We carried out inelastic neutron scattering to study the spin-orbital (SO) exciton in a single crystal sample of CoTiO3 as a function of temperature. CoTiO3 is a honeycomb magnet with dominant XY-type magnetic interaction and an A-type antiferromagnetic order below TN ≈ 38 K. We found that the SO exciton becomes softer, but acquires a larger bandwidth in the paramagnetic phase, compared to that in the magnetically ordered phase. Moreover, an additional mode is only observed in the intermediate temperature range, as the sample is warmed up above the lowest accessible temperature below TN. Such an unusual temperature dependence observed in this material suggests that its ground states (an S eff = 1 2 doublet) and excited states multiplets are strongly coupled, and therefore cannot be treated independently, as often done in a pseudo-spin model. Our observations can be explained by a multi-level theory within random phase approximation that explicitly takes into account both the ground and excited multiplets. The success of our theory, which is originally developed to explain temperature dependence of magnetic excitations in the rare-earth magnets, highlight the similarity between the magnetic excitations in rare-earth systems and those in transition metal systems with strong spin orbit coupling.