Agoda search data highlights free cancellation and ‘pay at the hotel’ as some of the region’s most-used filters, reflecting preferences for convenience and greater control over travel plans.

While accommodation type remains the most-used search filter, accounting for 19% of all filter use across Asia, traveller priorities are diversifying. Both ‘free cancellation’ and ‘pay-at-hotel’ options have climbed into the top 10 most popular filters region-wide, highlighting the increasing importance travellers are placing on clear cancellation policies and flexible payment options, in addition to where they stay.

Agoda’s additional data show that this desire for flexibility extends throughout the trip-planning journey. Travellers aren’t just looking for refundable options; they are also tailoring their searches to convenient property features such as specific bed types, parking facilities, and proximity to public transport. Travellers are looking for accommodations that can easily cater to their specific travel styles, whether they are planning a spontaneous drive-to getaway, travelling with a large group, or mapping out a multi-stop itinerary.

“Search filters can reveal what travellers want to know before they book, whether that’s the right accommodation type, greater flexibility or confidence in the quality of a stay,” said Agoda Senior Vice President, Supply Andrew Smith. “For accommodation providers, these insights can be a roadmap for meeting evolving traveller expectations. Properties that make their value proposition clear, highlight the amenities guests care about most, and reduce booking friction will be better positioned to increase visibility, encourage conversion in an increasingly competitive market.”

(Source: Agoda)

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Highlights for the first half of 2026 (relative to H1 2025 — constant currency)

Group revenue increased 2.3%, to EUR3,334.9 million, up 5.1%2.

Operating income grew 0.6%, to EUR943.2 million.

Adjusted EBIT1 amounted to EUR1,011.5 million, increasing 4.9%2.

Diluted EPS3 increased 1%. Adjusted diluted EPS1 grew 7.3%2.

Free cash flow amounted to EUR472.2 million, increasing 0.8%. 

Net financial debt was EUR2,577.5 million at 30 June 2026 (1.0 times last-twelve-month EBITDA4).

Air IT Solutions segment delivered an 8.7% revenue expansion.

Hospitality and Other Solutions (HOS) revenue increased by 9.2%.

In Airline Distribution, revenue grew 1.1% in H1 2026.

Amadeus opened 2026 with solid growth and profitability. From March, the geopolitical situation in the Middle East has been significantly impacting global air traffic, with IATA announcing negative growth in April and May, the first time in 15 years (excluding the Covid period). 

Amadeus reports that the geopolitical situation has moderated its growth outlook, in line with IATA global air traffic expectations. 

Amadeus President & CEO Luis Maroto commented: “Amadeus delivered solid revenue and profit growth in the first half, while maintaining sustained commercial momentum across our businesses. Despite softening in volumes from March amid the geopolitical situation in the Middle East, both customer demand for our solutions and our commercial pipeline remained strong. The recent slowdown in air traffic expectations has had a limited impact on our outlook, highlighting the breadth and diversification of our business across customers, segments and geographies.”

For more information about operating and financial performance during the first half of 2026, visit https://amadeus.com/en/investors.

(Source: Amadeus)

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The technology giant’s latest earnings provided investors with the proof many had been seeking that massive investment in AI infrastructure is producing measurable commercial returns rather than simply increasing costs.

The company reported stronger-than-expected growth in its Azure platform, demonstrating that demand for AI services continues to accelerate and translate into higher revenues. 

Azure is Microsoft’s cloud computing platform, similar to Amazon Web Services (AWS) from Amazon and Google Cloud from Google.

Think of Azure as a vast global network of data centres that provides computing power, storage and artificial intelligence services over the internet.

For AI, this is especially important because it:

Hosts AI models such as OpenAI’s ChatGPT for businesses.

Provides the computing power needed to train and run AI systems.

Enables companies to build their own AI applications without needing to own expensive supercomputers.

Stores and processes enormous amounts of data.

The company also reaffirmed its commitment to substantial AI capital expenditure, while customer demand still exceeds available computing capacity, indicating that the industry’s expansion is far from complete.

Investors responded enthusiastically. Microsoft shares rose about 15 to 16 per cent following the announcement, adding almost US$450 billion in market value in a single trading session, the largest one-day increase ever recorded by a public company.

