A new survey by online travel platform Agoda highlights key travel trends among Southeast Asian tourists for 2025, revealing a strong preference for family trips, relaxation, and the increasing reliance on technology for planning and booking vacations.
According to Agoda’s findings, 58% of Indonesian travelers plan to journey with family or loved ones, marking the highest rate in Asia. Meanwhile, 39% of Vietnamese respondents are looking forward to multi-generational trips, underscoring the growing trend of family-oriented travel in the region.
Relaxation remains a key motivator for Southeast Asian travelers, with 87% of Singaporeans citing “chilling” as their main reason for travel—the highest percentage in Asia. By comparison, 65% of Vietnamese travelers also prioritize relaxation during their trips.
The Philippines is emerging as the leading destination for digital nomads, with one in every 14 respondents expecting to work remotely while traveling.
Technology continues to shape how Southeast Asians plan and book their vacations. In Vietnam, 78% of respondents say they’ll use travel apps for bookings, highlighting the increasing role of digital platforms in travel decisions.
Social media also plays a significant part in inspiring travel plans. Malaysians and Indonesians are the most influenced by platforms like Instagram, while 17% of Vietnamese travelers turn to social media for travel inspiration.
Theme parks are becoming a popular attraction across the region, with Indonesians showing particular enthusiasm. One in five Indonesian travelers expressed excitement for rollercoasters and amusement parks, marking theme parks as a growing trend in Southeast Asian tourism.
Agoda’s survey, which included 1,081 respondents from 11 markets, such as Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, provides valuable insights into the evolving preferences of Southeast Asian tourists in 2025.
