Global commerce intelligence platform Criterio said that flight appetite in the Asia-Pacific region has shifted toward short- and medium-haul flights, as long-haul flights decline by 2.8% due to the Middle East war.
“Travel demand in APAC remains resilient, but travelers are becoming more selective about how and where they travel,” the company said in a statement on Monday.
“Rather than a pullback on travel altogether, this reflects a recalibration in demand, creating opportunity for destination marketers and OTAs (online travel agencies) serving shorter-haul routes,” it added.
The Criteo’s Spring/Summer 2026 Travel Pulse report noted that air traffic in the region fell 17% YoY in Q1 2026 as many travelers reconsidered long-haul flights due to the ongoing war.
However, short- and medium-haul flights have gained traction in April, increasing by 1.0% and 1.8% YoY, respectively. Hotel traffic also rose by nearly 30% YoY, despite conversion rates softening by 10% YoY in Q1.
“The appetite for travel hasn’t disappeared — it has just shifted closer to home,” the platform said.
The increase in regional travel is evident in the Philippines. Data from the Tourism department showed that outbound trips reached nearly two million in Q1 of the year, up from the 1.7 million a year earlier.
The department attributed the increase largely to outbound travel due to demand for short-haul Asian destinations. Among the top destinations are Hong Kong, Japan, Taiwan, Vietnam, and Singapore.
Apart from changes in destination preferences, Criterio reported that travelers globally are deliberating longer before booking their trips and accommodations. On average, tourists browse 25 hotel listings before booking, and 66% cited good reviews as their top decision factor.
“That extended deliberation is playing out across a longer season than anywhere else in the world,” the platform said. “The challenge is no longer attracting attention — it’s closing the deal.”
As individuals in the region grow more cautious about their trips, APAC travelers are turning to artificial intelligence (AI) to assist with planning.
The report revealed that 45% of Japanese and 47% of South Korean travelers use AI for end-to-end trip planning, higher than the global average of 30%.
ChatGPT also drove a 13-point higher share of travel booking page visits than traditional search, and 72% of Criteo’s travel clients recorded at least one ChatGPT-referred booking.
The Criteo Spring/Summer 2026 Travel Pulse report was based on hundreds of travel providers, including airlines, hotel groups, and OTAs, as well as insights from a global consumer survey of more than 6,000 respondents. — Almira Louise S. Martinez
APAC long-haul flights decline by 2.8% YoY
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