Despite mounting cost pressures across the Asia Pacific region, travel demand remains remarkably resilient. New research from Klook indicates that 95% of travelers have not canceled or postponed their 2026 plans, even as six in ten cite rising expenses as a significant concern.
Travelers Adapt Rather Than Retreat
Klook's mid-year pulse-check reveals that travelers are adjusting their behavior rather than abandoning trips. Nearly half (47%) are actively searching for discounts, while 42% are booking earlier to lock in better rates. A quarter are trimming spending on flights and accommodation, and 19% are choosing closer destinations. The data underscores a shift toward more deliberate planning, with experiences taking priority over other expenditures.
Marcus Yong, Vice President of Global Marketing at Klook, noted: “Cost pressures across APAC this year were real, but they have not stopped people from travelling. Instead, travellers are making more considered choices around where they go and how they spend, whilst continuing to prioritise the experiences that give a trip its meaning.”
Experience-First Planning Gains Momentum
The research highlights a growing trend toward experience-first itineraries. 23% of travelers now select destinations based on specific activities, from culinary tours in Bangkok to cultural festivals in Kyoto. This aligns with broader industry shifts, such as the surge in experiential travel seen in markets like the Maldives, where resorts are holding rate integrity amid rising demand. Maldives Resorts Hold Rate Integrity as Experiential Travel Demand Surges.
Artificial intelligence is also playing a role in trip planning. 94% of respondents are open to using AI for recommendations, though human validation remains essential. This mirrors trends in travel technology, where digital tools are increasingly used to enhance efficiency without replacing human judgment.
Secondary Cities and Overcrowding Drive New Patterns
Overcrowding at popular hotspots is pushing travelers to explore lesser-known destinations. 73% of respondents expressed willingness to visit secondary cities for unique events, with Thailand, Vietnam, and Malaysia showing the highest interest. 63% of travelers are now more interested in less-visited places, a shift that could benefit emerging destinations and regional airlines expanding into secondary routes.
This trend aligns with moves by carriers like Virgin Atlantic, which is deepening its India network to capture premium outbound demand. Virgin Atlantic Deepens India Network as Premium Outbound Demand Surges. Similarly, cruise operators such as Royal Caribbean are bolstering APAC operations, appointing Ben Bouldin to lead the region as demand rises. Royal Caribbean Names Ben Bouldin to Lead APAC Operations as Cruise Demand Rises.
Robust Demand Across Key Markets
As 2026 progresses, demand remains strong across a range of destinations. Cultural hubs in China, coastal getaways in Taiwan, and emerging cities in Europe are among the most popular choices. The research suggests that while cost pressures are real, they are reshaping rather than suppressing travel behavior. For industry stakeholders—from hoteliers and airlines to tour operators and travel-tech vendors—the key takeaway is clear: travelers are willing to spend, but they expect value and unique experiences in return.
The findings also resonate with broader trends in the MICE sector, where digital twins and flexible booking policies are gaining traction. Spalba's Digital Twins Gain Traction as Hotels Target Rebounding MICE Demand. As APAC travel continues to evolve, the ability to adapt to shifting traveler preferences will be critical for maintaining momentum in this resilient market.
