Singapore — Qlik®, a global leader in data integration, data quality, analytics, and artificial intelligence (AI), today released new APAC findings that point to a simple truth: travelers want tools that help them plan smarter and spend less, and they draw a hard line at features that feel intrusive.
Across Singapore, Japan, Australia, and India, the strongest demand is for price-timing and budgeting. The weakest support is for real-time location sharing and acts of automation that change plans without clear consent. The lesson for business leaders is the same as it is for travel: lead with obvious value, keep people in control, and make the data-to-decision link transparent.
Key findings:
Prediction and budgeting beat everything. Across APAC, timing the best moment to book and simple budgeting comparisons are the most valued features, consistently outranking concierge-style inspiration or hands-off automation.
Consent comes before data. On average, demand for planning features outpaces willingness to share the enabling data by roughly 10 to 13 points across the region. People want the benefit, not the footprint.
Live location is a red line. Comfort with sharing live location while traveling is the lowest data signal everywhere, with levels in the teens in several markets and only around three in ten at the high end.
Trust sits in the middle. The center of gravity is “humans plus AI,” with equal trust the modal response in multiple markets and only about one in ten saying they trust AI more than a human.
Value beats novelty. Free or discounted premium features rank as the top value exchange across every generation, from Gen Z through Boomers.
The personalization paradox is real. One in four want personalized recommendations but do not want to trade their data for it, roughly matched by a similar share who want personalization and are comfortable sharing data.
Travelers are practical. They reward tools that improve timing and budgeting. In markets across the region, booking-window predictions and budgeting comparisons top the list. Inspiration features perform notably worse. The clearest path to adoption is to show savings and time back, then explain how the suggestion was made.
Trust in AI is not binary. The prevailing view is that AI and humans together make better recommendations than either alone. Equal trust is the most common response in several markets, while only a small minority say AI is more trustworthy than a human. This points to an adoption model built on explainability, visible oversight, and clear controls.
Country dynamics sharpen the picture. Singapore shows unusually high demand for planning tools paired with strong resistance to set-and-forget automation. Japan is the most privacy-protective and least interested in inspiration without context, yet highly values optimization. India is the most open to sharing common planning signals and the most AI-optimistic, while still favoring human recommendations overall. Australia is pragmatic and price-driven, with high comfort sharing destination searches and little patience for generic suggestions.
“The signal for leaders is unmistakable: people reward prediction and savings, and they draw firm lines on data and control,” said Mike Capone, CEO of Qlik. “Strategy should follow suit. Build on strong foundations so AI is explainable and governed, use humans plus AI for the final mile, and tie every recommendation to measurable outcomes like dollars saved, risk reduced, and loyalty earned.”
For leaders, the takeaway is direct. Ship features that save money and time. Explain the “why” behind every recommendation in plain language. Ask before you act, especially when a change costs money or alters someone’s plan. Do this on strong Data and Analytics Foundations so the experience is explainable, controllable, and auditable from day one.
Also noteworthy from the study: “suggest destinations” runs net negative across all four markets, reinforcing that optimization beats generic inspiration; and the region’s split on personalization underscores a wider trust gap that can be closed with transparent value exchange and consent-first design.
Methodology
The findings in this release are based on a research study conducted by YouGov on behalf of Qlik. The survey gathered responses from nationally representative samples of adults aged 18+ across four Asia Pacific markets: Singapore, Australia, India, and Japan. The study was conducted via a quantitative online survey with YouGov panel members, administered between August 25 and August 28, 2025.
In total, responses were weighted by age, gender, and geography to ensure representation within each market. The results for Singapore reflect a cross-section of the adult population, providing insights into consumer attitudes toward data sharing, AI adoption, and travel personalization features.
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Media Contact
Keith Parker
keith.parker@qlik.com
512-367-2884