Booking.com has launched its inaugural Travel Happiness Index, finding that travellers across Asia-Pacific continue to prioritise travel despite economic and global uncertainties, with meaningful experiences and seamless journeys shaping travel decisions.
The research surveyed more than 10,000 travellers across 10 Asia-Pacific markets and examined the emotional, financial and practical factors influencing travel behaviour.
Almost all respondents (98%) associated travel with positive emotions, while 86% said having a trip to look forward to improved their mood. Nearly three-quarters (73%) said anticipation helped them cope with the demands of daily life, and 60% enjoyed the trip-planning process.
However, travel also brings challenges. Around 29% said trips could leave them feeling tired or drained, while 20% felt pressure to make the most of their holidays. South Koreans reported the highest level of negative emotions associated with travel (79%), followed by Indians (71%) and Japanese travellers (64%).
The study found travellers increasingly value simple experiences over packed itineraries. Appreciating natural scenery (35%), spending time with travel companions (28%) and enjoying food and drink (26%) were among the leading contributors to a satisfying trip. Family travel was rated the most enjoyable by 59% of respondents.
While concerns such as extreme weather (35%), health risks (34%), crime (34%), inflation (30%) and political instability (30%) continue to influence decisions, most travellers remain committed to taking holidays. Nine in 10 (90%) said they would adapt their plans rather than cancel them.
Digital tools also continue to shape travel planning, with 84% saying they make booking easier and 88% reporting greater confidence when using trusted booking platforms.
Laura Houldsworth, managing director, Asia Pacific, Booking.com, said: “This report makes it clear that for many people across Asia-Pacific, travel is more than just about getting away – it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain.”
