.
From the rise of alternative accommodations to the waning influence of traditional loyalty programs in some markets, the shifts documented here highlight a new era of travel consumption — one that's increasingly digital, deeply local, and moving at different speeds across Asia.
Explore the full findings and download the report here: 2025 Asian Travelers' Booking Preferences
