TRAVEL has become the ultimate luxury in today’s world, declared Hermione Joye, Sector Lead, Travel, APAC for Google, as she shared the latest findings from a Google and Kantar study at WiT Singapore 2022 last week.

One, “revenge travel” is here to stay in the APAC traveller mindset, with 75% of respondents keen to travel as much as possible in the near future. Two, 30-60% of people in key APAC markets are currently travelling more and spending more vs pre-Covid times. And lastly, 48% are motivated to travel for relaxation, unwinding and destressing.

“Travel is seen as a respite from daily life – unwinding and de-stressing is the #1 motivator for travel across APAC,” she said.

The research identified four traveller archetypes.

Remote value seekers (32%):

  • Budget-minded domestic travellers
  • Looking to explore outdoors with adult friends and family
  • Relaxation is top of mind

Urban Traditionalists (27%):

  • Keen but cautious travellers
  • Looking to travel to international cities for active holidays

Luxury Loyalists (25%):

  • The highest-value customers
  • Most loyal segment
  • Can help to amplify your brand through consistent digital engagement, particularly on video platforms

Eco-minded Families (17%):

  • Budget-conscious
  • Preference for nature and environmentally conscious providers

Read the full article at webintravel.com