Klook’s latest Travel Pulse study highlights that Millennials and Gen Z are prioritising travel in 2026, with 88% intending to maintain or increase their travel budgets. This trend persists despite global economic challenges, with Asia Pacific (APAC) travellers showing a 50% higher intention to boost spending compared to their counterparts in Europe and the US.
The study reveals a shift in consumer priorities, with travellers opting for experiences over material goods. This trend is particularly pronounced in APAC, where individuals are cutting back on physical purchases to focus on activities and creating memories. Additionally, the study notes a growing interest in multi-destination trips and secondary cities, with places like Hiroshima in Japan and Cairns in Australia gaining popularity.
Social media remains a key tool for travel discovery and planning, complemented by the practicality of artificial intelligence. However, the study emphasises that trust is crucial, with reviews and recommendations playing a significant role in converting interest into action.
Klook’s findings underscore the resilience of the travel sector, particularly in APAC, as it continues to drive global growth. The study suggests that the region’s travellers are leading the way in adapting to new travel trends and preferences, setting the stage for a dynamic year in travel.
