Traveloka, in partnership with YouGov, has released its latest study Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers, which draws insights from nearly 12,000 respondents across nine countries.
From shifting travel motivations to the rise of digital platforms, these insights reveal the trends transforming Asia-Pacific’s diverse travel market and provide actionable guidance for businesses to thrive in 2025 and beyond.
Across the region, Asia-Pacific travellers pack their bags and hit the road for a variety of reasons, but five categories consistently top the list: travel to rest and recharge, travel to visit tourist attractions, travel to be immersed in nature, travel to experience other local cultures, and travel to try different types of cuisine.
When travelling for leisure, Asia-Pacific respondents display distinct preferences for their vacation destinations, reflecting the diversity of the region. Three examples that highlight these varying preferences include 75% of Indonesians seek outdoor adventure, listing attractions like mountains and nature reserves as their top destinations; 62% of Japanese lean towards historical or cultural experiences, such as museums and castles; and 59% of Vietnamese favour coastal escapes, preferring beaches and resorts for their getaways.
Beyond motivation and destination preferences, factors such as technology adoption, sustainability concerns, and payment preferences exert a strong influence on how travellers plan and experience their journeys, shaping the broader trends in the region.
“Asia-Pacific is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies, bringing travellers closer to the experiences they seek,” said Caesar Indra, president of Traveloka.
The full study is available for download here.
