Despite prevailing domestic and international travel restrictions, the majority of Asia-Pacific travellers are determined to resume leisure travel before the end of 2020, according to data from Amadeus.
In the latest Destination X: Where to Next report, which polled 1,050 respondents across Asia-Pacific, 27 per cent of travellers expressed a strong desire to travel immediately once travel restrictions lift, with 37 per cent planning their next trip one to three months after they lift.
Majority of Asia-Pacific travellers seek curated travel experiences over pre-packaged options: Amadeus study; people taking photos in front of a Chinatown-style gate in a tourist spot in Pantai Indah Kapuk, Jakarta, Indonesia this November pictured
While there is a strong preference to go farther from home, 70 per cent of Asia-Pacific travellers are ready to travel domestically. In fact, the average time spent on holidays will not change, with half of travellers seeking a trip duration of 14 days or more.
Reconnecting with family and friends is the predominant reason for 55 per cent of Asia-Pacific travellers planning their next leisure trip in the coming months. At the same time, travellers are also seeking a sense of adventure to satisfy their pent-up wanderlust, with 34 per cent opting to explore unfamiliar destinations for ‘new travel experiences’ and 32 per cent desiring to ‘reconnect with the outdoors’.
Ramona Bohwongprasert, senior vice president, retail in travel channels, Asia Pacific, Amadeus, said: “The data tells us that travel demand is there. Across Asia-Pacific, travellers are energised and ready to holiday within their own shores this festive season, to reunite with family and friends or explore new destinations that offer outdoor getaway experiences.
“However, their behaviours have changed, with travellers not willing to commit to holiday plans too far in advance and Covid-19 factors such as on-site cleanliness and testing measures now weigh in when travellers evaluate accommodation and transit options. Travel sellers and operators will need to cover new ground to provide the experience that domestic tourists are seeking this coming holiday season.”
Customised travel experiences win out over pre-packaged leisure travel options, with 70 per cent of Asia-Pacific travellers preferring to curate their own holidays and/or with the help of a travel agent. Group and guided tour packages have dramatically declined in popularity, with only eight per cent of travellers considering a holiday package cruise of more than 50 people.
Travel spontaneity is also a thing of the past, with travellers spending more time researching before booking their next getaway. ‘Price tailored to my needs’ and ‘severity of the Covid-19 health crisis at the destination’ are the most influential factors for purchasing decisions. More than two-thirds of travellers believe that upfront knowledge of Covid-19 prevention measures is ‘very important’.
Gaurav Bhatnagar, director at Travel Boutique Online, said: “To help travellers rediscover their cities, and regions and support local tourism experiences, travel agents will need to get creative on ‘what to sell’. The domestic travel market will be highly competitive this holiday season, so offers must be eye-catching and personalised. Travel agents will need to reimagine how they sell and package domestic travel experiences by adding flexibility and identifying new segments that are less explored.”
Convincing travellers that it is safe to travel via airlines will be a priority for travel sellers, with Asia-Pacific travellers more likely to say they are ‘less than comfortable with flying but will continue to do so’. New features such as touchless kiosks that use QR codes and mobile boarding passes, combined with new policies such as mask compliance and removal of middle seats, could help to boost confidence.
Insurance is now an integral part of the travel purchase, with 47 per cent of Asia-Pacific travellers likely to purchase travel insurance for every trip, where once it was an afterthought. Another important factor to the traveller journey this holiday season is the travel agent. One-fifth of travellers expect to lean on travel agents for their next domestic trip, for recommendations, problem-solving and support.
In interviews conducted by Amadeus with travel agency executives across Asia-Pacific including Australia, India and the Philippines, 38 per cent believe the way they sell travel will change this year. Travel agents are looking to get ‘more creative’ in their selling strategy, to shape and tailor travel offers to specific traveller personas, as well as highlight added flexibility and insurance coverage.
Kit Sananwathananont, managing director of G.M. Tour & Travel, said: “Travellers will demand a higher level of personalisation, reassurance and empathy this holiday season. Travel agents that combine technology with a ‘human touch’ can deliver excellent customer service that will have a positive impact on travellers’ trust and loyalty, and ultimately help jump-start the travel industry for 2021.”