The results helped answer one of the market’s biggest questions following the recent semiconductor correction: would the world’s largest cloud providers begin cutting AI investment?

The answer was a clear no.

This demonstrated that AI is already driving significant growth and confirmed that companies intend to continue investing aggressively to meet rising demand.

Travel and Tourism’s relationship with AI.

Amazon added further support by reporting strong performance in Amazon Web Services while increasing planned AI investment to approximately US$220 billion for 2026. Although Meta’s results this week highlighted pressure on free cash flow and margins from heavy AI spending, it also maintained its long-term commitment to AI development.

Together, these announcements helped trigger a strong recovery in semiconductor shares, including South Korean leaders SK hynix and Samsung Electronics, both major suppliers of advanced high-bandwidth memory chips that power AI systems.

Why this matters for travel and tourism

Having worked in hotels and tourism for more than four decades, I have witnessed countless technological advances, from the arrival of computerised reservations to the internet, online booking platforms and mobile travel. Artificial intelligence represents the next major step in that evolution.

From my own experience, I have seen AI move rapidly from being an interesting concept to becoming a practical tool used every day across the travel and hospitality industry.

Hotels are increasingly using AI to respond more quickly to guest requests, improve customer communications and assist staff in delivering more personalised service. Airlines are applying AI to optimise schedules, predict maintenance needs, and improve operational efficiency, while destinations and travel companies are embracing intelligent systems to enhance customer engagement and simplify planning.

Perhaps most encouraging has been the enthusiasm shown by a new generation of hospitality professionals. Since the industry’s rebuilding following the Covid-19 pandemic, I have observed many younger colleagues naturally embracing AI in their daily work. Whether preparing reports, analysing data, improving communication, or responding more efficiently to guests, they use these tools not to replace personal service but to enhance it.

I have also seen AI increasingly supporting hotels, restaurants and airport front-line customer contacts. From information services and concierge assistance to handling requests and responding more quickly to service demands, AI is helping hospitality professionals spend less time on routine tasks and more time focusing on customers and guests.

In my view, this can only be positive.

The hospitality industry has always been about people. AI will never replace genuine warmth, empathy or personal attention. Instead, I believe it enables staff to spend more time doing what they do best: looking after customers.

Microsoft’s latest results therefore represent far more than another impressive technology earnings report. They reinforce confidence that investment in the digital infrastructure supporting AI will continue, giving travel and tourism businesses access to increasingly powerful tools that can improve service, productivity and the overall guest experience.

For an industry built on creating memorable experiences, that is welcome news indeed.

About the Author 
Andrew J Wood is a Bangkok-based travel writer, media executive and former hotel general manager with more than four decades of experience across Asia’s hospitality and tourism industries. A former Director of Skål International, Past President of Skål Asia and Past President of Skål International Thailand and Bangkok, he is currently Vice President of Skål International Bangkok. A respected commentator on travel, aviation, hospitality and business trends, he has received Skål International’s Order of Merit and Membre d’Honneur in recognition of his contribution to global tourism. His articles are widely published in leading regional and international media.

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Drawing on insights from 10,000 travellers across 10 APAC markets, the inaugural index identifies what makes trips truly memorable, stress-free and worthwhile for the region’s diverse travellers.

The Travel Happiness Index combines two dimensions of traveller behaviour: the factors people say are important to a good trip, and the factors they prioritise most strongly when making trade-offs. An analysis of both reveals that travel happiness is shaped not only by the experiences travellers see, but also by the confidence, ease and reassurance that help make those experiences possible.

Travel brings joy

For many travellers across APAC, travel not only remains a priority but the joy of it begins long before departure.

An overwhelming 98% of APAC travellers associate travel with positive emotions, and for many, it also plays an important role in their mental and emotional wellbeing. Across the region, in addition to travel helping them recharge, 86% say having a trip to look forward to lifts their mood. 

Nearly three-quarters (73%) say that anticipation helps them cope with the demands of daily life. Travel planning can add to that sense of anticipation, with 60% of APAC travellers finding the planning process itself enjoyable.

