Eighty-four percent of APAC travelers say travel helps them reset mentally and emotionally, and nine in 10 would rather adapt their plans than cancel them when disruptions occur, according to a new report from Booking.com.
The Travel Happiness Index, Booking.com’s inaugural research index, draws on insights from 10,000 travelers across 10 APAC markets to explore the emotional, financial and social drivers of travel amid rising global uncertainty.
The index combines two dimensions of traveler behavior: the factors people say are important to a good trip, and the factors they prioritize most strongly when making trade-offs. According to the report, this reveals that travel happiness is shaped not only by the experiences travelers seek, but also by the confidence, ease and reassurance that help make those experiences possible.
“This report makes it clear that for many people across APAC, travel is more than just about getting away – it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain,” said Laura Houldsworth, Managing Director, Asia Pacific, Booking.com.
Travel brings joy, and anticipation makes a difference
An overwhelming 98% of APAC travelers associate travel with positive emotions. Across the region, 86% say having a trip to look forward to lifts their mood, and nearly three-quarters (73%) say that anticipation helps them cope with the demands of daily life. Sixty percent of APAC travelers find the planning process itself enjoyable.
However, travel is not without its pressures: some travelers say trips can leave them feeling tired or drained (29%), pressured to make the most of their time away (20%), or uncertain (19%) and anxious (17%).
These sentiments vary across the region. South Koreans are most likely to report experiencing negative emotions related to travel (79%), followed by Indians (71%) and Japanese travelers (64%). Chinese travelers appear to be the most positive, with over half (59%) reporting no negative emotions associated with travel at all.
Travelers are redefining “worthwhile” around simple moments
Appreciating natural scenery (35%), spending quality time with travel companions (28%) and enjoying good food or drinks (26%) contribute to trip satisfaction, with food emerging as a standout source of joy in Japan, Singapore, South Korea, Thailand and Vietnam.
Fifty-nine percent of respondents say family trips are the most enjoyable. Nearly three-quarters (73%) say they prioritize trying local food and incorporating meaningful experiences into their trips, and 67% say they will choose dates or destinations based on travel deals. Almost two-thirds (62%) say they will extend their trips to create more time to rest, recharge and fully enjoy their destination.
Even when faced with disruption, nine in 10 (90%) travellers are willing to adapt rather than abandon their plans. And when plans do change, travellers are most likely to seek alternatives, with 27% opting for destinations that offer a similar vibe.
Vacation homes, apartments and other unique stays continue to resonate with travelers across the region, with 35% citing better value for money as a key reason for choosing these accommodations. A further 29% say such stays help them experience destinations in a more authentic and local way.
Uncertainty is reshaping travel but not stopping it
Travelers cited concerns around extreme weather (35%), health and hygiene risks (34%), crime levels (34%), inflation (30%) and political instability (30%). According to study, these factors are rarely dealbreakers, with many travelers adapting their plans instead of canceling them.
Across APAC, 46% say they feel more confident in their ability to afford travel than before. Nine in 10 (90%) travelers are willing to adapt rather than abandon their plans when faced with disruption. When plans do change, 27% opt for destinations that offer a similar vibe, 18% would postpone their trip, and 17% would adjust the timing or duration of their travel.
Attitudes vary across the region: Japanese travelers are most likely to cancel outright (26%), while Thai travelers demonstrate the greatest determination to travel, with just 3% who would cancel their plans.
Trust, technology and flexibility help travelers book with confidence
Eighty-four percent of APAC travelers say digital tools make planning and booking easier. Nearly three-quarters (72%) say digital tools such as search engines, booking platforms and AI-powered tools make it easier to find and compare travel options, while 68% say these tools inspire them to discover new destinations and experiences.
Nearly 9 in 10 travelers (88%) say they feel more at ease when booking through a trusted platform.
The research was commissioned by Booking.com and independently conducted among a sample of 10,136 respondents across 10 countries in the Asia Pacific region: 1,011 from Australia, 1,016 from China, 1,015 from India, 1,011 from Japan, 1,017 from New Zealand, 1,013 from Singapore, 1,010 from South Korea, 1,011 from Taiwan, 1,019 from Thailand, and 1,013 from Vietnam. Respondents had to be 21 or older, and the survey was taken online in May 2026.
