SINGAPORE, September 14 — The story begins with a number that Hilton’s researchers did not expect to dominate their findings: 59 per cent. That is the share of South-east Asian travellers who told the South East Asia Pulse Check — a Hilton study reported by TTG Asia on Monday — that they plan to spend more on trips within the region over the next 12 months. It is the strongest growth signal in the survey, and it points to something subtler than a simple rebound in travel volumes.
At its heart, the study suggests the next phase of regional travel growth will be driven not just by how often people travel, but by their willingness to spend more on journeys that feel worth the time and money. Ninety-six per cent of travellers from the region plan a trip within South-east Asia in the next 12 months.
Spending outpaces frequency
Set the spending figure against the other growth signals and the pattern sharpens. Half of respondents plan to visit more destinations per trip, 43 per cent expect to take more trips, and 41 per cent anticipate longer stays. Spending intent, at 59 per cent, sits clearly ahead of all three.
The motivations behind that intent differ markedly across the region. Vietnam-based travellers are the most likely to travel more frequently, at 55 per cent, and to visit more destinations per trip, at 60 per cent.
Thailand and Indonesia show the strongest spending signals, with 69 per cent and 68 per cent of travellers in those markets respectively expecting to spend more per trip. Philippines-based travellers are the most likely to take longer trips, at 51 per cent — a signal, the study suggests, of appetite for deeper, more immersive experiences. Age divides the region just as sharply as geography.
Fifty-four per cent of Gen Z travellers plan to travel more frequently, 58 per cent intend to visit more destinations per trip, and 47 per cent expect longer trips. Among Millennials, 63 per cent intend to increase their spending per trip.
Older travellers, by contrast, plan to hold steady rather than accelerate. Gen X and Baby Boomers indicate they will maintain their travel frequency, at 59 per cent and 66 per cent respectively, their trip length, at 60 per cent each, and their number of destinations visited per trip, at 50 per cent and 62 per cent.
Vietnam’s younger travellers lead the way
Vietnam leads the region in younger travellers’ appetite for exploration. Around six in 10 Gen Z and Millennials based there plan to travel more frequently — 61 per cent and 59 per cent — while nearly two-thirds expect to visit more destinations per trip, at 65 per cent and 64 per cent. Thailand-based Gen Z travellers stand out for spending intent, with 73 per cent planning to spend more per trip.
Younger travellers in the Philippines look instead to take longer trips, with 56 per cent of Gen Z and 58 per cent of Millennials planning to extend their stays. Even as budgets rise, travellers from the region remain discerning about where the money goes.
Value for money is the top consideration when choosing a destination, cited by 51 per cent, followed closely by food and culinary experiences at 47 per cent. Vietnam-based travellers invert that order: food and culinary experiences take precedence at 49 per cent, against 36 per cent for value for money. Respondents also seek experiences that reflect what matters to them.
In Indonesia, 35 per cent prefer nature and outdoor adventures; in Malaysia, 32 per cent favour beach escapes; in Thailand, 35 per cent prioritise wellness; and in Vietnam, 32 per cent look for family-friendly destinations. In the Philippines, 40 per cent consider visa-free access an important factor when choosing a destination, while in Singapore, 36 per cent prioritise short travel times.
More than half of travellers, 54 per cent, typically visit multiple cities or areas within a country on a single trip. Nearly half, 46 per cent, prefer a mix of revisiting destinations while exploring somewhere new, compared with 43 per cent who plan to focus primarily on new destinations and just 11 per cent who intend to revisit mainly familiar places.
Philippines- and Indonesia-based travellers are the most likely to explore multiple cities or areas within a country on a single trip, at 70 per cent and 62 per cent, and show the greatest interest in exploring new destinations on future trips within the region, at 52 per cent and 49 per cent respectively. Bangkok, Singapore and Bali are the top three destinations travellers from South-east Asia want to visit over the next 12 months, at 41 per cent, 38 per cent and 34 per cent.
Beyond the region’s gateway cities, Pattaya, Phu Quoc and Penang also rank among the top 10 destinations of interest.
Social media remains the stronger source of inspiration, influencing where travellers go, at 78 per cent, against 63 per cent for AI, and the experiences and activities they choose during a trip, at 72 per cent against 63
