The fight for traveller attention is no longer about who shouts the loudest but about who shows up with relevance, timing, and trust. In APAC, where discovery habits are shifting fast and personalisation expectations are sky-high, brands that fail to understand the modern travel journey risk falling behind.

In this exclusive interview, Mason Tay of Tripadvisor unpacks what’s really driving inspiration today— from the platforms travellers trust, to the signals that reveal intent, to the cultural nuances shaping decisions across the region.

Whether you’re building content, campaigns, or conversion funnels, this is your behind-the-scenes look at how discovery works now—and how to meet your travellers where they are.

From Bucket Lists to Nano-Neighbourhoods

Forget the checklist-style sightseeing. Today’s APAC travellers are turning away from top-10 lists and toward deeper, more meaningful journeys—often discovered through community-driven platforms.

“We’re seeing travellers increasingly turn to peer-led reviews and forums on Tripadvisor to uncover nano-neighbourhoods and hidden gems,” Mason shares. “Rather than rushing through major attractions, they’re slowing down to explore one neighbourhood at a time and moving well beyond the traditional guidebook approach.”

This reflects a broader appetite for discovery that’s authentic, personal, and immersive. Travellers are investing more time into planning trips that reflect their values and interests—not just what’s trending.

According to Tripadvisor’s Trendcast, several emerging travel themes are gaining traction

• Waterculturalism – Immersive water-based rituals—like onsens, bathhouses, and natural springs—are gaining traction, fuelled by regional content creators and a desire for emotional reset.Travellers are diving (literally) into experiences like the Submarine Safari in Lanzarote, which brings ocean exploration to life, or visiting places like Australia’s Museum of Underwater Art in Townsville—both offering unique ways to connect with water, culture, and place.
• Beauty Voyagers – Skincare pilgrimages and wellness rituals from Korea, Japan, and Southeast Asia are drawing international travellers who see self-care as a central travel purpose. From facial massage clinics in Seoul to multi-day wellness retreats in the tropics, beauty-led travel is becoming a growth category.
• Investigative Eating – Food has become more than a meal—it’s a mission. Travellers are digging deeper into indigenous traditions and farm-to-table origins. For example, the Munnar Tea Trail Tour in India immerses visitors in the farming and processing of local teas, while SingleThread Farm in California connects dining to seasonal agriculture with its immersive tasting experience, showcasing how curiosity, culture, and cuisine now converge.

These trends aren’t just aesthetic; they signal a traveller’s desire to be changed by their trip, not just entertained.

🔍 Did you know? Bookings on Tripadvisor for thermal spas & hot springs are up 157% since 2022.

Using insights and contributions from millions of real travelers via reviews and forums on Tripadvisor to answer user questions

A Generational Divide in Discovery

When it comes to how inspiration sparks action, generational and regional differences play a key role.

“Gen Z is increasingly social-first and creator-led,” Mason explains. “TikTok, Instagram, and niche influencers are shaping destination choices—especially for ‘un-Googleable’ experiences that feel unique and under-the-radar.”

Millennials, while still active on social, tend to blend inspiration with research. They’re more likely to validate ideas using Tripadvisor reviews, blogs, and curated lists—making decisions grounded in both aspiration and practicality.

Regionally, Southeast Asia stands out for its mobile-first behaviour, responsiveness to promotions, and country-specific travel habits. These nuances shape Tripadvisor’s localization strategy; from content formats to the personalization of homepage recommendations, pushing us to reframe inspiration as an ongoing journey, not just a single moment.

Understanding Intent: From Browsing to Booking

On Tripadvisor, not all engagement is equal. The platform relies on a combination of behavioural depth and action sequences to understand where a traveller is in their decision-making journey.

“We look closely at the transition from inspiration to action,” says Mason. “When a traveller moves from browsing to checking availability, filtering by dates, or returning to the same product page, that signals strong intent.”

High-intent actions include:

• Filtering by dates or traveller type
• Viewing pricing and availability
• Revisiting listings across sessions 
• Adding experiences to wishlists or beginning checkout

These signals trigger Tripadvisor’s personalization engine, delivering relevant offers, removing friction, and nudging users toward conversion without disrupting the experience.

Tripadvisor's Destination-based smart suggestion from the AI assistant.

Smarter Personalization through AI

Personalization isn’t just about content, it’s about context. Tripadvisor is leaning into AI to deliver real-time, hyper-relevant inspiration grounded in data from over a billion community reviews.

• AI Trip Itineraries: Travellers input their destination, travel dates, and preferences, and get a day-by-day plan generated instantly from millions of community reviews.
• AI Assistant: A conversational tool that helps travellers refine plans, discover recommendations, and find bookable experiences with ease.

“Our AI innovations help travelers move seamlessly from inspiration to action— with guidance that’s both timely and rooted in the experiences of our global community.” Mason notes.

Behind the scenes, micro-personalization is in play too:

• Content localized by region and season (e.g., no summer activity recommendations for Australians in July)
• Currency and category preferences tailored by market
• Personalized emails and notifications based on trip history and intent signals

Beyond the Booking: Sustaining Long-Term Engagement

The journey doesn’t end after checkout. Tripadvisor’s engagement strategy keeps travellers connected long after their trip.

• Post-trip nudges: Emails prompting reviews, wishlist updates, or future inspiration based on past behaviour
• Community momentum: Keeping travellers looped in through shared experiences, trending content, and peer validation

“Even between trips, we stay relevant by showing up with what matters most—authenticity, community, and meaningful moments,” Mason explains.

What’s Next: Trendcast 2025 Highlights

Tripadvisor’s latest Trendcast outlines four macro shifts shaping the future of travel in APAC:

1. Travel as Identity: From Play to Personal Growth

• Experiences are no longer just about escape, they’re about transformation. From wellness journeys to astrological retreats, travellers are booking for meaning.
• Mentions of “zodiac sign” in Tripadvisor forums and reviews have grown 300% YoY.

2. Experience Economy, Reimagined

• Sensory depth is the new currency. Blindfolded dining, forest bathing, aroma-led tours, and virtual reality experiences are redefining what it means to explore.
• Bookings for multi-sensory tours are up 267%; escape room experiences rose 105% YoY.

3. Nano and Niche Over Global and Generic

• Hyperlocal travel is in. Destinations like Beijing’s 798 Art Zone are seeing triple-digit traffic growth as travellers seek cultural depth over breadth.
• The 798 Art Zone saw 1534% faster traffic growth than the site average.
• Solo-Social travellers are on the rise, prioritizing community, connection, and curiosity.

4. Rethinking Time and Tempo

• Slow Going (long-distance train rides, walking pilgrimages) and Time Tripping (midweek, off-season travel) are on the rise, alongside “Sports Trek” experiences where fans travel to participate, connect, and celebrate together.
• Traffic to sporting event pages grew 219% faster than other attractions from 2023 to 2024.

Final Word for Travel Brands

If there’s one takeaway for marketers? Inspiration isn’t a moment - it’s a CONTINUUM.

Brands that understand the emotional and behavioural layers behind traveller choices and show up with real relevance across that journey will earn more than bookings. They’ll earn trust.

Our contributor:

Mason Tay, Director, Global Markets Growth, Tripadvisor