Thais and other Southeast Asian travellers are continuing to plan travel in the second half of the year, opting for regional destinations even though they might slash their budgets or number of trips, according to online travel agent AirAsia Move.
Chattan Kunjara Na Ayudhya, head of country representative for Thailand at AirAsia Move, said the platform has not noticed a significant slowing of bookings from Thailand or Southeast Asia for the remainder of 2026.
However, as airfares rise and global aviation routes become uncertain, travellers are choosing regional destinations within Southeast Asia or Asia-Pacific over long-haul trips, while booking fewer flights than before the Middle East war started, said Mr Chattan.
Visitors may trim their travel budgets, though overall costs could remain static given surging travel expenses across the supply chain.
Many people have already planned trips, but are hesitant about when to book, he said.
For instance, most Thai tourists tend to wait until special promotions to book, said Mr Chattan.
Booking growth is somewhat dependent on the end of the US-Iran conflict, he noted. If the war ended today, it would take time for the oil supply and pricing to return to pre-war levels, said Mr Chattan.
According to AirAsia Move, travel demand across Thailand, Malaysia, Indonesia and the Philippines remained high during the first quarter, driven by robust regional connectivity.
More than 89% of bookings on the platform were for trips within Southeast Asia, led by Thai and Malaysian travellers.
Top destinations within Southeast Asia included Kuala Lumpur, Bangkok and Bali, while top picks outside the region were Kunming, Tokyo and New Delhi.
Mr Chattan said tourism operators should consider adjusting their travel products to cater to different segments and markets. For instance, offering family packages for Malaysians and Filipinos who mostly travel as a family group, and removing supplement fees for solo travellers, especially for Indonesian and Thai markets.
The platform offers flexibility to attract travellers, such as a discount for bundled packages for AirAsia flights plus hotels, and reduced fees for flight changes.
Regarding Thai tourism, he said tourism operators should plan their products and strategies in advance to encourage more bookings in the future. Post-pandemic travel reflects strong pent-up demand.
Thailand needs to offer new unique products in niche markets, such as health and wellness tourism, said Mr Chattan.
To combat negative perceptions about travel safety, the sector must ensure destinations are safe to visit, while also promoting more positive news, he said.
The platform plans to expand its presence and customer base in China and India, said Mr Chattan.
AirAsia Move features 700 airlines, 1 million hotels, and worldwide events in its database. In the first quarter, monthly active users tallied 17.1 million, up 23% year-on-year.
AirAsia flight sales remained steady at 7 million seats, up 4% year-on-year, while flights operated by other airlines declined 18% because of the strategic suspension of specific airline sales, according to Capital A, its parent company.
