Booking.com's latest Travel Predictions 2027 research, based on a survey of more than 28,000 respondents across 32 countries, indicates a fundamental shift in how Asia-Pacific (APAC) travellers approach holiday planning. The findings, released as the platform marks its 30th anniversary, show that emotional resonance now outweighs traditional factors such as price or convenience when selecting destinations.
According to the study, 85% of APAC travellers say they choose a destination based on the emotional experiences they wish to have, rather than conventional travel considerations. This trend is especially pronounced among Gen Z, with 81% willing to share personal data in exchange for more tailored trips. For travel professionals, this signals a need to rethink how destinations and products are packaged and marketed.
Key trends shaping 2027 travel demand
The research identifies several emerging trends that will influence booking behaviour and itinerary design in 2027. Three-quarters of APAC travellers express interest in holidays that allow them to step outside their usual identities, while 41% want to surprise friends and family through their travel choices. This desire for transformation and novelty is pushing demand for unique, immersive experiences.
Interest in unconventional activities is also rising: 65% of respondents are drawn to paranormal-themed experiences, a niche that tour operators and destination marketers could tap into. Meanwhile, 90% say they would take long-haul flights if they could be assured of arriving feeling refreshed, highlighting the importance of wellness and comfort in air travel. Airlines and airports may need to prioritise sleep-friendly cabins, lounge facilities, and arrival services to capture this demand.
Technology is playing an increasingly central role in travel planning. The survey shows that 70% of travellers are open to using artificial intelligence (AI) to manage work while on holiday, allowing them to disconnect more fully and return to their responsibilities smoothly. This aligns with broader industry moves toward AI-driven booking tools, such as TourHub's recent funding for AI booking solutions and Klook's integration of Meta's Muse AI agent for Japan bookings.
For solo travellers, shared physical activities are emerging as a powerful way to build connections. Two-thirds of respondents report forming lasting relationships through such experiences, suggesting that group activities and social travel products could see increased demand. This trend is particularly relevant for cruise lines and tour operators that offer communal dining, excursions, and onboard programming.
Implications for the travel industry
The findings point to a more personalised, experience-led travel economy. As travellers prioritise how a holiday makes them feel, destination marketing will need to shift from listing attractions to evoking emotions. Hotels and resorts might consider offering identity-transforming packages, while airlines could emphasise wellness features on long-haul routes.
The trend also aligns with the rise of trip snacking, where shorter, more frequent getaways are reshaping hotel demand and booking strategies. Combined with the emotional-driver data, this suggests that travellers are seeking quick, meaningful escapes rather than extended vacations.
For travel agents and booking platforms, the data underscores the importance of AI-powered personalisation. The willingness of APAC travellers to share data—especially among younger demographics—creates opportunities for tailored recommendations and dynamic packaging. As APAC Q4 travel spend is projected to hit $400 billion, with booking windows shrinking, the ability to deliver emotionally resonant options quickly will be a competitive advantage.
Booking.com's research offers a forward-looking view of traveller expectations. For industry stakeholders, the message is clear: emotional connection, AI assistance, and wellness are no longer optional extras but core drivers of travel decisions in the APAC region. Adapting to these preferences will be essential for airlines, hoteliers, cruise lines, and tour operators aiming to capture the evolving demand.
