电通（Dentsu）：2026年第一季度亚太地区旅游消费市场全景报告（英文版）（55页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTHE APAC CONSUMER TRAVEL LANDSCAPEQ1 2026APAC E DITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESSurvey MethodologyThe survey was conducted by dentsu via Tolunas online research panelThe survey was fielded during Feb 19,2026 Mar 5,2026,in Australia,China

2、,India,Malaysia and Vietnam.The sample consisted of 600 respondents aged 18+for each of the countries surveyed.Controls for nationally representative weighting across age,gender,and region(using the latest publicly available Census numbers)were implemented.In this report we compare APAC data with th

3、e US and EMEA.While the data for the EMEA was collected in the same timeframe as the APAC data,the US data is from 2025.PLEASE NOTE:As most of the data was collected in early February,the information contained in this edition does not incorporate analysis of the ongoing Middle East conflict or how i

4、t may have affected APAC consumer views about cross-continental travel.ABOUT THIS STUDY3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESOUR THEMES01TOP CONSUMER INSIGHTS02USING AI FOR TRAVEL OPTIMIZATION03LOOKING FOR INSPIRATION IN MEDIA&ENTERTAINMENT04HOW APAC CONSUMERS ARE CHOOSING WHERE TO TRAVEL05WH

5、AT INFLUENCES TRAVEL BRAND PREFERENCES4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSAI IS UNIVERSALLY ADOPTED AND GENERIC,PARADOXICALLY REINFORCING LOYALTY.57%of APAC travelers have used AI for travel planning,far ahead of the US(37%in 2025)and EMEA(26%).About 9 in 10 say it impr

6、oves their experience.But 53%rate AI recommendations as generic.The expected outcome would be more brand switching and disruption.The opposite is happening:42%say AI makes them more likely to stick with familiar brands.AI usage is concentrated in pre-trip planning and drops during trips and after.AI