PETALING JAYA: Malaysian travel consumers rank among Asia Pacific’s (Apac) most influenced by social media, yet remain deeply sceptical of it, research has found.
Dentsu’s Apac Consumer Travel Landscape (first-quarter 2026 or 1Q26), based on a study of 3,000 travellers across five Apac markets for 1Q26, revealed that 67% of Malaysian travellers said social media shaped their travel destination decisions, the highest rate in Apac.
Notably, the same group also said they always conduct additional research, reviews and comparisons before finalising their plans.
“Malaysian travellers have become extremely sophisticated at navigating modern travel culture,” commented Audrey Chong, chief executive officer, Malaysia, Dentsu.
“They know how to consume inspiration without being consumed by it.
“They understand the gap between aesthetic and reality, visibility and value, performance and experience.”
While the Malaysian market is most reliant on social content to discover options, they are also among the most driven to scrutinise those options due to economic pressure.
The report’s findings showed that 67% of Malaysians have adjusted to choosing more affordable destinations due to economic uncertainty, while 48% avoid certain destinations because the currency exchange rate was disadvantageous.
“In many ways, this is becoming a market less seduced by fantasy and more interested in experiences that feel real, grounding and emotionally rewarding once the social media moment fades,” Chong added.
The shift reflects a wider reality in the South-East Asian region, where travellers are becoming more intentional, emotionally selective, and thoughtful about where they choose to visit.
As a result, marketers need to adapt their strategies so that their efforts resonate with travel consumers.
According to the report, four in five Apac travellers acknowledge that social content affects their travel decisions, with social media used to gain confidence rather than as the final booking authority.
Brands should, therefore, combine inspirational storytelling with trust-building content that validates choices, especially in markets sensitive to value and risk.
At the same time, platforms such as travel food shows and documentaries lead in influence across Apac, so marketers should look beyond social media and influencers to broader entertainment hubs to better shape consumers’ early consideration.
Meanwhile, the report found that artificial intelligence (AI) tools are actively used by over 80% of travellers in Apac, largely to compare, confirm, and narrow choices before booking, rather than just to browse.
The challenge for brands today, therefore, is to clearly articulate fit, value, and relevance within AI-assisted journeys, as generic positions or passive presence may risk being filtered out in the early planning process.
Moreover, AI usage is largely concentrated in the pre-trip planning, with 62% of usage comprising destination research. Engagement largely drops during and after the trip, representing a clear opportunity for brands.
Those that can extend the AI journey through real-time support, local recommendations, and itinerary flexibility will be well-positioned to transform from a planning utility to trusted travel partner.
Furthermore, travellers are now balancing aspiration with caution, influenced by affordability concerns, geopolitical uncertainty, and the desire for more meaningful travel experiences.
A total of 53% of Apac travellers are deciding on more budget-friendly destinations and 44% are taking shorter trips.
In response, marketers can lead communication with affordability cues such as offers, flexibility, and value, while layering premium cues like unique experiences, upgrades, and exclusivity.
Rather than a luxury indulgence, premium positioning should be framed as a savvy, justified upgrade for enhanced comfort, convenience, or distinct experiences that are viewed as worth the added spend.
Beyond this, value, customer service, and brand reputation are revealed to be strong drivers of travel brand choice across Apac.
According to the report, travellers in the region prioritised remarkable customer experiences, at 37%, over net lowest price, at 29%, when it came to their travel brands preferences. This signals that brands can benefit from investing in experience consistency and loyalty ecosystems to drive preference and repeat choice, rather than competing primarily on discounts.
Furthermore, marketers should lead with reassurance and reliability, building a foundation of earned trust before introducing emotional storytelling or aspirational messaging.
Another strong driver of travel planning is social ties and proximity to family and friends, which was ranked as the top consideration for 58% of Apac travellers.
This was followed by child or family- friendly destinations at 42%.
Overall, the study has revealed a region where travel consumers are growingly seeing meaning, emotional resonance and experiential value over mere spectacle – a cue for brands to build products and messaging around rich, relevant experiences, deeper value, and social connection.
