Agoda survey shows top reasons for travel in 2023

    MobilityTravelAgoda survey shows top reasons for travel in 2023

    According to the Agoda Travel Trend survey, for most of us, reuniting with friends and family is the main reason to travel this year. The survey, which asked travelers globally to share their top travel goals for the new year, revealed that reuniting with loved ones emerged as the top reason, while wellness and food, arts and culture adventure, and celebrating a milestone rounded out the top five.

    For Filipinos, the survey indicated that seeking out adventures (30%) emerged as the top reason to travel. Reuniting with family and friends and celebrating milestones together are core to Pinoy culture and have also prevailed as top reasons to take a trip at 23% and 15%, respectively. 

    Travelers from Taiwan (33%), Australia (31%), and the United States (25%) will most likely plan a holiday reunion with family or friends. However, according to the Travel Trend survey, travelers from several other countries have other key motivations to embark on a trip. In South Korea, Thailand, and Singapore, for example, it is recharging mentally and physically that tops the list, contributing to the number two spot for wellness in the “reasons to travel” ranking of the Agoda Travel Trend survey. 

    Among people from Japan (44%), Taiwan (24%), and Vietnam (23%), the most prominent travel appetite is for (re)discovering food, arts and culture. In fact, a staggering 44 percent of Japanese travelers listed this as their primary travel goal, the highest number for any travel objective in a single country — four times more than the Philippines, where only 11 percent are looking to travel for food, arts and culture. Adventure travel also ranks highest among travelers from Indonesia (23%).

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