According to digital travel platform Agoda, accommodation searches for mountain destinations such as Leh, Kasol and McLeod Ganj have risen significantly compared to last year, driven largely by travellers from metro cities.

Leh, set in the Trans-Himalayan region of Ladakh, witnessed a 143% increase in searches. Home to high-altitude trekking routes, including the Markha Valley and Lasermo La, among others, Leh appeals to adventure seekers in search of challenging terrain and unique landscapes. Searches from New Delhi and Mumbai-based travellers grew by 140% and 158%, respectively, compared to last year, while searches from Hyderabad increased by 106%.

Kasol follows closely, seeing a 126% increase in searches from India compared to the previous year. The picturesque hotspot is known for its proximity to trails like Kheerganga and Tosh Valley, as well as its scenic location in the Parvati Valley. Key cities with increased travel interest include New Delhi, where accommodation searches increased by 129% year-on-year, and Chandigarh, which saw a 178% increase in searches.

Additionally, travellers are showing growing interest in McLeod Ganj and the surrounding areas, which offer trekking-focused experiences along scenic routes in the Dhauladhar range, including Triund, Kareri Lake, and Indrahar Pass.

This shift reflects a broader evolution in how travellers are approaching trip planning, with outdoor accessibility becoming a primary consideration rather than an afterthought. The rise of destinations with accessibility to popular trekking trails indicates that travellers are moving beyond traditional itineraries and seeking destinations that offer immediate access to nature-based activities.

Agoda Country Director, Indian Subcontinent & Indian Ocean Islands, Gaurav Malik said: “The decisions of Indian travellers today are increasingly shaped by experiences and not just the destination itself. Destinations like Leh, Kasol, and McLeod Ganj are emerging as strong choices because they offer both cooler climates and immersive outdoor experiences. At Agoda, we are making it easier for travellers to discover and plan these getaways with a wide range of accommodation options, great value deals and a seamless booking experience.”

(Source: Agoda)

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Presenting at the Phuket Property Exchange C9 Hotelworks Sessions, Michael Kenner, Managing Director and Co-founder of FazWaz, put nearly 60,000 online enquiries on the table and let the numbers do the talking.

The demand intelligence dataset, drawn from the FazWaz platform network spanning FazWaz, Thailand-Property, Dot Property, and Hipflat over the December 2025 to May 2026 period, covers 54,628 online enquiries across 141 countries and 1,258 tracked projects, representing THB272 billion (USD8.4 billion) in stated buyer demand. What the data reveals beneath that number is more instructive than the number itself.

Of the 54,628 total online enquiries recorded, 39,042, or 71%, were rental in nature. The sales market generated 15,586 online enquiries. This ratio matters because it defines where liquidity, yield, and transaction volume actually sit in the Phuket market. The median monthly rental budget across all online enquiries is THB35,000 (USD 1,077), with demand concentrated in the sub-THB40,000 (USD1,231) band. Condominiums and apartments account for the largest share of rental online enquiries at 20,882, followed by houses and villas at 14,946. Cherngtalay leads all locations at 6,628 online enquiries, nearly 30% more than second-placed Rawai at 5,108.

The sales market tells a more nuanced story. The median purchase budget across 15,586 online sales enquiries is THB7.5 million (USD 231,000). Demand thins sharply above THB 20 million (USD 615,000), and the luxury tail, while present, significantly distorts average figures. Developers and agents judging market appetite by mean rather than median budgets are reading the wrong signal. Condominiums again lead in product demand, with 8,094 online enquiries compared to 4,920 for houses and villas. Cherngtalay commands the highest median price per square metre at THB126,600 (USD3,895) for condominiums, compared to THB 32,669 (USD 1,005) in Si Sunthon, a fourfold gap that maps the island’s value gradient with precision.

The March 2026 spike drew attention across the development community. Online enquiries peaked, with the sales share of monthly demand reaching 45%, up from 18% in December 2025. The median buyer budget jumped from THB 6 million (USD185,000) to THB14 million (USD431,000) during the same period, driven by the 10 to 20 million baht segment rather than ultra-high-net-worth buyers. By April, the market had reverted to baseline. Developers who interpreted March as a structural shift rather than a seasonal concentration of demand will have drawn the wrong conclusions.