However, travel is not without its pressures: some travellers say trips can leave them feeling tired or drained (29%), pressured to make the most of their time away (20%), or uncertain (19%) and anxious (17%).

These sentiments vary across the region. South Koreans are most likely to report experiencing negative emotions related to travel (79%), followed by Indians (71%) and Japanese travellers (64%). 

Conversely, Chinese travellers appear to be the most positive, with over half (59%) reporting no negative emotions associated with travel.

Today’s travellers are balancing their desire for meaningful experiences with expectations, logistical considerations, and the realities of modern travel. As a result, smoother, more seamless, and less stressful journeys are becoming just as important as the experiences themselves.

Travellers redefine ‘Worthwhile’ around simple moments

APAC travellers are increasingly finding fulfilment not in packed itineraries or bucket-list pursuits, but in the simple, meaningful moments on a trip.

Appreciating natural scenery (35%), spending quality time with travel companions (28%) and enjoying good food or drinks (26%) contribute to trip satisfaction, with food, in particular, emerging as a standout source of joy in Japan, Singapore, South Korea, Thailand and Vietnam.

At the heart of many happy trips is connection, whether with travel companions, family, or the people and places encountered along the way. Family, in particular, stands out: 59% say family trips are the most enjoyable.

These evolving definitions of what makes a trip worthwhile are shaping how travellers plan their journeys, with more intention and value in mind: nearly three-quarters (73%) say they prioritise trying local food and incorporating meaningful experiences into their trips, and 67% say they will choose dates or destinations based on travel deals. Almost two-thirds (62%) say they will extend their trips to create more time to rest, recharge, and fully enjoy their destination. The shift towards more purposeful travel is also influencing accommodation choices. 

Vacation homes, apartments, and other unique stays continue to resonate with travellers across the region, with 35% citing better value for money as a key reason for choosing these accommodations. A further 29% say such stays help them experience destinations more authentically and locally, providing greater immersion in the communities and cultures they visit.

Uncertainty reshapes travel rather than derails it

Despite ongoing concerns about extreme weather (35%), health and hygiene risks (34%), crime levels (34%), inflation (30%), and political instability (30%), these factors are rarely deal-breakers, with APAC travellers remaining resilient and committed to travel.

While affordability remains an important consideration, many travellers are finding ways to make trips feel worthwhile through careful planning, better deals and more intentional choices. Across APAC, 46% say they feel more confident in their ability to afford travel than before. Even when faced with disruption, nine in 10 (90%) travellers are willing to adapt rather than abandon their plans. And when plans do change, travellers are most likely to seek alternatives, with 27% opting for destinations that offer a similar vibe.

Others would choose to postpone their trip (18%) or adjust the timing or duration of their travel (17%). However, attitudes vary across the region: Japanese travellers are most likely to cancel outright (26%). In contrast, Thai travellers show the greatest determination to travel, with just 3% saying they would cancel their plans.

Trust, technology and flexibility help travellers book travel 

Digital tools have become an integral part of the modern travel journey, with 84% of APAC travellers saying digital tools make planning and booking easier. Travellers are also increasingly turning to technology to help them make more informed travel decisions. Nearly three-quarters (72%) say digital tools such as search engines, booking platforms and AI-powered tools make it easier to find and compare travel options. In comparison, 68% say these tools inspire them to discover new destinations and experiences.

When it comes to making bookings, trust remains paramount. Booking platforms continue to serve as a trusted foundation for the travel journey, with nearly nine in 10 travellers (88%) saying they feel more at ease when booking through a trusted platform. 

As travellers increasingly rely on technology to reduce friction and maximise the value of their trips, platforms that combine inspiration, discovery, confidence and seamless booking will play an increasingly important role in helping travellers turn plans into memorable journeys.

“This report makes it clear that for many people across APAC, travel is more than just about getting away — it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain,” says  Booking.com Managing Director, Asia Pacific, Laura Houldsworth, “As part of our mission to make it easier for everyone to experience the world, we’re focused on helping travellers book and plan with confidence, so they can focus less on friction and more on the experiences that make travel truly worthwhile.”

