A joint study by Alipay+ and S&P Global Ratings, surveying 6,000 consumers across nine markets in Asia, Europe, and the US, highlights a growing demand for payment apps that integrate travel booking and reservation features. Over half of the respondents (54%) prefer spending at local shops and restaurants rather than major malls or chains, reinforcing the critical need for merchant solutions that support localized payment acceptance.

Regional preferences vary significantly across the surveyed markets. Consumers in China, Thailand, Malaysia, and Singapore exhibit the strongest appetite for super-app experiences that combine multiple services into a single interface. Conversely, users in Japan and Germany place a higher priority on transaction security, operational transparency, and a predictable payment experience.

Across all regions, key incentives driving digital wallet adoption include rewards and cashback (52%), competitive foreign exchange rates (51%), and built-in expense tracking tools (50%). Furthermore, respondents expressed clear interest in utilizing payment platforms for broader travel needs, specifically pointing to restaurant reservations and payments (61%), comprehensive travel booking (58%), attraction tickets and passes (57%), and local transit ticketing (54%).

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