Travelers across Southeast Asia are becoming more intentional about how they plan and spend on their trips, with value, convenience, and early planning emerging as the key priorities for the second half of 2026, according to new booking insights from AirAsia MOVE.

Based on forward bookings for travel between July 1 and Dec. 31, 2026, the travel platform found that consumers are shifting away from spontaneous trips in favor of carefully planned journeys that offer better value without compromising on meaningful experiences.

Travelers prioritizing value over luxury

AirAsia MOVE’s data shows that travelers continue to invest in travel but are becoming more selective about how they allocate their budgets.

Average spending on flights for the second half of 2026 is around 35% higher than average hotel spending, indicating that travelers are willing to pay more to reach their preferred destinations while saving on accommodations.

Instead of booking luxury properties, most travelers are choosing hotels that balance comfort, convenience, and affordability.

Among the more than one million hotels available on the platform, 76% of bookings are for three- and four-star properties, reflecting a strong preference for quality accommodations that deliver good value.

Salary cycles influence booking behavior

Booking activity also closely follows payday schedules across many ASEAN markets.

Nearly 40% of flight bookings are made for travel occurring between the 25th and 5th of each month, suggesting that many travelers finalize purchases after receiving their salaries.

The trend indicates that while consumers often research destinations in advance, they are increasingly timing their bookings around their financial cycles as affordability becomes a bigger consideration.

Short-haul destinations remain popular

Convenience continues to shape destination choices, with travelers favoring locations that can be reached in under four hours.

While domestic tourism remains steady, international demand is largely concentrated on nearby destinations that allow travelers to maximize both their vacation time and travel budgets.

AirAsia MOVE reported that bookings for international flights with flying times of less than four hours increased 14% in the second half of 2026 compared with the same period last year.

The increase reflects continued demand for regional destinations that offer accessibility, convenience, and competitive value.

Earlier planning signals growing confidence

The data also shows that travelers are booking their holidays further in advance.

An increasing number of bookings are now being made more than 120 days before departure, suggesting renewed confidence in long-term travel planning after several years of shorter booking windows.

Among the destinations expected to remain popular through the remainder of 2026 are:

  • Malaysia
  • Thailand
  • Indonesia
  • Japan
  • Philippines

These markets continue to benefit from strong regional connectivity and attractive travel value.

Millennials and Gen Z continue to lead demand

Younger travelers remain the primary drivers of the region’s tourism recovery.

According to AirAsia MOVE, Millennials account for 43% of all bookings on the platform, while Gen Z represents 23%.

Together, the two generations make up nearly two-thirds of all bookings, underscoring their influence on travel trends across Southeast Asia.

Despite ongoing economic pressures, AirAsia MOVE noted that Millennials and Gen Z continue to prioritize travel as part of their lifestyles. Rather than reducing travel altogether, they are making more deliberate choices by selecting destinations and experiences that provide the best value for their budgets.