Commerce media company Criteo has released key findings from its Spring 2025 Travel Pulse report, shedding light on emerging travel trends, booking patterns, and shifting traveller sentiment across Asia-Pacific.
The report, based on data from over 100 travel partners in the region, including approximately 20 from South-east Asia, provides valuable insights into travel demand and evolving behaviours as brands prepare for the summer holiday season.
In 1Q2025, travel demand in Asia-Pacific remained strong, with hotel bookings increasing by 10% and air bookings rising by 7%, outperforming the Americas and EMEA, where most categories saw declines. From July to October 2024, Asia-Pacific travel bookings exceeded retail sales by over 12 index points, indicating sustained interest in travel even beyond peak periods. Notably, South-east Asia saw a mid-year surge in bookings, with travel surpassing retail sales by more than six index points in June and July 2024. This suggests that travellers are planning further ahead, with multi-day stays being booked an average of 52 days in advance. This growing trend presents an opportunity for marketers to target high-intent travellers earlier in the year.
Despite rising costs, which have impacted 45% of global travellers, travel remains a top priority. Half of global travellers still view it as essential to their lifestyle, a sentiment that remains particularly strong in Asia-Pacific. This enduring passion for travel underscores its role as a vital source of new experiences and a change of environment, even as expenses rise.
The report also reveals evolving traveller interests and purchase behaviours. A significant 60% of Asia-Pacific travellers prioritise food-related attractions, providing an opportunity for marketers to highlight local cuisine, promote culinary tours, and create food-centric experiences. Affluent travellers in Asia-Pacific were found to be leading consumers in the Health & Beauty category, with South-east Asian affluent travellers 32% more likely to purchase makeup and 27% more likely to invest in skincare products.
Another notable trend is the increasing use of AI tools among Asia-Pacific travellers for itinerary planning and travel inspiration. Full trip planning and flight bookings showed year-on-year growth in 1Q2025, highlighting the importance for travel marketers to optimise content for AI discovery and ensure their product data is structured for AI-generated recommendations.
“Travel planning today is shaped by fast-changing trends, shifting consumer priorities amid macroeconomic changes, and the growing role of AI in decision-making,” said Taranjeet Singh, managing director, venture markets, APAC at Criteo. “The Spring 2025 Travel Pulse Report sheds light on how these dynamics are influencing traveller behaviour – helping travel marketers personalise experiences and reach the right audience, with the right message, at the moment it matters most.”
The full report can be viewed here.