(Source: Booking.com)

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Travellers are looking to explore destinations that offer immersive cultural experiences and diverse coastal landscapes, reflecting an appetite to discover more of what each region has to offer.

Southeast Asia remains a core draw, but the map widens

Southeast Asia remains a fixture in Indian travellers’ search activity with its blend of tropical islands, vibrant coastal cities and relaxed beach towns. Among the destinations seeing notable search interest, Bali continues to captivate travellers with its blend of scenic beaches, centuries-old temples and wellness retreats. Meanwhile, Phuket retains its spot as a crowd favourite owing to its lively coastline, bustling night markets and easy access to nearby islands, offering everything from family holidays to adventure-filled getaways.

Beyond these well-known favourites, Agoda searches point to growing interest in a wider range of destinations, each with its own unique offerings. In Indonesia, Lombok is attracting attention for its uncrowded beaches, surf culture and proximity to the Gili Islands. Vietnam is also emerging as a coastal hotspot with Phu Quoc Island offering white-sand beaches alongside protected national parks, Da Nang combining a scenic coastline with a vibrant culinary scene, and Ha Long continuing to captivate travellers with its limestone islands and overnight cruises.

Across Thailand, established favourites include Krabi, Koh Samui and Pattaya. Other destinations in Southeast Asia, such as Langkawi, Penang, and Cebu, are also garnering considerable search interest.

From island retreats in the Indian Ocean to the Mediterranean

Along Sri Lanka’s coastline, Trincomalee, known for its calm bays and marine life, has emerged in Agoda’s search data alongside Arugam Bay. This destination has built a reputation as one of South Asia’s leading surf destinations. With destinations such as Mirissa, known for its whale-watching experiences, and Galle and Bentota, Sri Lanka is increasingly appealing to travellers seeking more than traditional island holidays.

Mediterranean locales are also finding a place on Indian travellers’ wish lists. Santorini continues to attract visitors with its iconic cliffside villages overlooking the Aegean Sea; Nice pairs Riviera beaches with a vibrant cultural scene; and Ibiza remains a popular choice for travellers looking to combine beach holidays with its renowned nightlife.

“Indian travellers are increasingly broadening their horizons beyond the traditional beach favourites,” said Agoda Country Director, Indian Subcontinent & Indian Ocean Islands, Gaurav Malik.

“While well-established coastal destinations continue to see strong interest, we are also seeing growing demand for a wider mix of beach escapes across regions. From vibrant seaside hotspots and island getaways to quieter coastal towns, travellers today are seeking more variety and choice in how they plan their beach holidays. At Agoda, we remain focused on making it easy for travellers to discover, compare and book the right stay, flight and activities for every kind of beach escape.”

(Source: Agoda)

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Insights derived from a survey of Asian travellers conducted as part of Agoda’s 2026 Travel Outlook report show that Gen Z say their travel is primarily driven by experiences, with cultural exploration (32%), outdoor activities (30%) and culinary discoveries (28%) among the top motivations. 

Partners can respond by curating destination-specific experiences, offering exclusive member benefits such as attraction or activity discounts, dining privileges, and bundled travel packages that reflect how younger travellers plan their trips. Delivering these experiences within the loyalty platform helps transform rewards from transactional benefits into meaningful travel experiences.

Nearly three in four Gen Z travellers (73%) plan to take between one and six trips a year, and 86% opt for stays of one to seven days. These shorter, more frequent trip preferences create multiple engagement opportunities for loyalty partners throughout the year. As travel becomes more frequent, banks, airlines and financial service providers have an opportunity to extend the value of their existing loyalty programmes by bringing earn and redeem into the booking flow. They can also surface personalised travel offers based on destination preferences or booking history while integrating flights and activities directly into their apps or digital platforms.

Beyond convenience and experiences, sustainable travel is also becoming an increasingly important consideration for younger travellers. Agoda’s 2026 Sustainable Travel Survey found that 23% of Gen Z travellers say they choose to travel during off-peak periods to reduce their environmental impact, while 38% actively seek accommodations with recognised sustainability certifications.

For airlines, this presents an opportunity to stimulate demand during off-peak travel periods through exclusive member fares and targeted loyalty campaigns. 

