OVER 80 per cent of Singaporean families are headed abroad this June holidays, whose conscientiousness when hunting down the best travel deal presents an opportunity for travel agencies, says a recent study on the travel habits of Singaporean families.
According to a first-time survey by theAsianparent Insights, over half of these travellers are ready to spend a tidy sum on their holidays – S$500 (US$372) to S$1,499 per person – with the top destinations being Australia, Hong Kong, Taiwan, Malaysia and New Zealand.
Plus, theAsianparent’s survey also indicated that Singaporean travellers are not entirely convinced by travel websites and aggregators.
While 53 per cent of respondents book transportation services such as airline and bus tickets directly through company websites, only 38 per cent of respondents book accommodation directly through hotel or holiday home websites.
Aggregators in the accommodation sector fare better in terms of trust and reliability, with 45 per cent of travellers choosing to book through travel deal and comparison sites such as Groupon, Zuji and Agoda, and the rest booking through travel agencies.
For excursions, 49 per cent book directly from the company’s website.
“Singapore families are conscientious travellers. They’re travel savvy enough to know where to search online for the best deals that cater to the entire family. While mums and dads may be willing to spend more than S$500 per family member, they’re spending wisely,” said Neetu Mirchandani, regional vice president of strategy and insights at theAsianparent Insights.
“Based on this study, travel service providers may want to take a closer look at their current efforts for engaging Singaporean families.”
In 54 per cent of the families surveyed, parents remained the key decision makers when planning family holidays, with only 22 per cent involving their children in decision-making.
And what should hotels provide? The survey revealed that the top must-have amenities for the Singapore holidaymaker are: free Wi-Fi, kids amenities, complimentary breakfasts and close proximity to local attractions.
Over 79 per cent of Singaporeans are cautious and choose to purchase travel insurance, so companies that bundle insurance into travel packages and solutions stand to gain.
