Booking.com's First Travel Happiness Index Finds APAC Travellers Adapting, Not Cancelling

Booking.com has published its first Travel Happiness Index, a survey of 10,136 travellers across ten Asia Pacific markets. The short version for operators: demand in the region looks sturdy, and guests are reshaping trips around value and meaning rather than cutting travel altogether.

The survey ran online in May 2026 across Australia, China, India, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand and Vietnam. It found that 98% of respondents associate travel with positive emotions, and nine in ten would rather adapt their plans than cancel when something goes wrong. When plans do change, 27% pick a destination with a similar feel, 18% postpone and 17% adjust the timing or length of the trip. Attitudes vary by market. Japanese travellers are the most likely to cancel outright, at 26%. In Thailand, only 3% would.

The usual worries have not gone away. Extreme weather (35%), health and hygiene risks (34%), crime (34%), inflation (30%) and political instability (30%) all register as concerns. But they are rarely dealbreakers, and 46% of respondents say they feel more confident about affording travel than before.

What counts as a worthwhile trip is shifting toward simpler things. Natural scenery (35%), quality time with travel companions (28%) and good food and drink (26%) are the biggest drivers of trip satisfaction, with food a standout source of joy in Japan, Singapore, South Korea, Thailand and Vietnam. Family trips rank as the most enjoyable for 59% of respondents.

A few numbers matter directly for accommodation providers. 73% of travellers say they prioritise local food and meaningful experiences when planning. 67% choose dates or destinations based on deals. 62% say they extend trips to build in time to rest. Vacation homes, apartments and other unique stays continue to gain ground, chosen for better value for money (35%) and a more authentic, local experience (29%).

Booking.com also leaned into the role of technology. 84% of respondents say digital tools make planning and booking easier, 72% say they help compare options, and 88% say they feel more at ease booking through a trusted platform.

"This report makes it clear that for many people across APAC, 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," said Laura Houldsworth, Booking.com's managing director for Asia Pacific.

Keep in mind that this is research commissioned by Booking.com, and its conclusion conveniently lands on trusted booking platforms becoming more important. The behavioural data is still useful, and it fits a wider picture. Recent D-Edge analysis covered by PhocusWire shows APAC hotel booking growth cooling to 2.7% while regional OTAs and wholesalers gain share, so where this resilient demand actually books remains contested ground.

For operators in the region, the practical reads are clear enough. Flexible rebooking policies match how these guests behave when disruption hits. Packaging local food and experiences plays to what 73% say they want. And deal-led pricing on shoulder dates can capture the two thirds who let offers steer when and where they go.

The full report is available from Booking.com's press room.