Travel Behavior in APAC

Key Highlights

50% of APAC travelers prefer arranging travel independently.

75% of APAC travelers book their trips online.

Relaxation is the top travel style choice in APAC.

Southeast Asia is the most popular destination for APAC travelers in 2025.

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APAC Traveler Insights Report

APAC Traveler Insights Report

APAC Traveler Insights Report

Find out about Travelers' insights in APAC with TGM StatBox. Access our detailed Travel report, including graphs and tables, to uncover the travel and leisure trends.

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Topic Overview

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APAC Travelers Embrace Independence

Across the APAC region, half of travelers opt for a DIY approach that grants them full control over where, when, and how they travel. As part of this growing independence, 75% of APAC travelers now book their trips online, using platforms that empower them with everything from last-minute deals to comprehensive planning tools. For brands, being online isn’t enough, the digital experience must enable autonomy through flexible planning, seamless UX, and tools that support trip customization at every stage.

Still, around one-third of travelers continue to seek partial guidance, especially when dealing with complex logistics or niche experiences. These travelers want the freedom to explore, yet also value the comfort of curated suggestions, bundled planning tools, and flexible support options that make the process smoother and more enriching..

APAC Travelers Favor Regional Escapes in 2025

In summer 2025, Southeast Asia leads as the top air travel destination for APAC travelers, attracting 24% of flight intentions. This region’s magnetic pull lies in its proximity, affordability, and rich variety of experiences. This trend signals a strong opportunity to invest in short-haul, regional tourism products. If your business operates outside Southeast Asia, consider forming strategic partnerships or feeder itineraries to capture interest from Asia-based tourists planning multi-stop journeys.

Experience-First Travel: Relaxation and Flavor Lead

Across APAC, relaxation is the most preferred travel style (54%), followed by culinary experiences (14%), with health & well-being and cultural journeys also capturing notable interest. Travelers are increasingly drawn to:

– All-in-one beach resorts with wellness offerings

– Food-driven itineraries across Thailand, Vietnam, and Japan

– Slower-paced trips blending comfort with cultural immersion

For providers, this means experiential storytelling matters. Sell not just the place but the peace, the flavor, and the joy it delivers.

*Disclaimer: The information provided by TGM StatBox is intended for general informational purposes only. TGM StatBox does not assume liability for the completeness or accuracy of the information provided. Due to frequent updates, statistics may be more current than mentioned in the text. Please independently verify the information and consult experts as needed.

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