The more significant trend ran quietly alongside the sales spike. Median rental prices rose from THB33,000 (USD1,015) in December 2025 to THB40,000 (USD1,231) in April 2026, then held at THB38,000 (USD1,169) in May. That is a sustained upward movement across a segment that represents 71% of total market demand. A strengthening rental market historically underpins sales market confidence. In Phuket’s case, the data suggests that a foundation is being built.

Across both rental and sales segments, Cherngtalay dominates. It leads online enquiry volume, commands the highest price per square metre, and attracts the broadest mix of bedroom configurations. Rawai is a consistent second. The west coast corridor, from Kamala through Cherngtalay to Rawai, accounts for the overwhelming majority of qualified demand. Operators and developers looking for demand outside this corridor will find it, but at meaningfully lower price points and volumes.

The Phuket property market is large, international, and genuinely diversified across 141 source countries. It is also more concentrated geographically, more rental-driven, and more mid-market in its sales profile than the prevailing narrative suggests. The data is available. The question is whether the market reads it.

To read and download the full FazWaz presentation CLICK

You can also watch a short video of Michael Kenner speaking on the current Phuket data CLICK

(Source: C9 Hotelworks)

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With insights from 32,500 travellers across 35 markets globally, this year’s research highlights a generational paradox. 

While 85% of global travellers across all ages say that more sustainable travel is important or very important to them, younger generations express stronger sustainability intentions but take fewer practical actions. In contrast, older generations demonstrate greater commitment through concrete behaviours.

Travellers in the APAC region 

Although less than half (48%) of the Boomer survey respondents (61+ years old) say they want to travel more sustainably in the coming 12 months, compared to 68% of Gen Xers (45-60 years old), 76% of Millennials (29-44 years old) and 80% of Gen Z (18-28 years old), research shows that their actions speak louder than words. 

When it comes to the practical steps travellers are taking to be more sustainable, it seems older generations are more action-oriented than younger ones.

Of those who intend to travel more sustainably over the next year, Boomers (75%) say they will reduce general waste when travelling compared to 55% of Gen X, 52% of Millennials and half of Gen Z (50%).

63% of Boomers intend to reduce energy consumption (such as turning off air conditioning and lights in their room when they aren’t there), compared to 57% of Gen X, 51% of Millennials and 45% of Gen Z.

63% of Boomers say they will shop more at local, independent stores on their trips compared to 41% of Gen X, 40% of Millennials, and 40% of Gen Z.

Older generations were much more likely to report plans to travel outside of peak season: Boomers (67%), Gen X (44%), Millennials (40%) and Gen Z (35%).

That said, there are some areas where younger generations lead on more sustainable behaviours, particularly when it comes to learning about local cultures, indigenous communities or the conservation of wildlife:

Nearly a third of Gen Z (21%) and Millennials (31%) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 25% of Gen X and 21% of Boomers in the last twelve months.

And more than a quarter of Gen Z (27%) and Millennials (26%) had participated in a tour or activity that contributed to the health or conservation of the local ecosystem or wildlife, compared to 20% of Gen X and 13% of Boomers.

Extreme Weather: A concern for all ages

While generations may differ in what they say and do, extreme weather is actively reshaping travel choices and timing, making it a significant consideration for all age groups. Thai survey respondents said they consider extreme weather risk when choosing both destination (86%) and timing (85%). Thai travelers 81% say they actively avoid destinations known for extreme weather, 83% find extreme weather stressful when booking a trip, and 69% feel unpredictable weather makes it hard to know when to travel.

Strikingly, half of Thai travellers (50%) reported having cancelled or changed trip plans in the past twelve months due to extreme weather or natural disasters (high temperatures, storms, wildfires and floods). More than half of those surveyed (67%) said that certain destinations had become too hot to visit when they wanted to, and that they had removed destinations from their travel wish list due to news of extreme weather or natural disasters (70%).

A broader understanding of more sustainable ways to travel

The efforts properties are making to operate more sustainably are, in fact, of equal importance across all ages: with over a third of each age group saying they plan to stay at an accommodation which has a sustainability certification in the next twelve months: Boomers (46%), Gen X (37%), Millennials (38%) and Gen Z (37%). And it’s not just intent; recently released data from Booking.com shows that travellers booked 100 million room nights at properties with third-party sustainability certifications in 2025.

