A Change in Travel Preferences
Hermione Joye, Google’s head of travel ads for the Asia-Pacific region, shared her insights during the TDM Global Summit in Singapore on November 24, 2025, emphasizing a shift in traveler preferences towards shorter, more meaningful trips.
Joye noted that today’s travelers are inclined towards authentic experiences rather than extended travel durations. ‘‘I think for the brands in the room it’s micro-moments, because travelers are spending a lot longer on travel, but on average they’re spending five hours on a trip [broken into] 4.5-minute segments,’’ she explained.
A Shift in Perception Post-Pandemic
The pandemic has fundamentally altered how travel is perceived. In 2022, travel was considered a luxury, but by 2024, it transitioned into a reward, and now, in 2025, it has become a necessity. Travelers are prioritizing basic needs while still attempting to fit travel into their budgets.
As Joye put it, ‘‘What we’ve found out is that consumers will prioritize their basic needs, but still try to have enough in order to travel. They see it as core to their value proposition and their ecosystem; they also see it as an option for wellness and a much-needed break.’’
Shorter, More Meaningful Journeys
According to Joye, consumers across the Asia-Pacific region are taking more trips yearly. However, average trip durations have decreased from 14 days to around 10 days within APAC, and even shorter outside the region. This evolution underscores the current economic realities, encouraging travelers to seek unique experiences at lower costs.
For instance, travelers are opting for destinations like Chiang Mai instead of Bangkok for a more cost-effective yet memorable experience.
A Tendency Towards Wellness and Content Sharing
There’s also a significant trend towards travel for wellness as individuals react to the stresses heightened by the pandemic. Joye highlighted the increasing influence of content sharing on social media, particularly for younger generations aiming to connect and share experiences.
‘‘If you take a good look at all the people who came straight out of the pandemic, their core desire is to connect with friends and connect with family. That remains true as long as the scars of the pandemic still live with us,’’ Joye remarked.
In conclusion, travel today is more about creating memories than checking items off a list, reflecting a deep-seated desire for meaningful experiences.
