Bigger Budgets, Smarter Trips: South East Asia’s Next Travel Growth Wave

• Travel spend is set to rise across South East Asia, with 59% of travelers from the region planning to invest more per trip, outpacing those planning to take more trips, stay longer, or visit more destinations per trip.

• Younger travelers are driving regional momentum, with Gen Z leading on frequency, longer stays and destination discovery, while Millennials plan to increase spending. 

• Even with bigger budgets, value for money and food experiences still drive destination choice in South East Asia.

• Discovery is on the rise, but familiar favorites remain on the itinerary as travelers mix new destinations with the comfort of returning to places they know and love.

• Social media remains the stronger source of travel inspiration, while AI is emerging as a planning companion for accommodation and itinerary decisions. 

SINGAPORE - Travel across South East Asia is expected to continue to rise, with 96% of travelers from the region planning a trip within the region in the next 12 months. According to Hilton’s South East Asia Pulse Check, the next phase of growth will be driven not just by greater travel frequency, but by travelers’ willingness to spend more on trips that feel worth their time and budget. 

Nearly six in 10 travelers from the region (59%) plan to increase their spending on South East Asia trips, making it the strongest growth signal in the survey. By comparison, 50% plan to visit more destinations per trip, 43% expect to take more trips, and 41% anticipate longer stays. Taken together, these findings suggest that the next wave of travel growth will be driven not just by more frequent travel but also a desire to make each journey more meaningful.   

Growth signals are driven by different motivations across the region. While Vietnam-based travelers are most likely to travel more frequently (55%) and visit more destinations per trip (60%), Thailand (69%) and Indonesia (68%) show the strongest spending signals, with around two-thirds of travelers in these markets expecting to spend more per trip. Meanwhile, Philippines-based travelers are most likely to take longer trips (51%), signaling a preference for deeper, more immersive travel experiences. 

What stands out is not only that travelers across South East Asia want to keep traveling, but that they are intentional about the experiences and memories each trip creates. They are looking for value and experiences that feel worth their time, whether that's quality time with loved ones, a well-earned escape, or the confidence to explore somewhere new. For Hilton, that is where our diverse award-winning portfolio of brands is especially relevant: giving travelers more ways to shape a trip around what matters most to them and help turn every trip into a journey worth taking.

Alexandra Murray, area vice president and head of South East Asia, Hilton

Younger Travelers Are Reshaping Travel in South East Asia, Prioritizing More Frequent and Experience-Led Journeys

Across South East Asia, younger travelers – Gen Z and Millennials – are poised to drive travel growth in distinct ways. 54% of Gen Z travelers plan to travel more frequently, visit more destinations per trip (58%), and take longer trips (47%), while 63% of Millennials intend to increase their travel spending per trip. On the other hand, older travelers plan to maintain their travels, with Gen X and Baby Boomers indicating that they plan to maintain their travel frequency (59% and 66%), trip length (60% each) and number of destinations visited per trip (50% and 62%).

In particular, Vietnam leads the region in younger travelers’ appetite for exploration, with around six in 10 Gen Z and Millennials located in the country planning to travel more frequently (61% and 59%), while nearly two-thirds expect to visit more destinations per trip (65% and 64%). Meanwhile, Thailand-based Gen Z travelers stand out for spending intent, with 73% planning to spend more per trip; whereas younger travelers based in the Philippines look to take longer trips, with 56% of Gen Z and 58% of Millennials planning to extend their stays.

Value Drives Destination Choice, Even As Travelers Plan to Spend More

Even as travel budgets rise, travelers from South East Asia remain discerning about where they spend. Value for money (51%) is the top consideration when choosing a destination in the region, followed closely by food and culinary experiences (47%), showing that travelers seek memorable local experiences without compromising on value.  

Even though these priorities resonate across other surveyed markets, food and culinary experiences (49%) take precedence over value for money (36%) for Vietnam-based travelers. Travelers from South East Asia also seek experiences that reflect what matters to them, with respondents in Indonesia preferring nature and outdoor adventures (35%); in Malaysia, beach escapes (32%); in Thailand, wellness (35%); and in Vietnam, family-friendly destinations (32%). 

Accessibility and convenience also play a bigger role in some markets. In the Philippines, 40% of travelers consider visa-free access an important factor when choosing a destination, while in Singapore, 36% prioritize short travel times, highlighting a stronger preference for destinations that are easy to reach. 

