The 2025 Malaysian Traveller Is Digital, Decisive, and Data-Led — What Brands Can Learn from TNG eWallet’s Latest Insights
From cherry blossoms in Japan to cultural festivals in Johor, Malaysians are on the move again — and this time, they’re travelling smarter. They’re researching earlier, booking with intent, and paying in ways that reflect a deeper trust in digital. Behind this shift is a growing reliance on platforms like TNG eWallet, which now serves over 23 million verified users, giving it a front-row seat to the travel trends shaping 2025. Recent user data reveals not just where Malaysians are going, but the values and behaviours behind those journeys — and what that means for marketers hoping to capture attention in this ever-evolving space.
Where We’re Going: Travelling Further, but Staying Regionally Connected
Domestic travel remains strong, with 60% choosing to explore within Malaysia. But outbound travel is picking up fast. 39% are exploring Southeast Asia, and 30% are heading to East Asia, with Japan, Korea, and Hong Kong topping the list.
This trend shows a traveller who is digitally equipped and increasingly confident about going further yet remains regionally anchored. For marketers, this opens up opportunities for regionally relevant travel campaigns, co-branded content, and partnerships that reflect shared cultural touchpoints.
How We Travel: One Traveller, Many Personas
Gone are the days of targeting “the average holidaymaker.” Today’s traveller could be a parent planning a family escape (32%), a solo explorer seeking new experiences (27%), part of a friends’ getaway (23%), or enjoying a couples’ retreat (18%).
Each group brings its own motivations, planning habits, and spending styles. This makes persona based segmentation not just helpful, but necessary. Brands that tailor their message to fit the context, whether it’s a group discount for friends or a premium experience for couples, will earn better engagement.
Why We Travel: Purpose-Driven Travel Is the New Normal
Where people go matters less than why they go. The top reason Malaysians travel is for exploration and new experiences (52%), followed by attending events like concerts and festivals (29%), visiting family and friends (29%), and business travel (17%).
This signals a shift from destination-led marketing to experience-led storytelling. Brands that tap into trending cultural events, seasonal calendars, and passion points like music or food will stay ahead of the curve. It’s no longer just about promoting where to go, but why now.
Planning Behaviour: The Booking Window Has Expanded, in Both Directions
Interestingly, 42% of travellers plan their trips a year in advance, while 18% wait till the last minute. Despite this, more than half (52%) prefer to book directly via hotel or airline websites.
This dual behaviour calls for a dual-track marketing strategy: one that builds aspiration early and activates conversion closer to travel dates. Integrated ecosystems, where offers and services are embedded directly into a user’s journey (think attraction tickets, airport transfers, or travel guide bookings), are becoming essential.
Insurance Is Expected — and Mobile
Travel insurance, once optional, is now part of the checklist. A strong 79% of TNG eWallet users purchase travel insurance, mainly due to concerns about lost luggage (55%), medical expenses (49%), and flight delays (40%).
This opens the door for insurance providers to embed protection directly within digital journeys. Platforms like eWallets, already part of a traveller’s planning and payment flow, are becoming natural points of access for such high-intent purchases.
Connectivity Begins Before Take-Off
Today’s traveller wants to be connected the moment they land. 42% purchase a travel e-SIM before their trip, and 37% activate roaming plans in advance.
For telcos and digital service providers, this means the pre-travel window is a critical moment for engagement. Bundled offerings, such as travel passes that include insurance, connectivity, and rewards, could deliver both convenience and brand stickiness.
Spending Abroad: Cards Dominate, But QR Is Growing
Abroad, 73% still use cards (including credit cards and prepaid options like the Touch ‘n Go eWallet Visa Card), and 54% rely on cash. But a growing 18% are turning to QR payments, attracted by ease of use and favourable rates.
While the number may seem small, it reflects a trend gaining momentum, especially in QR-friendly countries. For brands looking to reach Malaysian travellers overseas, enabling QR payments could mean capturing spend at the moment of decision. Platforms like TNG eWallet are already building merchant acceptance across Asia, creating new frontiers for digital commerce.
No One-Size-Fits-All Traveller
Not all travellers think or spend the same way. While income levels play a role, the more meaningful differences lie in motivation, planning habits, and digital engagement.
For example, B40 users tend to be more price-sensitive, M40 users look for value-added deals, and T20 users lean towards premium, seamless experiences. But rather than segmenting purely by income, brands should focus on how digital behaviour and travel intent shape each journey, and tailor their offerings accordingly.
Whether they plan months ahead or wing it, prefer self-serve tools or curated experiences, these behavioural signals offer richer insight than income brackets alone. Personalised journeys, powered by data, will be key to capturing loyalty.
Why It Matters for Marketers
Malaysians are not just travelling more. They’re travelling differently. They’re demanding more control, more flexibility, and more personalisation — all through digital platforms they already trust. “TNG eWallet isn’t just a payments platform, it complements the role of a billboard, a travel agent, and a search engine, all in one. While billboards drive awareness, travel agents influence destinations, and search engines capture intent, TNG eWallet connects it all at the point of decision and purchase, turning intent into action with relevance, timing, and real-world utility. Marketers can tap into our ecosystem as a flywheel, from discovery to transaction to loyalty, creating meaningful, data-driven engagement at every travel touchpoint, ” says Wong Chee Mun, Head of Merchant Services (Business) at TNG Digital.
It’s no longer just about being seen. It’s about being useful, contextual, and trusted, at every stage of the journey.
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