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Southeast Asian travel platform Traveloka and research firm YouGov recently released the results of a new study regarding travel trends within the Asia-Pacific (APAC).
titled Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travelersthe study draws on insights from nearly 12,000 respondents across nine countries.
The study was conducted to shed light on evolving travel habits and preferences that are shaping the APAC tourism landscape and provides actionable insights to anticipate trends and create meaningful travel experiences in 2025 and beyond.
According to Traveloka president Caesar Indra: “APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies—bringing travelers closer to the experiences they seek.”
Thailand embraces sustainable travel
In Thailand, the study revealed a strong inclination towards sustainable travel, with the majority of respondents (85%) indicating they would look for sustainable options first when available.
This proportion is higher than the region’s average and highlights opportunities for eco-friendly accommodation and green tourism operators to gain traction in the marketplace.
Travelers in Thailand also displayed a strong preference for natural attractions like mountain ranges and national parks, followed by beaches and coastal attractions, reflecting distinct eco-priorities and motivations that shape their travel decisions.
Likewise, the majority of Thai travelers prefer exploring domestic destinations, driven by cost and convenience as the primary factors.
This trend is reflected in the growing popularity of destinations such as Phuket, Chiang Mai, and Kanchanaburi, highlighting the increasing appeal of exploring within Thailand’s borders.
How price and social media affect travelers’ decisions
As with much of APAC, price sensitivity is a critical factor in Thailand, with 41 percent of respondents citing affordability as a priority when selecting accommodations.
This emphasis on cost can even persuade 32 percent of Thai travelers to consider destinations they wouldn’t typically choose, provided there are attractive incentives like promotions and discounts.
When it comes to digital tools for travel planning, travelers in Thailand demonstrate a preference towards social media, while 37 percent put their trust in platforms like Traveloka, which simplify the booking process and provide flexible options.
Compared to Singapore or Japan, Thailand also stands out for its relatively low penetration of digital payment methods, with 72 percent of travelers preferring to use cash while 43 percent choose credit cards.
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