Alongside staying at properties with sustainability certifications and adopting well-known behaviours like reducing waste and energy consumption and avoiding harm to wildlife, making conscious decisions about the timing and destination of trips is part of a broader understanding of how people plan to travel more sustainably in 2026.

Thai travellers say they plan to avoid overcrowded tourist destinations (34%), travel outside peak season (31%), and seek out destinations with cooler temperatures (23%). Of those choosing quieter destinations, 47% state a desire to avoid contributing to overtourism, and 43% of those travelling outside peak season want to reduce pressure on destinations, reflecting a growing understanding of the impact of travel on communities and the environment.

“This year’s Travel & Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather and actively avoiding crowds are now norms at all ages”, says Booking.com Danielle D’Silva.

“We are encouraged by the broad range of ways travellers are already travelling more sustainably, and how they plan to continue. Whether that’s the 100 million room nights travellers booked with accommodation partners displaying a third-party sustainability certification on our platforms in 2025, using public transport or hiring an electric vehicle to get around on their trips, or indeed, choosing cooler and quieter destinations altogether. 

“As a global leader in travel, we want to make it easier for both travellers and partners to continue to make these more sustainable choices so that everyone can continue to enjoy the benefits that travel brings, and that destinations can continue to be enjoyed by visitors and residents alike.”

(Source: Booking.com)

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A closer look at the figures shows the growth is more sustained than the headline number implies, as emerging source markets account for a larger share of the travel.   

South Korean travel stays on top  

South Korean travel to Vietnam fell by 4.6% this March. Despite this decline, South Korea remains Vietnam’s largest source market, accounting for 31.5% of all arrivals.   

Some markets stood out due to sharp increases in 2026 compared with last year. Regional travel is surging, with the Philippines, Hong Kong and Singapore all posting some of the steepest growth. At the same time, long-haul demand is strengthening, with Canada, Australia and the UK each up by more than a fifth from last year.  

Europe also illustrates how varied the picture has become. While the UK grew 21.5%, France softened over the same period, a reminder that demand is shifting market by market rather than moving in a single direction across a region.  

Established markets continue to climb 

Several of Vietnam’s largest established source markets grew broadly in line with, or just ahead of, the overall market, indicating that diversification is building on a stable base of demand.  

Amadeus Vice President, Hospitality, APAC, Paul Wilson adds: “Vietnam is one of the key travel destinations globally, and it has been for some time. Even the most established destinations are subject to changing demand patterns, and our data reveals subtle yet highly influential shifts in where travellers are coming from.   

“A more diversified set of source markets, such as what we are seeing with Vietnam, makes destinations more resilient to unexpected drops in any one country. For hoteliers and destinations, the ability to see these nuanced traveller patterns drives demand and helps understand what travellers  are visiting. A broader and more varied traveller base also calls for more nuanced, market-specific campaigns, offers and products to appeal to each audience.” 

(Source: Amadeus)

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The report was unveiled at the Halal In Travel Global Summit in Singapore, and a condensed version of the handbook is available for free download at AsiaTravelTrends.com. In contrast, the full, comprehensive version is available at 66% discount for a limited time, along with individual market reports.

The publication is written for destination marketers, national tourism organisations, airlines, tour operators, and travel trade professionals who need practical, source-specific intelligence on how Asian consumer travel behaviour is changing and what that change means for their planning decisions.

The launch comes at a moment of significant pressure on Asian outbound travel. Airspace disruptions across the Middle East in 2025 and early 2026 strained routing on corridors that carry some of the largest volumes of outbound Asian passenger traffic. 

Against that backdrop, the report’s 26 market chapters are designed to give practitioners the specific, source-market-level understanding they need to plan with greater precision, not just track aggregate trends.

“Tourism posted a post-pandemic record in 2025. In the same season, the corridors, costs, and politics that produced that record were being rewritten underneath it, said Chameleon Strategies CEO and Co-Editor, Asia Pacific Outbound Traveler Report 2026, Dr Jens Thraenhart.

“I call the space between those two realities the Next Tourism Order. In that world, generic aspirational travel fills hotels in good years. Passion-tourism fills them in on the difficult ones. The question destinations should be asking is not how many travellers are coming, but what they are genuinely coming for. The Asia Pacific Outbound Traveler Handbook 2026 is the demand-side guide to that question, written for the destination leaders, who understand that the operators who get this right now will be the ones still standing when conditions shift.” 

