Travellers in Asia-Pacific prioritise personal growth, flexibility in 2027

Asia-Pacific travellers are placing greater emphasis on personal preferences, well-being and shorter trips, according to Hilton’s 2027 Trends Report.

The findings are based on research including a Morning Consult survey of more than 5,000 travellers across five Asia-Pacific countries.

Half of respondents said they are planning travel experiences around their own preferences, while 60% reported having previously felt pressure to plan trips based on external validation or social currency.

Solo travel is also changing, with 30% having travelled alone before meeting friends or family at their destination.

Personal growth is another factor shaping travel decisions. Some 43% said travel had helped them discover new interests or passions, while 76% agreed that having a trip planned gave them something to work towards.

Well-being remains a consideration, with 72% saying travel allows them to recharge mentally and physically in ways they cannot easily achieve at home. Some 59% seek experiences that help them relax, while 76% regard fresh air and outdoor activities as important to relaxation during a trip.

Travellers are also looking to make more use of limited holiday time: 59% prefer trips that allow them to experience more within a short period, while 53% consider a trip of less than two days a short break.

Human advice continues to play a role alongside digital travel planning. Some 69% of respondents trust hotel staff as a travel-planning resource, while 46% are more likely to trust recommendations from someone with travel loyalty status than someone without it.

Ben George, senior vice president and commercial director, Asia-Pacific, Hilton, said: “Across Asia-Pacific, travellers want to return from their travels with something lasting – a new perspective, a deeper connection, or a renewed sense of well-being.”