APAC air ticket values rise 9 per cent YoY as AI reshapes travel planning: Criteo report

MUMBAI: Travel may still be taking off across Asia-Pacific, but travellers are no longer simply going with the flow. From AI-powered trip planning to a growing preference for regional getaways, holidaymakers across APAC are becoming more deliberate about how, where and when they travel.

That is the key finding from the latest Spring/Summer 2026 Travel Pulse Report released by Criteo, which examined data from hundreds of travel providers and surveyed more than 6,000 consumers globally.

The report paints a picture of a travel market that remains resilient despite economic uncertainty. Demand across APAC continues to hold firm, but consumer behaviour is evolving as travellers spend more time researching options, comparing providers and increasingly relying on artificial intelligence throughout the booking journey.

One of the most notable findings is that APAC travellers are spending more on air travel than their counterparts anywhere else in the world. Average air ticket booking values rose 9 per cent year-on-year, reflecting a willingness among consumers to continue investing in travel experiences.

However, where people are travelling is changing. The report found that mid-haul international travel increased by 1.2 percentage points, while long-haul travel declined by 1.3 percentage points. The shift suggests that travellers are favouring shorter regional journeys over far-flung destinations, creating fresh opportunities for airlines, tourism boards and hospitality brands across Asia-Pacific.

The trend also indicates growing competition among popular short- and mid-haul destinations as countries within the region compete for a larger share of travellers’ spending.

Artificial intelligence is emerging as one of the biggest influences on travel planning. According to the report, AI tools are now being used across multiple stages of the journey, from inspiration to booking.

Globally, 41 per cent of travellers use AI for activity recommendations, while 40 per cent rely on it for destination discovery and accommodation suggestions. Around 30 per cent are already using AI tools to plan entire trips from start to finish.

APAC is leading this transition, with the region recording the highest adoption of end-to-end AI-driven travel planning. The influence of AI is also increasingly visible in actual transactions. The report found that 72 per cent of Criteo’s travel partners recorded at least one booking transaction referred through ChatGPT.

While technology is changing how travellers discover destinations, traditional trust signals remain crucial. Good reviews were identified as the single most important factor influencing travel decisions globally, cited by 66 per cent of respondents.

Flexibility also remains a priority. Nearly 48 per cent of travellers said free cancellation policies were important when making bookings, while 45 per cent highlighted special offers and promotions as key decision drivers.

Travellers are also taking more time before committing. On average, consumers browse 25 hotel listings before making a booking decision, highlighting a more considered and research-driven approach to travel purchases.

Commenting on the findings, Criteo India country head Medhavi Singh said travel demand across APAC remains strong, but consumer behaviour is undergoing a significant transformation. She noted that travellers are spending more time exploring options, comparing providers and turning to AI tools throughout the planning process, creating new opportunities for marketers to engage customers earlier and personalise experiences more effectively.

For travel brands, the message is becoming increasingly clear. As the path to purchase fragments across search, social media, AI assistants and travel platforms, success will depend on reaching travellers at multiple touchpoints while offering the trust, flexibility and relevance they increasingly expect.

In short, APAC travellers are still packing their bags, but they are doing so with smarter tools, sharper research habits and a growing preference for journeys that are closer to home.