AirAsia MOVE Thailand Unveils Q1 2026 Travel Insights: Strong Regional Demand Drives Growth Across Southeast Asia

Mr. Chattan Kunjara Na Ayudhya
Head, Country Representative (Thailand)
AirAsia MOVE

AirAsia MOVE, the region’s leading travel platform, has released its Q1 2026 travel insights, highlighting continued strength in travel demand across Southeast Asia. It is a strong start to the year, where travel demand across Malaysia, Thailand, Indonesia, and the Philippines remains high in Q1, fueled by robust regional connectivity. 

While current traveller confidence and aspiration is still high, ongoing geopolitical tensions have introduced an element of uncertainty that might influence booking patterns, as the industry balances this early-year momentum with a more cautious global climate.

Regional Overview

Booking behaviour in Q1 2026 highlights several key trends:

• Regional Travel Remains Dominant:
  Over 89% of bookings were for travel within Southeast Asia, reinforcing the region as a core travel corridor.

• Top Booking Markets:
  Malaysian and Thai travellers led booking volumes across the platform.

• Shorter Planning Window:
  Average booking lead time remains between 14–30 days, reflecting a shift towards more flexible and short-term travel planning.

• Top Destinations within of Asean:

  • Kuala Lumpur, Malaysia

  • Bangkok, Thailand

  • Bali, Indonesia

• Top Destinations outside of Asean:

  • Kunming, China

  • Tokyo, Japan

  • New Delhi, India 

• International Interest:
  Travellers from Europe and the Americas continue to choose Southeast Asia, with Thailand and Bali,Indonesia as key destinations for this cohort.

Market Insights Across Key Asean Markets

Malaysia (The Connected Family & Digital Hub)

Malaysia continues to strengthen its role as a regional hub, driven by digitally active travellers and strong demand for multi-generational family travel.

• Millennials lead the market, followed by Gen Z

• Family groups dominate at 65%, with a strong multi-generational travel pattern

• Average stay: 4.2 days | Lead time: 28 days

• Spending is concentrated on dining and family-oriented activities

Thailand (The Digital Value Seekers)

Thailand remains one of the region’s most digitally driven travel markets, with travellers focused on value and convenience.

• Millennials account for 48%, followed by Gen Z at 25%

• Solo travel (35%) and couples (30%) dominate

• Average stay: 3.8 days | Lead time: 21 days (shortest in the region)

• Strong preference for bundled bookings, with higher spend on shopping and lifestyle experiences

Indonesia (The Gen Z & Solo Revolution)

Indonesia is seeing rapid growth driven by younger, independent travellers.

• Millennials leads at 35%, surpassing Gen Z (32%)

• Solo travellers account for 58%, growing +30% year-on-year

• Average stay: 3 days | Lead time: 25 days

• Travellers prioritise experiences, spending more on food and activities while saving on accommodation

Philippines (The Long-Stay Leisure Travellers)

The Philippines is emerging as a key market for longer, more planned travel.

• Millennials (40%) and Gen X (35%) form the core segment

• Family travel dominates at 55%, followed by group travel

• Average stay: 6.8 days (longest) | Lead time: 35 days

• Higher spend on midscale to upscale accommodation

AirAsia MOVE recommendation for tourism operators

AirAsia MOVE advises tourism stakeholders to provide greater value and flexibility to increasingly value-conscious travellers in the coming months:

• Segment-Based Offerings: Design products that solve specific financial anxieties, such as removing solo supplements fees (Indonesia), providing all-in fixed pricing for families (Malaysia and Philippines), and offering ala carte travel activities for low-cost short trips (Thailand).

• Flexible booking: Enable confidence through price-lock for last-minute bookings (Thailand) and early-bird guarantees for advanced planning (Philippines), framing flexible change policies as convenience and flexibility.

• Experience-Led Bundling: Move beyond standalone offerings by creating experience-driven packages (e.g. local cuisine, workshops, activities) to capture Gen Z and experience-focused travellers (Indonesia and Thailand)

• Tiered Pricing Strategy: Offer a range of pricing tiers—Economy options for price-sensitive markets, and Mid-to-Upscale offerings for higher-spending markets like the Philippines—to capture diverse demand

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