Social media plays a key role in how Filipinos plan their travels, according to Klook’s latest Travel Pulse report. The study, which gathered data from users globally, including those in the Asia Pacific region, shows that 89% of Filipino respondents were influenced by what they saw online when choosing where to go, higher than the regional average of 79%.
“Based on our study, social media has definitely made an impact on the way Filipinos plan their travels, and the motivations that create their itineraries,” said Michelle Ho, general manager of Klook Philippines, during a media briefing. “It’s become a means of digitalization that drives a more intense desire to travel and explore what’s out there.”
Where Filipinos get their ideas
Among platforms, Facebook remains the top choice (84%) for travel inspiration, followed by YouTube (73%) and TikTok (69%). Although TikTok ranked third in popularity, Filipinos were more than twice as likely to use it for travel ideas compared to users in other parts of the region. Instagram placed fourth at 63%.
Photos (67%) and short videos (62%) are the most preferred types of travel content. Fewer travelers turn to longer videos (48%) and blog posts (45%) for ideas.
How Filipinos plan and book trips
Weather is the top reason Filipinos choose when to take a trip, with 37.3% saying they book during the season with the best conditions. School or work schedules (29.9%) and budget (15.3%) were also important factors.
Filipinos tend to plan in advance, with 39% booking flights one to three months ahead and 36% doing the same for accommodations. Only 27% book experiences while already at their destination.
Most Filipino travelers prefer booking bundles. Klook noted that 65% of respondents opted for travel packages, which is higher than the regional average.
Increasing popularity of Vietnam as travel destination
Aside from usual destinations like Japan, South Korea, and Singapore, places such as Vietnam, Taiwan, and Thailand are also seeing more Filipino tourists. Klook recorded higher bookings to these countries in 2024 compared to the previous year, with Vietnam leading at 239% growth.
The report highlights a 157% increase in bookings for Vietnam-based travel products on Klook following posts from the company’s Klook Kreators, a group of content creators who share their travel experiences online. One of the places gaining more interest from Filipino travelers is Sapa, a northern town in Vietnam known for its mountain views.