The way we travel is changing, and Asia is leading the charge. A recent Agoda report, surveying thousands across the continent, reveals a recalibration in traveller habits for 2027, blending a thirst for new experiences with smart spending.
The World Is Back on the Wish List
After a period
of focusing on domestic travel, Asian travellers are setting their sights on international destinations once again. According to Agoda's 2027 Asia Travel Pulse, which surveyed over 3,300 people across 11 markets, more than a third of respondents (38%) plan to travel mostly outside their home country in the coming year. This marks a significant rebound in international travel appetite compared to the previous year, when only 24% said the same. The desire for foreign adventures is particularly strong in Hong Kong (82%) and Singapore (81%). However, the appeal of exploring one's own backyard remains powerful in markets like Japan and Thailand, where 65% and 54% of travellers, respectively, still plan to prioritize domestic journeys.
AI is the New Travel Companion
Artificial intelligence is quickly becoming an essential tool for trip planning across Asia. More than half of all travellers surveyed (53%) now use AI to help organise their journeys, a substantial increase from 33% the previous year. The trend is most pronounced in Vietnam, where AI adoption for travel planning more than doubled from 30% to 63%. What are they using it for? Primarily for finding destination ideas, building itineraries, and comparing prices for hotels and flights. Despite this reliance on tech for planning, travellers still want to be in control of the final purchase; only a small fraction are willing to let an AI agent book a hotel for them without conditions.
Fewer, Longer, and Better Value Trips
Travellers are becoming more intentional with their time and money. Instead of frequent short breaks, the trend is shifting towards taking fewer but longer trips. The survey shows that the most common plan for 2027 is to take one to three trips, a choice favoured by 41% of respondents. At the same time, the number of travellers planning trips lasting eight days or longer has increased by 36% from last year. This 'quality over quantity' approach is paired with a sharp focus on value. Nearly three-quarters of Asian travellers (73%) intend to spend US$100 or less per night on accommodation, signalling that getting a good deal remains a top priority.
A Growing Hunger for Purposeful Travel
Modern travel is about more than just seeing the sights; it's about connecting with a place on a deeper level. A significant number of travellers (35%) are seeking tours and experiences that protect the environment and support local communities. This desire for meaningful impact surpasses the priority given to simply staying in eco-certified hotels. In countries like India, this trend takes on a spiritual dimension, with 14% of travellers identifying spiritual or religious journeys as a key motivation for their trips. This is more than three times the regional average, highlighting a unique driver in the Indian travel market.
The Rise of Offbeat Destinations
While big cities and famous landmarks will always have their appeal, a growing number of travellers are looking to get off the beaten path. Across Asia, 36% of travellers are likely to visit a lesserndestination in 2027. This trend is led by Indian travellers, 55% of whom plan to explore unconventional locations, making them the most adventurous in the region. This shift is driven by a desire for unique experiences, outdoor adventures, and a chance to escape the crowds that often gather at major tourist hotspots.
