Singapore-based travellers know precisely what they want from a holiday in South East Asia, and a new Hilton study suggests we are, if anything, becoming more decided about it rather than less. The Hilton’s South East Asia Pulse Check, an online survey of 3,000 respondents conducted in June 2026 across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, offers a clear picture of both where Singaporeans are planning to go over the next 12 months and how they intend to spend their time once they arrive.
Bangkok leads Singapore travellers’ favourite destinations
Bangkok is the top destination Singapore travellers are keen to visit, followed by Kuala Lumpur, Penang, Bali, Phuket, Ho Chi Minh City, Hanoi, Langkawi, Hoi An and Chiang Rai.
In other words, the favourites list is looking very familiar. But that does not necessarily mean Singaporeans are playing it safe.
Some 52% plan to combine new destinations with old favourites over the next 12 months. Another 32% want to focus mainly on places they have never visited, while only 16% plan to return mostly to destinations they already know.
So yes, Singapore travellers like their tried-and-tested holiday spots. But they are also willing to add a new one to the list—provided it is not too inconvenient.
A slower, more deliberate way of travelling
The bigger shift is not where Singapore travellers are going, but how they are travelling.
58% would rather settle into one destination than cram several cities or regions into a single trip. Only 41% plan to visit more than one place within a country, while barely one per cent are considering a multi-country itinerary.
Gone, perhaps, are the days of spending two nights in one city, three hours on a bus and the rest of the holiday wondering where the luggage is.
Instead, Singapore travellers are looking for more meaningful ways to spend their time. Culinary tours are the most popular experience, attracting 50% of respondents, followed by slow travel and longer stays at 44%.
Cultural and heritage experiences appeal to 37%, while nature and adventure, and wellness and spa retreats, each attract 34%.
Basically, we want to eat well, see something beautiful and maybe book a massage, without having to sprint for the next train.
Value is still the magic word
Unsurprisingly, value for money is the top consideration when Singapore-based travellers choose a destination, cited by 62% of respondents.
Food and culinary experiences come next at 45%, followed by minimal travel time at 36%. Because nobody wants to spend half their holiday in transit, no matter how cheap the flight is.
The same priorities apply to hotels. Value for money tops the list at 73%, followed by a convenient location at 58%, quality dining options at 48% and a reputable hotel brand at 44%.
These are travellers who plan ahead to protect that value as well, with 65% booking at least a month in advance and 40% booking one to three months out. That is plenty of time to compare prices and read reviews.
A staycation might be worth considering too
For travellers who prefer doing fewer places properly instead of rushing through several, these new hotel openings may be worth keeping on the radar.
The survey focuses on regional travel rather than staycations, but its findings could also offer a clue about what Singaporeans may look for closer to home: comfortable stays, good food, convenient locations and enough time to properly unwind.
With NoMad Hilton Singapore and DoubleTree by Hilton Singapore Robertson Quay opening later this year, a leisurely local escape might soon be just as appealing as a quick trip overseas.
