A recent study by Klook reveals that 88% of global travellers plan to increase or maintain their travel budgets in 2026, despite global economic uncertainty. The study, known as Klook’s Travel Pulse 2026, highlights the strong international travel intent and rising experience-led spending among global travelers, with Millennial and Gen Z travellers spending more on travel.
The study found that APAC travelers are leading the way, with a 50% higher intention to increase travel spending than those in Europe and the US. This trend is expected to continue, with nine in 10 global travellers planning an international trip in 2026.
According to Marcus Yong, Vice President of Global Marketing at Klook, “Travel has remained resilient despite the rising cost of living. What we are witnessing is a fundamental shift in how travellers evaluate value,” said Marcus Yong, Vice President, Global Marketing at Klook. “Instead of cutting back, they are spending smarter, prioritizing richer experiences, flexible itineraries, and deeper discovery. They seek experiential value that goes far beyond simply ticking destinations off a checklist.”
Shift in Travel Priorities
Klook data reveals a clear shift in how travellers prioritize their spending. When faced with rising costs, travellers are choosing to cut back on shopping and material purchases rather than on activities and experiences. This trend is most evident in APAC, where travellers are nearly twice as likely to increase spending on experiences.
APAC travellers are driving this experience-first mindset, with a strong willingness to pay more for experiences across every category. This positions APAC as a leading driver of experience-led travel.
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Travel Patterns and Preferences
Travellers are increasingly visiting multiple destinations per trip, with two-thirds planning to do so. This marks a clear shift away from single-stop itineraries, with major cities no longer being the end goal, but rather gateways to extend journeys beyond familiar destinations.
APAC Gen Z travellers are leading this shift, favouring faster-paced, densely packed itineraries and venturing beyond mainstream hotspots. They show a stronger intent to discover lesser-known locales, such as Yokohama, Hiroshima, and Nagoya in Japan.
Across markets, travellers cite authentic local experiences, the opportunity to discover hidden gems, and affordability as the top drivers for exploring lesser-known spots. Discovery is no longer driven by novelty alone, but by values, access, and depth. Emerging destinations across Australia (Cairns, Hobart), Europe (Baix Llobregat, Tromsø), and the Middle East (Sharjah, Hurghada) are gaining traction among travellers seeking differentiation over repetition.
Social Influence and Artificial Intelligence
Social media remains the primary engine for influence, with 80% of global travellers saying it actively influences the destinations or experiences they book. Artificial intelligence has rapidly emerged as a travel planning tool, now widely used by 91% of global travellers.
The combination of social media and artificial intelligence creates a powerful loop, where social content sparks the initial travel desire, and AI helps travellers apply practical filters such as affordability, before committing. Together, this combination creates a powerful loop.