Travel demand across the Asia-Pacific (APAC) region remains resilient, but consumer behaviour is undergoing a notable shift as travellers increasingly rely on artificial intelligence tools, opt for regional destinations, and spend more time researching before booking, according to Criteo's Spring/Summer 2026 Travel Pulse Report.
The report, based on data from hundreds of travel providers and a survey of more than 6,000 consumers globally, found that APAC travellers continue to plan trips further in advance than their counterparts in other regions. However, travel patterns are becoming more deliberate, with consumers comparing a wider range of options and embracing digital tools throughout the booking journey.
One of the key findings is the growing role of AI in travel planning. According to the report, AI is being used across multiple stages of the travel journey, including activity recommendations (41%), destination discovery (40%), accommodation suggestions (40%), and full-trip planning (30%) globally. APAC recorded the highest adoption of end-to-end AI-powered trip planning among all regions.
The influence of AI is also extending beyond research into transactions. Criteo said that 72% of its travel partners reported at least one booking referral originating from ChatGPT, underscoring the growing role of generative AI platforms in shaping travel decisions.
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The report also highlighted a shift toward regional travel within APAC. While travellers in the region are spending more on flights than any other region globally, with average air booking values rising 9% year-on-year, demand is increasingly concentrated in shorter international routes. Mid-haul international travel gained 1.2 percentage points, while long-haul travel declined by 1.3 percentage points.
The trend points to growing opportunities for airlines, tourism boards, online travel agencies (OTAs), and hospitality brands targeting intra-Asia travel corridors. At the same time, it is expected to intensify competition among destinations seeking to attract regional travellers.
Trust and flexibility continue to influence booking decisions. Good reviews emerged as the most important factor for travellers globally, cited by 66% of respondents. Free cancellation options ranked second at 48%, followed by special offers and promotions at 45%.
Consumers are also spending more time evaluating accommodation options before making a decision. On average, travellers browse 25 hotel listings before completing a booking, reflecting a more considered approach to travel purchases.
"Travel demand across APAC remains resilient, but the way consumers are planning and booking trips is changing significantly," said Medhavi Singh, Country Head, Criteo India.
"Travellers today are spending more time exploring options, comparing providers, and increasingly turning to AI tools throughout their travel planning journey. For travel marketers, this is a pivotal moment to meet that intent early, personalise at scale, and build the trust that converts browsers into bookers," Singh added.
According to Criteo, the findings underscore the need for travel marketers to adapt to a more fragmented discovery landscape. As consumers move across multiple channels and platforms during the planning process, brands will need to leverage real-time commerce intelligence, personalised engagement, and trust-building measures to convert high-intent travellers into customers.
The Spring/Summer 2026 Travel Pulse Report draws on Criteo's proprietary commerce data from airlines, hotel groups, and OTAs, alongside insights gathered through its global consumer survey.
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