Traveloka, Southeast Asia’s leading travel platform, in partnership with YouGov, has released its latest study, “Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers”. Drawing on insights from nearly 12,000 respondents across nine countries(1), including over 1,000 in Malaysia, this study sheds light on evolving travel habits and preferences that are shaping the Asia-Pacific (APAC) tourism landscape and provides actionable insights to anticipate trends and create meaningful traveller experiences in 2025 and beyond.
“APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape. Success lies in weaving these insights into innovative strategies—bringing travellers closer to the experiences they seek,” said Caesar Indra, President of Traveloka.
Malaysian Travellers: Seeking serenity in mountains for leisure escapes
In Malaysia, the study revealed that rest and recharge are the main reasons for 31% of Malaysians to take leisure trips, higher than the regional average of 26%. For example, the majority of travellers in Malaysia displayed a strong preference for natural destinations like mountain ranges at 59%, ahead of beach and coastal areas at 57%, and historical or cultural sites at 42%, reflecting distinct priorities and motivations that shape their travel decisions.
Domestic travel takes the lead
Across APAC, domestic travel remains a key driver of tourism recovery, and Malaysia is no exception. A significant 37% of travellers prefer exploring domestic destinations, driven by factors like price, convenience, and safety. Malaysian respondents also showcased a balanced preference for international travel destinations at 24%, similar to markets such as Korea (24%) and Australia (27%).
Price drives decision-making
As with much of APAC, price sensitivity is a critical factor in Malaysia, with 46% of respondents citing affordability as a priority when selecting accommodations. This emphasis on cost can even persuade travellers to consider destinations they wouldn’t typically choose, with 39% of Malaysians citing travel promotions and discounts as a key factor more than others, such as recommendations from family and friends at 35% and special events and festivals at 32%. When traveling, Malaysians also prefer to use their credit or debit cards for payments at 70% ahead of other options such as cash (62%) and payment apps (45%).
Digital-first approach: Social media and travel platforms redefine how adventures are planned
When it comes to digital tools for travel planning, travellers in Malaysia demonstrate 52% reliance on social media tools while planning their travels compared to regional travellers at 42%, followed closely by travel platforms such as Traveloka at 49%. A majority of Malaysians reflect their growing trust in platforms like Traveloka, with 78% having at least a moderate level of confidence in their security measures, which simplify the booking process and provide flexible options. For information on new travel destinations, the growing influence of social media plays a significant role in shaping travel decisions, with 64% of Malaysians turning to social platforms for information on new destinations, surpassing more traditional sources like family recommendations (52%) and travel websites and blogs (48%).
Sustainable travel gains ground
Finally, sustainability is increasingly shaping choices, with 82% of Malaysian travellers factoring it into their decisions. This aligns with regional average of 80% and highlights opportunities for eco-friendly accommodations and hotels with sustainable practices including eco-tours and community-based activities in Malaysia to gain traction in the market.
The full text of the study, including a detailed country-by-country analysis, is available for download here.
