KUALA LUMPUR: Malaysians are expected to increase their travel spending this year, but affordability remains a key consideration, with one in two prioritising cost when choosing their destinations.
According to Klook’s Travel Pulse 2026 survey, travel spending among Malaysians is projected to rise by 15 per cent – the second-highest growth in Southeast Asia – reflecting a strong yet value-conscious appetite for travel.
Despite higher budgets, Malaysians are becoming more disciplined in managing their travel expenses. The survey found that 56.1 per cent rank affordability as the top factor when selecting a destination, while staying within budget remains the main priority for Gen Z travellers at 45.6 per cent.
Technology is also shaping travel decisions, with 41.3 per cent of Malaysians relying on Artificial Intelligence (AI) to identify the best time to book in order to secure better prices.
Japan remains the most popular destination among Malaysians at 27.2 per cent, followed by Mainland China (13.1 per cent) and Australia (6.9 per cent). However, travel patterns are evolving across different age groups.
In Japan, Millennials are increasingly exploring secondary cities such as Sapporo and Shizuoka, while Gen Z travellers are gravitating towards newer destinations like Okinawa and Yokohama.
In Mainland China, Gen Z travellers prefer emerging cities such as Chongqing and Guangzhou, while Millennials continue to favour established destinations like Beijing and Shanghai.
Klook said travellers today are becoming more intentional in how they plan and experience their journeys, with greater emphasis on meaningful and personalised travel experiences.
This shift is also reflected in how Malaysians plan their trips, with social media and AI playing an increasingly significant role.
The survey revealed that 78.9 per cent of Malaysians have booked travel experiences based on recommendations from content creators.
At the same time, AI adoption continues to grow, with 57.2 per cent using it to research destinations – higher than the global average of 51.8 per cent – and 54.1 per cent using it to discover activities.
The findings also point to a growing preference for purposeful travel, particularly among younger travellers.
Malaysian Gen Z place greater emphasis on meaningful experiences, with 38 per cent prioritising purpose-driven travel compared to the global average of 31.4 per cent.
They also show a strong interest in immersive activities such as local tours and guided experiences (54.2 per cent) and cultural festivals (46.1 per cent), reflecting a shift away from traditional sightseeing towards more authentic experiences.
While both Millennials and Gen Z rank food experiences such as tours and tastings as their top choice, their preferences differ in other areas.
Millennials tend to favour guided tours and local experiences, while Gen Z show stronger interest in time-sensitive natural attractions such as auroras and cherry blossoms.
The survey also highlights differences in how travel inspiration is sourced, with Millennials relying more on photos and videos on social media, while Gen Z prefer practical content such as travel tips and hacks, indicating a more planning-oriented approach.
