Post by zahidislam on Mar 10, 2024 0:26:49 GMT -8
Travel has become the ultimate luxury in today's world”, these are the words of Hermione Joye, Google's Sector Lead Travel for the APAC market. On the occasion of WiT Singapore 2022 , held from 3 to 5 October, Joye shared in his speech the excellent results highlighted by a study carried out by Google and Kantar on the current state of travel in the countries of the Asia and Pacific area. In particular, the report highlighted four macro-types of travellers , defining them as "archetypes". Within these archetypes, the behaviors and habits of post-Covid holidaymakers can be identified, with their similarities and differences. Travel as a phenomenon of revenge The tourism recovery in the APAC world has been slow and tiring both for operators in the sector and for holidaymakers themselves. Thus the inability to move for such a prolonged period as that of the pandemic has given rise to the phenomenon of " revenge travel ".
In fact, 75% of those interviewed declared Australia Phone Number that they intended to travel as much as possible in the near future. To be precise, 30-60% of people are already traveling more, with a further increase in travel spending. However, not all travelers are the same: Google and Kantar have highlighted four archetypes into which to divide the behavior of post-Covid APAC holidaymakers. The 4 traveler archetypes in the post-pandemic Let's see in detail who the new travelers are and what their main characteristics are. Remote value seekers The first type is Remote value seekers , a name that literally means "Remote value seekers". These represent 32% of APAC travelers and are distinguished by the following characteristics: They are budget-conscious domestic travelers They prefer outdoor holidays with friends and family They put relaxation first Urban Traditionalist The second archetype represents the so-called "Urban Traditionalists", who correspond to 27% of holidaymakers. The Urban Traditionalists : They are passionate but cautious travellers They look to travel to international cities for active holidays Within the Urban Traditionalists macro-group, Australian travelers are the most inclined to stick to what is already known, while Chinese are more open to the idea of exploring new destinations.
Many of them prefer more active holidays than in the past, with 50% more propensity to experiment with new brands and stay in accommodation facilities where they have never stayed. Luxury Loyalist The "Luxury Traditionalists" represent 25% of APAC travelers and stand out in the panorama of Asian travelers for the following reasons: They are your most valuable customers They are the most loyal segment They can help spread the chosen brand through constant digital engagement, particularly on video platforms. These holidaymakers show a tendency to spend more on their trips compared to pre-Covid, with a view to "revenge travel". They are 70% more likely to hire someone to help them plan and book their trips (34%) and, as the name also suggests, unlike Urban Traditionalists, they are more likely to only book with their previous supplier. Eco-minded Families We now come to the last archetype revealed by the Google and Kantar study, namely the typology of "Environmentally Aware Families".
In fact, 75% of those interviewed declared Australia Phone Number that they intended to travel as much as possible in the near future. To be precise, 30-60% of people are already traveling more, with a further increase in travel spending. However, not all travelers are the same: Google and Kantar have highlighted four archetypes into which to divide the behavior of post-Covid APAC holidaymakers. The 4 traveler archetypes in the post-pandemic Let's see in detail who the new travelers are and what their main characteristics are. Remote value seekers The first type is Remote value seekers , a name that literally means "Remote value seekers". These represent 32% of APAC travelers and are distinguished by the following characteristics: They are budget-conscious domestic travelers They prefer outdoor holidays with friends and family They put relaxation first Urban Traditionalist The second archetype represents the so-called "Urban Traditionalists", who correspond to 27% of holidaymakers. The Urban Traditionalists : They are passionate but cautious travellers They look to travel to international cities for active holidays Within the Urban Traditionalists macro-group, Australian travelers are the most inclined to stick to what is already known, while Chinese are more open to the idea of exploring new destinations.
Many of them prefer more active holidays than in the past, with 50% more propensity to experiment with new brands and stay in accommodation facilities where they have never stayed. Luxury Loyalist The "Luxury Traditionalists" represent 25% of APAC travelers and stand out in the panorama of Asian travelers for the following reasons: They are your most valuable customers They are the most loyal segment They can help spread the chosen brand through constant digital engagement, particularly on video platforms. These holidaymakers show a tendency to spend more on their trips compared to pre-Covid, with a view to "revenge travel". They are 70% more likely to hire someone to help them plan and book their trips (34%) and, as the name also suggests, unlike Urban Traditionalists, they are more likely to only book with their previous supplier. Eco-minded Families We now come to the last archetype revealed by the Google and Kantar study, namely the typology of "Environmentally Aware Families".