APAC travel shifts from spontaneous getaways to purposeful journeys

Rising costs, ai tools, and value-driven choices are reshaping how and why people travel across the region

Travel in the Asia Pacific is no longer just about quick escapes or ticking off destinations. Travellers are planning earlier, staying longer, and seeking deeper, more meaningful experiences — with AI increasingly shaping decisions and bookings. For brands, this shift signals both opportunity and urgency to adapt.

Key takeaways

• Purposeful travel: APAC travelers see travel as essential, prioritizing cultural connection, food, and personal enrichment over novelty.
• Planning earlier: Multi-day stays are now searched 52 days in advance, showing a deliberate, value-driven approach.
• Booking trends: Hotel bookings rose 23% in Q1 2025 while air bookings fell 11%, highlighting a pivot to flexible, grounded options.
• AI in travel planning: Travelers are using AI to inspire, plan, compare, and book trips, with next-gen tools expected to take direct action on behalf of consumers.
• Data readiness for brands: Structured, real-time commerce data (pricing, availability, sustainability attributes) is critical for visibility in AI-driven discovery.
• Winning tactics: Full-funnel campaigns, dynamic retargeting, and omnichannel strategies help brands engage travellers from inspiration to conversion.
• Proven results: Case studies from Costa Cruzeiros and ITAKA show data-driven, AI-powered campaigns can deliver up to 5X ROI and boost conversion rates significantly.

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