Singapore – September 07, 2026 -- Travel booking platform Trip.com reports that custom tour bookings surged over 600% year-on-year globally, as travelers increasingly seek fully tailored itineraries over standard packages.
The company's data shows global searches for first and business class flights climbed 99% year-on-year in the first half of 2026, while 5-star hotel searches rose 57% over the same period. The strongest demand for custom tours is coming from Mainland China, Hong Kong SAR and Singapore.
Concerts and live events are driving cross-border bookings
According to Trip.com Group data, 63% of Asia Pacific travelers have already crossed borders to attend a concert, and 66% say they would be willing to do so. In response, the company launched packages bundling concert tickets, accommodation, transport and local attractions, which saw triple-digit growth in 2025.
Privacy-focused luxury retreats see rising interest
Worldwide searches for "luxury" and "best spas" rose 170%, reflecting growing demand for wellness-focused stays. Trip.com's Platinum Luxury Hotel bookings rose in the first half of this year, with strong interest concentrated in Mainland China and Southeast Asia. Bookings for Platinum Luxury Hotels in Japan's Minamitsuru District, known for its Mount Fuji views, jumped by triple digits year-on-year.
Mainland China has also become a destination for affordable premium stays. The Novotel Shanghai Clover in Shanghai, one of the country's most-booked 5-star properties among international travelers in the second half of this year, costs about USD 126 per night. Singapore, South Korea and Hong Kong form the largest overseas source markets booking these Chinese properties.
Top-tier members book nearly 20 times more often than average users
Trip.com's Black Diamond members, its highest membership tier, make almost twenty times the number of bookings compared to the average member. International travelers flying first or business class stay overseas for at least 14 days per trip on average, close to 40% longer than typical travelers -- a figure that stretches to 20 days for European premium travelers. More than 4 in 10 first and business class flights booked globally in the second half of this year are long-haul routes, with the Tokyo to Sapporo route ranking as the top-selling first class flight route.
Millennials and Gen X account for nearly half of premium hotel bookings
Close to 1 in 2 international travelers who booked 5-star hotels in the second half of this year are aged 35-49. Demand from older travelers is also climbing: gross hotel bookings through Old Friends Club, Trip.com's product line for users aged 50 and above, increased by over 100% year-on-year in the first quarter of this year.