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Agoda Insights: Breakfast Preferences in Asian Hospitality Markets


Breakfast: it's a meal that divides opinion. For some, it's the most important meal of the day, while others easily bypass it in the hustle of the morning. When it comes to booking hotel stays, the same split appears: to include breakfast or not?

Travel booking platform, Agoda, has conducted a study to reveal breakfast preferences across ten Asian markets.

According to the data gathered over the past two months, travelers from Taiwan are the most likely to include breakfast in their accommodation bookings, with almost half (46%) opting for this. They were closely followed by Vietnamese (43%), and Indian travelers (42%).



Conversely, travelers from South Korea (29%), Japan (27%), and Malaysia (23%) showed the least preference for breakfast, ranking 8th, 9th, and 10th respectively on the table.

The study also unearthed interesting insights when comparing domestic with overseas travel. Agoda noticed that international travelers are more likely to choose the 'breakfast included' option, with 37% opting for this add-on, compared to 31% of domestic travelers.



"There are lots of factors at play to determine the popularity of including breakfast when booking your accommodation," said Krishna Rathi, Country Director India, Sri Lanka, and Maldives at Agoda.

"It’s often about the flexibility to decide last-minute depending on your plans during the trip, but it’s worth noting that if you do plan to start the day with a meal, it’s often most economical to include it during the booking."

Agoda also incentivises regular users with a breakfast bonus. VIP Platinum status members automatically qualify to receive complimentary free breakfast at many accommodations.

agoda breakfast research

When it comes to specific destinations, Vietnam takes the top spot as the location where breakfast is most often selected, followed by Taiwan and the Philippines. In contrast, the breakfast buffets of Japan, Malaysia, and Singapore seem less appealing, ranking 7th, 8th, and 9th respectively. The least popular destination for including breakfast was South Korea, where only 1 in 10 travelers include the morning meal in their hotel reservations.

For those who can't bear to miss their morning meal, Agoda offers a 'Breakfast included' filter on its website and app. This feature helps travelers swiftly find deals that provide not just a good night's sleep, but also the best way to wake up.

Agoda's study reveals intriguing patterns in breakfast consumption across Asian markets, shedding light on cultural preferences and the varying importance travelers place on the first meal of the day. It offers valuable insight to hotels and hospitality providers, who can tailor their offerings based on these regional preferences. As the tourism industry continues to adapt and grow in a post-pandemic world, understanding these trends can contribute to creating a more personalised and satisfying guest experience.


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