Iloilo is one of Asia’s most affordable destinations

Iloilo is among the most affordable destinations in Asia this summer season, according to online booking platform Agoda.

Analyzing average room rates between March and May, Agoda found the Visayan City to offer the Philippines’ most budget-friendly deals.

Iloilo is renowned for its stunning beaches, rich cultural heritage, and diverse culinary offerings.

Agoda also named Tirupati (India), Hat Yai (Thailand), Dalat (Vietnam), Kuching (Malaysia), Nagoya (Japan), Kaohsiung (Taiwan), and Daejeon (South Korea) as top-value destinations.

Surabaya, Indonesia, was found to be the most affordable summer destination in Asia, with an average room rate of $35, or approximately ₱2,044, per night.

Agoda said these destinations are on the rise as millennials and Gen Z are increasingly focused on getting the most affordable deals for their summer travel plans.

The company found that 56% of Gen Z travelers aim to keep their nightly stay below $50 or ₱2,920 per person, a trend also common among millennials at a rate of 44%.

Apart from price, Agoda said these travelers look for experiences that offer meaningful value.

The platform said hoteliers may capitalize on this demand by harnessing local experiences and bundle value-added services.

“Today’s travelers are increasingly prioritizing value-driven experiences, particularly among younger, price-conscious demographics,” said Agoda Senior Vice President of Supply Andrew Smith.

“For hotels and airlines, this presents a powerful opportunity to engage guests across the full travel journey by delivering personalized, data-informed value that drives both loyalty and repeat bookings,” he added.

Smith said offering flexible cancellation policies and diverse payment options can also better position hoteliers to attract digitally-savvy travelers.

According to statistics provider Statista, online sales are projected to account for 75% of Asia’s travel revenue by 2029.