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