Technology
LENDINGTREE REPORTS FIRST QUARTER 2025 RESULTS
Published
12 months agoon
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Revenue Growth Across All Segments Driving Solid Performance
Consolidated revenue of $239.7 millionGAAP net income of $(12.4) million or $(0.92) per diluted shareVariable marketing margin of $77.7 millionAdjusted EBITDA of $24.6 millionAdjusted net income per share of $0.99
CHARLOTTE, N.C., May 1, 2025 /PRNewswire/ — LendingTree, Inc. (NASDAQ: TREE), operator of LendingTree.com, the nation’s leading online financial services marketplace, today announced results for the quarter ended March 31, 2025.
The company has posted a letter to shareholders on the company’s website at investors.lendingtree.com.
“We are happy to report quarterly AEBITDA grew 14% YoY. The first quarter’s results, driven by YoY revenue growth in all three of our business segments, exemplifies the durability of the ongoing improvement in our financial performance,” said Doug Lebda, Chairman and CEO.
Scott Peyree, President and COO, commented, “Our commitment to operational excellence is steadily delivering numerous wins across the company. Executing on these various initiatives has helped to broaden growth across all three of our segments.”
Jason Bengel, CFO, added, “The business continues to perform well, helping to fortify our balance sheet. We remain focused on carefully managing our fixed costs while strategically investing in discrete growth initiatives. This ongoing commitment to discipline and accountability is becoming ingrained across the company, establishing a culture of efficiency as we move forward.”
First Quarter 2025 Business Highlights
Home segment revenue of $37.0 million increased 22% over first quarter 2024 and produced segment profit of $13.1 million, up 36% from the same period.Within Home, revenue from Home Equity of $25.8 million increased 24% over prior year.Consumer segment revenue of $56.0 million increased 9% from first quarter 2024.Within Consumer, personal loans revenue of $23.4 million grew 16% over prior year.Revenue from our small business offering increased 48% over prior year.Insurance segment revenue of $146.7 million increased 71% over first quarter 2024 and translated into segment profit of $38.7 million, up 16% over the same period.GAAP net income was $(12.4) million, or $(0.92) per diluted share, inclusive of a $15M increase in our litigation reserve following a preliminary agreement on the terms of settlement in the Mantha case, following mediation, which is not final and subject to approval by the court.
LendingTree Summary Financial Metrics
(In millions, except per share amounts)
Three Months Ended
March 31,
Y/Y
Three Months Ended
December 31,
Q/Q
2025
2024
% Change
2024
% Change
Total revenue
$ 239.7
$ 167.8
43 %
$ 261.5
(8) %
(Loss) income before income taxes
$ (14.8)
$ 1.6
(1025) %
$ 9.1
(263) %
Income tax benefit (expense)
$ 2.4
$ (0.6)
(500) %
$ (1.6)
(250) %
Net (loss) income
$ (12.4)
$ 1.0
(1340) %
$ 7.5
(265) %
Net (loss) income % of revenue
(5) %
1 %
3 %
(Loss) income per share
Basic
$ (0.92)
$ 0.08
$ 0.56
Diluted
$ (0.92)
$ 0.08
$ 0.55
Variable marketing margin
Total revenue
$ 239.7
$ 167.8
43 %
$ 261.5
(8) %
Variable marketing expense (1) (2)
$ (162.0)
$ (98.4)
65 %
$ (174.8)
(7) %
Variable marketing margin (2)
$ 77.7
$ 69.4
12 %
$ 86.7
(10) %
Variable marketing margin % of revenue (2)
32 %
41 %
33 %
Adjusted EBITDA (2)
$ 24.6
$ 21.6
14 %
$ 32.2
(24) %
Adjusted EBITDA % of revenue (2)
10 %
13 %
12 %
Adjusted net income (2)
$ 13.5
$ 9.2
47 %
$ 15.8
(15) %
Adjusted net income per share (2)
$ 0.99
$ 0.70
41 %
$ 1.16
(15) %
(1)
Represents the portion of selling and marketing expense attributable to variable costs paid for advertising, direct marketing and related expenses. Excludes overhead, fixed costs and personnel-related expenses.