Banks can curate sustainable travel collections within their rewards marketplaces, allowing cardholders to redeem points for certified accommodations and responsible travel experiences. 

Loyalty programmes can make sustainability a more visible part of the member journey by highlighting certified properties, offering bonus rewards for eligible bookings or enabling members to filter for sustainable stays. By embedding these options directly into their travel platforms, partners can better align their loyalty propositions with Gen Z’s evolving values while encouraging more responsible travel choices.

“Gen Z is changing what travel loyalty needs to feel like,” said Rocket Travel by Agoda Chief Commercial Officer Damien Pfirsch. “They plan around experiences and expect a straightforward path from discovery to booking. The opportunity here is to make travel feel native within the platform’s existing experience, so members can see value clearly, book with confidence and use rewards across the trip. Programs must also be thoughtful about surfacing offers that align with their growing budget and sustainability values. When travel feels like a natural extension of the loyalty experience, partners can increase engagement and build stronger long-term customer relationships.”

Through white-label travel infrastructure, partners can integrate Agoda’s global inventory of accommodations, flights and activities into their loyalty programmes, allowing members to search, book, earn and redeem rewards without leaving the partner’s platform.

Agoda’s strategic partnerships arm, Rocket Travel by Agoda, has supported partner-branded travel experiences for loyalty programmes, including Southwest Airlines’ Rapid Rewards and China Airlines’ new StayMiles platform.

(Source: Agoda)

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Based on the latest booking data from Traveloka, the pattern points to a broader shift — Thai travellers are increasingly choosing shorter, more frequent breaks over a single long holiday each year.

Across the country, staycation bookings on Traveloka grew by more than 70%, reflecting a growing preference for shorter escapes that fit into modern, flexible lifestyles. Rather than waiting for one major trip a year, more Thai travellers are recharging with weekend breaks and short stays.

Which destinations lead the shift?

The strongest momentum came from Thailand’s coastal destinations. Krabi led on booking growth, more than doubling year on year, followed by Hua Hin (up more than 80%), Pattaya (around 65%) and Phuket (nearly 60%). Each offers a distinct experience — from island escapes and wellness retreats to family-friendly beach breaks. Still, they share a common appeal: they turn an ordinary weekend into a meaningful break.

Today’s travellers are redefining what it means to take a vacation. Instead of waiting for one extended holiday each year, many are choosing to travel more often, even if it’s just for two or three days at a time. 

This reflects a broader lifestyle shift. Flexible work arrangements, packed schedules and a growing focus on well-being have made shorter breaks an appealing way to recharge without the planning, cost or time commitment of long-haul travel. For many, the luxury isn’t necessarily flying farther — it’s having the opportunity to disconnect fully.

At the same time, expectations of a staycation have evolved. Travellers are increasingly looking beyond simply booking a room; they’re seeking memorable experiences. Whether it’s waking up to a sea view, enjoying a spa treatment, discovering local cafés, sampling regional cuisine or simply slowing down in a new setting, the accommodation has become part of the destination.

Rediscovering Thailand, one weekend at a time

The growing popularity of staycations also reflects a renewed appreciation for destinations closer to home. Places that were once reserved for long weekends or family holidays are now becoming regular weekend escapes, allowing travellers to rediscover familiar destinations from a fresh perspective.

As travel becomes more integrated into everyday life,  the trend toward shorter, experience-led getaways is expected to continue. Rather than replacing longer vacations, staycations are complementing them — giving travellers more opportunities throughout the year to rest, reconnect and create memorable experiences without travelling far.

(Source: Traveloka)

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Hilton Hotels & Resorts (brand value up 28% to USD19.2 billion) has seen growth supported by its strong premium positioning, global reputation for high-quality hospitality, and continued investment in its luxury portfolio, including Waldorf Astoria, Conrad Hotels & Resorts, LXR Hotels & Resorts, and NoMad Hotels. 

Expansion into high-demand luxury destinations has further strengthened Hilton’s global presence and reinforced its appeal among affluent travellers.

