Hotel booking values in the Asia-Pacific (APAC) region rose by 23% in early 2025, significantly outpacing growth in the Americas and EMEA, both of which saw a modest 2% increase. The data, published in Criteo S.A.’s Spring 2025 Travel Pulse Global Report, highlights APAC as the most resilient and fastest-growing travel market worldwide.
According to the report, hotel bookings in APAC grew by 10% and air travel bookings by 7% in the first quarter of 2025. This contrasts sharply with declines in other regions: hotel bookings fell 10% in the Americas and 11% in EMEA, while air travel saw only a 1% uptick in the Americas and a 4% drop in EMEA.
Between July and October 2024, travel bookings in APAC exceeded retail sales growth by over 12 index points, pointing to strong demand even during the off-season.
The report, based on data from over 14,000 global consumers, also observed notable trends in spending patterns among affluent APAC travellers. They are twice as likely to purchase luxury goods during travel, with makeup and perfume purchases rising by 102% and 113% respectively compared to counterparts in the Americas and EMEA.
Food tourism also emerged as a key motivator, with 60% of international travellers from the region identifying food-related attractions as a top itinerary priority. The findings indicate a growing role of AI in travel planning, particularly in generating recommendations for local activities and excursions.
While global travellers are increasingly mindful of costs, environmental factors, and geopolitical developments, the report notes that many are adapting by adjusting budgets rather than cancelling plans altogether. The shift underscores a continued appetite for travel, driven by value, flexibility, and experience-focused spending. Criteo’s report draws on commerce data from hundreds of travel platforms, including airlines and hotel chains, as well as insights from over 7,500 respondents to its shopper survey.