Booking.com has unveiled its inaugural Travel Happiness Index, a research report exploring the emotional, financial and social drivers of travel among APAC travellers.
Drawing on insights from 10,000 travellers across 10 APAC markets including Australia, the index combines two dimensions of traveller behaviour: the factors people say are important to a good trip, and the factors they prioritise most strongly when making trade-offs.
By analysing both, it reveals that travel happiness is shaped not only by the experiences travellers seek, but also by the confidence, ease and reassurance that help make those experiences possible.
For many travellers across APAC, travel not only remains a priority but the joy of it begins long before departure.
An overwhelming 98 per cent of APAC travellers associate travel with positive emotions and for many it also plays an important role in their mental and emotional wellbeing.
Across the region, in addition to travel helping them recharge, 86 per cent said having a trip to look forward to lifts their mood. Nearly three-quarters (73 per cent) said that anticipation helps them cope with the demands of daily life. Travel planning can add to that sense of anticipation, with 60 per cent of APAC travellers finding the planning process itself enjoyable.
APAC travellers are increasingly finding fulfillment in simple, meaningful moments on a trip rather than packed itineraries.
Appreciating natural scenery (35 per cent), spending quality time with travel companions (28 per cent) and enjoying good food or drinks (26 per cent) were among the top factors contributing to trip satisfaction.
Nearly three-quarters (73 per cent) said they prioritise trying local food and incorporating meaningful experiences into their trips
Value is also top of mind, with 67 per cent reporting they choose dates or destinations based on travel deals.
Holiday homes, apartments and other unique stays continue to resonate with travellers across the region, with 35 per cent citing better value for money as a key reason for choosing these accommodations.
A further 29 per cent said such stays help them experience destinations in a more authentic and local way, providing greater immersion in the communities and cultures they visit.
Uncertainty is reshaping travel
Despite ongoing concerns around extreme weather (35 per cent), health and hygiene risks (34 per cent), crime levels (34 per cent), inflation (30 per cent) and political instability (30 per cent), APAC travellers’ remaining resilient and committed to travel.
Even when faced with disruption, nine in 10 (90 per cent) travellers said they were willing to adapt rather than abandon their plans, with only 18 per cent choosing to postpone their trip.
However, attitudes varied across the region: Japanese travellers were the most likely to cancel outright (26 per cent), while Thai travellers demonstrated the greatest determination to travel, with just three per cent saying they would cancel their plans.
Technology now integral to travel
The majority of APAC travellers (84 per cent) said digital tools make planning and booking easier.
Nearly three-quarters (72 per cent) said digital tools such as search engines, booking platforms and AI-powered tools made it easier to find and compare travel options, while 68 per cent said these tools inspired them to discover new destinations and experiences.
When it comes to making bookings, trust remains paramount. Nearly nine in 10 travellers (88 per cent) said they feel more at ease when booking through a trusted platform.
Booking.com Managing Director Asia Pacific Laura Houldsworth said: “This report makes it clear that for many people across APAC, travel is more than just about getting away - it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain.”