(2)
Variable marketing expense, variable marketing margin, variable marketing margin % of revenue, adjusted EBITDA, adjusted EBITDA % of revenue, adjusted net income and adjusted net income per share are non-GAAP measures. Please see “LendingTree’s Reconciliation of Non-GAAP Measures to GAAP” and “LendingTree’s Principles of Financial Reporting” below for more information.
LendingTree Segment Results
(In millions)
Three Months Ended
March 31,
Y/Y
Three Months Ended
December 31,
Q/Q
2025
2024
% Change
2024
% Change
Home (1)
Revenue
$ 37.0
$ 30.4
22 %
$ 34.0
9 %
Segment profit
$ 13.1
$ 9.6
36 %
$ 11.7
12 %
Segment profit % of revenue
35 %
32 %
34 %
Consumer (2)
Revenue
$ 56.0
$ 51.5
9 %
$ 55.6
1 %
Segment profit
$ 27.1
$ 27.4
(1) %
$ 28.2
(4) %
Segment profit % of revenue
48 %
53 %
51 %
Insurance (3)
Revenue
$ 146.7
$ 85.9
71 %
$ 171.7
(15) %
Segment profit
$ 38.7
$ 33.4
16 %
$ 48.0
(19) %
Segment profit % of revenue
26 %
39 %
28 %
Other (4)
Revenue
$ —
$ —
— %
$ 0.2
(100) %
Profit (loss)
$ —
$ —
— %
$ —
— %
Total revenue
$ 239.7
$ 167.8
43 %
$ 261.5
(8) %
Total segment profit
$ 79.0
$ 70.5
12 %
$ 87.9
(10) %
Brand marketing expense (5)
$ (1.3)
$ (1.1)
18 %
$ (1.2)
8 %
Variable marketing margin
$ 77.7
$ 69.4
12 %
$ 86.7
(10) %
Variable marketing margin % of revenue
32 %
41 %
33 %
(1)
The Home segment includes the following products: purchase mortgage, refinance mortgage, and home equity loans.
(2)
The Consumer segment includes the following products: credit cards, personal loans, small business loans, student loans, auto loans, deposit accounts, and debt settlement. We ceased offering the student loan product in Q1 2025.
(3)
The Insurance segment consists of insurance quote products and sales of insurance policies.
(4)
The Other category primarily includes marketing revenue and related expenses not allocated to a specific segment.
(5)
Brand marketing expense represents the portion of selling and marketing expense attributable to variable costs paid for advertising, direct marketing and related expenses that are not assignable to the segments’ products. This measure excludes overhead, fixed costs and personnel-related expenses.
Financial Outlook*
Today we are updating our full-year 2025 outlook and introducing our outlook for the second-quarter.
Full-year 2025:
Revenue of $955 – $995 million compared to the prior range of $985 – $1,025 millionVariable Marketing Margin of $319 – $332 million compared to $319 – $336 million previouslyAdjusted EBITDA of $116 – $124 million versus the $116 – $126 million prior range
Second-quarter 2025:
Revenue: $241 – $248 millionVariable Marketing Margin: $80 – $84 millionAdjusted EBITDA: $29 – $31 million
*LendingTree is not able to provide a reconciliation of projected variable marketing margin or adjusted EBITDA to the most directly comparable expected GAAP results due to the unknown effect, timing and potential significance of the effects of legal matters and tax considerations. Expenses associated with legal matters and tax considerations have in the past, and may in the future, significantly affect GAAP results in a particular period.
Quarterly Conference Call
A conference call to discuss LendingTree’s first quarter 2025 financial results will be webcast live today, May 1, 2025, at 5:00 PM Eastern Time (ET). The live audiocast is open to the public and will be available on LendingTree’s investor relations website at investors.lendingtree.com. Following completion of the call, a recorded replay of the webcast will be available on the website.
LENDINGTREE’S RECONCILIATION OF NON-GAAP MEASURES TO GAAP
Variable Marketing Expense
Below is a reconciliation of selling and marketing expense, the most directly comparable GAAP measure, to variable marketing expense. See “LendingTree’s Principles of Financial Reporting” for further discussion of the Company’s use of this non-GAAP measure.
Three Months Ended
March 31,
2025
December 31,
2024
March 31,
2024
(in thousands)
Selling and marketing expense
$ 172,751
$ 185,858
$ 108,176
Non-variable selling and marketing expense (1)
(10,750)
(11,084)
(9,855)
Variable marketing expense
$ 162,001
$ 174,774
$ 98,321
(1)
Represents the portion of selling and marketing expense not attributable to variable costs paid for advertising, direct marketing and related expenses. Includes overhead, fixed costs and personnel-related expenses.
