Klook Philippines presented the results of its 2025 Travel Pulse Study which looked into the different travel behaviours and preferences of Filipinos over the past year today, 29th April.
Study results show a particular shift with regard to dream destinations, as Taiwan, Thailand, and Vietnam came away as the top three choices for this year.
This year’s study specifically highlighted the likes and preferences of the younger generations, namely Millennials and Gen Z.
General manager Michello Ho said: “Overall, we’ve seen Filipinos take more chances on travelling in 2024 and definitely aren’t slowing down in 2025. It’s even reached the extent that Millennials and Gen Zs perceive it to be a therapeutic tool. From being considered a love language last year, to being a form of therapy today, it goes to show that travel continues to evolve in different ways to serve each individual's unique definition of joy.”
Today’s event also featured the launch of an official partnership between Klook Philippines and Hospitality Innovators, Inc. (HII) which stemmed from the results of the study.
Relevant findings
The survey found that 98.5 percent of Filipino respondents have plans to travel domestically as well as nearby locations in the next year, while more than half shared that they plan to travel internationally.
Klook also noted that, aside from the usual international hotspots like Japan, South Korea and Singapore; Vietnam, Taiwan, and Thailand were emerging in popularity amongst Filipinos.
With regard to travel habits, it was noted that planning in advance remains a fundamental part of the Filipino travel experience, as 39 percent of travellers booked their flights and accommodations up to three months ahead of the trip.
Interestingly, only 27 percent of respondents booked their experience in-destination.
Once at their destination, 63 percent of Filipinos shared that they try out adventurous tours, digital detox, wellness, and meditation retreats, and are aligned with the spirit of trying out new things.
On the other hand, 57 percent take on hidden gem adventures, while 54 percent try out workshops and classes that pique their interest.
The top consideration Filipinos made when booking their travels revolved around vacationing during times when weather conditions were optimal.
Scheduling around work and school vacations were ranked of equal importance, scoring 29.9 percent, followed by the affordability of the travel options available to them.
How social media comes into play
Social media plays a significant role in travel inspiration as 89 percent of Filipinos choose to visit a destination because it was popular on social media.
This was evident to the platform following a 157 percent increase in revenue for Vietnam tourism services and products made on Klook after Klook Kreators started posting about their travels to Vietnam.
On the topic of Klook’s community of Kreators, the program is set to continue making an impact as Kreator-generated sales have increased by 20 percent in Q1 2025 versus Q4 2024.
Quick content such as photos and short-form videos are considered the go-to travel guides for Pinoys followed by long-form videos and in-depth blog posts that dive deeper into destination.
Ho explained: “Based on our study, social media has definitely made an impact on the way Filipinos plan their travels, and the motivations that create their itineraries. It’s become a means of digitalization that drives a more intense desire to travel and explore what’s out there.”
While TikTok is only the third most popular application among respondents, the study shows that compared to the regional average, Filipinos are more than two times more likely to engage with TikTok for travel inspiration.
The rankings haven’t changed much as Facebook remains to lead the list (84%), followed by Youtube (73%), and Instagram places last (63%).
