In a move that could reshape how travelers from Asia explore Europe, global digital travel platform Agoda has partnered with the United Kingdom’s largest hotel chain, Premier Inn, to list more than 900 of its hotels across the UK, Germany, and Ireland. The collaboration is expected to give Agoda users—particularly from Asia—greater access to reliable, well-priced accommodation as international travel demand surges.
Agoda’s internal data shows that interest among Asian travelers in visiting the UK and Europe is on a sharp rise, with a 20 percent increase in searches in 2025 compared with the same period last year. The UK has even climbed into the top five most searched international destinations for Asian travelers, signaling a clear appetite for European experiences.