Digital travel platform Agoda has published its 2027 Asia Travel Pulse, spotlighting five key trends and insights poised to shape the next year of travel in Asia. Agoda’s report points to a renewed appetite for international travel, alongside the rapid rise of AI in trip planning and growing interest in experiences that reflect travelers’ passions, from food and culture to events and outdoor pursuits.
Based on research across more than 3,300 travelers from 11 markets in Asia, the 2027 Agoda Asia Travel Pulse also reveals that travelers are making considered choices about how they spend. Many expect to take fewer but longer trips, while looking for strong value and greater ease across the whole journey.
Omri Morgenshtern, Chief Executive Officer, Agoda, said: “Travel rarely moves in a straight line. It is constantly evolving, shaped by changing economic conditions, global developments and shifting consumer preferences. Across Asia, the picture for 2027 is one of recalibration, not retreat. Travelers are becoming more intentional about how they spend their time and money: fewer trips, perhaps, but longer ones, and more international ambition with a tighter grip on value. The year ahead will bring its own challenges, but the travelers in this report are telling us something clear: they intend to go. Our job at Agoda is to make planning and booking that trip as personal, frictionless, and affordable as it can be.”
Agoda’s top five trends defining travel in Asia in 2027:
1. The world is back on the wish list: international travel appetite rebounds
After a year of stronger interest in staying closer to home, Asian travelers say they are looking abroad again next year. More than a third (38%) of respondents expect to travel mostly outside their own country in 2027—compared with 24% last year—making international travel the leading plan. International travel intent is highest in Hong Kong (82%), Singapore (81%), and South Korea (51%), while home still has a strong pull in Japan (65%) and Thailand (54%). Cost remains a key consideration: nearly half (45%) say lower travel costs would most help them travel more.
2. AI becomes a trusted travel planner, with travelers in control
More than half of Asian travelers (53%) now use AI to plan their trips, up from 33% last year, with the sharpest jumps in Vietnam (30% to 63%) and Japan (20% to 48%). Yet travelers still want the final say, with 57% saying they would prefer to book hotels themselves rather than hand the task to an AI agent. In 2027, trust will shape the way forward for AI: travelers say real reviews, clear sources of information and access to human support would increase their confidence.
3. Culture and cuisine top the menu, served up by social media
Culinary experiences and cultural exploration are tied as the leading reasons Asians plan to travel in 2027, followed by shopping and outdoor adventures. Asia’s biggest foodies hail from Taiwan, Hong Kong, and South Korea, where 75 %, 74%, and 71%, respectively, cite culinary experiences as a top reason to travel. Social media is also playing a bigger role in travel choices, influencing 47% of respondents, up from 18% last year.
4. Making each trip count: interest in fewer trips, longer stays and smarter spending
Asian travelers are trading trip frequency for value. The most common plan for next year is to take one to three trips (41%), up from 29% last year. At the same time, the number of travelers expecting their trips to last eight days or longer increased by 36% compared to last year. Thai travelers are Asia’s most frequent travelers, with nearly a quarter (24%) planning 11 or more trips next year. That focus on getting more from each getaway also shows in accommodation budgets: nearly three in four Asian travelers (73%) plan to spend $100 or less per night on accommodation.
5. Hidden gems are on the radar, if the price is right
More than a third of Asians (36%) say they are likely to visit an emerging destination, small town, or less-crowded spot in 2027. Lower travel costs (33%) would most encourage them to choose a hidden gem, followed by better safety and security (23%). Indian travelers are the most adventurous, with 55% likely to choose a lesser-known destination next year.
Those making travel plans for 2027 can enjoy Agoda’s offerings of over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all easily combined in a single booking. Discover the best deals on Agoda’s mobile app and visit Agoda.com for more information.
