● Study of approximately 12,000 respondents across nine markets highlights emerging travel habits, from price sensitivity to sustainable choices, shaping the future of APAC tourism
● In Malaysia, 82% of Malaysian travellers prefer sustainable options, higher than the region’s average 

KUALA LUMPUR, Malaysia, Dec 16 (Bernama) -- Traveloka, Southeast Asia’s leading travel platform, in partnership with YouGov, has released its latest study, “Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers”. Drawing on insights from nearly 12,000 respondents across nine countries(1), including over 1,000 in Malaysia, this study sheds light on evolving travel habits and preferences that are shaping the Asia-Pacific (APAC) tourism landscape and provides actionable insights to anticipate trends and create meaningful traveller experiences in 2025 and beyond.

“APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies—bringing travellers closer to the experiences they seek,” said Caesar Indra, President of Traveloka.

Malaysian Travellers: Seeking serenity in mountains for leisure escapes
In Malaysia, the study revealed that rest and recharge are the main reasons for 31% of Malaysians to take leisure trips, higher than the regional average of 26%. For example, the majority of travellers in Malaysia displayed a strong preference for natural destinations like mountain ranges at 59%, ahead of beach and coastal areas at 57%, and historical or cultural sites at 42%, reflecting distinct priorities and motivations that shape their travel decisions.

Domestic travel takes the lead
Across APAC, domestic travel remains a key driver of tourism recovery, and Malaysia is no exception. A significant 37% of travellers prefer exploring domestic destinations, driven by factors like price, convenience, and safety. Malaysian respondents also showcased a balanced preference for international travel destinations at 24%, similar to markets such as Korea (24%) and Australia (27%).

Price drives decision-making
As with much of APAC, price sensitivity is a critical factor in Malaysia, with 46% of respondents citing affordability as a priority when selecting accommodations. This emphasis on cost can even persuade travellers to consider destinations they wouldn’t typically choose, with 39% of Malaysians citing travel promotions and discounts as a key factor more than others, such as recommendations from family and friends at 35% and special events and festivals at 32%. When traveling, Malaysians also prefer to use their credit or debit cards for payments at 70% ahead of other options such as cash (62%) and payment apps (45%).

Digital-first approach: Social media and travel platforms redefine how adventures are planned
When it comes to digital tools for travel planning, travellers in Malaysia demonstrate 52% reliance on social media tools while planning their travels compared to regional travellers at 42%, followed closely by travel platforms such as Traveloka at 49%. A majority of Malaysians reflect their growing trust in platforms like Traveloka, with 78% having at least a moderate level of confidence in their security measures, which simplify the booking process and provide flexible options. For information on new travel destinations, the growing influence of social media plays a significant role in shaping travel decisions, with 64% of Malaysians turning to social platforms for information on new destinations, surpassing more traditional sources like family recommendations (52%) and travel websites and blogs (48%).  

Sustainable travel gains ground
Finally, sustainability is increasingly shaping choices, with 82% of Malaysian travellers factoring it into their decisions. This aligns with regional average of 80% and highlights opportunities for eco-friendly accommodations and hotels with sustainable practices including eco-tours and community-based activities in Malaysia to gain traction in the market. 

The full text of the study, including a detailed country-by-country analysis, is available for download here.  

(¹) About the study 

In 2024, Traveloka commissioned a survey to investigate consumer travel preferences and motivations across nine APAC markets. The data for this research was collected using YouGov Panels. A total of 11,467 respondents participated in the survey. The sample was meticulously designed to be representative of the population in each country, ensuring a broad and inclusive cross-section aligned with the survey's objectives and target demographic. For more details, refer to the “Methodology” section of the research report, available for download here. 
 
About YouGov 
YouGov is a global public opinion and data analytics firm renowned for its accurate and innovative market research solutions. With a vast network spanning 55 markets worldwide, YouGov utilizes advanced data collection methodologies and a robust panel of over 26 million members to deliver reliable insights. Their comprehensive approach covers various industries, including travel, providing valuable data on consumer preferences, behaviors, and trends. By leveraging YouGov's expertise, businesses can make informed decisions to enhance their strategies and effectively engage their target audiences.

About Traveloka 
Traveloka is Southeast Asia’s leading travel platform, empowering consumers to explore, book, and enjoy a wide range of travel products. The platform offers extensive transportation options, including flights, buses, trains, car rentals, and airport transfers. Traveloka’s accommodation offerings are equally broad, encompassing hotels, apartments, guest houses, homestays, resorts, and villas. Additionally, the platform enhances the travel experience by offering cruise packages and access to various local attractions, such as theme parks, museums, day tours, and more. 

Founded in Indonesia in 2012, Traveloka has expanded its operations to Thailand, Vietnam, Singapore, Malaysia, Australia, and the Philippines. The company is committed to providing exceptional customer service with 24/7 support available in local languages and acceptance of over 40 payment methods. With nearly 140 million app downloads and nearly 50 million monthly active users, Traveloka stands as one of the most popular travel apps in the region.  

For more information, please visit: www.traveloka.com 

SOURCE: Traveloka

FOR MORE INFORMATION, PLEASE CONTACT: 
Traveloka Communications
​pr@traveloka.com

--BERNAMA