The report covers 26 source markets: Saudi Arabia, Hong Kong, Malaysia, Singapore, Vietnam, Thailand, the Philippines, India, Pakistan, Bangladesh, Kazakhstan, Uzbekistan, Azerbaijan, Turkey, Oman, Qatar, Kuwait, Australia, New Zealand, Japan, South Korea, Indonesia, UAE, and Taiwan. Each chapter is structured around a single core argument about what a given market is actually doing and why destinations consistently misread it.

The Saudi Arabia chapter, written by Dr Thraenhart and drawing on his experience in the Kingdom and his recent time as an advisor at the Saudi Tourism Authority, makes the case that Saudi outbound represents one of the most consistently underestimated high-yield opportunities in global tourism. Saudi travellers stay an average of 19 nights internationally and have shifted decisively from goods-led to experience-led travel over the past five years. The same motivational shift observed in Chinese outbound travel a decade ago is now building in the Gulf.

The shared values, faith-based needs, and core behaviours of Muslim travellers form an incredibly powerful, unifying bond across borders. This collective identity is the absolute foundation of Muslim-friendly travel. However, we must remember that these travellers are not a monolith. While united by deep universal values, a Muslim traveller from Indonesia still possesses distinct cultural nuances compared to those of a traveller from Saudi Arabia or Kazakhstan. To succeed, destinations must treat these shared Muslim values as their non-negotiable bedrock, while layering source-market-specific execution on top. The Asia Pacific Outbound Traveler Handbook 2026 bridges this gap,” explained CrescentRating CEO and Co-Editor, Asia Pacific Outbound Traveler Report 2026, Fazal Bahardeen.

The Asia Pacific Outbound Traveller Report 2026 is an initiative by PATA and the UN Tourism Affiliate Members, Chameleon Strategies and CrescentRating. Free registration at AsiaTravelTrends.com enables digital downloads of the handbooks and specific source-market reports. 

(Source: Chameleon Strategies and CrescentRating)

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The study was conducted among more than 47,000 respondents worldwide, including more than 17,000 in the Asia-Pacific markets. 

This year’s edition reveals an important finding: Travellers in the region are responding to global shifts not by travelling less but with greater intentionality — focusing on familiarity, practicality, and flexibility.

Asia Pacific travellers seek familiar favourites

In a global environment shaped by rising costs and uncertainty, Asia Pacific travellers are reconfiguring their travel footprints — choosing to visit destinations closer to home that offer familiarity, ease of access, and confidence in planning.

According to the GTI study, 63% of respondents surveyed travelled to destinations within Asia-Pacific, dwarfing planned travel to Central Europe, the Middle East, and Africa (16%), Europe (13%), and North America (6%).

Top five destinations

Japan was the top destination for nearly one in five respondents (19%), followed by Australia (7%). Thailand, South Korea, and Hong Kong round out the top five at about 5% each.

When asked about planned travel destinations in the coming 12 months, more than one in four (28%) still cite Japan as a destination, followed by 16% for Australia, and 13% for Hong Kong and South Korea.

While Asia Pacific travellers turn to familiar destinations, many are still planning trips to discover unique experiences and pursue their passions: 37% of Asia Pacific respondents plan their trips around unique local experiences, especially those related to food and culture — exceeding the global average of 29%.

One in four respondents said they would travel for major live entertainment and sporting events such as the FIFA World Cup 2026TM, Formula 1TM*, and K-Pop.

AI enables practical planning, due diligence

Travellers in the Asia Pacific are also becoming more methodical in planning their trips, at a time when conditions at their travel destinations are fluid. According to the GTI study, travellers in the Asia Pacific actively “sense-check” various aspects before their trips, from core needs like accommodations to blind spots like insurance, visa requirements, and monitoring local current events.

AI simplifies pre-trip preparations and complements travel websites and social media as key research channels. Nearly half (49%) of respondents use AI tools to discover destinations and ideas – making it the most frequent use case. Other top uses include:
Gather and curate travel reviews and recommendations (41%);
Discover local tours and experiences (35%).

Payments are an essential part of pre-trip due diligence. Payment security is top of mind for respondents (33%), followed by card acceptance (27%). These underscore that digital payments are a staple for Asia Pacific travellers, with 73% bringing cards or mobile wallets on their trips.