Hyatt (brand value down 6% to USD7.5 billion) retains its position as the world’s second most valuable luxury hotel brand. The brand continues to strengthen its luxury positioning through the expansion of its premium portfolio, including Park Hyatt, Alila, Miraval, and Andaz, which cater to growing demand for personalised and experience-led stays. Hyatt’s record development pipeline of 148,000 rooms and continued growth of its World of Hyatt loyalty programme to approximately 63 million members further support its long-term growth prospects, as the brand expands its presence across key luxury travel markets.

Marriott (brand value up 23% to USD4.6 billion) ranks as the world’s third most valuable luxury hotel brand, supported by continued portfolio expansion and strong global brand equity. The group’s luxury offering, spanning brands such as Ritz-Carlton, St. Regis, JW Marriott, and EDITION, continues to benefit from rising demand for premium experiences and personalised hospitality. 

Growth initiatives, including expanding its luxury portfolio and launching new concepts such as Series by Marriott, have strengthened Marriott’s ability to cater to evolving luxury traveller preferences. Its Marriott Bonvoy ecosystem, with 271 million members globally, further reinforces customer loyalty and supports sustained brand growth across international markets.

Meanwhile, with a Brand Strength Index (BSI) score of 93.5/100 and an AAA+ brand strength rating, Taj Hotels (brand value up 32% to USD878 million) retains its position as the world’s strongest luxury hotel brand. As luxury travellers increasingly seek authentic and experience-led stays, Taj continues to differentiate itself through its distinctive blend of Indian heritage, personalised hospitality, and timeless luxury. Its strong brand equity reflects its ability to deliver meaningful guest experiences while preserving its unique cultural identity on the global hospitality stage.

Hilton Hotels & Resorts ranks as the world’s second strongest luxury hotel brand, achieving a BSI score of 87.1/100 and an AAA-brand strength rating, underpinned by its premium positioning, extensive global luxury portfolio, and reputation for delivering high-quality hospitality across international markets. Marriott ranks third strongest, with a BSI score of 83.4/100 and an AAA brand strength rating, reflecting the strength of its diverse luxury brand portfolio, global reach, and continued investment in premium guest experiences.

As part of the Hotels 50 2026 report, Brand Finance has separately ranked the world’s 10 leading luxury hotel brands by brand value and brand strength.

(Source: Brand Finance)

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 It demonstrates how dramatically global mobility has expanded over the past two decades. Findings stand in stark contrast to the latest Global Peace Index, which also marks its 20th edition and paints its bleakest picture yet. 

According to the Institute for Economics & Peace, the world is experiencing the highest number of state-based conflicts since the Second World War, with global peacefulness declining for the 12th consecutive year. 

Today, 119 of the 163 countries measured are less peaceful than they were in 2008, while 103 countries have been involved in an external conflict during the past five years — almost double the number recorded when the index began.

As millions of travellers prepare to cross borders for the peak Northern Hemisphere summer holiday season, the July 2026 Henley Passport Index — based on exclusive Timatic data from the International Air Transport Association (IATA) — shows that international mobility continues to evolve despite an increasingly complex and conflicted geopolitical landscape. 

Singapore retains its position as the world’s most powerful passport with visa-free or visa-on-arrival access to 192 destinations. At the same time, the United Arab Emirates is the biggest mover since January, climbing three places to join Japan and South Korea in second place with access to 188 destinations.

The UK has climbed one place to 6th since the start of the year after securing visa-free access to China and Malawi, while Canada has risen to 7th following similar gains. The US remains in 10th place and is now one of the few top-ranked passports whose citizens still require a visa to visit China.

UAE — the making of a mobility superpower

The UAE’s latest rise is particularly significant in this anniversary year, recording the greatest improvement of any passport in the index’s history, adding 153 visa-free destinations over 20 years and rising from the middle of the rankings to become one of the world’s most powerful passports — a striking example of how sustained diplomatic engagement and international cooperation can transform global mobility.

Henley & Partners Chairman and creator of the Henley Passport Index, Dr Christian H Kaelin, says the two historic datasets reveal a profound shift in global power. 

“Twenty years of data show that passport power is one of the clearest expressions of a country’s geopolitical capital. It reflects far more than peace or prosperity alone. The world’s strongest passports belong to nations that other countries want as partners — for trade, investment, security, or cooperation. Mobility is ultimately a measure of the value other countries place on their relationship with you.”

