Southeast Asian tourists embrace family travel, relaxation, tech-planning trips in 2025: Agoda

By Hoang Phong January 6, 2025 | 04:45 pm PT

Tourists gather in front of a giant eagle sculpture at Eagle Square on Langkawi Island, Malaysia, April 27, 2018. Photo by Reuters

A survey conducted by online travel platform Agoda highlights key travel trends among Southeast Asian tourists in 2025, focusing on relaxation, family-oriented trips, and the increasing use of technology for trip planning and booking.

Agoda's findings revealed 58% of Indonesian travelers plan to travel with their loved ones this year, the highest rate in Asia. In Vietnam, 39% of respondents expressed intentions to go on multi-generational trips with family.

Relaxation emerged as a top motivator, with 87% of Singaporeans citing "chilling" as their main reason for traveling, the highest in Asia. By comparison, 65% of Vietnamese travelers prioritized relaxation.

The Philippines leads Asia for potential digital nomads, with one in 14 respondents expecting to work remotely while traveling.

Technology plays a significant role in shaping travel behavior, with 78% of Vietnamese respondents planning to use travel apps for their bookings.

Across the region, social media continues to inspire travel plans.

Malaysians and Indonesians are the most influenced by platforms like Instagram, while 17% of Vietnamese travelers draw travel inspiration from social media.

Theme parks have emerged as a popular attraction for Southeast Asian tourists.

Indonesians, in particular, show strong enthusiasm, with one in five travelers expressing excitement for rollercoasters and amusement parks.

Agoda surveyed 1,081 respondents across 11 markets including Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam.