This trend report explores the new priorities shaping demand, spending and sales opportunities across Asia and beyond, offering forward-looking insights for advisors navigating a fast-evolving landscape.
Shorter booking windows
are the new normal
One of the clearest shifts in recent traveller behaviour is the growing trend towards shorter booking lead times. More trips are being confirmed closer to the departure date than in previous years, particularly in long-haul markets. While not ideal from a planning perspective, this reflects broader patterns of uncertainty and changing travel habits.
It also highlights the value of early engagement. Booking further in advance allows for better rates, a wider selection of accommodation and greater access to experiences that may not be available at the last minute.
Destination demand remains strong
Demand across EXO’s core markets remains robust. Japan, Thailand and Vietnam continue to lead for both new and repeat visitors, driven by events such as Expo 2025 in Osaka, strong air connectivity and continued cultural appeal. Thailand, in particular, continues to benefit from a balanced mix of regional and long-haul demand, while Vietnam’s beaches and heritage cities remain consistent draws.
Meanwhile, newer markets are gaining attention. South Korea has emerged as a rising luxury destination, especially following a surge in cultural visibility. Saudi Arabia is seeing momentum build slowly but surely, with travellers drawn by its heritage sites, dramatic landscapes and a sense of novelty.
Off-the-beaten-path experiences gain traction
While flagship destinations continue to perform, there is growing demand for lesser-known regions that offer cultural intrigue and space to explore. Travellers are moving beyond the usual routes, motivated by a desire for meaningful connection, fewer crowds and a stronger sense of place.
This is evident in Vietnam, where the northern provinces of Ha Giang and Cao Bang are drawing interest from those who’ve already seen the highlights. In Cambodia, the Cardamom Mountains and remote heritage sites like Preah Vihear are increasingly featured in custom itineraries. Laos’ far north, Indonesia’s islands beyond Bali and Thailand’s overlooked provinces like Nan or Khanom are similarly being positioned as destinations in their own right.
This shift aligns closely with EXO Travel’s long-standing focus on regional depth and community-based travel. With experienced teams in place across all destinations, EXO is well equipped to support advisors in building off-the-beaten-path programmes that remain seamless, safe and well-curated.
Slow travel replaces the checklist
Travellers are also choosing to do less and experience more. There’s a noticeable move away from rapid, multi-country itineraries toward deeper exploration of a single destination. Instead of racing through five cities in 10 days, more guests are spending extended time in one place, allowing for a more immersive connection to culture, nature and rhythm of life.
This shift is driven by several factors: a desire for less rushed holidays, growing interest in sustainability and the emotional appeal of staying longer in a place that resonates. It’s also practical. Longer trips help reduce the carbon impact of long-haul flights and reduce the fatigue of constant travel.
Advisors are responding with itineraries that include repeat-stay nights, built-in breathing space and slower transport options such as train journeys, multi-day river cruises or countryside cycling. Examples include multi-night village stays in Laos, extended beach retreats in Southern Thailand and one-region explorations of Indonesia or Vietnam with flexible pacing.
EXO’s on-the-ground flexibility and deep destination knowledge allow for a wide range of these slower-paced options—helping advisors propose trips that are not just more sustainable, but often more luxurious in their sense of ease and depth.
Luxury spending anchored in experience
Luxury travel in 2025 remains strong, but spending is more purposeful. Travellers are placing higher value on privacy, cultural engagement and personalisation than on traditional five-star status. According to the 2025 Luxury Travel Report by Preferred Hotels & Resorts and The Harris Poll, 75% of luxury travellers say they won’t pay premium prices for experiences that feel impersonal or mass-market.
This is reflected in demand for villa stays, private access to sites, curated dining experiences and meaningful cultural interaction. Guests want a sense of exclusivity and insight such as private ceremonies, specialist-led tours or stays at heritage properties that reflect the spirit of the place.
There is also continued interest in wellness and value-aligned travel. Properties with strong sustainability credentials, wellness programmes and community partnerships are outperforming those without. EXO’s B Corp status, Travel for Good portfolio and long-standing relationships with responsible providers are key assets for advisors aiming to deliver elevated, meaningful luxury.
Experiential, Culinary
and Adventure Travel evolve
Across all segments, experiential travel continues to dominate. Food remains a major driver of destination choice, with more travellers planning entire trips around culinary highlights—from street food in Hanoi to omakase counters in Tokyo or wellness cuisine in Bali. Cooking classes, farm visits and market-led tastings are increasingly featured in both mid-range and high-end itineraries.
Soft adventure—cycling, trekking, kayaking—is no longer niche. It’s a core expectation, particularly for clients seeking balance between activity and cultural connection. EXO’s adventure product line supports this trend with curated options across all destinations.
Wellness-focused travel also continues to grow, with Thailand and Indonesia leading the region for spa, detox and spiritual retreat experiences. The blending of nature, mindfulness and comfort makes this a versatile addition to many itineraries.
Opportunity for advisors:
The trends shaping 2025 are closely aligned with EXO Travel’s strengths—regional expertise, creative itinerary design and strong local relationships. For travel advisors, this creates several clear strategies:
- Be ready to respond to last-minute bookings with flexible, well-paced proposals.
- Recommend slower, single-country journeys with extended stays and immersive pacing.
- Present lesser-known destinations as a chance to connect, discover and avoid over-tourism.
- Reframe luxury as experience-driven, sustainable and personalised.
- Include culinary, soft adventure and wellness elements as core itinerary components.
As demand evolves, EXO’s platform offers both the agility and depth to support advisors in delivering travel that feels both seamless and transformative.
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