The winners, the losers, and the growing gap

Over the past 20 years, global travel freedom has expanded dramatically. In 2006, the most powerful passports — held by citizens of the USA, Denmark, and Finland — provided visa-free access to 130 destinations. Today, Singapore sits at the top of the index with access to 192 destinations.

Yet the gap between the most and least mobile citizens has widened sharply. In 2006, Afghanistan ranked last with access to just 12 destinations, creating an 118-destination gap between the top and bottom of the index. Today, Afghanistan remains at the bottom with access to only 22 destinations, while Singapore’s score of 192 creates a record-breaking 170-destination global mobility gap.

Remarkably, Bolivia is the only passport in the world to have recorded a net loss in visa-free access over the past two decades, reducing its score by six destinations. Every other passport has become more powerful.

The waning power of the Atlantic alliance

The composition of the world’s mobility elite has changed significantly since the Henley Passport Index was launched. In 2006, the US enjoyed first place and the UK ranked third. Twenty years later, the US sits in 10th place, and the UK ranks sixth, underscoring a longer-term shift in mobility power away from the traditional transatlantic leaders.

Asia has become far more prominent at the top of the index. Singapore, which ranked 8th in 2006, now holds first place, while Japan and South Korea share second place with the UAE.

Europe still dominates the upper ranks, but the balance has changed. The top 10 now includes 38 passports, compared with 26 in 2006, with more countries competing within a narrower bandwidth of high mobility. This reflects a broader trend: passport power has expanded globally, but relative advantage has become harder to maintain.

When peace predicts passport power

New analysis by Henley & Partners comparing the Henley Passport Index (HPI) and the Global Peace Index (GPI) over the past two decades reveals a strong positive relationship between peacefulness and passport power (Spearman rank correlation ρ = 0.65, p < 0.001). At both ends of the spectrum, the pattern is remarkably consistent. Many of the world’s most peaceful countries also hold the world’s strongest passports. Singapore ranks 8th on the GPI and 1st on the HPI, while Japan, Switzerland, Ireland, Austria, Portugal, Finland, Denmark, New Zealand, Canada, Czechia, and Malaysia all feature among the global leaders on both indexes.

The same pattern is evident at the opposite end of the rankings. Afghanistan, Syria, and Yemen sit among the world’s least peaceful nations and have the world’s weakest passports, illustrating the impact that conflict, instability, and state fragility have on international mobility.

When diplomacy and geopolitical power trump peace

The most revealing findings emerge from the exceptions. Countries whose passports significantly outperform what their peace rankings alone would predict include Israel (159th on GPI, 18th on HPI), the US (134th on GPI, 10th on HPI), France (99th on GPI, 4th on HPI), Ukraine (160th on GPI, 31st on HPI), the UAE (73rd on GPI, 2nd on HPI), South Korea (57th on GPI, 2nd on HPI), Brazil (124th on GPI, 16th on HPI), Mexico (139th on GPI, 22nd on HPI), and Russia (163rd on GPI, 47th on HPI). Their positions demonstrate that while peace provides the foundation for international mobility, diplomacy, geopolitical influence, economic strength, and regional integration can all have an even greater impact.

America and Israel are the clearest statistical outliers. Despite the USA sitting in the bottom fifth of the GPI rankings and Israel among the five least peaceful nations in the world, both continue to enjoy exceptionally powerful passports. 

Their positions reflect decades of accumulated diplomatic capital, geopolitical influence, economic importance, and international confidence in the integrity of their institutions and travel documents. At a time when tensions with Iran and instability across the Middle East once again dominate headlines, their mobility strength illustrates that passport power is shaped by far more than peacefulness alone.

(Source: Henley Passport Index)

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These are not simply impressive statistics. They represent one of the largest expansions ever projected for the global travel and tourism industry. For a sector that was fighting for survival only a few years ago, the scale of the anticipated recovery is remarkable.

According to Boeing’s latest Commercial Services Market Outlook, global passenger traffic is expected to double over the next two decades, while the world’s commercial fleet will grow by almost 80% to more than 50,000 aircraft. Around half of all new deliveries will replace ageing aircraft, with the remainder supporting future growth.

