ASIA PACIFIC TRAVEL TRENDS 2017 Travel Habits, Behaviours, and Influencers of Chinese, Japanese, and Australian Travellers METHODOLOGY Data Collection Method ONLINE SURVEY Quantitative Survey Field Work 30 March – 7 April 2017 Qualifying Criteria Must have booked online travel in the past year Sample Size China: n=1000 Japan: n=1001 Australia: n=1000 Total: n=3001 2 LAST TRIP LOOK BACK BY COUNTRY NUMBER OF Number of Trips Taken in the Past Year TRIPS PER YEAR VARIES SIGNIFICANTLY 5.3 4.4 BETWEEN 4.3 THE THREE 3.3 COUNTRIES The Chinese know how to travel, taking the most amount of trips per year TOTAL China Japan Australia 4 Trips in the Past Year TRAVELLERS FROM ALL THREE 5.3 COUNTRIES TAKE, ON 4.4 AVERAGE, MORE 3.3 3.1 3.2 THAN 4 TRIPS A YEAR 2.5 2.1 The Japanese and Chinese take roughly the 1.4 same amount of personal trips 0.8 The Chinese take the most business trips Total Business Personal Notable Country Difference China Japan Australia Q9: Typically, how many personal/leisure and business trips do you take per year? Q10: What types of vacations have you taken in the past year? 5 Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) TIME SPENT ON Time Spent on Vacation VACATION for THE THREE 10.6 COUNTRIES 6.7 ALSO VARIES 6.3 WIDELY 3.4 Australians take the longest trips by far The Japanese take the shortest vacations TOTAL China Japan Australia 6 27% 14% AUSTRALIANS TRAVELLERS ARE THE MOST LIKELY TO TRAVEL INTERNATIONALLY 73% 86% The Japanese are the most likely to travel domestically 45% 29% In general, the three countries in this region show a preference to travelling TOTAL domestically with Australians travelling the most internationally 55% 71% 7 In my country Outside my country THE TYPE OF VACATION VARIES FOR ALL THREE COUNTRIES OVER THE PAST YEAR CHINESE: seek relaxing trips but they also enjoy JAPANESE: love to sightsee and they also AUSTRALIANS: visit their family members more sightseeing, bleisure, and family play trips show a strong preference for stay-cations often, followed closely by relaxing and sightseeing 74% 62% 61% 49% 42% 44% 43% 29% 35% 20% 26% 20% 9% 9% 11% Relaxing Sight-seeing Bleisure Family Play Romantic Getaway 51% 54% 28% 31% 25% 24% 19% 19% 18% 22% 11% 10% 16% 13% 11% 0% 3% 6% Party Activity based Visiting Family Special Event Stay-cation Other China Japan Australia Q9: Typically, how many personal/leisure and business trips do you take per year? Q10: What types of vacations have you taken in the past year? 8 Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) TRAVELLERS IN ALL THREE COUNTRIES TRAVELLED BY PLANE TO GET TO THEIR DESTINATION Australians are the most likely to The Japanese are the most likely to travel by car and train travel by plane and use all three travel methods fairly evenly How did you get to your destination? 66% 72% 37% 31% 21% 20% 25% 9% 1% Plane Car Ride Train Ride China Japan Australia Notable Country Difference Q9: Typically, how many personal/leisure and business trips do you take per year? Q10: What types of vacations have you taken in the past year? 9 Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) HOTELS ARE THE MOST POPULAR PLACE TO STAY ACROSS ALL THREE COUNTRIES JAPANESE: prefer staying in hotels CHINESE: prefer hotels, though not quite as AUSTRALIANS: prefer hotels, but they also stay strongly as the Japanese with family and friends 90% 75% 50% 20% 11% 12% 6% 6% 5% 5% 7% 6% 2% 0% 3% 0% 0% 2% Hotel Resort Home sharing With family/friends Cruise Other (HomeAway, Airbnb, VRBO) China Japan Australia Notable Country Difference Q15. How long w as your vacation? Q16. How did you get to your destination? 10 Q17. Where did you stay on your last trip? Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) WHEN ASKED ABOUT INTERNATIONAL OR DOMESTIC TRAVEL, HERE’S HOW THEY RESPONDED CHINESE: prefer domestic travel by just under JAPANESE: are the least likely to travel AUSTRALIANS: prefer domestic travel with just three quarters internationally under half leaving the country 14% 27% 45% Outside my Country Outside my Country Outside my Country Q13. What type of vacation did you last book online? Q14. Was the trip….? 11 Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) WHEN ASKED ABOUT THE TYPE OF VACATION THEY LAST BOOKED ONLINE, HERE’S HOW THEY RESPONDED The Japanese and Chinese stayed in their country and took Australians vacation domestically and nearly a quarter take relaxing (China) or sight-seeing (Japan) vacations vacation to visit family 39% 34% 24% 20% 19% 14% 17% 16% 7% 6% 5% 6% 4% 4% 4% Relaxing Sight-seeing Family Play Romantic Getaway Party 24% 10% 4% 5% 4% 4% 7% 4% 2% 2% 3% 3% 2% 1% 2% 2% 0 3% Bleisure Visiting Family Activity based Special Event Stay-cation Other China Japan Australia Notable Country Difference Q13. What type of vacation did you last book online? Q14. Was the trip….? 