Southeast Asian travellers
are back with new preferences
& expectations
Latest Google Trends data point to a resurgence in travel demand across the region. Travellers are recalibrating their priorities and preferences, presenting opportunities for the industry to adapt and provide more relevant experiences online.
Resurgence of travel
Search demand for international travel in June surpassed 2019 pre-pandemic levels across Southeast Asia.
SEA was the 2nd fastest growing travel destination area - with Singapore and Bangkok being the #1 and #2 fastest growing travel destination cities globally1.
Recalibrated preferences
The travel environment today is more complex than it was before the pandemic and travellers have recalibrated their priorities and preferences.
-
1. Digital is embedded across travel journeys.
Researching, planning, booking and navigating of trips are happening online.
-
2. Travellers are making more detailed plans.
+440% YoY growth in searches for travel requirements.2
+375% YoY growth in searches for travel insurance.3 -
3. Interest in vacation rentals is growing.
+531% YoY growth in search volumes for vacation rentals among SEA travellers.4
-
4. Increased preference for luxury stays.
+288% YoY growth in searches for boutique hotels.5
+228% YoY growth in searches for the best hotel.6 -
5. Growing interest towards sustainability.
+58% growth in searches related to sustainability since 2019.7
91% of respondents said sustainable tourism is important to them.8
-
1. Digital is embedded across travel journeys.
Researching, planning, booking and navigating of trips are happening online.
-
2. Travellers are making more detailed plans.
+440% YoY growth in searches for travel requirements.2
+375% YoY growth in searches for travel insurance.3 -
3. Interest in vacation rentals is growing.
+531% YoY growth in search volumes for vacation rentals among SEA travellers.4
-
4. Increased preference for luxury stays.
+288% YoY growth in searches for boutique hotels.5
+228% YoY growth in searches for the best hotel.6 -
5. Growing interest towards sustainability.
+58% growth in searches related to sustainability since 2019.7
91% of respondents said sustainable tourism is important to them.8
Country-level trends & preferences
-
Indonesia
+611% +243% YoY growth in searches related to vacation rentals.9 YoY growth in searches for travel requirements.10 -
Malaysia
+675% +707% YoY growth in searches for travel requirements.11 YoY growth in searches for boutique hotels.12 -
Philippines
+1250% +168% YoY growth in searches related to vacation rentals.13 YoY growth in searches for travel insurance.14 -
Singapore
+1073% +400% YoY growth in searches for travel requirements.15 YoY growth in searches related to vacation rentals.16 -
Thailand
+202% +169% YoY growth in searches for travel requirements.17 YoY growth in searches related to vacation rentals.18 -
Vietnam
+494% +415% YoY growth in searches for travel requirements.19 YoY growth in searches for boutique hotels.20
-
Indonesia
+611% +243% YoY growth in searches related to vacation rentals.9 YoY growth in searches for travel requirements.10 -
Malaysia
+675% +707% YoY growth in searches for travel requirements.11 YoY growth in searches for boutique hotels.12 -
Philippines
+1250% +168% YoY growth in searches related to vacation rentals.13 YoY growth in searches for travel insurance.14 -
Singapore
+1073% +400% YoY growth in searches for travel requirements.15 YoY growth in searches related to vacation rentals.16 -
Thailand
+202% +169% YoY growth in searches for travel requirements.17 YoY growth in searches related to vacation rentals.18 -
Vietnam
+494% +415% YoY growth in searches for travel requirements.19 YoY growth in searches for boutique hotels.20
Footnotes
Sources:
Destination Insights with Google; June 2022; Trip type: international; Search demand category: air & accommodation; Markets: worldwide.
Google Trends, June 2022 vs June 2021; Search term: “Travel requirements”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Google Trends, June 2022 vs June 2021; Search term: “Travel insurance”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - which are all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Google Trends, weekly average for June 2022 vs June 2021; Search accommodation type: “Vacation rental”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - which are all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Google Trends, weekly average for June 2022 vs June 2021; Search term: “Boutique hotel”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - which are all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Google Trends, weekly average for June 2022 vs June 2021; Search term: “Best hotel”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - which are all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Google Trends, weekly average for June 2022 vs June 2019; Search topic: “Sustainability”; All categories, web search; Methodology: Weekly averages calculated for each SEA market including ID, MY, PH, SG, TH, VN - which are all indexed separately. A simple average is then calculated across the weekly averages for all six markets to obtain this SEA aggregate.
Economist Impact publication; Mar 2022, simple average calculated for SEA markets in the survey - TH, PH, MY, SG.
Google Trends, weekly average for June 2022 vs June 2021; Search accommodation type: vacation rental”; All categories, web search; Market: Indonesia
Google Trends, weekly average for June 2022 vs June 2021; Search term: travel requirements”; All categories, web search; Market: Indonesia
Google Trends, weekly average for June 2022 vs June 2021; Search term: “travel requirements”; All categories, web search; Market: Malaysia
Google Trends, weekly average for June 2022 vs June 2021; Search term: boutique hotel”; All categories, web search; Market: Malaysia
Google Trends, weekly average for June 2022 vs June 2021; Search accommodation type: vacation rental”; All categories, web search; Market: Philippines
Google Trends, weekly average for June 2022 vs June 2021; Search term: “travel insurance”; All categories, web search; Market: Philippines
Google Trends, weekly average for June 2022 vs June 2021; Search term: “travel requirements”; All categories, web search; Market: Singapore
Google Trends, weekly average for June 2022 vs June 2021; Search accommodation type: vacation rental”; All categories, web search; Market: Singapore
Google Trends, weekly average for June 2022 vs June 2021; Search term: travel requirements”; All categories, web search; Market: Thailand
Google Trends, weekly average for June 2021 vs June 2022; Search accommodation type: vacation rental”; All categories, web search; Market: Thailand
Google Trends, weekly average for June 2021 vs June 2022; Search term: travel requirements”; All categories, web search; Market: Vietnam
Google Trends, weekly average for June 2022 vs June 2021; Search term: boutique hotel”; All categories, web search; Market: Vietnam
Deep dive into SEA's internet economy
Understanding consumer behaviour is key to building a digital decade for everyone in Southeast Asia. Start exploring digital economy metrics from the e‑Conomy SEA 2022 report.
As the travel industry recalibrates, Google will continue contributing to the region’s sustainable recovery and work towards building a digital decade for everyone in Southeast Asia. Stay updated on the changing landscape of travel demand and reach travellers at scale with travel tools below.