Travellers lock in essentials early

• While travel planning has become more strategic and deliberate, travel experiences do not become rigid and predictable. Instead, travellers lock in essential bookings early and value spontaneity and are open to changing their plans once they arrive:
• Almost four in five (79%) booked accommodations in advance of the trip;
• But only half of respondents (51%) booked experiences in advance, suggesting that travellers keep their options open until they reach their travel destinations;
• 72% of dining decisions are made after reaching their destinations, while 65 percent of transport choices are made during this stage
• Visa Asia Pacific, Chief Marketing Officer Danielle Jin said: “The latest Global Travel Intentions study affirms the importance of travel to Asia Pacific. Travel is not slowing — it is becoming more planned, purposeful, and intentional. 

“As digital-first travellers seek familiar sights and plan more practically, what matters is how destinations, businesses, and issuers enable every traveller to explore the places they love in their own way, from using AI to help travellers pursue their passions, values, and aspirations to delivering secure and seamless payment experiences at every stage of their journeys.”

(Source: Visa Asia Pacific)

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As the summer 2026 travel season enters its peak period, domestic accommodation searches between April and May rose 46% compared to January and February, reflecting strong demand for domestic travel.

Rather than planning long, complex vacations, travellers are increasingly opting for two- to four-day trips, taking advantage of summer breaks, long weekends, and short holidays to recharge. 

The growing popularity of micro-holidays, staycations, and nearby escapes highlights the increasing importance of convenience, with destinations located just one to three hours from home becoming more attractive due to their accessibility and time efficiency.

Beach destinations continue to lead

Beach destinations continue to drive summer travel demand, but travellers are now seeking more than just seaside relaxation. In addition to scenic coastlines and resort experiences, they increasingly value destinations that offer a mix of cultural, culinary, entertainment, and local experiences.

According to Traveloka, Da Nang remains one of the most sought-after summer destinations, with accommodation searches in Ngu Hanh Son, Hoi An, and Son Tra increasing by more than 45%. Ha Long recorded the strongest growth, with accommodation searches nearly tripling, reflecting rising interest in destinations that are both easily accessible and rich in experiences. Meanwhile, Phan Thiet, Nha Trang, Quy Nhon, Vung Tau, and Phu Quoc continue to attract travellers thanks to their blend of beach leisure, local experiences, and convenient connectivity.

According to Huynh Mai Thy, Country Manager of Traveloka, travellers increasingly view beach holidays as accessible experiences that can be enjoyed more frequently rather than reserved for special occasions. This trend suggests that summer travel is no longer defined by going farther or staying longer, but by choosing experiences that better align with travellers’ time, personal preferences, and modern lifestyles.

(Source: Traveloka)

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The report finds that 80% of travellers now use AI tools for travel, signalling a major shift in how they discover, evaluate and plan their journeys. As travellers move from active searching to AI-assisted decision-making, destinations must ensure that Muslim-friendly services are not only available but digitally visible.

GMTI 2026 evaluates 150 destinations, representing more than 98% of global Muslim visitor arrivals, across the ACES framework: Access, Communications, Environment and Services. The latest edition also introduces a stronger focus on AI readiness, digital visibility, smart destination infrastructure, traveller confidence and resilience planning amid a more volatile global environment.

AI and digital trust reshape Muslim Travel planning

Travel planning is entering a new era, in which digital tools are moving beyond convenience to become part of the trust infrastructure for travellers. AI-powered platforms can now help travellers identify Halal dining options, locate prayer spaces, compare transport routes, receive personalised recommendations and navigate destinations with greater confidence.

This shift is especially important for Muslim travellers, who often need to validate multiple faith-based requirements before and during a trip. GMTI 2026 highlights that destinations which fail to digitise and structure their Muslim-friendly offerings risk being excluded from AI-driven recommendation systems, regardless of the quality of their physical infrastructure.

In this new environment, the competitive landscape is shifting from service availability to algorithmic visibility. Destinations that make trusted information machine-readable, up to date, and contextually available will be better positioned to convert travel intent into visits.

