ASEAN Traveller Trends 2026: More Prudent and Planned Trips

Amidst evolving global economic dynamics, the appetite for travel among people in the ASEAN region remains positive. However, a significant behavioural shift is underway; travellers are now more meticulous in planning their trips and more strategic in managing their expenditures. Based on booking data from the AirAsia MOVE platform for the travel period of 1 July to 31 December 2026, value for money has become the primary consideration. Travellers are prioritising destinations with short travel times, booking well in advance, and aligning departure schedules with their personal financial situations. Five key trends are predicted to shape traveller behaviour in the ASEAN region through the end of 2026. A disparity exists between transport and accommodation spending. Travellers appear willing to allocate more funds for flights to reach their dream destinations but are highly selective when choosing places to stay. The majority seek a balance between comfort and competitive pricing. Of the one million hotel options available on the MOVE app, 76 per cent of bookings are concentrated on three- and four-star hotels, underscoring a preference for quality accommodation that still offers the best price. Financial considerations play a crucial role in decision-making. MOVE data reveals that nearly 40 per cent of flight bookings are for departures between the 25th and the 5th of each month. This period coincides with the salary disbursement cycle in most ASEAN countries, providing a financial momentum for people to realise their holiday plans. Efficiency in time and budget is driving travellers towards easily accessible regional destinations. There has been a 14 per cent increase in bookings for international flights with a duration of under four hours compared to the same period last year. These short-haul destinations now account for 62 per cent of total bookings. Optimism for travel is reflected in the new habit of booking tickets more than 120 days before departure. This trend of planning far in advance is projected to continue driving international travel growth in the second half of 2026. The tourism industry is being driven by the productive generations. Millennials dominate with a 43 per cent share of total bookings, followed by Gen Z at 23 per cent. For these generations, travelling is not merely a lifestyle but a necessity for maintaining work-life balance, albeit one pursued with careful calculation.