12 Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) 81% 71% BUDGET WAS A 64% PRIMARY FACTOR FOR TRAVELLERS IN ALL THREE Yes No Yes No Yes No COUNTIES WHEN BOOKING THEIR Proportion Spent On Proportion Spent On Proportion Spent On LAST TRIP Hotel 18% Hotel 34% Flight 25% Food 16% Food 17% Hotel 23% CHINESE: were the most likely to consider budget on Shopping 16% Flight 14% Food 16% their last trip Flight 15% Transportation 14% Transportation 9% Attractions/Tour Attractions/Tours 15% Shopping 11% 9% JAPANESE: spent a much larger portion of their budget s Attractions/Tour on the hotel than Chinese or Australian travellers Transportation 11% 6% Shopping 9% s Home sharing 5% Other 3% Other 5% AUSTRALIANS: budget more for flights than travellers 4% from the other two countries Other Home sharing 1% Home sharing 4% Q18. Was budget a primary factor w hen you were researching/ booking your last trip? 13 Q19. How much total did you spend on your last trip, including flight, hotel, transportation, food, shopping, tours etc.? Q20. What proportion of your travel budget did you spend on each of the follow ing? Total (n=3001) China(n=1000) Japan (n=1001) Australia (n=1000) WHY THEY CHOOSE DESTINATIONS ALTHOUGH CHINESE TRAVELLERS SAY THEY ARE LOOKING FOR DEALS, FEELING PAMPERED, ACTIVITIES, AND EXPERIENCES ARE SIGNIFICANTLY MORE IMPORTANT Feeling pampered during my vacation 170 Activities I will be doing on my trip 169 A once in a lifetime experience 158 A place where I can vacation with friends 155 My food experience 149 The cultural experience 145 Taking memorable pictures 136 Outdoor activities 121 Somewhere unique that will produce shareable photos 119 A place that is kid friendly 110 Recommendations from family & friends 109 Professional reviews 85 Deals and/or special offers 76 Lowest Price 65 Based on ranking of most/least important considerations in choosing last trip using rotations of considerations and Max-Diff Scaling. 15 JAPANESE TRAVELLERS PLACE THE HIGHEST IMPORTANCE ON THEIR FOOD EXPERIENCE, AS WELL AS LOWEST PRICE WHEN PLANNING A TRIP My food experience 202 Lowest Price 184 Activities I will be doing on my trip 142 Transportation available on the trip 142 A place where I can vacation with friends 136 Feeling pampered during my vacation 133 The cultural experience 124 Deals and/or special offers 116 Recommendations from family & friends 109 Taking memorable pictures 106 Flight time 103 Shopping experience 100 Professional reviews 99 Online reviews from other travelers 96 Based on ranking of most/least important considerations in choosing last trip using rotations of considerations and Max-Diff Scaling. 16 ACTIVITIES LEAD THE WAY IN TERMS OF IMPORTANCE FOR AUSTRALIAN TRAVELLERS, WHILE PRICE AND DEALS FOLLOW CLOSELY BEHIND Activities I will be doing on my trip 197 Lowest Price 167 Deals and/or special offers 164 A once in a lifetime experience 150 The cultural experience 143 Taking memorable pictures 125 My food experience 121 A place where I can vacation with friends 121 Outdoor activities 117 Transportation available on the trip 105 Recommendations from family & friends 102 Somewhere unique that will produce shareable photos 89 Feeling pampered during my vacation 87 Online reviews from other travelers 81 Based on ranking of most/least important considerations in choosing last trip using rotations of considerations and Max-Diff Scaling. 17 DETERMINING FACTORS FOR CHOOSING A DESTINATION CHINESE: look to reviews and informative content JAPANESE: show a strong preference for deals AUSTRALIANS: pay close attention to deals before making that features deals before making decisions and informative content as significant influencers a decision and they like informative reviews of places (% of TRAVELLERS Who Somewhat Agree/Strongly Agree With The Statement) 92% 91% 88% 88% 78% 76% 80% 66% 56% I read reviews of places I want to visit from sites like TripAdvisor Informative content from destinations and/or travel brands I look for deals before making a decision before making my final decision can influence my decision making process 88% 82% 70% 76% 53% 55% 43% 45% 49% I talk to people who have visited the place before making a I use loyalty programs in my decision making process Ads can be influential in my decision making process decision China Japan Australia Q32. Please select to w hat extent you agree w ith the follow ing statements. (Please select one for each statement) Q33.