At the Skift Asia Forum 2026, Laura Houldsworth, Managing Director Asia Pacific at Booking.com, outlined how shifting traveller priorities across Asia are reshaping the industry, with a growing focus on value, safety, and technology-driven planning. The session was moderated by Robin Gilbert-Jones of Skift Research.
Houldsworth noted that passion-driven travel—ranging from major events to lifestyle moments such as fashion or beauty purchases—is increasingly influencing trip decisions. However, ongoing economic pressures and disruption across key travel corridors are prompting many travellers to stay closer to home.
Rather than cancelling trips altogether, consumers are more likely to trade down on room categories or actively seek discounts.
Data shared during the session highlighted the rapid adoption of artificial intelligence in the region. Nearly 70% of Asian travellers are already using AI tools for trip research, with around 90% intending to increase usage. Fast, AI-enabled responses are quickly becoming an expected standard across the travel experience.
However, trust in AI remains tied less to payment security and more to accountability after booking. Houldsworth pointed to a key industry challenge: “who owns the customer” when bookings are made through AI platforms, particularly when disruptions occur.
The discussion also revealed a shift toward “modern milestones” as travel motivators, with more than 90% of travellers indicating they would take trips tied to personal moments, from major purchases to lifestyle experiences.
The broader takeaway from the session was that while travel demand across Asia remains strong, booking decisions are becoming more considered. Price sensitivity and safety concerns are playing a greater role, even as travellers continue to prioritise experiences.
With Asian travellers leading global adoption of mobile, social platforms, and now AI, the session underscored a clear message for the industry: brands need to meet customers where they already are. As booking journeys become more fragmented across platforms, those that fail to adapt risk losing visibility—and ultimately, market share.
