New data from Trip.com Group suggests travellers are increasingly opting for shorter vacations, family-focused holidays and cooler destinations, while artificial intelligence is playing a growing role in how trips are planned.
The online travel platform says major Asian cities continue to dominate global travel demand. Based on flight bookings, the most popular destinations so far this year are Seoul, Bangkok, Hong Kong, Tokyo and Taipei.
Short breaks remain in demand
Trip.com found the average summer trip now ranges from just under three days to nearly four days, with short-haul flights accounting for most bookings.
Europe has seen particularly strong demand for nearby destinations, with short-haul flight bookings increasing 73% year over year.
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Long weekend travel also continues to gain momentum. Bookings for trips lasting four days or less have increased by more than 40% in East Asia and Europe and more than 15% in Southeast Asia, suggesting travellers are making the most of public holidays and a small amount of vacation time.
Family travel gains momentum
Hotel bookings made by families with children aged 12 and under have risen across multiple regions and have more than doubled in Mainland China, South Korea and Japan, according to Trip.com Group.
The company's recent consumer survey also found family travel ranked ahead of trips with partners, friends or solo travel as the most appealing vacation experience.
The trend is especially pronounced among older Millennials aged 35 to 44 in markets.
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The findings suggest travellers are increasingly prioritizing family-friendly accommodations, convenient flight schedules and attractions designed for children.
Popular attractions this summer include Bali Zoo in Indonesia, Desaru Water Adventure Park and Entopia by Penang Butterfly Farm in Malaysia, along with Universal Studios Japan, Tokyo DisneySea and Tokyo Disneyland.
Travellers seek cooler destinations
Another growing trend is the rise of "coolcations," as travellers look to escape extreme summer heat.
Trip.com Group reports searches for cooler destinations have increased 74% since the beginning of the year.
Searches related to "escape the heat," "summer escapes" and "cool summer retreat" are also gaining popularity.
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While Mediterranean destinations such as Palma de Mallorca, Izmir, Malaga and Porto remain popular, interest is growing in cooler European destinations including Iceland, Norway, Slovenia, Switzerland and Wales.
In Asia, destinations such as Inner Mongolia, Sapporo and Yunnan are attracting more international visitors.
Sapporo and Ulaanbaatar, where average summer temperatures range between 15 C and 25 C, have become two of the fastest-growing destinations for South Korean travellers, posting triple-digit year-over-year booking growth.
AI
Trip.com Group says travellers are relying less on traditional internet searches and more on AI-powered planning tools that can generate personalized itineraries and recommendations.
The company reports Google searches for "help plan my trip" have increased 190% year over year, while AI-assisted bookings through its TripGenie platform have grown approximately 400%.
AI use is also expanding beyond the planning stage. Trip.com says usage of tools including hotel comparisons, menu translation and live language translation increased roughly 300% over the past year.
The company says travellers in Asia are more likely to use AI during their trips for destination guidance, while travellers in Europe and North America tend to engage AI earlier in the planning process.
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