Unlock More with Collinson: Powering Growth Through Exceptional Travel Experiences.
Rohan BhallaVice President, Business Solutions, Asia Pacific, Collinson International
Unlock More with Collinson: Powering Growth Through Exceptional Travel Experiences.
Unlock More with Collinson: Powering Growth Through Exceptional Travel Experiences.
With seven of the world's 10 busiest international air routes in this region, and surging travel spend across the region, Asia is well on its way to becoming the new epicentre of travel growth, already accounting for a third of global air passenger traffic volumes in 2024.
Economic growth and urbanisation, with a rapidly expanding and booming middle class, is driving a staggering rise in passenger traffic volumes for countries like India, Indonesia and Vietnam. China has strong air travel demand and Chinese travellers, even in 2023, were already the world's biggest international spenders, shelling out a staggering US$197 billion.
More than half of 2025's top 15 trending summer travel destinations are in Asia. Welcoming a record 36.9 million visitor arrivals for the whole of 2024, Japan, in large part due to a weakened Yen, has emerged as the world's top trending destination with Tokyo and Osaka as the most popular cities.
Within that broader Asia story, one part of the map is gathering particular momentum – and turning heads globally: Southeast Asia.
The pace of growth in Southeast Asia is nothing short of remarkable. From Indonesia to Vietnam, the region is poised to become the world's fastest-growing commercial aviation market over the next two decades. Five countries in Southeast Asia – the Philippines, Indonesia, Thailand, Vietnam and Malaysia – feature in the global top ten fastest-growing air passenger travel markets.
41% year-on-year surge reported in 2024 on traveller visits to Collinson International's Priority Pass network of airport experiences in Southeast Asia. But what's fuelling this acceleration? Several powerful forces are converging to create a perfect storm of travel growth in the region.
One major driver is the region's growing affluence. A rising middle class across Southeast Asia means more individuals and families now have the discretionary income to prioritise travel. According to Collinson International's Travel Benefits and Customer Engagement Report, travellers from Singapore, Malaysia, and Thailand are outspending the Asia Pacific average of US$4,763 per person. In fact, travellers from Singapore are spending twice as much as peers from more mature markets like China and Japan.
Demographic shifts are also at play. Millennials and Gen Zs now make up half of all Asia Pacific consumers. These younger travellers view travel not as a luxury, but as a lifestyle. For them, experiences matter more than possessions – and they're driving a surge in demand for everything from immersive experiences, cultural trips to outdoor adventures and wellness retreats.
Southeast Asian markets with the highest annual travel spend:
Governments across Southeast Asia are taking notice and investing heavily in travel infrastructure. Billions are being channelled into new airports, road networks and rail systems, ensuring the region is ready to welcome increasing volumes of travellers. At the same time, relaxed visa policies are making cross-border travel more seamless than ever.
The region's offerings span from serene beaches and mountain retreats to bustling urban centres and culturally rich destinations, enabling lifestyles that attract both luxury seekers and budget travellers alike. This diverse appeal supports strong travel flows within the region itself.
For brands – and particularly financial institutions – Southeast Asia's booming travel market offers substantial opportunity to drive customer engagement and grow market share.
Our research indicates that travel benefits rank among the most important considerations when consumers choose a new credit card. And where once this might have applied mostly to affluent or frequent flyers, today's reality is different. Every demographic is now on the move.
Southeast Asian consumers, for example, display a highly diverse range of travel styles. Sightseeing and outdoor adventures are top motivators for travel, followed by shopping, and then arts, culture and history. Interestingly, the region is split almost evenly between those who prefer fast-paced exploring and those who seek more laid-back trips. Malaysians and Vietnamese travellers, for instance, tend to favour adventure-packed itineraries, while Singaporeans and Thais lean towards relaxation.
