Malaysians travellers prefer natural destinations, with 59% opting for holidays in the mountains. — Filepic
A recent study by digital travel platform Traveloka shows that sustainability, serenity and affordability are among the main factors taken into account by Malaysians when planning their leisure trips.
Malaysia was one of the nine Asia Pacific (APAC) markets that were part of the survey conducted by Traveloka in partnership with global data analytics firm YouGov.
Caesar Indra, president of Traveloka, said in a press statement, “APAC is bursting with opportunities, but its diversity demands creativity and nuance. Understanding the unique needs of this diverse market is critical for travel providers seeking to thrive in this dynamic travel landscape.”
Entitled “Travel Redefined: Understanding And Catering To The Diverse Needs Of APAC Travellers”, the survey was designed to uncover the “evolving travel habits and preferences that are shaping the APAC tourism landscape” and provide “actionable insights to anticipate trends and create meaningful traveller experiences in 2025 and beyond”.
The survey involved 11,467 respondents across Malaysia, Singapore, Vietnam, Thailand, Indonesia, India, South Korea, Japan and Australia.
Of the 1,037 Malaysian respondents who participated in the survey, 31% stated “rest and recharge” as their main reasons for leisure trips. Natural destinations are the most preferred, with 59% opting for mountain ranges and 57% for beach and coastal areas. Historical and cultural sites (42%) are also preferred by Malaysians.
While Malaysian travellers do enjoy domestic destinations (37%), there is a relatively balanced preference for international travel (24%), while 39% do not show inclination for one over the other.
This contrasts greatly with Thailand, Japan and Indonesia, where each recorded 70% travellers who prefer to travel domestically.
However, when it comes to cost consideration, more than half of the surveyed markets prioritise prices over other factors like amenities and comfort. Malaysia and Indonesia are tied at 46%, behind Australia (48%) but ahead of Singapore (45%) and Japan (43%).
For price-sensitive markets, discounts and promotions work in attracting potential travellers.
Malaysians (39%), similar to Singaporeans (47%) and Australians (45%), expressed interest in visiting a place they would not normally choose, as long as it is cost-effective thanks to attractive promotions.
While price is a main factor, Malaysian travellers do also take recommendations from family and friends (35%) and are influenced by special events and festivals (32%).
Approximately 37% of Malaysian travellers prefer domestic destinations, according to Traveloka’s recent study. — P. NATHAN/The Star
Emerging trends
Sustainability, one of the factors that the survey highlighted as emerging trends in APAC travel, continues to gain ground in the tourism sphere.
In Malaysia, 82% travellers put an emphasis on sustainable options, which include ecotourism and community-based activities.
The other markets similarly record more than 80% respondents opting for sustainable choices, except for Australia (40%), Singapore (36%), and Japan (37%) – a surprising result given the fact that these three countries do have well-established sustainability programmes.
Technology adoption is another factor that shape the travel behaviour in the region. Malaysia is among the countries that practice a digital-first approach, with social media and travel platforms such as Traveloka redefining how adventures are planned.
For information on new destinations, 64% of Malaysian travellers turn to social platforms. Of course, there are still those who go for more traditional sources like family recommendations (52%) and travel websites and blogs (48%).
Malaysian travellers are reliant on social media tools (52%) and travel platforms (49%) in their planning, with 78% having at least a moderate level of confidence in such platforms’ security measures – simplifying the booking process and providing flexible options.
The latter number is slightly lower than Singapore and Indonesia, both showing 53% reliance on travel platforms, but is considerably higher in comparison to Japan (18%), whose travellers prefer online travel blogs and navigation apps.
In markets that utilise travel platforms, the top three reasons given are: exclusive discounts and deals (59%), customer reviews and ratings (57%) and secure payment options (50%).
Last but not least, payment preference is another factor highlighted. It varies across the region, with some markets preferring cash over cards or vice versa.
A wide range of payment options help in catering to local preferences, since payment preferences vary from market to market.
For example, travellers in Thailand showed a higher preference for cash (72%), as digital payment methods are not as widespread, whereas in more technologically-advanced South Korea, 84% opt to use credit or debit cards.
Meanwhile, 70% of Malaysian travellers prefer using cards for payments, while 62% opt for cash and 45% choose to use payment apps.
The various payment options that prove beneficial to different types of travellers include credit or debit cards, local mobile wallets, Buy Now, Pay Later options and instalment plans.