LENDINGTREE’S RECONCILIATION OF NON-GAAP MEASURES TO GAAP
Variable Marketing Margin
Below is a reconciliation of net (loss) income, the most directly comparable table GAAP measure, to variable marketing margin and net (loss) income % of revenue to variable marketing margin % of revenue. See “LendingTree’s Principles of Financial Reporting” for further discussion of the Company’s use of these non-GAAP measures.
Three Months Ended
March 31,
2025
December 31,
2024
March 31,
2024
(in thousands, except percentages)
Net (loss) income
$ (12,375)
$ 7,506
$ 1,016
Net (loss) income % of revenue
(5) %
3 %
1 %
Adjustments to reconcile to variable marketing margin:
Cost of revenue
9,908
9,744
8,545
Non-variable selling and marketing expense (1)
10,750
11,084
9,855
General and administrative expense
30,660
29,111
25,796
Product development
11,904
12,937
11,857
Depreciation
4,297
4,448
4,667
Amortization of intangibles
1,307
1,467
1,489
Restructuring and severance
798
10
23
Litigation settlements and contingencies
15,212
6
36
Interest expense, net
9,084
9,950
6,638
Other income
(1,388)
(1,143)
(1,034)
Income tax (benefit) expense
(2,430)
1,628
559
Variable marketing margin
$ 77,727
$ 86,748
$ 69,447
Variable marketing margin % of revenue
32 %
33 %
41 %
(1)
Represents the portion of selling and marketing expense not attributable to variable costs paid for advertising, direct marketing and related expenses. Includes overhead, fixed costs and personnel-related expenses.
LENDINGTREE’S RECONCILIATION OF NON-GAAP MEASURES TO GAAP
Adjusted EBITDA
Below is a reconciliation of net (loss) income, the most directly comparable table GAAP measure, to adjusted EBITDA and net (loss) income % of revenue to adjusted EBITDA % of revenue. See “LendingTree’s Principles of Financial Reporting” for further discussion of the Company’s use of these non-GAAP measures.
Three Months Ended
March 31,
2025
December 31,
2024
March 31,
2024
(in thousands, except percentages)
Net (loss) income
$ (12,375)
$ 7,506
$ 1,016
Net (loss) income % of revenue
(5) %
3 %
1 %
Adjustments to reconcile to adjusted EBITDA:
Amortization of intangibles
1,307
1,467
1,489
Depreciation
4,297
4,448
4,667
Restructuring and severance
798
10
23
Loss on impairments and disposal of assets
254
1,797
368
Non-cash compensation
9,867
6,494
7,789
Litigation settlements and contingencies
15,212
6
36
Interest expense, net
9,084
9,950
6,638
Dividend income
(1,388)
(1,144)
(1,034)
Income tax (benefit) expense
(2,430)
1,628
559
Adjusted EBITDA
$ 24,626
$ 32,162
$ 21,551
Adjusted EBITDA % of revenue
10 %
12 %
13 %
LENDINGTREE’S RECONCILIATION OF NON-GAAP MEASURES TO GAAP
Adjusted Net Income
Below is a reconciliation of net (loss) income, the most directly comparable table GAAP measure, to adjusted net income and net (loss) income per diluted share to adjusted net income per share. See “LendingTree’s Principles of Financial Reporting” for further discussion of the Company’s use of these non-GAAP measures.