Travel benefits are the most important feature when deciding to sign up for a credit card, above everyday rewards, prestige associated with the card and sign-up bonuses
To tap into this opportunity, financial institutions can offer travel benefits that resonate by enabling their customers' motivations. For millennials and Gen Zs, that means convenience and comfort while on the move – making airport lounge access and dining offers particularly appealing.
At the same time, Southeast Asia's strong group travel culture offers another clear opportunity. Travellers in this region often journey with family or friends and expect experiences they can share. Offering benefits that support this – such as guest lounge access or bundled travel perks – is one powerful way financial institutions can show up meaningfully in their lives.
Our Travel Benefits and Customer Engagement Report confirms this insight: Southeast Asian cardholders rank guest lounge access as the second most desirable perk after unlimited lounge use for themselves.
Strategic collaborations also matter. Working with other brands to curate unique travel experiences – such as access to popular international sports and music events, wellness getaways, or curated cultural itineraries – can provide an edge in the increasingly competitive, financial services landscape.
Southeast Asia is not a monolith. It's a tapestry of cultures, languages, behaviours and aspirations. What delights a traveller from Vietnam may not be as compelling for one in Indonesia or the Philippines. This means a one-size-fits-all approach simply won't cut it.
Financial institutions must act with agility and cultural intelligence, fine-tuning their value propositions to local needs. Understanding the nuances of each market – and designing benefits that meet people where they are. Above all, success lies in the ability to tailor strategies to the rich complexity of each local market and every traveller’s individual needs.
Collinson International is the global, privately-owned company dedicated to helping the world to travel with ease and confidence.
We work with the world’s leading payment networks, over 1,400 banks, 90 airlines and 20 hotel groups worldwide. We deliver market-leading airport experiences, loyalty and customer engagement, and insurance solutions for over 400 million end consumers.
Collinson International is the operator of Priority Pass, the world’s original and leading airport experiences programme. Travellers can access a network of over 1,800 lounges and travel experiences, including dining, retail, sleep and spa, in 841 airports in 146 countries, helping to elevate the journey into something special.
Collinson International's expertise in delivering best-in-class airport experiences, loyalty and customer engagement solutions can help you tailor a powerful tiered rewards strategy, enabling you to capitalise on APAC's passion for experiential travel.
With seven of the world's 10 busiest international air routes in this region, and surging travel spend across the region, Asia is well on its way to becoming the new epicentre of travel growth, already accounting for a third of global air passenger traffic volumes in 2024.
Economic growth and urbanisation, with a rapidly expanding and booming middle class, is driving a staggering rise in passenger traffic volumes for countries like India, Indonesia and Vietnam. China has strong air travel demand and Chinese travellers, even in 2023, were already the world's biggest international spenders, shelling out a staggering US$197 billion.
More than half of 2025's top 15 trending summer travel destinations are in Asia. Welcoming a record 36.9 million visitor arrivals for the whole of 2024, Japan, in large part due to a weakened Yen, has emerged as the world's top trending destination with Tokyo and Osaka as the most popular cities.
Within that broader Asia story, one part of the map is gathering particular momentum – and turning heads globally: Southeast Asia.
The pace of growth in Southeast Asia is nothing short of remarkable. From Indonesia to Vietnam, the region is poised to become the world's fastest-growing commercial aviation market over the next two decades. Five countries in Southeast Asia – the Philippines, Indonesia, Thailand, Vietnam and Malaysia – feature in the global top ten fastest-growing air passenger travel markets.
41% year-on-year surge reported in 2024 on traveller visits to Collinson International's Priority Pass network of airport experiences in Southeast Asia. But what's fuelling this acceleration? Several powerful forces are converging to create a perfect storm of travel growth in the region.
One major driver is the region's growing affluence. A rising middle class across Southeast Asia means more individuals and families now have the discretionary income to prioritise travel. According to Collinson International's Travel Benefits and Customer Engagement Report, travellers from Singapore, Malaysia, and Thailand are outspending the Asia Pacific average of US$4,763 per person. In fact, travellers from Singapore are spending twice as much as peers from more mature markets like China and Japan.
