By Vicki Lai
Until recently, travel was considered a luxury for many. Today, 4 in 5 Asian travelers feel that travel is no longer a luxury but a necessity. With greater financial ability and wider options in flights and accommodation, the world’s largest travel market (Asia Pacific) will only continue to grow in numbers and in importance.
However, Asian travelers are not all the same. In this thought-leadership piece, Sabre Asia Pacific redefines travel in Asia with Kantar Futures. We go beyond standard segmentations to explore polarization in behavior and motivation. This uncovers a richer story of who Asian travelers are and how travel players (airlines, hospitality and travel networks) must stretch their potential to connect with consumers and lead the category.
Travel agencies can
- Influence the trend-setters and sponsor trips that get documented, and possibly shared in real-time via live-streaming to appeal to Explorers and Connectors
- Empower everyone to be an expert and build a library of itineraries that is curated and updated with latest events that all traveler types can access and refine
- Be a real-time companion and gamify trips to be more spontaneous and experiential through augmented reality for Explorers and Opportunists
- Make social-flying happen by creating an in-flight social platform to allow passengers to link up and trade itineraries, especially for Followers and Connectors
- Be a one-stop travel offer by providing ancillary travel services e.g. translation and WiFi devices rental, currency exchange services, to ease travelers stress pre-travel and during their trip
- Tap into crew expertise and create a platform that shares the crew’s favorite destinations and local venues for all traveler types
Hospitality players can
- Promote glocal integration by creating a C2C platform that is certified by the hotel on which locals can share their personal experiences and insights about the area
- Surprise and delight by using AR or VR to support trip planning or even reminisce and relieve a great experience from the day in the comfort of the hotel room
- Optimize the trip with a guests’ social network to facilitate guest interactions and provide a variety of activities that cater to the different traveller types, e.g. business networking for Opportunists, local meal sharing for Explorers, bar-hopping for Connectors, carpooling to attractions for Followers etc.
The travel landscape in Asia Pacific is experiencing change across different dimensions; and this change is rich in opportunities. To find out more about how Asian Travelers and the category will evolve in the future, please contact:
Stephane Alpern, Stephane.Alpern@kantarfutures.com
Vicki Lai, Vicki.Lai@kantarfutures.com