As the global travel industry continues its robust recovery, the Asia-Pacific (APAC) region has firmly established itself as a pacesetter for international travel. Consumer spending on travel soared in 2024 and shows no signs of slowing down, with 8 in 10 APAC travellers planning to travel as much or more in 20251. It is clear the region holds massive potential for brands.
For media agencies and advertisers, the ability to decode evolving travel behaviors is no longer optional — it is essential. Here’s what you need to know to tap into the next phase of growth.
Key travel trends that matter
1. The power of proximity: Intra-regional travel dominates
While the allure of global travel remains, the most significant growth is happening closer to home. Intra-regional travel within APAC, particularly in Southeast Asia, is booming, with travellers 1.5 times more likely to travel within the Southeast Asian region.
Travellers are opting for shorter, more frequent trips within their region, a trend projected to see an 89% increase in spending by 20302.
2. The ‘eventful economy’ takes flight
Today's travellers aren't just booking flights and hotels; they're investing in memories. The demand for experiences, from major sporting events to sold-out concerts, is a powerful driver of travel decisions. This "eventful economy" is particularly pronounced among younger demographics, with 52% of Gen Zers stating they would splurge on experiences3.
The Taylor Swift Eras Tour in Singapore serves as a landmark case study. By securing an exclusive stop, Singapore saw a staggering 275% surge in travel bookings4. This highlights a critical insight: major events are no longer just events; they are powerful tourism magnets.
3. Meet the "Next-Gen Navigators"
The dynamic in family travel planning has fundamentally shifted. It's no longer just the parents making the decisions. Gen Alpha and Gen Z have emerged as powerful "Next-Gen Navigators," with a remarkable 87% influencing their family's travel plans5.
This digitally native generation has distinct preferences, favouring entertainment-centred trips and destinations that cater to their interests. In fact, 69% of parents in APAC now choose vacation spots based on their children's preferences6.
4. The rise of restorative & off-peak journeys
In response to the pressures of modern life, a new travel philosophy is emerging. Travellers are increasingly seeking a balance between adventure and genuine relaxation as they choose to "vacation" rather than just "travel." Over half now state a preference for not even leaving their hotel for the entire trip, prioritising rest and rejuvenation7.
This mindset dovetails with a growing preference for off-peak travel, especially among Gen Z and Millennials. Driven by the desire for lower costs, fewer crowds, and a more relaxed pace, 71% of young APAC travellers prefer to go on holiday during non-peak seasons8. They believe they can see and do more, returning from their trips feeling more refreshed.
Key takeaways
1. More tactical, time-sensitive travel offers to capitalise on shorter, more frequent trips
Use SPH Media’s digital targeting and retargeting solutions and dynamic creatives to serve last-minute deals and short-stay packages. Leverage intent signals like browsing behavior or search patterns to deliver time-sensitive offers.
2. Segment by travel intent – not just demographics
Use interest-based targeting solutions on the SPH Media Digital Network to segment audiences by travel themes (such as wellness, eco-tourism, or cultural discovery, not just by age or income brackets alone.
3. Leverage microcreators
Partner with SPH Lifestyle Media Group’s micro- and nanoinfluencers who specialise in regional destinations to drive authentic discovery and bookings. Prioritise creators who focus on lifestyle, food, and local experiences.
Drive results with an engaged, targeted audience
Understanding these trends is critical, but connecting with the right audience is what drives our results. Here, SPH Media platforms provide a distinct advantage, reaching an engaged community of 1.69 million leisure travellers, representing 77% of the total market9.
Their behaviour also mirrors the trends shaping the industry. Among our community of leisure travellers, 42% travelled within Southeast Asia in the past year, while 41% travelled to East Asia10. They are an audience who values family time, aligning perfectly with the rise of next-gen navigators.
One crucial factor: 65% say they find content from SPH Media relevant to their community11. They are also positively influenced by what they read from our news sources, providing real value to advertisers who want to connect with consumers.
Move beyond broad industry trends and leverage our platforms to place your message to reach a high-value audience while they plan their next travel adventure.
Ready to take off? Stay ahead with insight-led solutions. Reach out to your SPH Media account manager today.
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1Skyscanner Horizons: 2024/5 spending, planning and destination insights
2Oxford Economics, 2023
3McKinsey State of Travel Survey, 2024
4Trip.com
5Hilton Trends Report, 2024
6Hilton Trends Report, 2024
7Hilton Trends Report, 2024
8Marriott Bonvoy,, 2024
9GfK Singapore Media Audience Study 2023
10GfK Singapore Media Audience Study 2023
11GfK Singapore Media Audience Study 2023