Food Drives Changing Travel Habits in Asia Pacific, Booking.com Survey Reveals
A new survey released by Booking.com, titled “Asia Pacific Holiday Family Food Trends,” indicates that food is a significant driver of evolving tourist behavior in the Asia-Pacific region. The survey, conducted among over 8,000 travelers, highlights how culinary experiences are shaping travel choices and activities.
The research identified four distinct traveler profiles based on their relationship wiht food and cooking: Traditionalists, who prefer familiar home-cooked meals; Experimenters, eager to try new recipes and cooking methods; Minimalists, favoring simple and rapid meals; and Socialites, who view cooking and sharing food as a social event. This suggests the kitchen is no longer simply a functional space, but a venue for self-expression and connection during travel.
A growing trend identified in the survey is “Trolley tourism,” characterized by a preference for visiting local markets and supermarkets over customary souvenir shopping. This trend is especially strong in the Asia-Pacific region, with 89% of Korean respondents stating they would visit local supermarkets or markets while traveling – slightly above the Asia-Pacific average of 85%. Furthermore, 93% of Korean households reported frequently engaging in holiday shopping (compared to a 96% Asia-Pacific average), demonstrating a commitment to supporting local businesses and utilizing fresh, seasonal ingredients.
Another emerging trend is the “Portable Pantry” phenomenon,where tourists bring their own favorite ingredients and cooking tools to recreate familiar flavors while abroad. A remarkable 92% of south Korean respondents reported bringing their own food on trips, significantly higher than the Pacific average of 80%.
The survey also examined the purpose of travel for those utilizing holiday rentals.Family travel represents the largest proportion of bookings in South Korea, followed by trips with friends (31%, compared to a 25% Asia-Pacific average), leisure travel (26%, versus a 38% Asia-Pacific average), healthy breaks (26%, against a 29% Asia-Pacific average), and celebrations like birthdays and anniversaries (15%, compared to a 26% Asia-Pacific average).The higher proportion of travel with friends in Korea suggests holiday rentals are being used as spaces for socializing and communication.
Laura Holdworth, Managing Director of Booking.com Asia Pacific, stated: “Through this ‘Asia Pacific Holiday Family Food Trends’ survey, it is confirmed that food is the core of holiday family travel. Tourists choose holiday families to explore local tastes, cook together and communicate.”
