A recent report by technology company Sabre says that Asia Pacific is seeing a polarization of travel preferences by region and identifies four “types” emerging in the region.
According to the company, four out of five Asian travelers surveyed state that travel is no longer a luxury for them, it’s a necessity. More than one in three say they would travel for leisure three or more times per year.
“Barriers to travel in the region are breaking down – strong macro-economic performance, rising personal incomes, a surge in affordable travel options and increased government support are all driving growth – meaning traveler volumes are undisputedly on the rise. But traveller preferences are also evolving,” said Todd Arthur, vice president of sales and market development at Sabre Travel Network Asia Pacific. “Those who work in the industry are observing that serving travelers based on a traditional trip category alone, such as business or solo or senior travel, has limited value in today’s more dynamic market.”
Using a psychographic assessment of travelers, the study finds that regional differences exist in two dimensions: motivation – whether a traveler is motivated by “self” or “others” in their travel choices – and behavior – the type of control a person wants to exert over their trip.
Fifty-six percent of travelers are more likely to be motivated to travel by self-oriented reasons rather than the opportunity to gain experiences to share with others (44%). More travelers would rather exert control in their trip (58%) over letting someone else take charge (42%). This reflects a growing sense of consumer empowerment and willingness to invest more effort in personalizing the travel experience.
Four types
Mapping these differences leads to four distinct travel types: Explorer, Connector, Follower and Opportunist. One in three are Explorers; the rest are evenly split among the other three categories.
Explorers tend to be new travelers, who want to grow as individuals, take control of their trip and plan on the go.
Followers are more likely to travel with friends and family, put the needs of others ahead of their own and be taken care of. They’re more likely to use a travel ageny and a planned itinerary.
Connectors are seasoned travelers who view travel as part of their identity. They’re more likely to plan and – very critically – share their experiences with others.
Opportunists are the smallest, most indulgent group with the most potential for spending. They’re influenced by the right time, right place and right people.
Geographic groupings of traveller types do exist around the region. After Explorer, Connectors tend to be swaying their influence in Australia, Indonesia, Korea and New Zealand. Followers are gathering together in Hong Kong, India, Japan, Malaysia and Singapore. Opportunists are ready to go in China and Taiwan.