Canopy Bangkok Sukhumvit.Hilton's latest South East Asia Pulse Check reveals that the region's travel growth is set to be driven by increased spending per trip rather than frequency alone. The survey, which included 3,000 respondents from countries such as Indonesia, Malaysia, and Singapore, indicates that 59% of travellers plan to spend more on trips within the region over the next year.
The findings show a shift in travel motivations, with Gen Z and Millennials leading the charge. Gen Z is opting for more frequent, experience-led trips, whilst 63% of Millennials intend to increase their spending per trip. Despite larger budgets, value for money remains a top priority for 51% of respondents, followed by culinary experiences at 47%.
Bangkok, Singapore, and Bali continue to be popular destinations, but emerging spots like Pattaya and Phu Quoc are gaining interest. Social media remains a key source of travel inspiration, although artificial intelligence is becoming a valuable tool for planning.
Hilton's report also highlights the evolving role of hotels in travel experiences. Travellers are increasingly valuing quality dining and family-friendly amenities, with 47% and 45% respectively prioritising these features. Hilton is responding to these trends by expanding its presence in the region, with new properties like Hilton Bangkok Suvarnabhumi Golf Resort & Spa and upcoming openings in Phu Quoc.
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