Three Months Ended
March 31,
2025
December 31,
2024
March 31,
2024
(in thousands, except per share amounts)
Net (loss) income
$ (12,375)
$ 7,506
$ 1,016
Adjustments to reconcile to adjusted net income:
Restructuring and severance
798
10
23
Loss on impairments and disposal of assets
254
1,797
368
Non-cash compensation
9,867
6,494
7,789
Litigation settlements and contingencies
15,212
6
36
Gain on extinguishment of debt
(266)
—
—
Adjusted net income
$ 13,490
$ 15,813
$ 9,232
Net (loss) income per diluted share
$ (0.92)
$ 0.55
$ 0.08
Adjustments to reconcile net (loss) income to adjusted net income
1.92
0.61
0.62
Adjustments to reconcile effect of dilutive securities
(0.01)
—
—
Adjusted net income per share
$ 0.99
$ 1.16
$ 0.70
Adjusted weighted average diluted shares outstanding
13,686
13,591
13,276
Effect of dilutive securities
245
—
—
Weighted average diluted shares outstanding
13,441
13,591
13,276
Effect of dilutive securities
—
224
176
Weighted average basic shares outstanding
13,441
13,367
13,100
LENDINGTREE’S PRINCIPLES OF FINANCIAL REPORTING
LendingTree reports the following non-GAAP measures as supplemental to GAAP:
Variable marketing expenseVariable marketing marginVariable marketing margin % of revenueEarnings Before Interest, Taxes, Depreciation and Amortization, as adjusted for certain items discussed below (“Adjusted EBITDA”)Adjusted EBITDA % of revenueAdjusted net incomeAdjusted net income per share
Variable marketing expense, variable marketing margin and variable marketing margin % of revenue are related measures of the effectiveness of the Company’s marketing efforts. Variable marketing expense represents the portion of selling and marketing expense attributable to variable costs paid for advertising, direct marketing, and related expenses, and excludes overhead, fixed costs, and personnel-related expenses. Variable marketing margin is a measure of the efficiency of the Company’s operating model, measuring revenue after subtracting variable marketing expense. The Company’s operating model is highly sensitive to the amount and efficiency of variable marketing expenditures, and the Company’s proprietary systems are able to make rapidly changing decisions concerning the deployment of variable marketing expenditures (primarily but not exclusively online and mobile advertising placement) based on proprietary and sophisticated analytics.
Adjusted EBITDA and adjusted EBITDA % of revenue are primary metrics by which LendingTree evaluates the operating performance of its businesses, on which its marketing expenditures and internal budgets are based and, in the case of adjusted EBITDA, by which management and many employees are compensated in most years.
Adjusted net income and adjusted net income per share supplement GAAP net income and GAAP net income per diluted share by enabling investors to make period to period comparisons of those components of the most directly comparable GAAP measures that management believes better reflect the underlying financial performance of the Company’s business operations during particular financial reporting periods. Adjusted net income and adjusted net income per share exclude certain amounts, such as non-cash compensation, non-cash asset impairment charges, gain/loss on disposal of assets, gain/loss on investments, restructuring and severance, litigation settlements and contingencies, acquisition and disposition income or expenses including with respect to changes in fair value of contingent consideration, gain/loss on extinguishment of debt, contributions to the LendingTree Foundation, one-time items which are recognized and recorded under GAAP in particular periods but which might be viewed as not necessarily coinciding with the underlying business operations for the periods in which they are so recognized and recorded, the effects to income taxes of the aforementioned adjustments, any excess tax benefit or expense associated with stock-based compensation recorded in net income in conjunction with FASB pronouncement ASU 2016-09, and income tax (benefit) expense from a full valuation allowance. LendingTree believes that adjusted net income and adjusted net income per share are useful financial indicators that provide a different view of the financial performance of the Company than adjusted EBITDA (the primary metric by which LendingTree evaluates the operating performance of its businesses) and the GAAP measures of net income and GAAP net income per diluted share.
These non-GAAP measures should be considered in addition to results prepared in accordance with GAAP, but should not be considered a substitute for or superior to GAAP results. LendingTree provides and encourages investors to examine the reconciling adjustments between the GAAP and non-GAAP measures set forth above.
Definition of LendingTree’s Non-GAAP Measures
Variable marketing margin is defined as revenue less variable marketing expense. Variable marketing expense is defined as the expense attributable to variable costs paid for advertising, direct marketing and related expenses, and excluding overhead, fixed costs and personnel-related expenses. The majority of these variable advertising costs are expressly intended to drive traffic to our websites and these variable advertising costs are included in selling and marketing expense on the Company’s consolidated statements of operations and consolidated income.
EBITDA is defined as net income excluding interest, income taxes, amortization of intangibles and depreciation.
Adjusted EBITDA is defined as EBITDA excluding (1) non-cash compensation expense, (2) non-cash impairment charges, (3) gain/loss on disposal of assets, (4) gain/loss on investments, (5) restructuring and severance expenses, (6) litigation settlements and contingencies, (7) acquisitions and dispositions income or expense (including with respect to changes in fair value of contingent consideration), (8) contributions to the LendingTree Foundation (9) dividend income, and (10) one-time items.
