Five travel behaviours shaping 2026

According to AirAsia MOVE's (MOVE) insights from forward bookings for travel between 1 July and 31 December 2026, travellers are increasingly prioritising value, convenience and thoughtful planning over volume alone.

1. Spending smarter, not less
Travellers are allocating budgets more carefully. Flight spending is about 35% higher than hotel spend, showing people are willing to invest in reaching destinations but prefer 3–4 star hotels (76% of bookings) for value and comfort over luxury.

2. Payday-driven bookings
Nearly 40% of flight bookings happen between the 25th and 5th of each month, aligning with salary cycles. This reflects disciplined financial planning and intentional travel decisions.

3. Convenience-first destinations
Demand is strongest for destinations within four hours’ flying time, with bookings for short international trips up 14% year-on-year. Regional getaways are increasingly attractive for maximizing time and budget.

4. Longer-term planning returns
More travellers are booking 120+ days in advance, showing renewed confidence in planning ahead after years of shorter booking windows.

5. Millennials & Gen Z drive demand
Together, they account for 66% of bookings (43% Millennials, 23% Gen Z). Travel remains a lifestyle priority, but they are more selective, choosing experiences that maximize value within their budgets.

This shift toward intentional, value-driven travel suggests ASEAN’s tourism economy is maturing, with younger generations shaping demand patterns.