TRAVEL has become the ultimate luxury in today’s world, stated Hermione Joye, Sector Lead, Travel, APAC for Google, as she shared the latest findings from a Google and Kantar study at WiT Singapore 2022 last week.
One, “revenge travel” is here to stay in the mindset of APAC travelers, with 75% of respondents keen to travel as much as possible in the near future. Two, 30-60% of people in key APAC markets are currently traveling more and spending more compared to pre-Covid times. And finally, 48% are motivated to travel for relaxation, relaxation and depression.
“Travel is seen as a break from everyday life – relaxation and de-stressing is the No. 1 motivator for travel across APAC,” she said.
Hermione Joye: The traveler landscape is very nuanced, but one common feature is the rise of video in engaging with travelers.
The research identified four traveler archetypes.
Remote value seekers (32%):
- Budget-minded domestic travelers
- Seek to explore the outdoors with grown-up friends and family
- Relaxation is top of mind
Urban traditionalists (27%):
- Savvy but careful travelers
- Look to travel to international cities for active vacations
Luxury loyalists (25%):
- The highest value customers
- The most loyal segment
- It can help reinforce your brand through ongoing digital engagement, especially on video platforms
Eco-minded families (17%):
- Budget conscious
- Preference for nature and environmentally conscious providers
It’s important to note that the commuter landscape is very nuanced, Joye said. For example, in the case of Urban Traditionalists, travelers in Australia are more likely to stick to the familiar, while those in China are more likely to explore new destinations. “Some regions may still be nervous about Covid, while places like Australia and India are likely to show less reluctance to travel.”
Compared to pre-Covid times, Luxury Loyalists showed an increase in all major travel spending habits. They are 35% more likely to spend more compared to pre-Covid-19 when it comes to “revenge trips”. ‘Extraordinary luxury’ is 220% more likely to be a top motivation for travel than before. They are 70% more likely to hire someone to help plan and book travel (34%) and as the name implies, Luxury Loyalists are 30% more likely to book only with the previous provider.
These habits contrast with Urban Traditionalists, who are 35% more likely to prefer active holidays than before, with 50% more open to trying new brands – they’re more likely to have booked a new accommodation .
Key factors in their travel decision-making are brand trust, competitive pricing and flexible policies, she noted.
The power of video in engaging with consumers cannot be understated. Across the APAC region, almost all travelers (98%) are researching and purchasing travel online and more than half of them (56%) are using video touchpoints in their travel journey. Video touchpoints include YouTube, TikTok, Instagram, streaming services or Facebook.
To attract the new APAC traveler, Joye offered these tips.
- Use your IP data to understand your customer segments so you can speak to your audience in a personalized and relevant way
- The APAC traveler is more digitally dependent than ever before. Make digital the core of your strategy, from data to marketing
- There has been a rapid increase in the power of video in travel. Establish brand presence and engage with travelers on channels such as YouTube
