Experiential travel gains momentum as Trip.com highlights shifting Southeast Asian trends

Trip.com Group unveiled a series of fresh insights into Southeast Asia’s evolving travel landscape at its inaugural Trip.Best Roadshow: Southeast Asia Travel Trends Unpacked.

The event showcased data drawn from Trip.Best, the platform’s AI-enhanced collection of curated recommendations, highlighting emerging destinations and shifts in regional traveller behaviour.

According to Trip.com, interest in experiential travel continues to surge across Southeast Asia, with searches for activities rising by 808 per cent year-on-year (y-o-y). Demand for ‘cool escape attractions’ recorded an even sharper increase of 1,941 per cent, reflecting travellers’ desire for immersive and seasonal experiences.

East Asian cities such as Shanghai, Hong Kong, Tokyo and Seoul have also become preferred choices for holidaymakers in the region.

Among China’s emerging destinations, Chongqing has seen exceptional traction, particularly among Malaysians. The city, known for its multi-layered skyline and vibrant food culture, registered a 448 per cent y-o-y jump in Trip.Best page views from Malaysia and a 599 per cent surge in bookings, making it the fastest-growing outbound destination for Malaysian users.

As Malaysia prepares for Visit Malaysia Year 2026, the platform reported that the country remains a leading choice for both regional and domestic travellers.

China continued to dominate inbound arrivals, while Singapore, Indonesia, Thailand, Vietnam and Cambodia were among Malaysia’s top source markets.

Trip.com data for 2025 shows domestic tourism rising 28 per cent y-o-y, led by Kuala Lumpur, Sabah, Penang, Johor and Sarawak. Family travel has grown significantly, with searches for family-oriented activities up more than 35 per cent, and weekend hotel bookings featuring children-friendly facilities increasing over 28 per cent.

Family-friendly hotels remained Malaysians’ top accommodation choice, followed by scenic and aesthetically driven ‘Instagrammable’ hotels.

Malaysians were also found to make travel decisions faster than their regional counterparts, taking an average of four days to finalise bookings, compared with the Southeast Asian average of six days.

Trip.com officials noted that user engagement with Trip.Best continues to strengthen, supported by enhanced AI tools aimed at simplifying travel planning.

The platform recorded a 40 per cent y-o-y rise in Net Promoter Score (NPS) in both Malaysia and Singapore, signalling improving user satisfaction as the company works to inspire more personalised and meaningful travel experiences.

-ASEAN FOOD & TRAVEL