Reuniting with loved ones, wellness and adventure emerged as key motivators for India, says Agoda’s Travel Trends Survey

For most of us, reuniting with friends and family is the main reason to travel in 2023. Agoda’s Travel Trends survey asked travelers from India, Australia, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam to share their top travel goals for the new year.

India (21%), the United States (25%), Australia (31%) and Taiwan (33%) are where travelers will most likely plan a holiday reunion with family or friends. Many also wish to embark on trips to recharge themselves, mentally and physically, with wellness contributing to the number two spot in the ‘reasons to travel’ ranking of Agoda’s Travel Trend survey. Countries with high inclination include India (20%), South Korea (24%), Singapore (25%) and Thailand (29%).

Among people from Japan (44%), Taiwan (24%) and Vietnam (23%), the biggest travel appetite is for (re)discovering food, arts & culture. In fact, a staggering 44 percent of Japanese travelers listed this as their main travel goal, the highest number for any travel objective in a single country. Four times more than Philippines, where only 11 percent are looking to travel for food, arts & culture and seeking adventure is the main reason to leave home (30%). Adventure travel ranks highest among travelers from Indonesia (23%) and India (20%).

The study concluded with reuniting with loved ones, wellness and food, arts & culture making the top three reasons to travel, and adventure and celebrating a milestone rounding out the top five.

Agoda survey was conducted in partnership with YouGov polling over 10,000 travelers from across Australia, Singapore, Malaysia, Indonesia, Thailand, India, Philippines, Japan, Vietnam, Taiwan, South Korea, USA. This survey was conducted from 8-16 July 2022. All respondents were aged 18 and above.

Agoda Travel Trend Survey – Top reasons to travel in 2023. Australia India Indonesia Japan South Korea Malaysia Philippines Singapore Taiwan Thailand Vietnam
1. Reuniting 31 21 18 21 24 21 23 21 33 22 17
2. Wellness 14 20 19 19 25 19 12 25 19 29 22
3. Food, Arts, Culture 17 13 14 44 24 18 11 20 24 18 23
4. Adventure 20 20 23 5 6 20 30 16 6 11 14
5. Celebrating 10 13 8 7 13 11 15 10 12 8 10


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