Trip.com Group reports double-digit cross-border growth for the May Labour Day holiday, reflecting changing travel preferences and a surge in regional travel.
The May Labour Day holiday is a peak travel period for several Asia-Pacific destinations, with Trip.com Group’s latest data revealing a strong interest in domestic and regional travel. The top five cross-border destinations were Japan, China, South Korea, Thailand, and Malaysia, recording nearly triple-digit growth for domestic travel and a significant double-digit growth in cross-border travel.
Accommodation preferences are shifting, with travellers increasingly opting for apartments, villas, and inns over traditional hotels. This trend has led to triple-digit booking growth in markets such as South Korea, Thailand, and Hong Kong SAR, especially in destinations surrounded by nature like scenic lakes, mountains, national parks, and beaches. Japan, with its hot springs, views of Mt. Fuji, and access to Hakone National Park, has emerged as a favourite for these types of stays.
Shifts in travel preferences are also evident in the rise of coastal locations for villa stays, where sea views and beach access are primary attractions. Chinese mainland, Japanese, and South Korean travellers are leading this trend. Bali, for instance, has seen a notable increase in villa bookings. Concurrently, searches for nature-based breaks and Instagrammable destinations have recorded triple-digit growth, reflecting a growing desire for aesthetically appealing escapes that offer tranquillity and a deeper connection to the natural environment.
The Labour Day holiday remains a powerful driver of cross-border travel across Asia, particularly in China and Japan. Trip.com’s data shows strong cross-border travel from these countries compared to 2024. Notably, both South Korea and Vietnam have recorded substantial increases in domestic and cross-border bookings due to extended May holiday periods.
Multi-destination stays are a rising trend across Asia, as reflected by a 60% increase in bookings for trips to two or more cities compared to last year. Long-haul journeys are also on the rise, especially among South Korean, Chinese, Japanese, and Vietnamese travellers. As these long-haul trips increase in popularity, travellers opt to visit more than one destination per journey, combining contrasting experiences such as British heritage with Mediterranean vibrancy, or a north-south sweep of the UK.
Food-related searches have significantly increased across the region, influencing destination choice. Japanese cuisine, for instance, has the highest search volume in Osaka and Tokyo. In addition, event tourism is rising, with concert tour bookings showing double-digit growth for the May holiday. This data indicates travellers’ increasing interest in combining cultural experiences with travel plans.
The 2025 Labour Day holiday data from Trip.com Group illustrates the growing complexity and choice embraced by modern travellers, from nature-rich retreats and food-led journeys to long-haul, multi-stop adventures, heralding a new era of discovery in global travel.
