Travel will be a major focus for many Asians in 2014, with a forecasted increase of 17% in travel budgets and a rise in trips over last year’s, according to findings from Travelzoo Asia Pacific’s annual subscriber survey.
The results also highlighted transformations in the vacation spending patterns of Mainland Chinese travellers, with the majority willing to spend more for upgrading their holiday experiences and high end accommodations.
The study was conducted in collaboration with WIMI, a consumer insights consultancy firm, from November 24 to December 15, 2013. Over 3,400 Travelzoo subscribers from Australia, China, Hong Kong, Japan and Taiwan participated in the survey.
The report found Asian travellers are showing a preference for independent travel and high-quality holiday experiences. About 62% of the respondents say they want to explore destinations at their own pace, with 54% opting for rest and relax. Almost half of the respondents want to improve on the quality of their vacation by spending more on hotels, food and entertainment, and less on shopping.
The figures for Mainland Chinese travellers are reflected strongly in these trends, with 75% wanting to rest and relax during their vacations, 62% spending more for upgrading their holiday experiences, and 56% preferring to explore the destinations at their own pace.
In terms of travel frequency in 2014, Mainland Chinese travellers will continue to lead the region, taking an average of 6.5 leisure trips and spending an estimated US$8,200 on average.
This is followed by the Japanese with 5 leisure trips and an average spend of US$4,800; Taiwanese with 4.4 leisure trips and US$ 6,170 and Hong Kongers with 4.3 leisure trips and and US$6,900.
Australians will travel the least, with an average of 3.5 leisure trips this year. However, they will fork out the most for their vacations, at an average spend of US$9,340.
On accommodation, Mainland Chinese travellers again came to the fore as they are prepared to splurge more than their regional counterparts. They will spend on an average of US$169 per night based on double occupancy, compared to the regional average of US$140. Beachfront villas/hotels are their top choice accommodation, followed by boutique and luxury hotels. This is in line with their willingness to spend more for a better holiday experience.
The report also revealed the declining appeal of group tours among the respondents surveyed, with only a regional average of 30% wanting such holidays. Over 51% prefer all-inclusive holiday packages, and purchase accommodation and transportation only.
Among Mainland Chinese travellers only 14% opt for group tours, while 54% favour all-inclusive holiday packages and 58% prefer to purchase accommodation and transportation only.
Other key findings:
- Japan is ranked as the clear favourite for regional travellers. This is followed by Australia, USA, Maldives and Korea respectively. Japan is also the top destination for Mainland Chinese travellers, with the USA becoming equally important. (See chart below for list of top 10 destinations by markets)
- Respondents, when asked which destination they have visited in the past but will not consider visiting again, the overwhelming answer was the Philippines. It was followed by China, Korea, Singapore and Indonesia respectively.
- Mobile Internet is important to Asian travellers. Over 80% of the respondents will use it during their holidays, with 98% of Mainland Chinese travellers and 93% of Hong Kong travellers saying they will do the same. Interestingly, 84% of those surveyed say the first thing they will do when they reach a café/restaurant or hotel is to check for free Wifii.
Jason Yap, CEO of Travelzoo Asia Pacific, said the study confirmed Asia Paficic remains an important growth engine for global tourism. “Asian travellers will lead in driving global tourism in years to come. Through our subscribers and workings with travel suppliers, we see trends ahead of the curve. Some companies are already capitalising on this by offering higher levels of personalised and quality vacation products. Those that set standards and create higher value will certainly benefit from the golden period of Asia’s tourism development.”
• Photo credit (Asian tourists): Odua Images/Shutterstock
