The Asia Pacific (APAC) region, a vital hub for global tourism, is anything but uniform in its travel preferences and habits. A new whitepaper from Traveloka reveals that APAC travellers are motivated by a range of factors influenced by cultural, economic, and technological shifts, making tailored strategies essential for brands targeting the region.
Diverse Travel Motivations Across APAC
Travel preferences in the region differ significantly from one country to the next. In Singapore, nearly 38% of travellers seek opportunities to rest and recharge, with a strong preference for natural attractions. Meanwhile, in Indonesia, 39% are drawn to popular tourist destinations, with outdoor adventures taking precedence. In Japan, cultural and wellness experiences lead the way, with 62% of travellers favouring historical sites.
The Role of Technology in Travel Decisions
Digital adoption is also a notable point of divergence. While 53% of Indonesian and Singaporean travellers use travel platforms to plan their journeys, only 18% of Japanese travellers prefer digital tools. This highlights a deep cultural divide in the region, where trust in technology remains a critical factor in its acceptance.
Price Sensitivity Remains a Key Factor
Across APAC, cost plays a significant role in decision-making. In Singapore, 45% of travellers and 48% of Australians consider price their top priority when booking accommodation. The impact of promotions is also noteworthy; in Singapore, nearly half of travellers (47%) are enticed to explore less popular destinations due to discounts and special offers.
Sustainability’s Slow but Steady Progress
Despite growing interest in sustainable travel, with 80% of APAC travellers expressing concern for the environment, uptake remains limited. High costs and a lack of accessible options in more developed markets like Singapore and Australia prevent sustainable travel from becoming mainstream, presenting both a challenge and an opportunity for the industry.
Diverse Payment Preferences Across Countries
The region’s varied payment habits reflect the need for flexibility. In Thailand, 72% of travellers still prefer cash, while in South Korea, 84% use credit or debit cards for transactions. This broad spectrum of preferences underscores the importance of offering diverse payment options to cater to the needs of different markets.
Strategic Recommendations for Travel Brands
To succeed in the APAC market, travel brands must consider these regional nuances. A strategy that emphasizes personalization, dynamic promotions, and localised payment methods is essential for connecting with the region’s diverse traveller base. As sustainability continues to rise in importance, affordable green travel options can help brands tap into an underserved, environmentally conscious demographic.
By embracing these differences and crafting tailored offerings, travel brands and advisors can better meet the evolving demands of the APAC travel landscape, ultimately driving growth and engagement in the region.
Related topics:
Traveloka Study Unveils Evolving Travel Trends Across Asia-Pacific
Thailand Projects $1.8 Billion in New Year Tourism Revenue
Top Getaways for 2025: Editors Share Their Dream Destinations