Agoda reveals the most popular up-and-coming year-end destinations for Southeast Asian travelers
Comparing Agoda booking data for Dec 2015 against Dec 2016, Sapporo (Japan) has been identified as the most popular up-and-coming year-end destination of choice for Singaporean and Malaysian travelers, while Taipei (Taiwan) has been identified as the top up-and-coming destination for Filipinos.
Sapporo Dec bookings experienced a rapid growth of 161% and 145% in Singapore and Malaysia respectively.
Famous for its high quality seafood, Sapporo is a foodie’s paradise for the 73% of Malaysian and 71% of Singaporean millennial travelers who choose food and dining as one of their preferred travel experiences in the Agoda Travel & Tech Study. Pair this with an epic ski season, and it’s easy to see why this winter wonderland is becoming more popular with Singaporeans and Malaysians looking to escape the heat and hit the slopes.
Taipei features as one of the fastest-growing destinations across all three countries. The most rapid growth was amongst Filipino travelers, with the Taiwanese capital experiencing a massive 191% increase in Agoda Dec bookings between 2015 and 2016.
With 60% of millennial Filipino travellers identifying local culture and lifestyle as a top travel experience in Agoda’s Travel & Tech Study, it’s no wonder Taiwan, with its rich history and vibrant culture, is quickly gaining traction with this curious bunch.
Being only a two-hour plane ride from the Philippines means airfares to the modern metropolis of Taipei are affordable. Combine this with a decent exchange rate and delicious street food, Filipinos have unsurprisingly begun flocking to Taipei in droves. The Taiwanese government have taken note, launching a strong tourism campaign and introducing visa-free entry for Filipinos from Nov 2017.
Besides the local favourites, other up-and-coming destinations between Singapore, Malaysia and the Philippines for year-end holidays include Japan’s Tokyo, Osaka and Kyoto, Taiwan’s Taichung, and the South Korean capital of Seoul.
Andrew Edwards, Global Director for Brand and Communications at Agoda, comments: “Travelers from Singapore, Malaysia and the Philippines want variety when they’re abroad, so there are a diverse group of destinations emerging as year-end holiday hot spots.”
“Taiwan and Japan are two of the most unique places in the world, boasting a hybrid of ultramodern and vibrant capital cities paired with historic and scenic landscapes. The growth of travel to these two countries has led to an increased focus at Agoda on catering to these new travel experiences amongst South East Asian travelers.”
Top 15 growing destinations for Filipino travelers (Dec 2015 vs. Dec 2016)
| Ranking | Country | Place | Growth (%) |
| 1. | Taiwan | Taipei | 191 |
| 2. | South Korea | Seoul | 96 |
| 3. | Philippines | Bohol | 93 |
| 4. | Philippines | Angeles/Clark | 66 |
| 5. | Philippines | Palawan | 58 |
| 6. | Philippines | Iloilo | 53 |
| 7. | Philippines | Subic (Zambales) | 49 |
| 8. | Philippines | Cebu | 49 |
| 9. | Philippines | Cagayan De Oro | 47 |
| 10. | Philippines | Boracay Island | 47 |
| 11. | Philippines | Batangas | 44 |
| 12. | Philippines | Manila | 43 |
| 13. | Japan | Osaka | 42 |
| 14. | Japan | Tokyo | 38 |
| 15. | Philippines | Tagaytay | 34 |
Top 15 growing destinations for Malaysian travelers (Dec 2015 vs. Dec 2016)
| Ranking | Country | Place | Growth (%) |
| 1. | Japan | Sapporo | 145 |
| 2. | Malaysia | Kinabalu National Park | 132 |
| 3. | Malaysia | Seremban | 110 |
| 4. | Taiwan | Taichung | 109 |
| 5. | Malaysia | Bintulu | 102 |
| 6. | Malaysia | Sungai Petani | 91 |
| 7. | Malaysia | Miri | 89 |
| 8. | Malaysia | Sandakan | 82 |
| 9. | Malaysia | Batu Pahat | 80 |
| 10. | Taiwan | Nantou | 78 |
| 11. | Malaysia | Tawau | 74 |
| 12. | Malaysia | Kuala Terengganu | 72 |
| 13. | Malaysia | Kota Bharu | 68 |
| 14. | United Kingdom | London | 66 |
| 15 | Taiwan | Taipei | 61 |
Top 15 growing destinations for Singaporean travelers (Dec 2015 vs. Dec 2016)
| Ranking | Country | Place | Growth (%) |
| 1. | Japan | Sapporo | 161 |
| 2. | United Kingdom | London | 83 |
| 3. | South Korea | Jeju Island | 75 |
| 4. | Myanmar | Yangon | 75 |
| 5. | Taiwan | Yilan | 73 |
| 6. | South Korea | Seoul | 72 |
| 7. | Malaysia | Johor Bahru | 68 |
| 8. | China | Guangzhou | 61 |
| 9. | Japan | Tokyo | 47 |
| 10. | China | Beijing | 44 |
| 11. | Malaysia | Cameron Highlands | 43 |
| 12. | Japan | Osaka | 40 |
| 13. | Taiwan | Taichung | 38 |
| 14. | Japan | Kyoto | 35 |
| 15. | Taiwan | Taipei | 31 |
About the research
The Agoda Travel & Tech study was carried out on more than 16,000 respondents across 15 countries during the period of Febuary to April 2017. Top growing destinations are based on highest YOY bookings growth, comparing the period of December 2015 and December 2016.
For more information, please contact press@agoda.com.