Adjusted net income is defined as net (loss) income excluding (1) non-cash compensation expense, (2) non-cash impairment charges, (3) gain/loss on disposal of assets, (4) gain/loss on investments, (5) restructuring and severance expenses, (6) litigation settlements and contingencies, (7) acquisitions and dispositions income or expense (including with respect to changes in fair value of contingent consideration), (8) gain/loss on extinguishment of debt, (9) contributions to the LendingTree Foundation, (10) one-time items, (11) the effects to income taxes of the aforementioned adjustments, (12) any excess tax benefit or expense associated with stock-based compensation recorded in net income in conjunction with FASB pronouncement ASU 2016-09, and (13) income tax (benefit) expense from a full valuation allowance.
Adjusted net income per share is defined as adjusted net income divided by the adjusted weighted average diluted shares outstanding. For periods which the Company reports GAAP loss, the effects of potentially dilutive securities are excluded from the calculation of net loss per diluted share because their inclusion would have been anti-dilutive. In periods where the Company reports GAAP loss but reports positive non-GAAP adjusted net income, the effects of potentially dilutive securities are included in the denominator for calculating adjusted net income per share if their inclusion would be dilutive.
LendingTree endeavors to compensate for the limitations of these non-GAAP measures by also providing the comparable GAAP measures with equal or greater prominence and descriptions of the reconciling items, including quantifying such items, to derive the non-GAAP measures. These non-GAAP measures may not be comparable to similarly titled measures used by other companies.
One-Time Items
Adjusted EBITDA and adjusted net income are adjusted for one-time items, if applicable. Items are considered one-time in nature if they are non-recurring, infrequent or unusual, and have not occurred in the past two years or are not expected to recur in the next two years, in accordance with SEC rules. For the periods presented in this report, there are no adjustments for one-time items.
Non-Cash Expenses That Are Excluded From LendingTree’s Adjusted EBITDA and Adjusted Net Income
Non-cash compensation expense consists principally of expense associated with the grants of restricted stock, restricted stock units and stock options. These expenses are not paid in cash and LendingTree includes the related shares in its calculations of fully diluted shares outstanding. Upon settlement of restricted stock units, exercise of certain stock options or vesting of restricted stock awards, the awards may be settled on a net basis, with LendingTree remitting the required tax withholding amounts from its current funds. Cash expenditures for employer payroll taxes on non-cash compensation are included within adjusted EBITDA and adjusted net income.
Amortization of intangibles are non-cash expenses relating primarily to acquisitions. At the time of an acquisition, the intangible assets of the acquired company, such as purchase agreements, technology and customer relationships, are valued and amortized over their estimated lives. Amortization of intangibles are only excluded from adjusted EBITDA.
Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995
The matters contained in the discussion above may be considered to be “forward-looking statements” within the meaning of the Securities Act of 1933 and the Securities Exchange Act of 1934, as amended by the Private Securities Litigation Reform Act of 1995. Those statements include statements regarding the intent, belief or current expectations or anticipations of LendingTree and members of our management team. Factors currently known to management that could cause actual results to differ materially from those in forward-looking statements include the following: adverse conditions in the primary and secondary mortgage markets and in the economy, particularly interest rates and inflation; default rates on loans, particularly unsecured loans; demand by investors for unsecured personal loans; the effect of such demand on interest rates for personal loans and consumer demand for personal loans; seasonality of results; potential liabilities to secondary market purchasers; changes in the Company’s relationships with network partners, including dependence on certain key network partners; breaches of network security or the misappropriation or misuse of personal consumer information; failure to provide competitive service; failure to maintain brand recognition; ability to attract and retain consumers in a cost-effective manner; the effects of potential acquisitions of other businesses, including the ability to integrate them successfully with LendingTree’s existing operations; accounting rules related to excess tax benefits or expenses on stock-based compensation that could materially affect earnings in future periods; ability to develop new products and services and enhance existing ones; competition; effects of changing laws, rules or regulations on our business model; allegations of failure to comply with existing or changing laws, rules or regulations, or to obtain and maintain required licenses; failure of network partners or other affiliated parties to comply with regulatory requirements; failure to maintain the integrity of systems and infrastructure; liabilities as a result of privacy regulations; failure to adequately protect intellectual property rights or allegations of infringement of intellectual property rights; and changes in management. These and additional factors to be considered are set forth under “Risk Factors” in our Annual Report on Form 10-K for the period ended December 31, 2024, and in our other filings with the Securities and Exchange Commission. LendingTree undertakes no obligation to update or revise forward-looking statements to reflect changed assumptions, the occurrence of unanticipated events or changes to future operating results or expectations.
