Cover (Photo by Suhaimi Abdullah/NurPhoto via Getty Images)
(Photo by Suhaimi Abdullah/NurPhoto via Getty Images)
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Interest in international travel, eco-tourism and group travel are among the trends in 2025
Singaporeans are the most enthusiastic travellers in Southeast Asia, according to GrabAds' Southeast Asia Travel Insights 2024 report. The study, which encompasses Singapore, Malaysia, Indonesia, the Philippines, Thailand, and Vietnam, is based on user surveys along with Grab’s internal data.
Overall, the report sees a rebound in travel interest since the pandemic: After years of restrained exploration, more than half of Grab users—58 per cent, to be specific—are planning trips within the next 12 months.
Also read: How to travel sustainably in Southern Thailand
This surge in wanderlust is led by travel-savvy adventurers from Singapore, the Philippines, and Indonesia, who are ready to rediscover the joy of exploration both near and far. Travellers from Singapore are the most active, with 68 per cent indicating that they have travel plans, followed by the Philippines and Indonesia, with 56 per cent each.
International travel takes centre stage
The allure of crossing borders has never been stronger. A striking 81 per cent of travellers have their sights set on international destinations, up from 72 per cent last year. Regional gems like Bangkok, Tokyo, and Bali remain firm favourites, with 52 per cent of respondents prioritising Southeast Asia and 29 per cent eyeing East Asia.
Meanwhile, domestic travel interest has dipped from 65 per cent in 2023 to just 58 per cent this year, which seems to support the findings of a renewed appetite for international escapades.
Travellers want shared experiences
Travelling solo? Not this year. A resounding 87 per cent of users prefer group travel, with 46 per cent planning trips in groups of three or more and 41 per cent opting for pairs. Whether it’s a multigenerational family holiday or a celebratory getaway with friends, shared experiences are at the heart of travel plans for 2024.
Bigger budgets for bigger dreams
Despite economic challenges, 56 per cent of respondents said they were allocating higher budgets for their trips this year. Although 53 per cent voiced concerns about inflation, the drive to prioritise meaningful and luxurious experiences prevails. Travellers are ready to invest in curated itineraries and memorable moments that mean better (and more expensive) trips.
DIY planning is the way to go
Gone are the days of rigid tour packages. Over half of travellers (54 per cent) now prefer self-planned trips, embracing the freedom to craft bespoke adventures. From uncovering hidden gems to designing personalised itineraries, Southeast Asian travellers are proving they know best when it comes to their dream holidays.
Travelling to pursue entertainment is a growing thing
Live entertainment is playing an increasingly pivotal role in travel planning. The report reveals that 55 per cent of respondents attended events such as concerts, festivals, and sports events during their trips last year, and 43 per cent acknowledged these events as a significant influence on their travel decisions.
Singapore travellers want insurance
While the demand for travel insurance is growing—up from 62 per cent to 68 per cent—Singapore users were deemed the most likely to purchase travel insurance, followed by travellers from Malaysia and Thailand. The primary reasons for buying travel insurance include safeguarding against loss or damaged baggage, medical expenses and flight delays and cancellations.
Sustainable travel is a growing field
Eco-travel is gaining traction, as more and more travellers are becoming conscious about minimising their environmental impact. Travellers are now willing to pay a premium for sustainable travel options, with users in the Philippines are the most willing to pay more for premium sustainable travel options while Singapore users are the least likely to do so.
Don’t miss: Ann and Billie Dumaliang bravely stand for conservation at the Masungi Georeserve
What this means for the travel industry in 2025
For brands and destinations catering to Asian travellers, the message is that experiences matter more than ever. The growing preference for group adventures, entertainment-driven tourism and sustainable travel presents opportunities to craft unforgettable moments tailored to the region’s jet-setters. User-friendly tools, curated offerings, and an emphasis on value over cost will be key to winning the hearts—and bookings—of Asia’s travellers.
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