A region
under the lens.
Sixteen markets. Eighteen cities. 42,080 properties. 7.49 million reviews. Voice-of-the-guest intelligence across twelve TrustYou sentiment categories — synthesised into a single, navigable surface designed for executives, operators and investors who need the answer before the meeting starts.
A region of two halves — rising on average, widening at the edges.
Thirteen of sixteen APAC markets improved sentiment year-over-year, lifting the regional average to 79.4 (+0.41 pts). Yet the gap between the strongest market (China, 85.5) and the weakest (Bangladesh, 73.7) stretched from 8.4 to 11.7 points — the leaders are pulling away while the bottom tier needs structural intervention.
China leads the region — and the gap is widening
At 85.48 sentiment (+2.07 pts YoY), the only APAC market above 85. 97% response rate, the highest by far. Shanghai alone produces 870K reviews — more than India, Korea and Fiji combined.
Read country profileThe two stories of acceleration — volume and sentiment
Sri Lanka grew review volume +20.23% YoY, the region's fastest. Indonesia gained +1.26 pts of sentiment, anchored by Bali, Jakarta and Bandung all moving in the same direction.
See momentum viewBangladesh — every operational lever moving the wrong way
Sentiment –2.10 pts. Reviews –53.4% YoY. Response rate just 8%. Maintenance and cleanliness below regional norms. Sixty-two properties in the panel reflects an under-developed digital reputation infrastructure.
Read risk briefPhilippines softening — and Manila is doing the dragging
Sentiment –1.20 pts to 78.43 and review volume –12.2% YoY. Manila specifically: –1.74 pts, volume –29.2%. The fix is operational — value (92) and service (90) remain strong.
Open Manila profileMaintenance — APAC's biggest controllable gap
Maintenance scores fall below 35 in 12 of 16 markets. Even top-tier markets struggle: Vietnam (33), Sri Lanka (40), Thailand (26). A +10 pt category lift typically delivers +0.4 pts of overall sentiment.
See heatmapThe listening premium — response rates pay off
Regional response rate climbed +4.0 ppts to 55.7% — the single biggest behavioural shift in the dataset. Markets above 60% RR score on average +3.5 pts higher. Cambodia jumped 28% → 44%.
View scatterReading guideHow to navigate this dossier
Section tabs at the top switch the view. Use ← / → to move between sections.
Press ⌘ K (or Ctrl-K) to open the command palette — search any country, city or section instantly.
Click any country, city, heatmap cell, or insight card to open its detailed profile drawer.
Press T to toggle theme, or use the top-right control.
Sixteen markets, aggregated.
A single regional view, weighted by review volume. The headline numbers, the share of voice, and the year-over-year movers.
01.1 Quadrant AnalysisResponse rate × sentiment
Bubble = review volume · 60% horizontal line marks the listening threshold above which markets average +3.5 pts higher sentiment. Click any bubble to open the country profile.
01.2 Share of VoiceWho's being talked about?
Review-volume distribution across the 16 APAC markets · Malaysia, Thailand and Indonesia generate 41% of all APAC reviews · Vietnam +12.2% and Sri Lanka +20.2% are reshaping share in 2025.
01.3 Top GainersSentiment YoY winners
Markets adding the most sentiment points in 2025.
01.4 At RiskSentiment declines
The three markets where sentiment moved against the regional trend.
01.5 Category PerformanceAPAC's strengths and soft spots
Regional weighted average across the twelve TrustYou sentiment categories. Guests love where they are and the people who serve them — rooms, WiFi and maintenance remain friction points.
Why sentiment wins the booking.
APAC is the world's fastest-growing tourism region. With supply expanding 7% CAGR and demand turning price-conscious, reputation is the cheapest moat operators can build.
Forecast Arrivals 2025692M
Total APAC tourist arrivals projected for 2025 — versus 648M in 2024 (PATA). The fastest-growing region globally.
Market Size 2026$165.9B
APAC tourism market size, growing to $317B by 2036 (Future Market Insights).
H1 2025 Arrivals (ex-China)+9%
International arrivals up across APAC ex-China — Japan, Vietnam and Korea led (CBRE H2 2025 Outlook).
Four structural trends reshaping APAC.
Sixteen markets, one framework.
Each card summarises one country in three numbers: sentiment, year-over-year change, response rate. Click any card for the full editorial profile — including category performance, takeaway, and macro context.