About LendingTree, Inc.
LendingTree, Inc. is the parent of LendingTree, LLC and several companies owned by LendingTree, LLC (collectively, “LendingTree” or the “Company”).
LendingTree is one of the nation’s largest, most experienced online financial platforms, created to give consumers the power to win financially. LendingTree provides customers with access to the best offers on loans, credit cards, insurance and more through its network of over 430 financial partners. Since its founding, LendingTree has helped millions of customers obtain financing, save money, and improve their financial and credit health in their personal journeys. With a portfolio of innovative products and tools and personalized financial recommendations, LendingTree helps customers achieve everyday financial wins.
LendingTree, Inc. is headquartered in Charlotte, NC. For more information, please visit www.lendingtree.com.
Investor Relations Contact:
investors@lendingtree.com
Media Contact:
press@lendingtree.com
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SOURCE LendingTree, Inc.
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EBANX’s operations in Indonesia, Thailand, and Turkey are already available to merchants, with Malaysia and Vietnam set to follow in the next quarter. These operations will be fully supported by EBANX’s APAC HQ in Singapore.
A region that skipped the card era
Southeast Asia’s payment landscape is structurally distinct from other emerging markets. EBANX’s new countries of payment operations largely bypassed card infrastructure entirely, going from cash straight to e-wallets and account-to-account (A2A) transfers. Combined, those two methods account for 65% of e-commerce in Thailand, 61% in Indonesia, 50% in the Philippines, 35% in Malaysia, and 21% in Vietnam, according to PCMI.
“This did not happen by accident,” explained Eduardo de Abreu, Chief Product Officer and regional CEO of EBANX Singapore. “Southeast Asia has one of the youngest, most digitally fluent consumer populations in the world. Many of them got their first smartphone before they ever had a bank account, and certainly before they had a credit card. Digital wallets and instant transfers solved a real problem for a generation that was already living online.”
According to WDL data analysed by EBANX, Southeast Asia and India are the only regions where Generation Z holds the largest share of online spending across all verticals, at 27%. Elsewhere in Asia, Generation X leads at 30% — nearly double Gen Z’s 18% share.
How to reach local consumers
That payment landscape has become a barrier for global companies looking to scale in the region. According to an EBANX survey with its merchants, its fragmentation and low card usage often lead to performance issues that prevent them from reaching local consumers.
“The global companies we talk to about Southeast Asia are no longer asking about the region’s potential; they are asking how to unlock that potential and achieve high conversion rates,” said Abreu. “Our APAC Headquarters in Singapore gives us the regulatory anchor and the operational proximity to build country-by-country solutions that actually convert. We have been working toward this expansion for years, and the infrastructure is ready.”
Considering the seven Asian countries in EBANX’s portfolio, the company will have integrated more than 20 payment methods across the region. Among them are some of the most widely used alternative payment methods in each market, such as digital wallets and account-to-account (A2A) transactions—like bank transfers and QR-based payments—as well as credit and debit cards.
ABOUT EBANX
EBANX is the leading technology platform connecting global businesses to the world’s fastest-growing digital markets. Founded in 2012 in Brazil, EBANX was built with a mission to expand access to international digital commerce. Leveraging proprietary technology, deep market expertise, and robust infrastructure, the platform enables global businesses to offer hundreds of local payment methods and streamline cross-border payments across Latin America, Africa, and Asia. With a global footprint, it established a technology and regulatory headquarters in Singapore in 2026. More than just payments, EBANX drives growth, enhances sales, and delivers seamless purchase experiences for businesses and end users alike.
