Hilton study finds Filipinos among Southeast Asia’s most exploration-driven travelers
Filipino travelers are preparing to spend more, stay longer and pack more destinations into their Southeast Asian trips, according to a new regional travel study by Hilton.
The Hilton South East Asia Pulse Check, conducted among 3,000 travelers across six markets, found that 60% of Philippines-based travelers plan to increase their spending per trip, while 51% expect to take longer trips—the highest proportion among the markets surveyed.
More than half, or 53%, also plan to visit more destinations per trip, while 38% expect to travel more frequently.
The findings point to a Filipino traveler who is not necessarily looking for more trips, but is increasingly willing to make e ach journey longer, fuller and more meaningful.
Filipinos want to see more
Among the study’s most striking findings is the Filipino appetite for exploration.
Seven in 10 Filipino travelers (70%) typically visit multiple cities or areas within a country during a single trip, the highest proportion among the Southeast Asian markets surveyed.
The appetite for new discoveries is likely to continue. For future travel within Southeast Asia, 52% of Philippines-based travelers plan to mostly explore new destinations, while 43% intend to combine new places with destinations they already know.
Only 5% plan to mostly revisit familiar destinations.
For Filipino travelers, the top destinations of interest over the next 12 months include Singapore, Bangkok, Bali, Hanoi, Phuket, Ho Chi Minh City, Kuala Lumpur, Manila, Jakarta and Pattaya.
The pattern suggests that the traditional one-destination holiday is increasingly giving way to trips built around multiple stops and experiences.
Bigger budgets, but value still matters
While Filipinos are prepared to spend more on travel, they remain highly conscious of value.
Value for money is the leading destination consideration, cited by 48% of Philippine travelers, followed by food and culinary experiences at 45%.
Ease of travel also matters. 40% cite visa-free access or fewer travel restrictions as an important consideration when choosing where to go, followed by family-friendly destinations at 34% and cultural landmarks and heritage at 32%.
For Filipino travelers, therefore, spending more does not necessarily mean spending without consideration. The destination still has to deliver an experience that feels worth the money.
Travel is also about celebrating
Filipinos stand apart from the other Southeast Asian markets in another significant way: they travel to celebrate.
The study found that 52% of Philippines-based travelers travel to celebrate a personal milestone or special occasion, making this the country’s leading travel motivation.
Destinations discovered online or through social media inspire 45%, while promotional deals and discounts motivate 33%.
Food is another powerful part of the Filipino travel experience, with 62% identifying food as one of their sought-after travel experiences.
This combination of celebrations, food and exploration offers a glimpse into why travel remains such an important part of the Filipino lifestyle.
Gen Z is ready to go further
The next generation of Filipino travelers is showing an even stronger appetite for travel.
Among Philippine Gen Z travelers, 67% intend to spend more per trip, 61% plan to visit more destinations, 56% expect to take longer trips and 49% plan to travel more frequently.
Across Southeast Asia, Gen Z travelers are similarly driving travel momentum. More than half plan to travel more frequently and visit more destinations per trip, while Millennials show the strongest intention to increase spending.
For young Filipino travelers, travel appears to be evolving into a bigger part of the lifestyle—one that combines discovery, experiences and personal milestones.
Where social media meets AI
Digital platforms continue to influence how Filipinos and their Southeast Asian neighbors decide where to travel.
Across the region, 78% say social media influences where they travel, compared with 63% for AI. Social media also has a stronger influence on experiences and activities, at 72%, compared with 63% for AI.
When choosing accommodation, however, the gap narrows: 67% are influenced by social media and 61% by AI.
YouTube and TikTok are the region’s leading travel inspiration platforms, at 75% and 71%, respectively. Among Gen Z, TikTok’s influence rises to 84%.
The numbers suggest that travelers are still looking to people, videos and visual content for inspiration, while increasingly turning to AI to help transform that inspiration into actual travel plans.
What Filipinos want from their hotels
The same desire for value carries into accommodation choices.
For Philippine travelers, value for money tops the list at 73%, followed by convenient location at 65% and family-friendly amenities and activities at 54%.
Reputable or trusted hotel brands are important to 44%, while 42% consider quality dining options when booking accommodation.
For travelers, this means the hotel is increasingly becoming part of the experience itself—not simply a place to sleep after a day of sightseeing.
The bigger picture
The Filipino travel outlook reflects a broader Southeast Asian trend.
96% of travelers across the region plan to take a trip within Southeast Asia in the next 12 months, while 59% expect to spend more per trip.
Bangkok, Singapore and Bali lead the region’s list of destinations of interest, followed by Phuket, Kuala Lumpur, Hanoi, Pattaya, Ho Chi Minh City, Phu Quoc and Penang.
Hilton’s South East Asia Pulse Check was conducted online in June 2026 among 3,000 respondents, with 500 respondents each from Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
For Filipino travelers, the message from the numbers is clear: the next trip is likely to be longer, more exploratory and more experience-led—and travelers are willing to spend more when the journey feels worth it.
