A recent report by Klook highlights the growing influence of women in shaping travel trends across Asia for 2025. Titled Travel Pulse: Asia’s Dynamic Trends for 2025, the study draws from a survey of over 8,000 travelers across eight markets—Singapore, Thailand, Malaysia, Philippines, Japan, South Korea, Hong Kong, and Taiwan—revealing how women are driving demand for adventure, family-focused trips, and cultural discovery.
Key Insights into Women’s Travel Preferences
The report identifies distinct patterns in women’s travel motivations. Adventure travel tops the list, with 66% of women expressing a desire for thrilling experiences like hiking and outdoor exploration, outpacing men at 58%. Family travel follows closely, with 62% of women planning multi-generational trips, compared to 53% of men. Additionally, 60% of women prioritize destinations rich in history and culture, slightly ahead of men at 56%.
Michelle Ho, General Manager of Klook Singapore, noted, “Women are not just participating in travel—they’re redefining it. Their focus on adventure, family bonding, and meaningful experiences is setting the tone for 2025.”
Rising Trends Across Asia
The survey underscores broader regional shifts. Nature and outdoor activities lead as the top travel theme, with 62% of respondents favoring destinations like national parks and scenic landscapes. Cultural exploration ranks second at 58%, reflecting a strong interest in heritage sites and local traditions. Family-oriented travel comes in third, with 57% of travelers planning trips that cater to multiple generations.
Specific destinations are gaining traction among women. In Thailand, 68% of female travelers intend to explore beyond Bangkok, with Chiang Mai’s cultural allure and natural beauty drawing attention. Filipino women (66%) are eager to visit Japan, particularly Tokyo and Osaka, for their blend of modernity and tradition. Meanwhile, wellness travel is surging in Japan, where 62% of women seek relaxation through onsens and nature retreats.
Booking Habits and Planning Preferences
Women are also shaping how trips are planned. The report shows 65% prefer booking travel services—flights, accommodations, and activities—via mobile apps, valuing convenience and flexibility. Additionally, 70% of women plan trips at least two months in advance, compared to 62% of men, indicating a more deliberate approach to crafting their journeys.
What’s Next for 2025?
Looking ahead, women’s influence on travel is expected to grow, fueled by a desire for authentic, shared experiences. From adrenaline-pumping adventures to intergenerational bonding and cultural immersion, female travelers are poised to redefine Asia’s tourism landscape in 2025.
As Ho puts it, “This is about more than just travel—it’s about connection, discovery, and empowerment. Women are at the heart of it all.”