03.A Compare MarketsCategory profiles side-by-side
Select up to three countries to overlay their category performance. Each axis runs 0 to 100. The further the line reaches, the stronger the market is in that category.
Eighteen destinations, ranked.
Hoi An tops the city ranking at 89.15 — the highest urban score in the panel. Bangkok, despite being mid-pack, generates 1.21M reviews — more than all of Australia. Click any row for the full city profile.
#1 of 18Hoi An
Vietnam · 572 properties · 122K reviews · Highest urban sentiment in the panel.
#2 of 18Shanghai
China · 3,161 properties · 870K reviews · APAC's largest urban review base.
#4 of 18Bali
Indonesia · 2,320 properties · 682K reviews · APAC's #2 resort market.
#12 of 18Bangkok
Thailand · 2,917 properties · 1.21M reviews · Heaviest review load in APAC.
#10 of 18Singapore
748 properties · 640K reviews · MICE benchmark · Record S$30B receipts.
#16 of 18Kuala Lumpur
Malaysia · 1,230 properties · 400K reviews · Lowest-scoring major capital in panel.
04.1 Full RankingsAll eighteen destinations.
Sort any column. Filter by region or trajectory. Type to search. Click any row to open the city profile.
| #▾ | City | Region | Sentiment▾ | Δ pts YoY | Reviews | Response | Indicator |
|---|
The full picture at a glance.
Each cell is a category score (0-100) for one market. Click any row label to spotlight that category across all markets. Click any column label to spotlight that market across all categories. Click any cell to open the country profile.
Resort cities head-to-head.
Five APAC leisure benchmarks compared on the categories that matter most. Hoi An wins on service and value. Phu Quoc leads on room (newer inventory). Phuket weakest on room — refresh opportunity.
06.1 Resort BenchmarkHoi An · Bali · Phu Quoc · Chiang Mai · Phuket
Wins on Service & Value
Cultural depth plus price drives 96/96 service-and-value scores — top-of-class.
Matches Hoi An on Service
Balinese hospitality at 93 rivals Vietnamese heritage. But maintenance (26) and WiFi (41) lag.
Leads on Room (newer inventory)
Resort stock built post-2018 shows in 75-point room score — best in the resort set.
Weakest on Room
Older stock drags the average down. Refresh opportunity — luxury ADR already +37.3% vs 2019.
Under-indexes on Vibe
Wellness positioning could differentiate further — vibe at 66 trails Hoi An (85) and Bali (80).
The gap is 9.16 pts
Phu Quoc and Da Nang absorb rate-sensitive demand from Bali and Phuket. The score gap between #1 and #5 stretched 9.16 pts.
Five plays from the data.
Specific, evidence-backed actions tied to the categories and markets most likely to move the needle in 2026.
Play 01 · Capex PriorityMake maintenance the priority.
Maintenance scores below 35 in 12 of 16 markets. A +10 point lift typically produces +0.4 pts of overall sentiment movement.
Play 02 · Quick WinPush response rates above 60%.
Above-60% RR markets score +3.5 pts higher on average. Auto-reply tooling closes the gap at near-zero marginal cost.
Play 03 · Capex FocusRefresh older urban rooms.
KL (64), Hong Kong (64), Bangkok (66), Manila (60) all flag Room scores below 67. A targeted refresh improves both score and ADR potential.
Play 04 · Low CostDouble down on WiFi.
11 of 16 markets fall below 60 on WiFi. Low cost, high visibility — the quickest controllable win in the dataset.
Play 05 · BrandSharpen vibe & differentiation.
Australia (64), Thailand (66) and Hong Kong (66) trail on Vibe — destination-led storytelling and unique design pay back in sentiment.
Where TrustYou fits in.
The 2025 data points to a clear operating model — one TrustYou's three platforms are purpose-built to deliver.
CXP
Capture and analyse every guest review across OTAs and direct surveys — the engine behind every figure in this report.
+4.0 ppts response rate region-wide proves operators are already leveraging CXP at scale.
CDP
Unify guest profiles across systems to power segmentation, retention and personalised offers.
Critical for markets with high return-guest potential — Bali, Hoi An, Phuket.
AI Agents
Always-reply automation, sentiment triage and AI-powered response generation that closes the listening gap.
Direct lever to lift Bangladesh, South Korea, India response rates from <20% to 60%+.