The APAC Traveller Survey, commissioned by Traveloka and conducted by YouGov, explores the diversity and complexity of Asia-Pacific’s travel market. Drawing on insights from ~12,000 respondents across nine countries, the report reveals significant variations in consumer behaviors, travel motivations, and preferences shaped by cultural and economic contexts. These findings provide actionable guidance for travel brands to tailor strategies, align offerings, and thrive in this ever-evolving market.

From shifting travel motivations to the rise of digital platforms, these insights reveal the trends transforming APAC’s diverse travel market and provide actionable guidance for businesses to thrive in 2025 and beyond.

Across the region, APAC travellers pack their bags and hit the road for a variety of reasons, but five categories consistently top the list:

When travelling for leisure, APAC respondents display distinct preferences for their vacation destinations, reflecting the diversity of the region. Here are three examples that highlight these varying preferences.

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.