As 2024 draws to a close, the travel fever is sweeping across Southeast Asia, with Singaporeans emerging as the most frequent travellers in the region. Since the start of the year, at least 66% of Southeast Asians embarked on 1 to 4 leisure trips overseas, with a notable 79% of Singaporeans hitting international destinations, according to global market research and data analytics company, Milieu Insight
The quantitative study conducted by Milieu Insight’s proprietary survey community polls N=2,026 individuals, representative of the online population in Singapore, Malaysia, Vietnam and Thailand.
Asia is projected to have 3.5 billion people in its middle class by 2030, accounting for two-thirds of the global middle class. This also means that Southeast Asian travel spending is projected to grow at roughly 7 per cent per year, according to McKinsey & Company.
“With the year-end season in full swing, travel is on the rise, and it’s fascinating to observe how travel trends and preferences have evolved over the year. Our report highlights that Southeast Asians are increasingly open to new experiences and trying out digital platforms to create memorable trips,” said Kelvin Li, Co-founder and CFO, at Milieu Insight.
“Interestingly, while many Southeast Asians aim to stick to a budget, preferences vary across the region. Malaysians and Vietnamese tend to prioritise exploration and adventure, whereas Singaporeans and Thais generally prefer to relax and take things slow.”
Southeast Asia & East Asia are the most visited regions
Among the regions explored, Southeast Asia (49%) and East Asia like China and South Korea (45%) topped the list of preferred destinations for travelers in 2024. Many are looking forward to their trip and nearly one in three Southeast Asians have already secured tickets and accommodation for leisure trips in the next three months.
For many Southeast Asians planning year-end getaways, their travel companions will include romantic partners or spouses, who top the list at 42%, followed by friends (30%), parents (27%), children (22%), and siblings (20%).
Sightseeing and outdoor activities are the main reasons why they travel
The hunger for adventures and thrill are the reasons why Southeast Asians’ travel. Sightseeing and outdoor activities (64%) take centre stage as the top motivation for travel in the coming months. Shopping follows at 44%, while art, history, and cultural immersion inspire 32% of travellers seeking a deeper connection to the destinations they visit.
However, when it comes to travel pace: 53% of respondents prefer to explore as much as possible, while 47% opt for a more relaxed itinerary. Regardless of pace, budget-conscious travel dominates, with 77% planning to stick to a budget and 79% intending to join local activities like workshops and cultural experiences.
Travel booking platforms are on the rise
When it comes to travel planning, digital platforms are the preferred go-to methods to make travel plans. 71% of respondents in Southeast Asia used platforms like Klook and Skyscanner to book their arrangements. A majority of 60% feel they get access to discounts and promotions while 53% see it as a convenient way to book multiple bookings in one platform.
However, some are against it. The key barriers to adoption include a preference for traditional booking methods (34%), concerns about potential scams (28%), and limited familiarity with these platforms (26%).
The study, conducted via Milieu Insight’s proprietary survey community, offers a comprehensive understanding of Southeast Asian year-end travel plans, highlighting key insights and travel trends. Representative of the online adult population aged 16 and above the fieldwork was carried out from 11th to 25th September 2024.
