What Grab’s data reveals about upcoming travel trends

Grab Editorial

. December 23, 2024 . Regional

Travel demand is expected to hold steady in the coming months. Over half of Grab users intend to embark on new adventures within the next 12 months, according to GrabAds’ 2024 travel report.

The report, which is based on user surveys conducted this year and Grab’s internal data, showed that the top three countries with the most active travellers were Singapore, the Philippines, and Indonesia. Some 68 per cent of Singapore-based users, and 56 per cent of users in Indonesia and the Philippines, plan to travel in the coming months.

The number of people using Grab as they travel has been growing steadily for a while. In Q1 this year, there was a 57 per cent growth in the number of travellers using the app compared to the same period the previous year.

International travel on the rise

The allure of international travel, especially, is on the rise, as 81 per cent of users reported planning international trips, an increase from 72 per cent the previous year. On the other hand, 58 per cent of users planned domestic trips, a decrease from 65 per cent in 2023.

Southeast Asia is the most popular destination among users, with 52 per cent saying that they plan to visit countries in the region.

East Asia also captured the interest of many prospective travellers. It ranked as the second-most popular destination for Grab users.

Group adventures

Some 87 per cent of users who have an intent to travel plan to do so in groups; 46 per cent are keen to travel in groups of three or more people while 41 per cent plan to travel in pairs. This highlights the growing preference for shared experience and collective adventures.

Increased travel budgets

About 56 per cent of respondents reported an increase in their travel budgets compared to the previous year. On the other hand, 36 per cent of respondents said their budgets remain unchanged while 8 per cent reported a decrease in budget.

Of the 53 per cent that expressed worries about inflationary pressures, 37 per cent still intend to allocate more budget for travel.

Self-planned trips

Another notable trend is the preference for self-planned trips. Over half of the surveyed users prefer a more hands-on approach to travel planning, reflecting a desire for personalised and flexible itineraries.

Travel for entertainment

Entertainment events play a pivotal role in travel decisions. In the past 12 months, 55 per cent of travellers have attended major entertainment events on their trips, and 43 per cent say such events influence their travel choices. Popular events include food and beverage festivals, concerts, music festivals, and cultural festivals.

Rising demand for travel insurance

The demand for travel insurance is on an upward trajectory. The likelihood of users purchasing travel insurance has risen from 62 per cent in 2023 to 68 per cent in 2024. The primary reasons for those with an intent to purchase travel insurance include safeguarding against loss or damaged baggage, medical expenses and flight delays and cancellations.

Singapore users are the most likely to purchase travel insurance, followed by Malaysia and Thailand.

Growing interest in sustainable options

“Eco-travel” is also gaining traction. A significant number of travellers are conscious about minimising their environmental impact. More people are now willing to pay a premium for sustainable travel options, reflecting a shift towards more responsible travel practices.

Users in the Philippines are the most willing to pay more for premium sustainable travel options while Singapore users are the least likely to do so.

The evolving travel landscape presents both new opportunities and challenges, making it crucial for industry players to equip travellers with innovative solutions and services that enhance their travel experiences if they want to capture a share of the market.

For instance, we launched a suite of travel features aimed to improve the travel experience for our users. These features include in-app translations to help bridge language barriers, travel insurance to provide peace of mind, and the ability to book airport rides in advance for a hassle-free journey.

Additionally, the Concierge feature in the Grab For Business Portal helps our hotel clients to book Grab rides for their guests as part of a value-added service.

Trends