For further information, please visit:
Website: https://www.ebanx.com/en/
LinkedIn: https://www.linkedin.com/company/ebanx
Media Contact:
Shan Huang
shan.huang@ahgstrategies.com
View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/ebanx-announces-expansion-into-four-southeast-asian-countries-and-turkey-unlocking-a-usd-610-billion-digital-market-302745701.html
SOURCE EBANX
Technology
Agoda Report Highlights Opportunities for Japanese Hoteliers to Capture Asia’s Travelers as Only 34% Reach Advanced Localization
Published
3 minutes agoon
April 20, 2026By
Insights from Agoda’s latest report highlight how moving beyond basic localization can drive stronger revenue outcomes as Japan sees rising intra-Asia travel demand
SINGAPORE, April 20, 2026 /PRNewswire/ — Digital travel platform Agoda, in its latest deep dive report “Tailored to Win: Mastering Localization to Capture Asia’s Travelers in Japan“, reveals opportunities for Japanese hotels to capture more value from Asia’s fast-growing travel demand, with only 34% of properties having progressed beyond basic localization strategies.
Among surveyed properties, 71% of hotels at early stages of localization report positive revenue outcomes, compared to all hotels that have implemented more advanced localization, showing that while early efforts are delivering results, a more holistic approach maximizes commercial outcomes.
According to the Japan National Tourism Organization (JNTO), the market welcomed over 42 million international visitors in 2025, a 16% year-on-year increase, with Asian travelers accounting for over 80% of all arrivals.[1] With such a high concentration of regional travelers, tailored strategies are becoming essential for hotels looking to better capture Japan’s Asian visitor market.
Agoda’s report highlights that with around 7 in 10 visitors coming from just five key Asian markets (South Korea, China, Taiwan, Hong Kong, and Thailand), hotels need to move beyond one-size-fits-all strategies and tailor their offerings to the distinct preferences of each market, whether through localized digital payment options, language support or culturally relevant on-site experiences. Hotels that adopt this more integrated approach are already seeing results, with around 80% of surveyed hoteliers reporting improvements in bookings.
“Only 34% of hotels have reached advanced stages of localization today with real opportunity lying in accelerating these efforts across the guest experience,” said Tadashi Ikai, Senior Country Director for Japan at Agoda. “By closing gaps across payments, language, and cultural understanding, hotels can better connect with Japan’s highly concentrated Asian traveler base and turn this into a sustained competitive advantage.”
Despite the potential results, Japanese hotels face several challenges in advancing localization efforts. According to the report, hoteliers cite limitations in payment integrations and marketing resources (each at 51%) as key barriers, alongside gaps in foreign language capabilities and awareness of cultural norms (each at 49%). These constraints continue to slow the adoption of more advanced, market-specific strategies.
As Japan’s tourism landscape becomes increasingly shaped by regional travel, the ability to deliver culturally attuned and localized guest experiences is becoming a key differentiator. To help partners navigate these challenges, Agoda’s report includes targeted “Quick Wins” based on traveler motivations:
South Korean Travelers: Seeks cultural exploration and unique local experiencesChinese Travelers: Spends more on experiences such as dining and activities rather than accommodationTaiwanese Travelers: Strongly motivated by culinary exploration and wellness experiencesHong Kong Travelers: Frequent, tech-savvy repeat visitors who value flexibility and convenienceThai Travelers: Often travel in families and favor budget-conscious, short-haul getaways
Agoda’s digital suite for localization draws on a global network of over 6 million diverse accommodations across markets, enabling partners to better align their offerings with the preferences of different traveler segments. With support for 39 languages, multi-currency payment options, and 24/7 customer support, Agoda helps hotels deliver more seamless and locally relevant experiences. Dedicated programs such as the Agoda Growth Program for visibility in priority markets, country-specific promotions and Agoda Media Solutions for native-language campaigns further support partners in localizing effectively. Through Agoda’s platform and expertise, hotels can overcome barriers, reach new segments and optimize their returns from international demand.
To explore how practical localization tips and actionable insights can help hotels capture more value from Asia’s diverse traveler base, download the full report at https://ago-da.co/4bAITjm.
[1] Japan National Tourism Organization (JNTO) (2025), “Tourism Statistics Database – Inbound Travel to Japan (Annual Data 2025).”
Available at: https://www.tourism.jp/en/tourism-database/stats/inbound/
View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/agoda-report-highlights-opportunities-for-japanese-hoteliers-to-capture-asias-travelers-as-only-34-reach-advanced-localization-302739301.html
SOURCE Agoda
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Agoda Report Highlights Opportunities for Japanese Hoteliers to Capture Asia’s Travelers as Only 34% Reach Advanced Localization
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