The APAC region, particularly Southeast Asia, is often oversimplified as a uniform market, with assumptions that travellers share similar behaviors and preferences. However, key insights from the YouGov Survey tell a different story: the region is a mosaic of diverse travel motivations and preferences, each shaped by distinct cultural and economic contexts.

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These key insights reveal significant differences in travel motivations, technology adoption, sustainability preferences, payment methods, price sensitivity, and the preference for domestic versus international travel across the region. By understanding these nuances, travel brands can tailor their strategies to better meet the diverse needs of APAC travellers, driving growth and customer satisfaction.

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For instance, while Indonesian and Japanese travellers often seek cultural exploration and tourist attractions, Singaporean and Australian travellers primarily seek to rest and recharge. These differences highlight the critical need for travel brands to deeply understand and respond to the unique preferences of each market.

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As you read on, you will discover how local market differences should shape your approach, why promotions are more than just price cuts, and how embracing these complexities will position your brand as a leader in today’s APAC travel landscape

• Foreword
• Executive Summary
• Understanding The New APAC Traveller
• Emerging Trends in APAC Travel: Technology, Sustainability, and Payment Preferences at the Forefront
• Price Sensitivity and the Power of Promotions
• Domestic vs. International Travel: Understanding Local Preferences
• The Future of the APAC Travel Market: Three Trends and Six Strategic Imperatives