Travelers from South East Asia Seek New Discoveries Without Losing Familiarity

Travelers from South East Asia are also balancing a desire for discovery with the pull of familiar favorites, seeking out new destinations while continuing to return to places they know and love. More than half (54%) typically visit multiple cities or areas within a country on a single trip, reflecting a strong appetite to experience more destinations in one journey. They are also not leaving familiar favorites behind. Nearly half (46%) prefer a mix of revisiting destinations while exploring somewhere new, compared to 43% who plan to focus primarily on new destinations and just 11% who intend to revisit mainly familiar places.

This appetite for exploration is particularly strong in the Philippines and Indonesia. Philippines- (70%) and Indonesia- (62%) based travelers are most likely to explore multiple cities or areas within a country on a single trip. Separately, they also show the greatest interest in exploring new destinations on future trips within South East Asia (52% and 49% respectively). 

The balance for discovery and familiarity is also reflected in the destinations travelers are choosing. Bangkok (41%), Singapore (38%), and Bali (34%) are the top three destinations that travelers from South East Asia want to visit over the next 12 months, underscoring the enduring appeal of the region’s iconic destinations that continue to offer fresh experiences. Beyond the region’s gateway cities, destinations such as Pattaya, Phu Quoc, and Penang also rank among South East Asia’s top 10 destinations of interest, pointing to traveler appetite for leisure hotspots beyond the most familiar urban centers. 

Social Media Remains a Key Source of Travel Inspiration, While AI Grows as a Planning Companion 

Digital tools are now shaping every stage of the travel journey, from inspiration to itinerary building. Social media remains the stronger source of inspiration, with travelers from the region saying it influences where they travel (78% vs. 63% for AI) and the experiences and activities they choose during a trip (72% vs. 63%). At the same time, AI is emerging as a meaningful planning companion, coming closest to social media when choosing accommodation (67% for social media vs. 61% for AI). This shift points to a more digitally assisted travel journey, where travelers are not only discovering destinations online, but increasingly looking for tools that help them translate inspiration into the right stay. Reflecting this evolution, Hilton recently introduced the Hilton AI Planner, a generative AI-powered digital concierge on Hilton.com that helps travelers explore Hilton’s global portfolio, compare properties and amenities, and receive curated recommendations through a conversational interface.

YouTube (75%) and TikTok (71%) are the region's leading travel inspiration platforms, with TikTok dominating among Gen Z (84%). This suggests that even as travelers embrace AI to research and plan their trips, they continue to rely on visually rich content from creators, communities, and fellow travelers to inspire where they go and what they do. 

Experience-Led Hotel Stays are Emerging as a Stronger Travel Driver

The findings also point to a more expansive role for hotels in the travel experience. While value for money (67%) and location (59%) remain the top booking considerations, travelers from the region are also placing emphasis on quality dining (47%) and family-friendly amenities (45%). This suggests that accommodation is increasingly expected to contribute to the trip itself – through food, ease, comfort, and experience, rather than simply providing a place to sleep. For families and groups, this includes practical innovations such as confirmed connecting rooms by Hilton, which allows guests to book and instantly confirm connecting or adjoining rooms, giving them added peace of mind that their party can stay close together.

With 124 properties across South East Asia, Hilton continues to expand its footprint in the region to meet growing demand for value-driven, meaningful travel experiences. Recent openings such as Hilton Bangkok Suvarnabhumi Golf Resort & Spa, Hilton Quang Hanh Onsen Resort, and Hilton Burau Bay Langkawi Resort reflect growing demand for short breaks, resort escapes, and wellness-led stays. Lifestyle additions including Kahavadi Chiang Rai, Curio Collection by Hilton, NHAAN Resort & Spa Hoi’An, Tapestry Collection by Hilton and Canopy Bangkok Sukhumvit respond to travelers’ appetites for distinctive, locally connected experiences, while upcoming openings including Conrad Phu Quoc, Hilton Phu Quoc, and DoubleTree by Hilton Phu Quoc will further strengthen Hilton’s presence in one of the region’s emerging leisure and meetings destinations. As Hilton plans to more than double its luxury and lifestyle portfolio in the region, the company is well positioned to respond to the needs of South East Asia’s next wave of travelers. 

From the growing appetite for meaningful experiences and discovery to the changing role of technology in travel planning, these findings point to several shifts that will continue to shape the region’s travel landscape. These insights will help inform Hilton’s 2027 Trends Report, which will explore the trends and behaviors set to define travel in South East Asia in the year ahead.

Methodology

Hilton’s South East Asia Pulse Check is based on an online survey conducted in June 2026 among 3,000 respondents across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The findings are intended to provide a snapshot of current travel sentiment, exploring the motivations, preferences, and intentions shaping travel across the region. A total of 500 respondents were surveyed in each market, and respondents were segmented into four generations: Gen Z (18–29), Millennials (30–45), Gen X (46–61), and Baby Boomers (62 and older).