Digital travel platform Agoda’s latest Europe to Asia Summer Travel Trends report shows an increase in European traveller interest for Asian destinations. 

Thailand, Indonesia, Japan, Malaysia, and Vietnam top the list of most searched destinations for summer 2025, with interest driven by travelers from the United Kingdom, France, Germany, Spain, and the Netherlands. 

It should also be noted that search interest is also rising among travelers from Greece, Turkey, and Poland.

This growth in interest aligns with a broader shift in European traveler preferences, who are increasingly seeking authentic, immersive experiences in striking locations from exploring vibrant neighborhoods, enjoying wellness retreats and sampling local cuisine to discovering cultural landmarks on foot. 

According to Agoda senior vice-president of supply Andrew Smith: “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. By leveraging data-driven insights, hoteliers can move beyond traditional offerings to curate experiences that reflect the growing demand for wellness, walkability, and local authenticity. This approach positions them to capture interest from European travelers and build stronger, more resilient guest relationships for the long term.”

Walkability and wellness are key factors

Agoda’s guide to Asia’s top cities to explore on foot highlights walkable hidden gems that make many of these trending destinations celebrated for their ease of accessibility. 

Hotels in walkable cities like Chiang Khan (Thailand), Melaka (Malaysia), Hanoi and Ho Chi Minh City (Vietnam) can stand out further by emphasising their proximity to city centers, historic neighborhoods, and local attractions. 

For Asian hoteliers, the growing appeal of walkable cities presents a timely opportunity to tailor offerings and capture the attention of Europe’s next wave of Asia-bound guests.

Indeed, properties can highlight walkability by offering curated street tour maps and guided walking tours to enhance guest experience. 

Likewise, accommodation providers can make it easier for guests to access local cuisine, hidden cafés, and cultural landmarks at every turn.

At the same time, Mordor Intelligence pointed out that wellness tourism continues to expand across Asia, as the market is projected to reach US$156 billion by the end of this year. 

Today’s travellers are increasingly seeking destinations that not only offer convenience and cultural immersion, but also opportunities to recharge and focus on their wellbeing. 

In which case, hoteliers can attract discerning guests by offering spa packages, yoga classes, or digital detox retreats, and by bundling wellness experiences with room rates. 

One key example for wellness destinations is Chiang Khan in Thailand which has a car-free walking street, peaceful sunrise views over the Mekong, and opportunities for mindful experiences. 

These thoughtful touches not only appeal to wellness-seeking travelers but also enhance the overall guest experience.

Thailand’s wellness sector is growing rapidly, and SKÅL International Bangkok invites you to be part of the conversation.

Join us on Wednesday, August 13, 2025, from 11:30 AM to 2:00 PM at the iconic Sukhothai Bangkok for an exclusive gathering of leaders in wellness, travel, and hospitality.  Guests will enjoy a three-course lunch and a thought-provoking discussion on The Business of Wellness, one of Thailand’s most dynamic and fast-growing industries.

The networking lunch includes a  panel discussion, moderated by the one and only David Barrett, Consultant Events for The Slate Phuket and Host of Trends. Known for his sharp insights and global perspective, David has assembled a stellar panel of changemakers leading the charge in Thailand’s wellness economy:

David Boucher, MPH, FACHE – CEO, Bumrungrad International Hospital, Phuket & Market

Catherine Edwards – Chief Growth Officer, QUO

Jack Thomas – Founder & CEO of BASE, Co-founder of The Fit Guide, Host of Fitness Business Asia podcast

Victoria Sardain – Consultant and Founder, Teiah Hospitality

Expect fresh perspectives on wellness tourism, integrative health, hospitality innovation and meaningful travel.

“As Thailand continues to position itself as a global wellness destination, SKÅL Bangkok is proud to provide a platform for the industry’s thought leaders to connect and collaborate,” said James Thurlby, President of SKÅL International Bangkok. “Wellness isn’t just good business—it’s good for communities, good for travelers, and good for the future of tourism. This luncheon is about celebrating that.”

Guests will enjoy a special Western Set Lunch prepared by the celebrated culinary team at The Sukhothai Bangkok.

Starter
Duck confit served with fresh mesclun greens, red onion, walnuts, and citrus dressing or (vegetarian) Mixed green salad with roasted pumpkin and beetroot raspberry vinaigrette.

Main Course (choose one)

Salmon – Pan-fried Atlantic salmon filet with grilled asparagus, green pea purée, and tomato salsa.

Chicken – Sous vide chicken breast with herb-crusted potato, griddled green asparagus, and chicken-thyme jus.

(Vegetarian)- Wild mushroom risotto with parmesan and crispy shimeji mushrooms.

Dessert
Chocolate & praline mousse cake with chocolate sauce and vanilla ice cream or (vegan) cake served with rhubarb soup, strawberry sorbet, and strawberry balsamic jam.

Please indicate your main course preference when booking.

Rates:

SKÅL Members: 1,200 THB     (Guests of members receive the member rate.)

Non-Members: 1,900 THB

 To reserve your seat visit SKAL BKK EVENTS or email events@skalbangkok.com

Seats are limited and this event will sell out—secure your spot today!