Decoding the behavior of Thai tourists: Baby Boomers are big spenders who prefer certainty, Gen X focus on family value and cost-effectiveness, while Millennials make quick decisions influenced by social media.
AirAsia MOVE released a data-driven report analyzing the travel behaviors of three main Thai generations—Baby Boomers, Gen X, and Millennials—in 2025, based on millions of booking records. The data shows that although all seek happiness through travel, their planning and decision-making styles differ clearly according to their life stage priorities. This insight is crucial for hotel and airline operators to design experiences that precisely meet each group's needs.
The first group, Baby Boomers, prioritize comfort above all. Their notable behavior is careful advance planning, usually booking trips 15-60 days before travel. They prefer traveling during favorable weather seasons, mainly in the first and fourth quarters. Their chosen destinations are often major, easily accessible cities within Thailand like Chiang Mai or Phuket. For international travel, they favor nearby Asian markets with familiar cultures. Importantly, this generation tends to invest in comfort and risk reduction, showing the highest rates of seat upgrades and travel insurance purchases compared to other groups.
Next, Gen X represents balanced travelers driven by value and family time. They plan mid-term, about 15-30 days ahead, with peak travel demand in the fourth quarter, especially December during year-end holidays. Gen X destinations tend to be easily accessible and family-friendly for all ages. They purchase only necessary add-ons such as baggage or insurance, and opt for seat upgrades primarily for family trips to ensure equal comfort for all members.
Meanwhile, Millennials or Gen Y travel most frequently throughout the year. Motivated by social media inspiration and new experiences, they decide quickly and book within 15-30 days of travel. While mindful of value and less focused on premium seat upgrades, they willingly pay for services that enhance experience and convenience, like in-flight meal reservations or airport transfers. Their destinations often include diverse lifestyle cities suitable for flexible short trips.
Nadia Omar, CEO of AirAsia MOVE, added that the behavioral differences across generations clearly reflect distinct planning priorities, directly impacting current travel product design. She sees sustainable industry growth as dependent on leveraging these insights through collaboration among platforms, airlines, and hotels to truly deliver travel experiences that resonate with each traveler group.