Traveloka, the Singapore-based online travel platform that operates across Southeast Asia, said on Monday that flight bookings to Jeju by its Singapore users have doubled from a year earlier, while hotel bookings in Fukuoka by Indonesian users rose close to 75%. The data, released as the company's 11.11 Epic Sale runs through Nov. 12, point to a shift in where Southeast Asian travelers are spending their year-end holiday budgets in East Asia.

The pattern matters for airlines, hotel groups and tourism boards across the region. Traveloka's figures suggest cities beyond the region's best-known gateways, often those with new or stronger direct air links, are taking a larger share, and the company is steering its November sale toward China, Japan and South Korea.

Fukuoka, Jeju and Hangzhou gain ground

The numbers come from Traveloka's year-on-year flight and hotel booking data, the company said. In Indonesia, flight bookings to Fukuoka rose more than 20%, a smaller gain than the jump in hotel stays there. Traveloka described the Japanese city as becoming a favorite for Indonesian travelers.

For Singapore, Jeju was the standout. Traveloka tied the doubling in flight bookings partly to a strengthened direct route to the South Korean island, which gives travelers an alternative to itineraries centered on Seoul.

China produced the widest spread of results. Flight and accommodation bookings from Vietnam to Hangzhou more than doubled year on year, which the company attributed to the launch of new routes. In Thailand, Chengdu's share of flight and hotel bookings to China doubled, helped by exposure on social media, Traveloka said. Xiamen's share of Malaysian flight bookings to China more than doubled.

Alex Jung, Traveloka's head of marketing, said the destinations gaining ground "vary across Southeast Asia," and named Jeju, Fukuoka and Hangzhou as examples. Hong Kong's airport has also been building transfer links into eastern China, including new services for Hangzhou and Wuhan.

Two caveats apply. Traveloka did not disclose absolute booking volumes, so growth rates may reflect small starting bases. And some of the figures are shares of bookings to a country rather than raw growth: the company said the destination-share numbers came from a year-to-date analysis separate from its quarterly index.

What the third-quarter index showed

The new release builds on Traveloka's SEA Index for the July to September quarter, published Oct. 20. That report ranked Jeju and Hangzhou at the top of the fastest-rising international destination lists for Singapore and Vietnam, respectively. It covers Indonesia, Malaysia, Singapore, Thailand and Vietnam and is based on Traveloka's own booking and search data.

The index pointed to other shifts beyond East Asia. Indonesian accommodation bookings to Mecca rose by more than half from a year earlier, with Mecca, Jeddah and Madinah all among Indonesia's ten fastest-rising international destinations. Singapore users' bookings to Melbourne more than tripled. Chongqing led Thailand's international list, and bookings from Vietnam to Luang Prabang in Laos more than doubled from a smaller base.

The company said rankings in the index reflect booking growth rather than total visitor numbers, and that bookings count transactions, not unique travelers or completed trips. That makes the index a useful read on momentum on one platform, but not a measure of overall tourism flows.

Sales aimed at the year-end window

Traveloka's 11.11 Epic Sale runs Nov. 3 to 12 in Indonesia, Thailand, Vietnam, Malaysia, Singapore, Australia, Japan and South Korea. Headline offers include discounts of up to 80% on flights from Indonesia to China, Japan and South Korea, up to 11,000 baht off flights from Thailand to China, Japan and Taiwan, and an extra discount of up to 25% on hotel flash sales in Singapore.

The company has argued that its sale events lift trip size more than they cut spending. After its May and July 2026 sales, Traveloka said the number of flight seats, room nights and activity tickets booked grew faster than the number of bookings, meaning customers bought more per transaction. Completed transactions also rose faster than site traffic, it said. In September, the company described the period from its 9.9 sale onward as the start of the year-end booking window, when travelers plan trips for November and December.

If that pattern holds, the 11.11 sale should feed bookings into East Asian secondary cities over the December holiday season, a test for airlines on the newer direct routes to cities such as Jeju and Hangzhou. Traveloka's SEA Index for the October to December quarter will be the next public read on whether the shift held.