Commerce media company Criteo revealed key insights from its Spring 2025 Travel Pulse report today, 14th May.

Overview of the Report

Highlighting emerging travel trends, booking patterns, and evolving traveler sentiment in Asia Pacific, the report was compiled from data aggregated from over 100 travel partners in APAC, including around 20 from Southeast Asia.

The report serves as a timely snapshot of travel patterns in Q1-2025, while offering valuable context for brands gearing up for the summer holiday season.

Key Findings

• In the first quarter of 2025, travel demand in APAC remained strong, with hotel bookings increasing by 10% and air bookings by 7%.
• The region outperformed the Americas, Europe, and Africa, which reported declines in various categories.
• Between July and October 2024, APAC’s travel bookings exceeded retail sales by over 12 index points, highlighting sustained travel interest beyond peak periods.
• Notably, directly examining Southeast Asia reveals a marked trend during June and July 2024, with travel bookings surpassing retail sales by more than six index points.

This mid-year surge suggests travelers are planning further ahead for year-end trips, searching an average of 52 days in advance for multi-day stays, which creates an opportunity for marketers to engage high-intent travelers earlier in the planning phase.

Rising Costs and Travel Priorities

Rising costs are influencing traveler behavior, with 45% of global travelers stating that higher expenses are affecting their plans. Despite this, 50% still view travel as an essential aspect of their lifestyles. In APAC, a strong enthusiasm for travel persists even in the face of increasing costs, reinforcing its importance as a refreshing escape and a source of new experiences.

Culinary Interests

The report uncovers shifting traveler preferences, particularly in food-related attractions; 60% of APAC travelers prioritize culinary experiences, presenting a valuable opportunity for marketers to highlight local cuisine and promote related tours.

Tech in Travel Planning

An additional trend noted is the increased adoption of AI tools among APAC travelers for itinerary planning and travel inspiration, with year-on-year increases in trip planning and flight bookings reported in Q1 2025. This indicates a need for travel marketers to optimize their content and product data to align with AI-generated recommendations.

According to Taranjeet Singh, “Travel planning today is shaped by swiftly changing trends and evolving consumer priorities amidst macroeconomic shifts, alongside the growing role of AI in decision-making. The Spring 2025 Travel Pulse Report emphasizes how these dynamics influence traveler behavior and assist travel marketers in personalizing experiences and connecting with the right audience at the right time.”