August 18, 2017

Who is the APAC traveler and what do they want?


Amadeus released what it touts to be its most comprehensive study to date – “Amadeus Journey of Me Insights: What Asia Pacific Travelers Want” – a data-driven look at the world’s largest travel market, Asia Pacific.

It is part of the company’s initiative to better understand how customer demands can be met in a more personalised way, as technology continues to enable deeper relationships.

The investigation involved interviewing 6870 respondents in 14 key Asia Pacific markets. According to Karun Budhraja (VP of Corporate Marketing and Communications, Amadeus APAC), it was the company’s first time all markets were studied in a single survey, with the intention of highlighting just how diverse the region is in terms of their needs, preferences and travel behaviours.

The study reached four key conclusions:

There are many “Asias” in Asia

Perhaps the most logical but ever-important finding, Amadeus’ latest study found that there was no consistent profile of the quintessential “Asia Pacific traveller”. Much like the flawed assumption that traveller demographics can be categorised into age generations, travel preferences and styles varied widely across the APAC market – across age, gender, and culture.

For example, when asked how frequently those surveyed used sharing economy services, it was found that 48% of Indian travellers used it regularly, 70% of Japanese respondents reported that they never used them. Incentives and disincentives to travel also saw a great discrepancy between different markets. More interestingly, when it came to disincentives to travel, it was found that while 78% of Filipino travellers and 74% of Korean travellers would avoid a destination in light of recent terrorist attacks; only 45% and 48% of Indonesians and Australians would be dissuaded respectively.

Get the full story at WIT and download the report at Amadeus (PDF 3MB)