Criteo’s Spring 2025 Travel Pulse Report covers traveller sentiment in the Asia-Pacific

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Commerce media company Criteo revealed key insights from its Spring 2025 Travel Pulse report today, 14th May. 

Highlighting emerging travel trends, booking patterns, and evolving traveller sentiment in Asia Pacific, the report was compounded from data gathered from over 100 travel partners in APAC, including around 20 from Southeast Asian market.

As such this report serves as a timely snapshot of travel patterns in Q1-2025, whilst offering valuable context for brands gearing up for the summer holiday season.

The report in brief

In the first quarter of 2025, travel demand in APAC remained resilient, with hotel bookings up 10 percent and air bookings rising 7 percent.

In both categories, the region outperformed the Americas, Europe, the Middle East, and Africa, all of which saw declines across most categories.

Between July and October 2024, APAC’s travel bookings also exceeded retail sales by over 12 index points, underscoring sustained interest in travel beyond peak periods. 

Giving Southeast Asia a closer look, the trend was most pronounced during June and July 2024, with travel bookings surpassing retail sales by more than six index points. 

This mid-year surge in bookings suggests travellers are planning further ahead for year-end trips, searching for an average of 52 days in advance for multi-day stays. 

This growing momentum presents an opportunity for marketers to activate seasonal campaigns earlier in the year to engage high-intent travellers at the planning stage.

How inflation and rising costs are changing the game

Rising costs are influencing how people travel, with 45 percent of global travellers reporting that higher expenses are impacting their plans. 

However, travel remains a priority, seeing how 50 percent of travellers still view it as an essential part of their lifestyle. 

This sentiment is strong in APAC, where a deep passion for travel endures despite increasing costs, reinforcing its role as a valuable break from routine and a source for new experiences, and a change of environment.

The report also uncovers evolving traveller interests and purchase behaviours; notably, 60 percent of APAC travellers prioritise food-related attractions, presenting an opportunity for marketers to spotlight local cuisine, promote culinary tours, and align with food-centric experiences. 

Affluent travellers from this region emerged as leading consumers in the Health & Beauty category across multiple markets and are twice as likely to purchase luxury items compared to the average traveller. 

Similarly, affluent travelers from Southeast Asia are 32 percent more likely to buy makeup and 27 percent more likely to invest in skincare products.

The use of tech for travel planning is up

Another key trend is the rising adoption of AI tools among APAC travellers for itinerary planning and travel inspiration, with full trip planning and flight bookings witnessing an increase year-on-year in Q1 2025. 

This shift signals an opportunity for travel marketers to ensure their content is optimised for AI discovery and that product data is structured to appear in AI-generated recommendations.

According to Criteo’s managing director for venture markets in APAC Taranjeet Singh: “Travel planning today is shaped by fast-changing trends, shifting consumer priorities amid macroeconomic changes, and the growing role of AI in decision-making. The Spring 2025 Travel Pulse Report sheds light on how these dynamics are influencing traveller behaviour and helping travel marketers personalise experiences and reach the right audience, with the right message, at the moment it matters most.”

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