“Muslim travel is being reshaped by digital trust, seamless access and the need for greater certainty across the journey,” said Aisha Islam, Senior Vice President, Customer Solutions Centre, Southeast Asia at Mastercard. “As AI becomes more embedded in travel planning, destinations and businesses need to make trusted information, secure payments and Muslim-friendly services easier to discover and act on. For Southeast Asia, this presents a strong opportunity to strengthen its position as a connected, inclusive and digitally enabled travel corridor.”

Global volatility drives demand for safer, closer journeys

Amid global volatility, Muslim travel demand remains resilient, but traveller behaviour is changing. Rising fuel costs, geopolitical tensions, airspace disruptions and security concerns are prompting more travellers to favour closer, safer and more predictable destinations.

GMTI 2026 identifies this as a shift toward “home-continent” mobility, where travellers adjust itineraries rather than cancel plans entirely. Instead of relying on long-haul routes through complex transit hubs, many are choosing regional corridors that offer greater stability, lower friction and stronger confidence.

For Asian Muslim travellers, Southeast Asia has emerged as a leading operational corridor for 2026, supported by proximity to major source markets, strong air connectivity, established Halal ecosystems and rich cultural appeal.

This momentum is also reflected in this year’s GMTI Awards, where Mindanao in the Philippines was recognised as the Most Promising Muslim-friendly Region (Non-OIC. At the same time, the Jawa Barat in Indonesia was highlighted as the Most Promising Muslim-friendly Region (OIC), underscoring the region’s growing depth beyond traditional hubs.

As intra-ASEAN travel continues to pick up, regional destinations have an opportunity to meet evolving traveller preferences by strengthening digital infrastructure, making Muslim-friendly services more visible, and providing seamless payment experiences.

Asia and Southeast Asia remain central to Muslim Travel growth

Asia remains the centre of gravity for Muslim travel, recording nearly 128 million Muslim arrivals and a 20.8% market penetration.

For Asian Muslim travellers, Southeast Asia has emerged as a leading corridor in 2026, supported by proximity to major source markets, strong regional connectivity and established Muslim-friendly infrastructure.

Malaysia retained its position as the Top Muslim-friendly Destination of the Year for the eleventh consecutive year, with a score of 83, reinforcing its strength across Halal tourism, Muslim-friendly services, destination marketing and the Visit Malaysia 2026 agenda.

Indonesia climbed three places to share second position with Türkiye and Saudi Arabia, each scoring 79, supported by renewed government-led efforts, major Halal events and continued investment in inclusive destination readiness.

Among non-OIC destinations, Singapore remained in first place. It ranked 10th globally, with a score of 73, supported by its Halal culinary ecosystem, strong safety standards, multicultural environment, and smart destination infrastructure. Hong Kong rose to second among non-OIC destinations, while Taiwan and the United Kingdom shared third place.

Thailand, the Philippines, Japan and South Korea also showed momentum, reflecting broader investment in more inclusive travel experiences across Asia.

The report also points to the rise of more digitally enabled destinations, with technologies such as e-visas, biometric border systems, AI chatbots, digital travel assistants, real-time translation, and smart destination management helping to improve ease of travel and reduce uncertainty throughout the journey.

Destination readiness

GMTI 2026 also introduces Destination Activation Stack, a strategic model that integrates three frameworks: ACES, which measures foundational destination preparedness; RIDA, which assesses responsible, immersive, digital and assured travel experiences; and TRUST, which evaluates the signals that convert traveller interest into bookings.

Together, these frameworks reflect how Muslim-friendly tourism is evolving. Destinations are no longer assessed only by whether they provide baseline services such as Halal food and prayer spaces. They must also show that these services are accessible, visible, reliable, digitally discoverable, and aligned with traveller expectations regarding safety, sustainability, inclusivity, and quality of experience.

“As global volatility shifts travel demand toward closer, safer, and more predictable ‘home-continent’ corridors, destination agility is important,” said CrescentRating & HalalTrip CEO Fazal Bahardeen.

“Modern travellers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems. This requires a structural transition from passive destination readiness to active destination activation. The integration of the ACES, RIDA, and TRUST frameworks into the Destination Activation Stack provides a flexible, multi-dimensional roadmap for tourism boards to build real-time resilience, secure consumer confidence, and future-proof their market share.”

https://crescentrating.com/insights/gmti?a=GMTI010&b=GMTI024.

