The Philippines continues to show strong travel appetite despite rising airfares driven by oil prices, according to global hospitality company Hilton.
“What stands out is not only that travelers across Southeast Asia want to keep traveling, but that they are intentional about the experiences and memories each trip creates,” Alexandra Murray, area vice president and head of Southeast Asia at Hilton, said in a statement.
“They are looking for value and experiences that feel worth their time, whether that’s quality time with loved ones, a well-earned escape, or the confidence to explore somewhere new,” she added.
The Civil Aeronautics Board (CAB) has reverted allowable fuel surcharges to Level 13 from Sept. 1 to 15 due to price hikes in the global jet fuel market.
Under Level 13, airlines may collect an additional P423 to P1,237 for domestic trips, up from the P389 to P1,137 in the previous cycle. For international flights, fuel surcharges range from P1,396.74 to P10,385.42, up from P1,284.40 to P9,550.13.
Despite fluctuating airfares, Hilton’s South East Asia Pulse Check found that 96% of surveyed travelers plan a trip within the region in the next 12 months.
Top destinations include Bangkok, Singapore, Bali, Phuket, and Kuala Lumpur, Hanoi, Pattaya, Ho Chi Minh City, Phu Quoc, and Penang.
Among Filipino travelers, 51% plan to travel longer, 53% expect to visit more destinations during their vacation, and 38% plan to travel more frequently
Some 60% also plan to increase their trip budget as global jet fuel prices continue to climb. Gen Zs, in particular, stated they intend to spend more (67%) and visit additional destinations (61%) while traveling.
56% of the young vacationers also expect to take longer trips, and almost half plan to travel more often.
Filipinos’ travel motivator stood out across the region, as 52% identified personal milestones and occasions as their primary driver. Another 45% were encouraged to travel by online and social media influence, while discounts and deals drove 33% to book their trips.
These reflected region-wide results, with digital influence and travel deals at 44% and 37%, respectively.
YouTube (75%) and TikTok (71%) are the region’s leading travel inspiration platforms, with TikTok dominating among Gen Z (84%).
“This suggests that even as travelers embrace AI to research and plan their trips,” the company said. “They continue to rely on visually rich content from creators, communities, and fellow travelers to inspire where they go and what they do.”
3,000 respondents across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam have participated in Hilton’s online survey conducted in June 2026.
Each market has contributed 500 respondents categorized into four generations: Gen Z (18–29 years old), Millennials (30–45 years old), Gen X (46–61 years old), and Baby Boomers (62 years old and above). — Almira Louise S. Martinez
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