BOOKING.COM REPORT with editing and additional words by Floyd Cowan

(Singapore, 29 July 2026) Despite ongoing economic, geopolitical and environmental uncertainty, Singaporeans continue to embrace travel as a source of joy, connection, and personal wellbeing, according to Booking.com’s inaugural Travel Happiness Index.

Laura Houldsworth, Managing Director, Asia Pacific, Booking.com (pictured right) brought together a panel consisting of Yeo Sha-En, Founder of Happiness Scientists and Kung Teong Wah, Cluster General Manager, PARKROYAL COLLECTION Pickering, Singapore and PARKROYAL on Beach Road to elaborate on and discuss the report with interested media.

Drawing on insights from 10,000 travellers across 10 APAC markets, the new research explores the emotional, financial and social factors shaping travel decisions today, while uncovering what makes trips truly memorable, stress-free and worthwhile.

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. By analysing both dimensions, it reveals that a rewarding travel experience is shaped not only by the experiences travellers seek, but also by the confidence, ease and reassurance that help make those moments possible. Notably, the findings revealed that nearly one in four Singapore travellers (23%) say that external uncertainties, including global events, geopolitical tensions and public health risks are not influencing their decisions, highlighting a resilient demand for travel despite an increasingly complex global landscape.

This confidence is reflected in 59% of Singaporeans who prioritise seeking out unique and memorable opportunities, even if it means venturing beyond their comfort zones and exploring unfamiliar territory.  

Travel Brings Joy, and the Anticipation Makes a Difference 

For many travellers across Singapore, travel not only remains a priority but the joy of it begins long before departure. An overwhelming 99% of Singapore travellers associate travel with positive emotions, and for many, it plays a significant role in their mental and emotional wellbeing. In addition to helping them recharge, 84% say simply having a trip to look forward to lifts their mood. Nearly three-quarters (74%) agree that the anticipation of travel helps them cope with the demands of daily life, while also viewing travel as essential to their overall happiness and wellbeing. The benefits begin long before departure, with almost half of Singaporeans (48%) saying they enjoy the travel planning process itself.  

However, travel is not without its pressures. Local travellers also report feeling tired or drained (29%), pressured to make the most of their time away (22%), and experience feelings of uncertainty (20%) and anxiety (18%) at various stages of the travel journey, from planning and preparation through to the trip itself.  

Travellers are Redefining “Worthwhile” around Simple Moments  

At the heart of many happy trips is connection, whether with travel companions, family, or the people and places encountered along the way. Family travel, in particular, stands out as a key source of joy, with 58% of Singaporeans identifying family trips as 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: 80% say they will prioritise trying local food and incorporating meaningful experiences into their trips, and 72% say they will choose dates or destinations based on travel deals. Almost two-thirds (60%) say they will extend their trips to create more time to rest, recharge, and fully enjoy the destination.  

GM Kung Teong Wah agreed that the memories created travelling with family are most precious. “When travelling with your family you will make memories that will last a lifetime.” He reminded us that “A happy wife makes a happy life.” Travelling with people who have a sense of humour also helps. As generational travel becomes more popular, according to the GM the distance between generations has now narrowed to four years. “My youngest daughter 14 years old, said about her older sister by four years, ‘She’s so old-fashioned.’”

I am not in complete agreement that travelling with the family is the best way to go. One time on Koh Samui we were on a bus picking up people to take to the ferry to the mainland. At our last stop we waited more than a half hour outside their hotel for passengers to arrive. And with each passing moment we seethed as we worried about missing the ferry. Eventually a family of five emerged. The parents looked as if they had gone through hell getting the three young kids ready. Nobody said a word as we all felt sympathy for the parents.

Imagine yourself in the picture

The desire for more meaningful and immersive travel experiences is also influencing where travelers choose to stay. Vacation homes, apartments, and other unique stays continue to resonate with Singapore travellers, with more than one in 10 (11%) opting for alternative accommodations in the past 12 months. 38% cited better value for money as a key factor, while 31% say such stays offer a more authentic and local experience, enabling deeper immersion into the communities and cultures they visit.  

Uncertainty is Reshaping Travel but Not Stopping It 

Despite ongoing concerns around extreme weather (42%), health and hygiene risks (41%), crime levels (45%), inflation (34%) and political instability (40%), these factors are rarely deal breakers as Singaporeans remain resilient and committed to travel. Even when faced with disruption, over nine in 10 (92%) Singapore travellers are willing to adapt rather than abandon their plans. And when plans do change, travellers are most likely to seek alternatives: 30% would opt for destinations that offer a similar vibe, while others would choose to postpone their trip (18%) or adjust the timing or duration of their travel (17%).  

While affordability remains an important consideration, many are finding ways to make trips more worthwhile through careful planning, better deals and more intentional travel choices. Reflecting this growing sense of confidence, 41% of local travellers say they feel more confident in their ability to afford travel today than they did a few years ago.  

Yeo Sha-En, the Happiness Scientists (middle) warns, “Don’t expect everything to go perfectly. It is not going to go exactly as planned. But savour the moment while you are there. When you are there you want to capture the moment while enjoying the moment. With social media you have to think about what I want show about your life. Do you need to tell your whole story?”

The Happiness Scientists agrees that anticipation – the savoring cycle – is a key to the pleasure of travelling. “Joy is not surface level,” she says. “It’s part of your core. “It starts with picturing yourself there. One shouldn’t under-appreciate the importance of anticipation. By remembering the trip once you’ve returned you can extend the joy of the trip. And when you’ve gone through the whole cycle – plan the next trip.”

The booking.com survey says travel makes people happy. Worldwide that is true for 84% of respondents while in Singapore, not surprisingly, 99% say that is true for them. Despite its diminutive size, Singapore is an important source market for countries in the region.

Trust, Technology and Flexibility Help Travellers Book and Travel with Confidence  

Today’s travellers are balancing their desire for meaningful experiences with rising 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, with travellers increasingly seeking tools and solutions that help remove friction from every stage of the travel experience.  

Digital tools, including search engines, booking platforms and AI-powered assistants, have become an integral part of this journey, with 88% of Singaporeans saying they make planning and booking easier. Beyond convenience, travellers are also increasingly turning to technology to help them make more informed travel decisions and travel with greater confidence - nearly four in five (79%) Singaporeans say digital tools make it easier to find and compare travel options, while 76% are inspired to discover new destinations and experiences, while also giving them greater confidence when navigating unfamiliar places.

When asked if AI was cutting into Booking.com’s searches, as more people use AI to plan their trips, Laura Houldsworth responded, “When people have decided where they are going Booking platforms continue to serve as a trusted foundation for the travel journey, with nearly 9 in 10 travellers (90%) saying they feel more at ease when booking through a trusted platform. Trust remains paramount. As travellers increasingly look for ways to simplify planning and travel with greater confidence, trusted platforms that combine inspiration, discovery, confidence and seamless booking will continue to play an important role in helping travellers turn travel aspirations into reality.”

Laura continued: “Travel has always been about much more than simply getting from one place to another. It’s about the moments that make us feel connected, inspired, and fulfilled, and for many people, some of life’s happiest moments are made through travel. It’s encouraging to see Singaporeans continue to embrace travel with optimism and confidence, even amid ongoing uncertainty.  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 spend more time enjoying the meaningful experiences that make travel truly rewarding."

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