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Asian travellers seek new experiences

Asian travellers seek new experiences
January 16, 2016

A high proportion of Asian tourists are seeking new travel experiences this year with one in five (20%) saying they would be looking for adventure tourism experiences, according to findings in the latest TripBarometer study jointly published by the Pacific Asia Travel Association and partner TripAdvisor.

The study, conducted by independent research firm Ipsos, shows that 76% of Asian travellers want to ‘try something new’ this year (as against 69% of all those questioned globally). One in four Asian travellers will go solo, 21% will opt for a cruise and 20% are likely to participate in adventure tourism.

Indonesian travellers are the biggest thrill-seekers, according to the TripBarometer study, with 30% planning to book an adventure travel holiday in 2016. Indian and Thai travellers (each 29%) are also set to take a more adventurous trip.

These findings are contained in the latest PATA Connected Visitor Economy Bulletin that highlights six key travel trends for 2016.

Other findings showed global economic uncertainties appear to be having minimal impact upon travel budgets. The study finds that one in three travellers is planning to spend more on leisure trips this year. Although inflation contributes to rising travel costs for some, a significant number of those planning to spend more (49%) state that it’s because they and/or their family members deserve it. Thirty one percent believe that such spending is an important contribution to maintaining good health and wellbeing.

This year Baby Boomers (65 yrs+) will spend, on average, US$7,500 on travel; Generation X travellers (35 to64 years) are budgeting US$5,000, and Millennials (18 to 34 yearrs) will be allocating a more modest US$2,400. Other key trends extracted from the study show:

A rise in ‘TV tourism’ with travellers increasingly influenced by what they have seen on their TV screens

The need to stay cool and connected has never been greater and travellers questioned placed air-conditioned rooms and in-room Wi-Fi at the top of their ‘must-have’ requirements. Globally, 63% state that airconditioning is essential when choosing leisure accommodation

Accommodation owners will continue to monitor closely the comments published on websites such as TripAdvisor with 59% planning to invest more in online reputation management

The PATA Connected Visitor Economy Bulletin is published regularly by the Pacific Asia Travel Association. The survey by Ipsos questioned 34,026 travellers in 32 separate source markets.

For more information go to www.pata.org/store

Image: China's Haohan glass suspension bridge.

8th October 2015 - GUESTS SCREAM AS GLASS FLOOR SHATTERS ON CHINESE CLIFFSIDE WALKWAY

30th November 2014 - UN REPORT SHOWS GROWING VALUE OF GLOBAL ADVENTURE TOURISM

5th October 2014 - ONLINE AUDIT TOOL FOR ADVENTURE TOURISM

25th March 2014 - NAUTICAL EVENTS AND ADVENTURE TOURISM WILL ATTRACT VISITORS TO PERTH

4th June 2013 - GROWTH IN EXTREME ACTIVITIES AS YOUNGER PEOPLE MOVE AWAY FROM ‘STRUCTURED’ SPORT

3rd April 2013 - ADVENTURE TRAVEL TRADE ASSOCIATION RELEASES VALUES STATEMENT AS MEMBERSHIP PREREQUISITE 

19th November 2010 - FORGET LEISURE: FOCUS ON THE EXPERIENCE INDUSTRY

17th June 2010 - CHINA’S FIRST OUTDOOR PURSUITS EXHIBITION

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