Travel across Southeast Asia is expected to continue to rise, with 96% of travelers from the region planning a trip within the region in the next 12 months, according to Hilton’s South East Asia Pulse Check. The report found that nearly six in 10 travelers from the region (59%) plan to increase their spending on Southeast Asia trips, making it the strongest growth signal in the survey. By comparison, 50% plan to visit more destinations per trip, 43% expect to take more trips, and 41% anticipate longer stays.
Growth signals are driven by different motivations across the region. Vietnam-based travelers are most likely to travel more frequently (55%) and visit more destinations per trip (60%), while Thailand (69%) and Indonesia (68%) show the strongest spending signals, with around two-thirds of travelers in these markets expecting to spend more per trip. Philippines-based travelers are most likely to take longer trips (51%).
“What stands out is not only that travelers across Southeast Asia want to keep traveling, but that they are intentional about the experiences and memories each trip creates,” said Alexandra Murray, area vice president and head of Southeast Asia, Hilton.
“They are looking for value and experiences that feel worth their time, whether that’s quality time with loved ones, a well-earned escape, or the confidence to explore somewhere new.”
Across Southeast Asia, Gen Z and Millennial travelers are poised to drive travel growth in distinct ways. 54% of Gen Z travelers plan to travel more frequently, 58% plan to visit more destinations per trip, and 47% plan to take longer trips, while 63% of Millennials intend to increase their travel spending per trip.
Gen X and Baby Boomers indicated they plan to maintain their travel frequency (59% and 66% respectively), trip length (60% each), and number of destinations visited per trip (50% and 62% respectively).
Vietnam leads the region in younger travelers’ appetite for exploration, with around six in 10 Gen Z and Millennials located in the country planning to travel more frequently (61% and 59%), while nearly two-thirds expect to visit more destinations per trip (65% and 64%). Thailand-based Gen Z travelers stand out for spending intent, with 73% planning to spend more per trip, while younger travelers based in the Philippines look to take longer trips, with 56% of Gen Z and 58% of Millennials planning to extend their stays.
Value for money (51%) is the top consideration when choosing a destination in the region, followed by food and culinary experiences (47%).
For Vietnam-based travelers, food and culinary experiences (49%) take precedence over value for money (36%). Respondents in Indonesia prefer nature and outdoor adventures (35%); in Malaysia, beach escapes (32%); in Thailand, wellness (35%); and in Vietnam, family-friendly destinations (32%).
What stands out is not only that travelers across Southeast Asia want to keep traveling, but that they are intentional about the experiences and memories each trip creates.
In the Philippines, 40% of travelers consider visa-free access an important factor when choosing a destination, while in Singapore, 36% prioritize short travel times.
More than half of travelers (54%) typically visit multiple cities or areas within a country on a single trip. Nearly half (46%) prefer a mix of revisiting destinations while exploring somewhere new, compared to 43% who plan to focus primarily on new destinations and 11% who intend to revisit mainly familiar places.
Philippines-based (70%) and Indonesia-based (62%) travelers are most likely to explore multiple cities or areas within a country on a single trip. They also show the greatest interest in exploring new destinations on future trips within Southeast Asia (52% and 49%, respectively).
Bangkok (41%), Singapore (38%), and Bali (34%) are the top three destinations that travelers from Southeast Asia want to visit over the next 12 months. Pattaya, Phu Quoc, and Penang also rank among Southeast Asia’s top 10 destinations of interest.
Social media remains a stronger source of travel inspiration than AI, with travelers from the region saying it influences where they travel (78% vs. 63% for AI) and the experiences and activities they choose during a trip (72% vs. 63%). AI comes closest to social media when travelers are choosing accommodation (67% for social media vs. 61% for AI).
YouTube (75%) and TikTok (71%) are the region’s leading travel inspiration platforms, with TikTok dominating among Gen Z (84%).
Value for money (67%) and location (59%) remain the top hotel booking considerations, but travelers from the region are also placing emphasis on quality dining (47%) and family-friendly amenities (45%).
Methodology: Hilton’s South East Asia Pulse Check is based on an online survey conducted in June 2026 among 3,000 respondents across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
