Juniper
Sarah Wan, General Manager of Klook for Indonesia, Malaysia, Singapore and Thailand
1 in 2 Malaysians are prioritising affordability when choosing their travel destinations, even as they plan to spend more on travel this year. However, according to Klook’s Travel Pulse 2026[1] survey findings, travel spending is expected to increase by 15%, the second-highest growth across Southeast Asia, signalling a strong yet value-conscious appetite for travel.
While budgets are rising, Malaysians are becoming increasingly disciplined in how they allocate their funds:
- Price-first decisions: 56.1% of Malaysians rank affordability as the top factor when picking a vacation spot.
- Gen Z focus: Staying within budget remains the top priority for Malaysian Gen Z travellers (45.6%).
- AI for smarter savings: 41.3% of Malaysians now rely on Artificial Intelligence (AI) to identify the best time to book for better prices, demonstrating a practical use of technology to make smarter financial decisions.
Exploring New Frontiers in Japan and China
Japan remains the most sought-after destination for Malaysians (27.2%), while interest in Mainland China (13.1%) and Australia (6.9%) follows after.
However, how Malaysians explore these destinations is evolving:
- In Japan: Millennials are gravitating towards secondary cities such as Sapporo and Shizuoka, while Gen Z travellers are exploring newer hotspots like Okinawa and Yokohama.
- In Mainland China: Gen Z travellers favour emerging Tier 1 cities like Chongqing and Guangzhou, while Millennials maintain traditional picks like Beijing and Shanghai.
“In an era where how we travel matters as much as where we go, travellers today are becoming more intentional in how they plan and experience their journeys. At Klook, we are committed to bridging the gap between inspiration and reality for travellers through curated experiences, exclusive deals and AI-powered discovery, empowering them to discover and book meaningful, story-rich adventures anytime, anywhere,” said Sarah Wan, General Manager of Klook for Indonesia, Malaysia, Singapore and Thailand.
Social Media and AI Continue to Shape Travel Decisions
This evolving travel mindset is increasingly reflected in how Malaysians approach trip planning today. The journey from inspiration to booking is becoming more digital, with Malaysians turning to social media and AI to discover, evaluate and plan their trips more seamlessly. Social media, in particular, remains a key influence with 4 out of 5 Malaysians (78.9%) having booked a travel experience based on a content creator’s recommendation.
At the same time, AI is rapidly becoming a key planning tool for today’s travellers:
- 57.2% of Malaysians use AI to research destinations (global average: 51.8%).
- More than half of Malaysians (54.1%) use AI to discover activities for their trips.
A Shift Towards More Purposeful Travel
At the heart of this shift is a growing desire for more meaningful travel, especially among younger travellers. Malaysian Gen Z are placing greater emphasis on seeking meaningful experiences when planning trips (38.0% compared to 31.4% globally), reflecting a stronger intent to travel with purpose. With a strong preference for immersive activities such as local tours and guided experiences (54.2%) and cultural festivals (46.1%), Gen Z are seeking deeper connections with destinations, moving away from traditional sightseeing towards more authentic, experience-led travel.
Beyond overall travel intent, the findings also reveal clear differences in how Malaysian Millennials and Gen Z approach travel experiences. While both groups rank food experiences such as food tours and tastings as their top choice, Millennials tend to favour local tours and guided experiences, whereas Gen Z show a stronger preference for time-limited natural attractions like auroras and cherry blossoms. These differences extend to content influence as well, with Millennials drawing inspiration from photos and videos on social media, whereas Gen Z lean towards practical content such as travel tips and hacks, highlighting a more pragmatic and planning-led approach to travel.
[1] Klook Travel Pulse is an annual global consumer survey that uncovers emerging travel behaviours and sentiments among Millennials and Gen Z – Klook’s core user base and a dominant force in the global travel market. In its fourth edition, the study spans over 11,000 consumers across 20 markets, including Hong Kong, Taiwan, Mainland China, Japan, Korea, Singapore, Malaysia, Vietnam, Thailand, the Philippines, Indonesia, Australia, New Zealand, India, Germany, France, Spain, Italy, the United Kingdom and the United States.
