Findings from agoda’s Travel and Tech Study have revealed that Malaysian millennials travel to experience their own national culture, especially to explore their country’s rich and diverse cuisines and natural landscapes.


Travel Experience



Food and Dining



Nature and Scenery



Local Culture or Lifestyle


Love of Food Drives Demand for Domestic Travel in Malaysia
Love of Food Drives Demand for Domestic Travel in Malaysia

Domestic travel in Malaysia surged by an additional 10 million visits in 2016[1]. With 77% of Malaysia’stravelers identifying food and dining as a preferred holiday experience, Malaysia’s entrenched foodie culture plays a key role.

This was evident in the ranking of the top three destinations for Malaysia’s travellers, which included Kuala LumpurPenang and Malacca – all known for their famous local cuisines, such as Penang Laksa and Malacca Chicken Rice Balls, as well as their access to international dining options.


Top Destinations


Kuala Lumpur, Malaysia


Penang, Malaysia


Malacca, Malaysia


Johor Bahru, Malaysia


Kota Kinabalu, Malaysia


Bangkok, Thailand


Ipoh, Malaysia


Cameron Highlands, Malaysia


Kuching, Malaysia


Langkawi, Malaysia

Apart from food, 73% of travellers from Malaysia also looked for scenic getaways, the second most important factor in making their holiday decisions – evident from top destinations such as PenangMalacca, and Kota Kinabalu. Also ranking highly, 67% of travellers wished to explore the diverse culture and lifestyle offered in Malaysia.

Andrew Edwards, agoda’s Global Director for Brand and Communications said: “The growth of domestic travel shows that Malaysian millennial’s are re-discovering their own national heritage. Anyone who has eaten in Malaysia knows how great the food is but what stands out is the fact that they are getting off the beaten track to experience their country’s scenery and local cultures — this is what separates millennialsfrom older travelers.”

Love of Food Drives Demand for Domestic Travel in Malaysia
Love of Food Drives Demand for Domestic Travel in Malaysia

About the research

The quantitative online survey was commissioned by agoda, with responses from 1,024 Malaysian respondents aged 18-64. Data was collated between 27 February and 17 April 2017.  The top ranked destination data is based on agoda’s own booking data from January through August 2017.

About agoda

agoda (Nasdaq:PCLN) is one of the world’s fastest-growing online travel booking platforms. agoda is committed to delivering the best holidays, at the best prices. With a network of over one million accommodation properties, including apartments, villas, homes, and hotels backed by over 15 million real traveler reviews, agoda helps other travelers find and explore new experiences in new destinations. Established in 2005, the start-up quickly expanded in Asia and was acquired in 2007 by the Priceline Group — the world’s largest seller of rooms online. agoda is headquartered in Singapore, with offices in major cities across over 30 countries.

For media inquiries, please contact:

Matthew de Bakker
Mutant Communications

Lina Marican
Mutant Communications

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