Despite prevailing domestic and international travel restrictions, the majority of Asia-Pacific travellers are determined to resume leisure travel before the end of 2020, according to data from Amadeus.
In the latest Destination X: Where to Next report, which polled 1,050 respondents across Asia-Pacific, 27 per cent of travellers expressed a strong desire to travel immediately once travel restrictions lift, with 37 per cent planning their next trip one to three months after they lift.
While there is a strong preference to go farther from home, 70 per cent of Asia-Pacific travellers are ready to travel domestically. In fact, the average time spent on holidays will not change, with half of travellers seeking a trip duration of 14 days or more.
Reconnecting with family and friends is the predominant reason for 55 per cent of Asia-Pacific travellers planning their next leisure trip in the coming months. At the same time, travellers are also seeking a sense of adventure to satisfy their pent-up wanderlust, with 34 per cent opting to explore unfamiliar destinations for ‘new travel experiences’ and 32 per cent desiring to ‘reconnect with the outdoors’.
Ramona Bohwongprasert, senior vice president, retail in travel channels, Asia Pacific, Amadeus, said: “The data tells us that travel demand is there. Across Asia-Pacific, travellers are energised and ready to holiday within their own shores this festive season, to reunite with family and friends or explore new destinations that offer outdoor getaway experiences.
“However, their behaviours have changed, with travellers not willing to commit to holiday plans too far in advance and Covid-19 factors such as on-site cleanliness and testing measures now weigh in when travellers evaluate accommodation and transit options. Travel sellers and operators will need to cover new ground to provide the experience that domestic tourists are seeking this coming holiday season.”
Customised travel experiences win out over pre-packaged leisure travel options, with 70 per cent of Asia-Pacific travellers preferring to curate their own holidays and/or with the help of a travel agent. Group and guided tour packages have dramatically declined in popularity, with only eight per cent of travellers considering a holiday package cruise of more than 50 people.
Travel spontaneity is also a thing of the past, with travellers spending more time researching before booking their next getaway. ‘Price tailored to my needs’ and ‘severity of the Covid-19 health crisis at the destination’ are the most influential factors for purchasing decisions. More than two-thirds of travellers believe that upfront knowledge of Covid-19 prevention measures is ‘very important’.
Gaurav Bhatnagar, director at Travel Boutique Online, said: “To help travellers rediscover their cities, and regions and support local tourism experiences, travel agents will need to get creative on ‘what to sell’. The domestic travel market will be highly competitive this holiday season, so offers must be eye-catching and personalised. Travel agents will need to reimagine how they sell and package domestic travel experiences by adding flexibility and identifying new segments that are less explored.”
Convincing travellers that it is safe to travel via airlines will be a priority for travel sellers, with Asia-Pacific travellers more likely to say they are ‘less than comfortable with flying but will continue to do so’. New features such as touchless kiosks that use QR codes and mobile boarding passes, combined with new policies such as mask compliance and removal of middle seats, could help to boost confidence.
Insurance is now an integral part of the travel purchase, with 47 per cent of Asia-Pacific travellers likely to purchase travel insurance for every trip, where once it was an afterthought. Another important factor to the traveller journey this holiday season is the travel agent. One-fifth of travellers expect to lean on travel agents for their next domestic trip, for recommendations, problem-solving and support.
In interviews conducted by Amadeus with travel agency executives across Asia-Pacific including Australia, India and the Philippines, 38 per cent believe the way they sell travel will change this year. Travel agents are looking to get ‘more creative’ in their selling strategy, to shape and tailor travel offers to specific traveller personas, as well as highlight added flexibility and insurance coverage.
Kit Sananwathananont, managing director of G.M. Tour & Travel, said: “Travellers will demand a higher level of personalisation, reassurance and empathy this holiday season. Travel agents that combine technology with a ‘human touch’ can deliver excellent customer service that will have a positive impact on travellers’ trust and loyalty, and ultimately help jump-start the travel industry for 2021.”