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Reunite and Recharge: Our travel goals for 2023

For most of us, reuniting with friends and family is the main reason to travel in 2023. Agoda’s Travel Trends survey asked travelers to share their top travel goals for the new year, with reuniting with loved ones, wellness and food, arts & culture making the top three, and adventure and celebrating a milestone rounding out the top five.

Taiwan (33%), Australia (31%) and the United States (25%) are where travelers will most likely plan a holiday reunion with family or friends, but for travelers from several other countries there are 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 Agoda’s Travel Trend survey.

Among people from Japan (44%), Taiwan (24%) and Vietnam (23%), the biggest travel appetite is for (re)discovering food, arts & culture. In fact, a staggering 44 percent of Japanese travelers listed this as their main travel goal, the highest number for any travel objective in a single country. Four times more than Philippines, where only 11 percent are looking to travel for food, arts & culture and seeking adventure is the main reason to leave home (30%). Adventure travel also ranks highest among travelers from Indonesia (23%).

See top 3 results per market:
Australia
India
Indonesia
Japan
Malaysia
Philippines
Singapore
South Korea
Taiwan
Thailand
USA
Vietnam

METHODOLOGY
Agoda survey was conducted in partnership with YouGov polling over 10,000 travelers from across Australia, Singapore, Malaysia, Indonesia, Thailand, India, Philippines, Japan, Vietnam, Taiwan, South Korea, USA. This survey was conducted from 8-16 July 2022. All respondents were aged 18 and above.