Booking.com has released the 2023 edition of its APAC Travel Confidence Index (TCI) which provides an in-depth analysis of travel mindsets across Asia-Pacific.
The TCI 2023 research, commissioned by Booking.com and conducted independently by Milieu Insight, involved a survey of over 8,000 travellers from 11 countries and territories across Asia-Pacific conducted between April and May 2023.
It presents an in-depth analysis of travel confidence and sustainability interest across various destinations in Asia-Pacific. The report includes rankings that assess the confidence level of travellers in each market.
Despite financial concerns ranking highest among their worries (42%), 73% of Asia-Pacific travellers maintain unwavering optimism for their future travel plans over the next 12 months.
Over half (53%) of travellers surveyed have no intention of postponing any of their travel plans, despite the complex and interconnected crises pressuring the global economy, including inflation, climate change and supply chain disruptions. Furthermore, 59% of these travellers not only remain steadfast in their original travel plans, but also intend to increase both the number of trips they take and their travel budgets for the year.
Additionally, the report unveils four distinctive traveller personas for the first time, providing valuable insights into their prime motivations, priorities and travel behaviours.
Conscious Explorers (Hong Kong, India, China, Taiwan) actively pursue eco-friendly and sustainable travel. They are passionate about exploring while minimising environmental impact. They engage in ecotourism, stay at sustainable accommodations, and support local communities to align with their values.
Comfort Seekers (Singapore, Australia) prioritise comfort and convenience. They seek indulgent experiences and accommodations with maximum relaxation, and value personalised services, high-quality amenities, and prioritise comfort over sustainability in their travel decisions.
Mindful Voyagers (Vietnam) have a deliberate and thoughtful travel approach, driven by their sense of responsibility to the environment and desire to help local communities. However, they often experience anxieties in unfamiliar environments and actively seek resources to overcome travel concerns and gain confidence.
Homebound Pragmatists (New Zealand, South Korea, Japan, Thailand) prefer practical travel and staying close to home. They prioritise convenience, efficiency, and optimising time and resources. They seek seamless travel experiences that are well-organised and efficient, making the most of their limited time and resources.
In Singapore, however, only 32% of Singapore travellers consider sustainability to be of importance, revealing a reduced emphasis on environmental considerations. In a world where eco-consciousness is on the rise, Singaporean travellers stand out as the least likely (18%) to invest in sustainable accommodation choices, suggesting a strong inclination towards prioritising personal comfort and indulgence during their journeys.
“Despite some macroeconomic headwinds, one thing remains clear for all Asia-Pacific travellers: their spirit of adventure and the desire to create lasting memories via travel remains steadfast and strong,” said Laura Houldsworth, managing director, Asia-Pacific, at Booking.com.
“Despite the profound impact of the pandemic, insights from this year’s Travel Confidence Index reassuringly proves that Asia-Pacific is well on its way to reclaim its position as the world’s fastest growing travel region.”
The report can be viewed here.