The 16th Agoda Gold Circle Awards spotlighted the exceptional hospitality standards of Southeast Asia, with Thailand securing the top position and Vietnam making its debut in the top five. The awards, which celebrate the dedication of accommodation providers globally, demonstrated the region’s growing dominance, as four out of the top five slots were occupied by Southeast Asian countries.
This year’s winners were determined by criteria such as value-based pricing, traveler experience, and engagement with Agoda’s campaigns, recognizing 3,545 properties worldwide—a 53% increase compared to 2023. Nearly 50% of these awards went to independent hotels, reflecting a rising demand for unique and personalized guest experiences.
Vietnam’s Historic Leap in Hospitality
Vietnam’s breakthrough to the fourth spot in 2025, from ninth in 2023, marked a significant achievement. The country experienced a remarkable 209% increase in award-winning accommodations, a reflection of its accommodation providers’ dedication to improving service quality. Agoda’s Senior Vice President of Supply, Andrew Smith, commended Vietnam’s efforts, stating that its rapid growth underscores the potential of Southeast Asian hospitality.
With 315 award-winning hotels, Vietnam is increasingly seen as a destination offering exceptional experiences. This rise aligns with global travel trends where guests prioritize personalized and high-quality stays.
Thailand Maintains Its Leadership
Thailand retained its top position for the second consecutive year, demonstrating the resilience and adaptability of its hospitality sector. The country’s ability to evolve with changing traveler expectations highlights its reliability and leadership in the global tourism industry. With its exceptional service standards and deep engagement with Agoda’s platforms, Thailand’s hospitality industry sets a benchmark for excellence.
A Record-Breaking Year for Hospitality
The awards highlighted broader trends in the hospitality sector. With 2,500 unique winners over five years, Agoda has built a reputation for recognizing unparalleled service. The 2025 ceremony will celebrate winners in nine Asian markets, including Indonesia, Japan, South Korea, Malaysia, Hong Kong, Taiwan, Singapore, India, and Thailand, offering regional opportunities to showcase hospitality standards.
Key Highlights for Travelers:
- Vietnam’s Rising Appeal: With its rapid climb in hospitality rankings, Vietnam presents a compelling case for travelers seeking value and unique experiences.
- Southeast Asia’s Dominance: The strong presence of Thailand, Indonesia, Malaysia, and Vietnam reflects the region’s growing significance in global tourism.
Global Impacts on Tourism
The Agoda Gold Circle Awards have global implications for the travel industry. They emphasize the importance of adapting to changing traveler demands, particularly for personalized and value-driven experiences. By recognizing independent hotels alongside larger chains, the awards encourage diversity in accommodations, catering to a wide range of traveler preferences.
The awards also bolster the international profile of participating countries. As regions like Southeast Asia continue to excel, they draw global travelers eager to explore their rich cultural heritage and high-quality services. This recognition positions the region as a hub for hospitality excellence and innovation, offering lessons for destinations worldwide.
Transforming the Travel Landscape
Agoda’s 2025 Gold Circle Awards highlight how excellence in hospitality can redefine a destination’s appeal. By fostering innovation and celebrating personalized guest experiences, these awards not only enhance the reputation of individual properties but also strengthen the tourism industries of entire nations. For travelers, they provide a trusted guide to discovering exceptional accommodations, ensuring memorable journeys in every corner of the world.
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