Yet the real story extends well beyond aircraft production. Every new aircraft requires pilots, cabin crew, engineers, maintenance facilities, spare parts, digital support systems and sophisticated logistics.

Boeing estimates the industry will need 674,000 new pilots, 728,000 maintenance technicians and more than one million cabin crew members by 2045.

Around two-thirds of these positions will simply replace retiring professionals, while the remaining third will support industry expansion. This highlights aviation’s greatest challenge.

The industry is not only growing; it must also replace decades of accumulated expertise while preparing a new generation for increasingly sophisticated aircraft and operating environments.

Technology will certainly help. Artificial intelligence, predictive maintenance, digital aircraft monitoring and immersive training will all become increasingly important. However, no technology can replace sound judgement, professional experience and rigorous training. Aviation has always been, and will remain, a people business. That reality, I believe, is especially important for tourism.

Hotels, resorts and attractions may be the visible face of travel, but aviation remains its essential foundation. Every additional aircraft creates demand far beyond the airline itself, supporting airports, engineering companies, hospitality businesses, convention centres, tour operators and thousands of small enterprises throughout the tourism economy.

For Southeast Asia, the opportunities are substantial. Boeing forecasts the region will require approximately 258,000 additional aviation professionals over the next twenty years, reflecting its position among the world’s fastest-growing aviation markets.

Thailand is well placed to benefit. Its strategic location, mature tourism industry and established aviation infrastructure provide strong foundations for future growth. However, success cannot be taken for granted. Airports require continued investment, engineering capabilities must expand, training institutions need greater capacity and regulatory systems must continue evolving alongside rapidly changing technology. Aircraft can be ordered. Skilled professionals cannot.

Thailand Seaplanes

Against this backdrop, renewed interest in commercial seaplane operations has generated considerable discussion. Siam Seaplane’s plans to introduce scheduled amphibious aircraft services are both imaginative and potentially valuable for Thailand’s premium tourism sector.

The concept offers attractive possibilities, particularly for connecting luxury coastal resorts and island destinations while creating distinctive visitor experiences. However, seaplanes should be viewed in perspective.

They represent a specialised niche rather than a transformational change to Thailand’s aviation landscape. Thailand already supports executive helicopters and private jet operations, and seaplanes are likely to occupy a similar premium market.

History also provides a useful reminder. Previous initiatives, including Yellow Bird, demonstrated both the appeal and the commercial challenges of operating seaplanes in Thailand. Beyond acquiring aircraft, operators require specialised water aerodromes, environmental approvals, marine traffic coordination, maintenance facilities, trained crews, insurance support and a clear regulatory framework.

Perhaps most importantly, sufficient passenger demand must exist to justify the significant investment.

The Maldives has demonstrated how successful seaplane tourism can become under the right geographic conditions. Thailand, however, already benefits from an extensive network of airports, highways and ferry services, reducing the number of routes where seaplanes offer a clear commercial advantage.

None of this diminishes the value of innovation. Premium tourism continues to evolve, and niche aviation services may well find profitable opportunities. The challenge will be matching ambition with commercial reality.

Aviation’s future

Ultimately, Boeing’s extraordinary forecast is about far more than aircraft. It is about people. It is about skills. And importantly, it is about the infrastructure that keeps global tourism moving.

Whether through major international airlines or innovative niche operators, the future of aviation will depend not simply on technological advances but on sustained investment in training, maintenance, safety and smart regulation.

For Thailand, the opportunity is considerable. If the country continues investing in its aviation workforce while encouraging carefully planned innovation, it can strengthen its position as one of Asia’s leading aviation and tourism hubs.

The skies ahead certainly look busy. Ensuring there are enough skilled people to keep those aircraft flying safely may prove the industry’s greatest achievement.

About the author
Andrew J Wood is a Bangkok-based media executive, travel writer and former hotel executive specialising in Asian tourism. A former Director of Skål International and Past President of Skål Asia, he has lived in Thailand since 1991 and has spent more than four decades working across the region’s hospitality and aviation industries.

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