The APAC Consumer Navigator – Travel Edition explores how travelers across Asia-Pacific are planning, choosing and experiencing travel in a rapidly shifting landscape shaped by AI, economic pressure and changing lifestyle needs.
Based on a dentsu-led survey conducted in Australia, China, India, Malaysia and Vietnam, the research reveals a region leading global adoption of AI in travel planning - yet using it primarily to validate familiar choices rather than discover new brands. While AI is widely seen to improve efficiency and confidence, travelers describe its recommendations as increasingly generic, reinforcing loyalty to trusted brands already at the top of the consideration set.
Travel decision-making has also shifted from aspirational to intentional. Economic and geopolitical uncertainty is driving more cautious, value-led planning, with proximity, familiarity and safety emerging as key destination anchors. Domestic and neighbouring travel dominates, while social platforms spark inspiration that is later validated through reviews, research and comparison.
Across airlines, hotels and travel brands, value, cleanliness and trust have become non-negotiable decision filters - not optional extras. For travel brands, the implication is clear: efficiency is expected, but distinct, experience-led positioning is what differentiates, builds confidence and secures loyalty earlier in the journey.
