03/10/2025

LYFE FRIDAY | OCT 3, 2025

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Malaysian Paper

/theSunMedia /

Malaysians cite ‘rest and recharge’ as main reason to travel.

September tops December as popular travel month A LTHOUGH December has traditionally been a peak travel month in Malaysia, digital travel platform Agoda has observed a shift, o Traditional shoulder season sees rise in tourism activities, growth in accommodation searches, driven by long weekends, domestic trips

MORE Malaysians are seeking wellness breaks as a way to rest, recharge and prioritise well-being, according to data from travel platform Traveloka. In Traveloka’s 2024 Travel Redefined APAC study of 12,000 respondents, 31% of Malaysians cited “rest and recharge” as their main reason to travel, with the trend continuing into the first half of 2025 where resorts and villas were among Malaysians’s top five most-searched accommodation types on the platform. Domestic wellness hotspots were favoured, with Malaysians booking holidays to the beaches of Kota Kinabalu, Penang and Langkawi. Traveloka’s key insights on 2025 wellness travel trends include: 0 Southeast Asia as a top wellness region Kota Kinabalu, Penang and Langkawi are the most-searched wellness hubs among Malaysian travellers in 2025. 0 Resorts and villas’s popularity Resort stays are highly sought after by Malaysians, ranking just behind hotels and apartments in accommodation searches. 0 Beyond spas While traditional offerings like massages remain top draws, cultural rituals (onsens), reflexology and medical aesthetic treatments are gaining traction – with Indonesia, Thailand and Malaysia as go-to hot spots. 0 Emerging wellness spots Wellness travel trend grows as Malaysians look to recharge LIFESTYLE rewards platform B Infinite has launched its nationwide campaign Level Up & Win that invites B Infinite members to turn daily transactions into premium travel and lifestyle rewards, with over RM66,000 worth of prizes up for grabs. From fuelling up at Caltex, dining at Starbucks, Kenny Rogers Roasters, Krispy Kreme Doughnuts or Milk & Barley to stays at Berjaya Hotels and Golf Clubs, every transaction that earns a minimum of 20 BPoints qualifies members for contest tiers and instant rewards via the B Infinite App mobile app. Members can also earn entries via B Infinite’s points conversion feature by converting loyalty points from programmes, such as Enrich by Malaysia Airlines and AirAsia Rewards. The campaign runs until Oct 31. To bring the travel reward experience to life, lounge operator Plaza Premium Group (PPG) joins the campaign to provide winners with a premium door-to-gate travel experience that includes personalised airport transfer, VIP meet and greet service and access to plaza premium lounges across selected Malaysia airports. Complementing the grand prizes, members also stand a chance to win vouchers from popular brands, such as 7-Eleven and Paris Baguette, and curated gifts and promotions by merchant partners, such as Hong Kong Silver Bird, Milk & Barley, Grabmaid, The Batik Shop and more.

with September 2025 now showing increased travel activities and stronger year-on-year growth in accommodation searches. Typically considered a shoulder season, September typically sees modest demand for domestic travel, driven by the mid-term school break. In 2025, domestic accommodation searches rose nearly 20% compared with September 2024, surpassing the growth in travel interest for December 2025 by five percentage points. The figures underscore a steadily growing interest in domestic travel during a period that is generally quieter. The rising search activity in September reflects the broader appeal of shoulder-season travel. These periods offer travellers the advantage of fewer crowds and a more relaxed experience at popular destinations. This year, this

holiday seasons. Earlier this year, our survey found nearly a quarter of Malaysians are choosing to travel during off-peak seasons, showing the growing potential of these periods,” Agoda country director for Malaysia and Brunei Fabian Teja said. Looking ahead to Visit Malaysia 2026, shoulder seasons can play a larger role in the country’s travel calendar, giving the industry opportunities to promote both peak and off-peak periods and showcase Malaysia’s diverse destinations year round.

appeal was further amplified by the alignment of the mid-term school break with strategically timed public holidays, creating higher-than-usual search activity for the month. The five most-popular destinations in September included Kuala Lumpur, Penang, Malacca, Cameron Highlands and Kota Kinabalu. Cameron Highlands, in particular, recorded a 42% increase in searches, reflecting heightened interest in refreshing, cool-weather getaways. “Shoulder seasons present a clear opportunity for the travel industry to boost domestic trips, as these periods fall outside major global

Yogyakarta and Da Nang are rising on SEA travellers’ radars for immersive cultural, sleep-focused and nature-based wellness experi ences. Prizes worth RM66,000 to be won with Level Up & Win

Cameron Highlands is one of the five most-popular destinations in September. – 123RFPIC

AIRASIA LAUNCHES FLIGHT BETWEEN KL, BANJARMASIN AirAsia has launched a new direct route connecting Kuala Lumpur to Banjarmasin, the largest city in South Kalimantan, Indonesia. This new service further strengthens AirAsia’s network between Malaysia and Indonesia, bringing the total to 229 weekly flights across multiple key cities. Starting Oct 20, this route will give travellers easier access to South Kalimantan, a region known for its rich culture, stunning nature and growing economic potential. In line with the Wonderful Indonesia 2025 campaign, this new service is expected to boost connectivity and spread tourism benefits more widely across the region. KLIA NAMED ASIA PACIFIC’S MOST CONNECTED AIRPORT The Kuala Lumpur International Airport (KLIA) has been ranked the most connected airport in the Asia Pacific region and placed fourth globally in OAG’s 2025 Megahubs index. Since the first Megahubs ranking in 2015, KLIA has grown its connectivity by 22% and holds the world’s No. 1 spot among low-cost carrier megahubs, with AirAsia contributing around 36% of its operations. The recognition comes on the back of strong momentum at KLIA. This year alone, the airport has welcomed six new airline entrants and launched 11 new routes across the network. As of August 2025, KLIA recorded 41 million passengers, a 9% increase year-on-year.

BR I E F S

From left: B Infinite senior commercial manager (regional) Serence Lew, Cheng, Wong and head of marketing Mabel Ewe.

said B Infinite CEO Kevin Wong. “This collaboration allows us to expand our group’s offerings and enhance the end-to-end airport hospitality experience for our valued guests,” said PPG regional head (marketing communications) Cheng Siew Yee.

“This campaign is to incentivise everyday spending with meaningful and memorable lifestyle upgrades. By combining our merchant network with partners like PPG, we aim to create a seamless journey from daily transactions to first-class travel experiences,”