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The defining industry report that covers 14 countries across Asia further said the country’s branded residences market reached THB205.3 billion (USD6.4 billion) in 2026, up 13.3% year-on-year, with 13,124 units launched. Thailand now accounts for 26% of Asia’s launched branded residences supply, the highest country share in the region, while total supply stands at 63 properties and 13,947 units.

Across Asia, the sector is moving at scale. Branded residences have reached THB1.3 trillion across 50,025 launched units, up 30.3% year-on-year. Vietnam leads Asia in market value, but Thailand has moved to the forefront of the luxury segment, with 30 luxury-tier branded residence projects, ahead of Vietnam (18) and South Korea (13).

The findings point to a market entering a more competitive phase. As supply grows, the brand name alone is no longer enough to carry a project. Developers are now competing on operating platforms, owner benefits, destination strategy and the ability to translate brand equity into long-term residential value.

“Thailand has become a benchmark market for branded residences in Asia,” said C9 Hotelworks Managing Director Bill Barnett. “What stands out is the depth of the luxury pipeline and the range of development formats now entering the market. Bangkok, Phuket and Thailand’s resort destinations are giving brands and developers multiple routes to growth.”

Thailand’s expansion is now playing out across distinct markets. Bangkok remains the country’s largest urban branded residences market, with 5,031 units, supported by demand for serviced, managed and brand-backed city residences.

Phuket, with 3,465 units, now leads Asia’s resort segment by unit count, while Hua Hin and Pattaya extend Thailand’s destination-led supply. Koh Samui is emerging as the next branded villa market, with its luxury holiday villa sector set to reach 3,055 properties in 2025, up 37% year-on-year.

“The branded model is changing how developers underwrite and design residential projects,” said Capstone Asset Chief Executive Officer, Titiwat Kuvijitsuwan. “Brand standards, operating structures, service delivery and asset management now have to be built into the project from day one. Buyers are paying closer attention to what happens after handover.”

The next phase of growth is also shifting beyond hotel-linked residences. Standalone branded residences now account for 3,008 units in Thailand, or 22% of total supply, compared with Asia’s 17% regional average. Much of this activity is resort-led, pointing to rising demand for destination-focused residential real estate.

Brand participation is also expanding. Thailand’s standalone portfolio now spans six chain-scale tiers, from luxury to non-hospitality brands. Projects such as Porsche Design Tower Bangkok and fashion-led residences such as Etro Residences in Phuket show how non-hotel brands are entering the sector, with non-hospitality brands now accounting for 19% of standalone development across Asia.

“Lifestyle hospitality brands bring a different brief to residential development,” said Valanti Group President Stephane Michel. “For projects such as SLS Residences Bangkok, the brand has to show up in design, programming, service culture and daily operations. That gives developers a clearer position in a crowded luxury market.”

As competition intensifies, the post-purchase offer is becoming a bigger part of the sales story. Alongside property management and hotel-style services, developers are using global access, travel privileges and private membership platforms to differentiate projects and support buyer value after purchase.

“The buyer benefit is becoming more global,” said ThirdHome CEO and Chairman Wade Shealy. “A branded residence can now connect owners to a wider network of homes, destinations and private travel opportunities. That adds utility after purchase and gives developers another way to differentiate.”

With Bangkok driving urban demand, Phuket leading resort supply and Koh Samui emerging as the next branded villa market, Thailand is consolidating its position as one of Asia’s most significant destinations for branded real estate growth.

Click here to review the Asia Branded Residences Market Review 2026 presentation:

https://c9hotelworks.com/wp-content/uploads/2026/04/Asia-Branded-Residences-Market-Review-2026.pdf.

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Trip.com data reveals nearly 70% year-on-year growth across the 16 host cities.

As football fans across Asia-Pacific and Europe commit to their summer plans months in advance, the data paints a vivid picture of where travellers are going, how long they are staying, and exactly what sort of trip they are on.

Demand nearly doubles in June versus July

The scale of football-driven travel demand becomes clear when the two tournament windows are compared directly. During the group stage period, total international bookings to host cities are up almost 70% year-on-year. By the knockout rounds, that growth rate falls to around 40%, still substantial but a sharp contrast to the concentrated urgency of fans following their national teams during the opening weeks of competition.

The group stage is the must-travel moment. Fans are not waiting to see how their teams perform. They are booking early and decisively, around the fixtures that matter most to them.

