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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 % Preference

1. Food and Dining 77%
2. Nature and Scenery 73%
3. Local Culture or Lifestyle 67%

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

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This was evident in the ranking of the top three destinations for Malaysia's travellers, which included Kuala Lumpur, Penang 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

1. Kuala Lumpur, Malaysia

2. Penang, Malaysia

3. Malacca, Malaysia

4. Johor Bahru, Malaysia

5. Kota Kinabalu, Malaysia

6. Bangkok, Thailand

7. Ipoh, Malaysia

8. Cameron Highlands, Malaysia

9. Kuching, Malaysia

10. 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 asPenang, Malacca, 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 millennials from older travellers.”

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.