The APAC region is far from uniform when it comes to traveller behaviour and preferences. Traveloka’s latest whitepaper challenges the misconception of a homogenous market, highlighting distinct traveller archetypes across the region.
The Urban Recharger: Singaporean travellers
Singaporeans prioritise rest and relaxation, with 38% citing it as their main travel motivation. Natural attractions (61%) and urban cities (53%) are their top destination choices. These preferences reflect a balance between rejuvenation and cultural enrichment.
The Adventure-Focused Explorer: Indonesian travellers
Indonesians are driven by a desire to explore, with 39% seeking tourist attractions. Natural attractions like mountain ranges (75%) and coastal areas (65%) top their preferences, highlighting their love for outdoor adventures.
The Cultural & Wellness Seeker: Japanese travellers
Japanese travellers focus on cultural immersion and relaxation. Historical sites (62%) and wellness retreats (52%) are their top picks, blending exploration with rejuvenation.
Why it matters
These differences underscore the need for tailored approaches. While Singaporeans crave relaxation, Indonesians seek thrills, and Japanese travellers value cultural depth.
By understanding these nuanced motivations, travel advisors can better recommend destinations and experiences that resonate with their clients’ unique preferences.