The Asia Pacific region, often perceived as a monolithic travel market, is, in fact, a tapestry of diverse preferences and motivations. According to Traveloka’s latest whitepaper, APAC travellers exhibit unique behaviours shaped by cultural, economic, and technological factors.
Varied travel motivations
Singapore: 38% seek to rest and recharge, favouring natural attractions.
Indonesia: 39% prioritise tourist attractions, leaning towards outdoor adventures.
Japan: Cultural and wellness experiences dominate, with 62% opting for historical sites.
Technology’s role
Digital adoption varies across the region. In Indonesia and Singapore, 53% of respondents use travel platforms, while in Japan, only 18% prefer such tools. Trust remains a cornerstone for digital uptake.
Price sensitivity
Cost is a critical consideration across all markets. Nearly half of travellers in Singapore (45%) and Australia (48%) rank price as the top factor when booking accommodation. Promotions are a powerful tool, influencing up to 47% of Singaporean travellers to explore less-considered destinations.
Sustainability gaps
While 80% of APAC respondents express interest in sustainable travel, adoption varies. High costs and limited accessibility hinder uptake in developed markets like Singapore and Australia.
Payment preferences
From cash in Thailand (72%) to credit/debit cards in Korea (84%), payment habits highlight the need for diverse options.
Strategic takeaways
Travel brands aiming to thrive in APAC must embrace these nuances. Personalisation, dynamic promotions, and localised payment solutions are crucial to meeting the region’s evolving demands. As sustainability awareness grows, affordable green options can capture untapped potential.
By tailoring offerings to these diverse needs, travel advisors can better serve clients and tap into APAC’s dynamic travel landscape.