As summer approaches, Southeast Asia is bracing for a surge in domestic travel, with the Philippines and Indonesia leading the pack in terms of interest in local getaways. A recent report from Milieu Insight, a Southeast Asia survey software company, sheds light on Southeast Asians' summer travel plans, with safety and budget considerations taking priority.
The study, conducted by Milieu Insight's proprietary survey community, surveyed 1,966 people from the Philippines, Thailand, Indonesia and Malaysia. Representative of the online adult population aged 16 and over, the fieldwork was carried out from March 7 to 31, 2024.
According to the report, more than 6 in 10 respondents prioritize safety and cost when choosing domestic travel destinations, with 55% expressing a desire to travel domestically this year.
Gerald Ang, founder and CEO of Milieu Insight, highlighted the importance of affordability and safety in travel choices: “Our report sheds light on the summer travel plans of many Southeast Asians. As people look to explore their own country, affordability and safety are key factors determining their choice. At the same time, many travelers in Asia are becoming more budget-conscious and turning to family-friendly experiences, finding value in ground transportation and road trips.
The report highlights a significant trend: with inflation pushing up prices and international travel becoming more expensive, domestic leisure travel is expected to remain strong among Southeast Asians. The survey found that while cost remains a major consideration for 62% of travelers in the region, safety comes first, with 63% prioritizing safe destinations and scenic spots.
A notable trend is the preference for ground transportation for domestic vacations, with 74% of travelers opting for this mode of transportation. Thai and Indonesian travelers, in particular, showed a strong preference for land travel, with 88% and 76% respectively choosing this option.
Family-focused travel experiences are also on the rise, with 79% of travelers to Southeast Asia planning to embark on their adventures with family. Families prioritize quality time spent together, seeking to create memories while exploring local hidden gems. Culinary exploration and immersive tourism experiences are becoming increasingly popular, with more than half of respondents expressing interest in planning their domestic trips around gastronomy and exploring local landmarks.
While hotels remain the preferred choice, capturing 78% of preferences across all countries surveyed, unique alternatives such as Airbnb and pool villas are gaining ground. In Malaysia, 44% of travelers opt for the personalized experiences offered by Airbnb, while in Thailand, 47% are attracted by the luxury and exclusivity of pool villas.
