Booking.com: Ryokan, Gite, Villa Searches Up as Travellers Seek Distinctive Stays

Global Shift Towards Unique Stays

Booking.com reported on 14 September 2026 a significant global shift in traveller preferences towards distinctive accommodation types. The platform's analysis shows 89% of travellers are now seeking experiences beyond conventional hotels. Furthermore, 75% of individuals are looking to immerse themselves in different daily living styles during their trips.

This trend indicates a strong demand for immersive and authentic stays that capture the essence of a destination, moving away from generic lodging options. Booking.com highlighted several property types gaining traction worldwide, including rural gites, traditional ryokans, and private villas.

Japanese Ryokans See Increased Interest

Among the trending accommodation types, Japanese ryokans are experiencing a notable resurgence in popularity, particularly from an Asian vantage point. Booking.com reported a 9% increase in global searches for these traditional inns.

Ryokans, which have a history stretching back to the 8th century, are deeply rooted in Japanese culture, often designed around the onsen (natural hot spring) bathing ritual. These establishments typically feature tatami rooms, futon beds, and Japanese-style baths, offering a blend of hospitality, wellness, and a connection to nature.

An example is Takaragawa Onsen Ousenkaku in Minakami, known for its expansive outdoor hot springs set amidst forests, providing a serene retreat that reflects traditional Japanese design and seasonal dining.

Gites and Villas Gain Global Traction

Beyond Asia, other distinctive accommodation types are also seeing increased global interest. Searches for gites, a staple of rural travel in France, have risen by 20% according to Booking.com. These self-catering stays, often restored stone buildings or barns in the French countryside, offer travellers an authentic connection to local areas and traditional French living.

Larroque Haute Gites in Cassagnes, France, exemplifies this trend, providing a blend of traditional character with modern comforts and access to the Dordogne region's vineyards and medieval towns. Villas, traditionally country retreats, have also grown in popularity, with searches up 8%.

These properties provide space, privacy, and flexibility, often equipped with private pools and kitchens, catering to travellers seeking to enjoy destinations on their own terms. Villa Tulia in Matemwe, Zanzibar, is cited as a beachfront example suitable for families and groups.

Implications for Asian Travel and Hospitality

The sustained increase in demand for unique accommodations, particularly the 9% rise in ryokan searches, presents clear implications for the Asian travel and hospitality sector. This trend suggests that travellers are increasingly prioritising cultural immersion and authentic local experiences over conventional hotel stays.

For destinations across Asia, this could drive investment in preserving and promoting traditional lodging options, similar to Japan's ryokans, or developing new concepts that offer distinct local character.

Asian tour operators and travel technology platforms may need to adapt their offerings to feature a broader array of non-hotel accommodations, moving beyond standard packages.

The data indicates a market opportunity for properties that can authentically integrate local heritage, wellness, and natural surroundings, potentially influencing product development and marketing strategies for the upcoming year.