Booking.com has identified a shift in how Asia-Pacific (APAC) travellers choose their holiday destinations, with emotional experiences increasingly influencing travel decisions.
The company's latest research, published as part of its Travel Predictions 2027, surveyed more than 28,000 participants across 32 countries. The findings reveal that 85% of APAC travellers select destinations based on the emotional experiences they want to have, rather than traditional travel considerations.
The trend is particularly evident among Gen Z travellers, with 81% willing to share personal data to personalise their trips.
Booking.com identifies emerging travel trends for 2027
The study highlights several emerging travel trends expected to shape holiday choices in 2027.
Around 75% of APAC travellers are interested in holidays that allow them to step outside their usual identities, while 41% want to surprise friends and family through their travel experiences.
Interest in unusual experiences is also growing, with 65% drawn to activities that explore the paranormal. Meanwhile, 90% of respondents would take long-haul flights if they could be assured of arriving feeling refreshed.
Technology is also playing a growing role in travel planning. According to Booking.com, 70% of travellers are open to using artificial intelligence (AI) to manage their work while on holiday, helping them enjoy their time away and return to their responsibilities more smoothly.
For solo travellers, shared physical activities are another way to build connections, with 66% reporting that they have formed lasting relationships through such experiences.
Emotional travel experiences shape the future of tourism
The findings point to a shift towards more personalised, experience-led travel, with travellers placing greater emphasis on how a holiday makes them feel.
As Booking.com marks its 30th anniversary, the company continues to examine how technology and consumer insights can influence the future of travel.
The trends identified in its Travel Predictions 2027 research offer insight into evolving traveller expectations and how these may shape destination choices, travel services and tourism experiences in the year ahead.
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