Japan leads the world

No market tells the 2026 story more dramatically than Japan. Japanese fans are booking flights to host cities at +250% year-on-year for the group stage, more than two and a half times the previous year’s volume and more than double the growth rate of any European nation in the same period. Even for the knockout rounds, Japan records over 100% growth, the highest of any market analysed.

This is not a general holiday demand dressed up in football colours. It is fixture-following travel at its purest. Japan’s Group Stage matches are scheduled across Dallas and Monterrey, and the booking data mirrors this precisely. 

Dallas is Japan’s single most-booked host city for flights in the Group Stage, a city that barely registered on the Japanese outbound travel map twelve months ago. By the Knockout Rounds, when fixtures shift, Los Angeles becomes Japan’s top destination.

The Japan story does not stop at flight bookings. Japanese travellers are also the most adventurous when it comes to itinerary planning. Over 30% of Japanese Group Stage travellers book more than one host city, the highest multi-city rate of any market by a significant margin. Close to 10% cross two or more host countries during the Group Stage, a direct consequence of Japan’s fixtures being distributed across North America.

Japan’s top multi-city pairings during the Group Stage tell the story clearly: Dallas + Los Angeles, Dallas + Monterrey and Mexico City + Monterrey. These are not sightseeing routes but carefully planned travel itineraries around match schedules.

The Mexican cities: The less talked about accommodation story

While US and Canadian host cities attract predictable attention, the Mexican venues Guadalajara, Mexico City and Monterrey are generating some exciting booking results across the tournament.

Monterrey’s hotel bookings are up over 40 times year-on-year during the Group Stage. Guadalajara is up over 10 times. Mexico City is up over 150%. These are not incremental gains but represent a near-total transformation of international accommodation demand in cities that were barely on the inbound travel radar before.

The driver is fixture scheduling. Japan, South Korea, and Australia’s schedules are drawing fans into a North American travel corridor that extends deep into Mexico.

Dallas tells a complementary story from the US side. Hotel bookings in Dallas are up more than 1,400% during the group stage, driven overwhelmingly by demand from Japan and Korea.

The football road trip is a myth

Despite the romance of a cross-continental football adventure, the data tells a more pragmatic story. The majority of fans book travel to just one host destination per trip.

Multi-market travel is highest among Japanese fans in the group stage and lowest among South Korean fans in the Knockout Rounds.

In every other market and period, single-market trips dominate, with travellers focusing on 1 or more cities within a single North American country.

Lead times and loyalty: Forward planners vs the late deciders

The gap in booking behaviour between the Group Stage and the Knockout Round is fascinating. Travelling fans booking for July, the later, more uncertain tournament phase, are planning further in advance than those booking for June.

For the group stage, flight booking lead times across markets range from 80 to 95 days. For the knockout rounds, the same markets are booking 96 to 127 days out.

Germany leads both periods, booking hotels an average of 138 days before travel. That’s nearly five months in advance of a match whose participants are not yet confirmed.

This pattern suggests that knockout round travellers represent a highly committed segment, with fans hoping their team will advance. Attractions bookings tend to show the opposite trend, with shorter lead times across all markets, suggesting fans finalise their non-football plans on a wait-and-see basis.

Trip duration: From short breaks to extended holidays

Average trip lengths vary dramatically by market. Japanese travellers take the shortest trips, averaging just 8 days in the group stage and 11 days in the knockout rounds, reflecting a fixture-focused, time-efficient approach. Spanish fans take the longest, averaging 24 days in the group stage and 17 days in July.

Australian fans average 23 days in the Group Stage, then 18 days in July. French fans remain consistent at 18 days across both periods. The relative stability of European trip durations across both windows suggests that these travellers are building fixed-length North American itineraries centred on football.

Hotel preferences: Budget dominates, but premium emerges in July

Across most markets, three- and four-star hotels account for the vast majority of bookings, while demand for five-star hotels shows single-digit growth. Japan is the most budget-conscious, with over 61% of Group Stage hotel bookings at the three-star level. South Korea is the most luxury-oriented among the group stage teams.

In the Knockout Rounds, five-star demand increases across almost every market compared to the Group Stage. France leads the way with the largest increase in five-star hotel bookings.

New York dominates as the preferred city for four-star and five-star bookings across the majority of markets in both periods, cementing its status as the tournament’s prestige destination.

(Source:Trip.com)

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