04/07/2025

FRIDAY | JULY 4, 2025

21

LYFE

Latest Malaysian travelling trends

o Destination now matters less than reason for trip

F ROM cherry blossoms in Japan to cultural festivals in Johor, Malaysians are on the move again – and this time, they are travelling smarter. They are researching earlier, booking with intent and paying in ways that reflect a deeper trust in digital. Behind this shift is a growing reliance on platforms such as TNG eWallet, which now serves over 23 million verified users, giving it a front-row seat to the travel trends shaping 2025. Recent user data reveals not just where Malaysians are going, but the values and behaviours behind those journeys – and what that means for marketers hoping to capture attention in this ever-evolving space. Where we are going: travelling further, but within region Domestic travel remains strong, with 60% choosing to explore within Malaysia. But outbound travel is picking up fast. 39% are exploring Southeast Asia, and 30% are heading to East Asia, with Japan, Korea and Hong Kong topping the list. This trend shows a traveller who is digitally equipped and increasingly confident about going further yet remains regionally anchored. For marketers, this opens up opportunities for regionally relevant travel campaigns, co-branded content and partnerships that reflect shared cultural touchpoints.

A growing 18% of travellers are turning to QR payments, attracted by ease of use and favourable rates. How we travel: one traveller, many personas Gone are the days of targeting “the average holidaymaker”. Today’s traveller could be a parent planning a family escape (32%), a solo explorer seeking new experiences (27%), part of a friends’ getaway (23%) or enjoying a couples’ retreat (18%). Each group brings its own motivations, planning habits and spending styles. This makes persona-based segmentation not just helpful, but necessary. Brands that tailor their message to fit the context, whether it is a group discount for friends or a premium experience for couples, will earn better engagement. Why we travel: purpose-driven travel is new normal Where people go matters less than why they go. The top reason Malaysians travel is for exploration and new experiences (52%), followed by attending events like concerts and festivals (29%), visiting family and friends (29%), and business travel (17%). This signals a shift from

According to data, 73% of Malaysian travellers still use cards (including credit cards and prepaid options) across borders.

destination-led to experience-led storytelling. Brands that tap into trending cultural events, seasonal calendars, and passion points such as music or food will stay ahead of the curve. It is no longer just about promoting where to go, but why now. Planning behaviour: expanded booking window, in both directions Interestingly, 42% of travellers plan their trips a year in advance, while 18% wait till the last minute. Despite this, more than half (52%) prefer to book directly via hotel or airline websites. This dual behaviour calls for a dual-track marketing strategy: one that builds aspiration early and activates conversion closer to travel dates. Integrated ecosystems, where offers and services are embedded directly into a user’s journey (think attraction tickets, airport transfers or travel guide bookings), are becoming essential. Insurance is expected – and mobile Travel insurance, once optional, is now part of the checklist. A strong 79% of a digital payment platform users purchase travel insurance, mainly due to concerns about lost luggage (55%), medical expenses (49%) and flight delays (40%). marketing

Cash is still widely used when travelling abroad.

This opens the door for insurance providers to embed protection directly within digital journeys. Platforms such as e-wallets, already part of a traveller’s planning and payment flow, are becoming natural points of access for such high-intent purchases. Connectivity begins before take-off Today’s traveller wants to be connected the moment they land. 42% purchase a travel e-SIM before their trip, and 37% activate roaming plans in advance. For telcos and digital service providers, this means the pre-travel window is a critical moment for engagement. Bundled offerings, such as travel passes that include insurance, connectivity and rewards, could deliver convenience and brand stickiness. Spending abroad: cards dominate but QR is growing Abroad, 73% still use cards (including credit cards and prepaid options) and 54% rely on cash. But a growing 18% are turning to QR payments, attracted by ease of use and favourable rates. While the number may seem small, it reflects a trend gaining momentum, especially in QR-friendly countries. For brands looking to reach Malaysian travellers overseas, enabling QR payments could mean capturing spend at the moment of decision. Many platforms

are already building merchant acceptance across Asia, creating new frontiers for digital commerce. No one-size-fits-all traveller Not all travellers think or spend the same way. While income levels play a role, the more meaningful differences lie in motivation, planning habits and digital engagement. For example, B40 users tend to be more price-sensitive, M40 users look for value-added deals and T20 users lean towards premium, seamless experiences. But rather than segmenting purely by income, brands should focus on how digital behaviour and travel intent shape each journey, and tailor their offerings accordingly. Whether they plan months ahead or wing it, prefer self-serve tools or curated experiences, these behavioural signals offer richer insight than income brackets alone. Personalised journeys, powered by data, will be key to capturing loyalty. Why it matters for marketers Malaysians are not just travelling more. They are travelling differently. They are demanding more control, more flexibility and more personalisation – all through digital platforms they already trust. It is no longer just about being seen. It is about being useful, contextual and trusted at every stage of the journey.

The top reason Malaysians travel is for exploration and new experiences.

Japan is among the top countries Malaysians are flocking to visit. – ALL PICS FROM PEXELS