Demographic shifts are also at play. Millennials and Gen Zs now make up half of all Asia Pacific consumers. These younger travellers view travel not as a luxury, but as a lifestyle. For them, experiences matter more than possessions – and they're driving a surge in demand for everything from immersive experiences, cultural trips to outdoor adventures and wellness retreats.
Southeast Asian markets with the highest annual travel spend:
Governments across Southeast Asia are taking notice and investing heavily in travel infrastructure. Billions are being channelled into new airports, road networks and rail systems, ensuring the region is ready to welcome increasing volumes of travellers. At the same time, relaxed visa policies are making cross-border travel more seamless than ever.
The region's offerings span from serene beaches and mountain retreats to bustling urban centres and culturally rich destinations, enabling lifestyles that attract both luxury seekers and budget travellers alike. This diverse appeal supports strong travel flows within the region itself.
For brands – and particularly financial institutions – Southeast Asia's booming travel market offers substantial opportunity to drive customer engagement and grow market share.
Our research indicates that travel benefits rank among the most important considerations when consumers choose a new credit card. And where once this might have applied mostly to affluent or frequent flyers, today's reality is different. Every demographic is now on the move.
Southeast Asian consumers, for example, display a highly diverse range of travel styles. Sightseeing and outdoor adventures are top motivators for travel, followed by shopping, and then arts, culture and history. Interestingly, the region is split almost evenly between those who prefer fast-paced exploring and those who seek more laid-back trips. Malaysians and Vietnamese travellers, for instance, tend to favour adventure-packed itineraries, while Singaporeans and Thais lean towards relaxation.
Travel benefits are the most important feature when deciding to sign up for a credit card, above everyday rewards, prestige associated with the card and sign-up bonuses
To tap into this opportunity, financial institutions can offer travel benefits that resonate by enabling their customers' motivations. For millennials and Gen Zs, that means convenience and comfort while on the move – making airport lounge access and dining offers particularly appealing.
At the same time, Southeast Asia's strong group travel culture offers another clear opportunity. Travellers in this region often journey with family or friends and expect experiences they can share. Offering benefits that support this – such as guest lounge access or bundled travel perks – is one powerful way financial institutions can show up meaningfully in their lives.
Our Travel Benefits and Customer Engagement Report confirms this insight: Southeast Asian cardholders rank guest lounge access as the second most desirable perk after unlimited lounge use for themselves.
Strategic collaborations also matter. Working with other brands to curate unique travel experiences – such as access to popular international sports and music events, wellness getaways, or curated cultural itineraries – can provide an edge in the increasingly competitive, financial services landscape.
Southeast Asia is not a monolith. It's a tapestry of cultures, languages, behaviours and aspirations. What delights a traveller from Vietnam may not be as compelling for one in Indonesia or the Philippines. This means a one-size-fits-all approach simply won't cut it.
Financial institutions must act with agility and cultural intelligence, fine-tuning their value propositions to local needs. Understanding the nuances of each market – and designing benefits that meet people where they are. Above all, success lies in the ability to tailor strategies to the rich complexity of each local market and every traveller’s individual needs.
Collinson International is the global, privately-owned company dedicated to helping the world to travel with ease and confidence.
We work with the world’s leading payment networks, over 1,400 banks, 90 airlines and 20 hotel groups worldwide. We deliver market-leading airport experiences, loyalty and customer engagement, and insurance solutions for over 400 million end consumers.
Collinson International is the operator of Priority Pass, the world’s original and leading airport experiences programme. Travellers can access a network of over 1,800 lounges and travel experiences, including dining, retail, sleep and spa, in 841 airports in 146 countries, helping to elevate the journey into something special.
Collinson International's expertise in delivering best-in-class airport experiences, loyalty and customer engagement solutions can help you tailor a powerful tiered rewards strategy, enabling you to capitalise on APAC's passion for experiential travel.
