Travelzoo Asia Pacific Survey Forecasts 17% Increase in Travel Budgets

Results from Travelzoo Asia Pacific’s annual subscriber survey forecast an increase this year of 17% in travel budgets over 2013.

The results also highlighted transformations in the vacation spending patterns of Mainland Chinese travelers, with the majority willing to spend more for upgrading their holiday experiences and high-end accommodations.

The survey is an annual initiative by Travelzoo to map changes in travel attitudes across Asia Pacific, while providing a benchmark for the regional travel industry. This latest survey was conducted in collaboration with WIMI, a consumer insights consultancy firm, from 24 November to 15 December 2013. Over 3,400 Travelzoo subscribers from Australia, China, Hong Kong, Japan and Taiwan participated in the study.

The study revealed that Travelzoo Mainland Chinese subscribers will continue to lead the region in travel frequency, taking an average of 6.5 leisure trips and spending an estimated US$ 8,200 on average in 2014. This is followed by the Japanese with 5 leisure trips and an average spend of US$ 4,800; the Taiwanese with 4.4 leisure trips and an average spend of US$ 6,170; and Hong Kong travelers with 4.3 leisure trips and an average spend of US$ 6,900.

Australians will travel the least, with an average of 3.5 leisure trips in 2014. However, they will fork out the most for their vacations, at an average spend of US$ 9,340.

The study also pointed to travelers’ preference for independent travel and high-quality holiday experiences. When respondents were asked what best describes their attitude towards leisure travel, 62% of Travelzoo Asia Pacific subscribers prefer to explore at their own pace, and 54% view rest and relax as key to their holiday experiences. Almost half of the respondents surveyed will focus on improving the quality of their vacation, spending more on hotels, food and entertainment, and less on shopping. The figures for Mainland Chinese travelers were reflected strongly in these trends, with 75% wanting to rest and relax during their vacations, 62% spending more for upgrading their holiday experiences, and 56% preferring to explore at their own pace.

When respondents were asked about their accommodation budgets, the findings revealed that Travelzoo Mainland Chinese subscribers will splurge more than their regional counterparts. They will spend on an average of US$ 169 per night, based on double occupancy, compared to the regional average of US$ 140. This is in line with their willingness to spend more for a better holiday experience. Mainland Chinese subscribers’ desire for quality was further reflected in their choice of accommodation, ranking beachfront villas or hotels as their top choice, followed by boutique hotels and luxury hotels.

Group tours’ appeal continued to decline among all subscribers, with a regional average of 30% wanting such holidays. Instead, over 51% prefer all-inclusive holiday packages and purchasing accommodation and transportation only. Mainland Chinese travelers desire to personalize their own travel experiences was especially apparent in these results, with only 14% opting for group tours, 54% favoring all-inclusive holiday packages, and 58% looking to purchase accommodation and transportation only.

“Asian travelers will lead in driving global tourism in years to come. Through our subscribers and workings with travel suppliers, we see trends ahead of the curve. Some companies are already capitalizing on this by offering higher levels of personalized and quality vacation products. Those that set standards and create higher value will certainly benefit from the golden period of Asia’s tourism development,” said Jason Yap, CEO, Travelzoo Asia Pacific.

Other key findings:

Japan was ranked as the clear favorite for regional travelers in terms of destinations. This was followed by Australia, USA, Maldives and Korea respectively. Japan is also the top destination for Mainland Chinese travelers, with the USA becoming equally important.

Over 80% of Travelzoo Asia Pacific subscribers will use mobile internet during their holidays, with an overwhelming 98% of Travelzoo Mainland Chinese subscribers claiming that they will do so, followed by 93% Hong Kong subscribers. Interestingly, 84% of Asian travelers say the first thing they would do when they reach a café/restaurant or hotel is to check for free Wi-Fi.